Thanks to Johnson’s Russia List #29, we now have a place to go for information on the cosmetics industry in
Russiaoral care products make a substantial contribution to beauty industry. Oral care together with perfumery and make-up products are among the most popular cosmetics. Sales of oral hygiene contribute to 14% of total cosmetics and perfumery sales in Russia. To compare: in global cosmetics and perfumery market the share of oral care segment is not very high. The segment makes the least share (only 9% of the total cosmetics and perfumery sales worldwide), as compared to skin care (27%), hair care (21%), colour cosmetics (15%) and perfumery (11%), according to Kline and company.
Despite the fact that there are quite a few niches to be developed, overall oral hygiene growth remained dynamic in 2006. Growth sales rate of oral hygiene is expected to achieve 12% in value terms. The segment is supposed to reach $1,065 mln as compared to $951 mln in 2005. Consumption is gradually shifting towards more expensive products. Insignificant decline in growth from 12.6% to 12% can be explained by segment maturity. In 2005 toothpaste, which accounted for an estimated 75% of sales value, dictated the development in oral care. The same tendency took place in 2006. Also newly formed power toothbrush sales added an additional boost last year.
I guess we can expect more Russians to have shiny teeth in the years to come., especially since “tooth whiteners [are] to remain the fastest growing product type in oral hygiene with annual growth about 10%.”! If only Listerine was making similar jumps in market share. . .