Eastern Europe personal care market sales on the rise with room for growth

Eastern Europe’s maturing markets are reporting modest growth with the potential for trade-up promising future gains, as William Tomaney, Martina Marečková, Zlatko Čonkaš, Diana Yordanova, Alexandra Popescu and Poorna Rodrigo discover

A growing economy and increasing spending power for households ensure continued personal care product sales growth in Poland

Following years of slow growth since 2008, Eastern Europe's now mature cosmetics and personal care market has continued to show marginal gains in product sales in the past year, according to experts.

The region's cosmetics and personal care sales edged to US$23.68bn in 2017 from $21.74bn in 2016, counting sales in Poland, Croatia, Bulgaria, the Czech Republic, Estonia, Latvia, Lithuania, Hungary, Romania, Slovakia, Belarus, Bosnia & Herzegovina, Serbia, Slovenia, Macedonia and Georgia.

This was a marginal improvement compared with total sales of $21.64bn in 2015 in the region. While this progress might seem anaemic, it comes off the 2008-18 recession when sales fell, a Euromonitor International analyst says.

Skin care rises

In terms of segments, Eastern Europe's skin care sales showed the . . .

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