Having overcome the economic recession, overall Russian skin care market is entering a new age expecting a 37% rise by 2013, according to the market research provider Mintel. The Russian market for body care cosmetics has noticeable potential for development and growth. By 2012 it could reach US$ 450 million and it is in general revolves around hand care, foot care mostly and relatively modest share of the market belongs to anti-cellulite market.
In the modern world “be in a good shape” means to be active, purposeful and self-confident person living healthy lifestyle. This stereotype came from the Western Europe and gradually soaked into our minds. More and more people try everything to attain the ideal of a perfect look, improving their appearance by toning or firming their body, tanning or lightening their skin, removing unwanted hair and etc. As a result, the range of body care products is rapidly expanding.
According to the research conducted by the company MAR Consult, 69% of Russian customers believe natural ingredients to be safe and suitable for skin. That’s why the market for organic cosmetics in Russia is on the rise: in 2010 it grew by 10%. Customers’ loyalty to pharmacy products is also very high. French brands Vichy, La Roche-Posay, Avene, Lierac, based on thermal water and recommended by dermatologists, enjoy great popularity among Russians. They have managed to gain authority offering medical treatment to various cosmetic problems.
Russian market for SPA products is also on the wave. Numerous brands offer SPA treatment for home use: scrubs, masks, peelings, creams and shower gels, body milks containing sea salt and weed, clay, essential oils, mud, exotic plants and other ingredients. For example, Norway brand TL SPA Design presented new product – Aromatic Body Butter with Dead Sea for body care treatment in the summer season.
However, the majority of customers consider SPA treatment to be a beauty ritual performed by certificated SPA-masters with the use of professional products and equipment. SPA therapy presents a century-old experience of different cultures covering such body rituals as “The heart of India”, “Altai greens”, Bali treatment “Lulur”, Egyptian wine ritual “Macadamia”, Indonesian programs “Jamu” and much more. Some practices include massage with semiprecious stones and gold balls. The new trend in the industry is “Russian SPA” mixing exotics with Russian bath traditions. According to the survey, 63% of clients take SPA treatment once a month, 25% - once a week and 12% - more often than once a week.
62% of clients visit SPA salons to relax, to calm their nerves and to rest while 34% love to indulge themselves. 15% believe SPA therapy can improve their health.
By experts estimations, the most called-for treatments on the professional body care market are LPG capsule, wraps, various massage techniques (including Thai, Vietnamese, anticellulite, oil massage) and chocolate treatment. Apparatus cosmetology is also in great demand on the Russian skin care market offering a large range of services: body strengthening, cellulite removal, stretch marks reduction and many others, applying different kinds of physiotherapeutic action (light, temperature, ultrasonic waves, mechanical vibrations, aromatherapy, etc.).
Dividing up the skin care segment, facial skin care continues to be the most active area: analysts recorded a total of 995 launches in this segment during the period 2005 – 2010. Body care segment accounted for 452 new launches in the same period, while there were 167 launches for hand and nail care and 121 products targeting the eye care segment.
In 2009 the biggest share in the volume of sales on the Russian skin care market belonged to hand care products (49%). The second place took body care products with the share of 31% leaving behind foot care products – 18% and special-purpose products – 2%.
In 2009 the Russian overall market for skin care was valued at RUB34.40bn (€955.6m), but, that figure is set to boom in the next couple of years, and should hit RUB47.10bn by 2013 (Mintel).
With the increasing stress on ‘looking good’ in today’s fast-paced society, the world demand for hand and body care products is on the rise. Recent market research indicates that the global market for hand and body care products is expected to be worth US$16.6 billion by 2013 –nearly 20% rise since 2008. A large part of this growth is driven by the emerging markets of the Asia-Pacific region accounted for 37.7% of the global total – this index is set to grow as personal incomes in these countries will increase.
Russian body care market follows this trend. Mintel’s experts predict that average consumer spend on skin care products per capita will increase from £4.90 (€5.90) in 2009 to £7.20 by 2013, a hike of 47%. In terms of local currency sales, this means that the Russian skin care market should grow in excess of 8% every year until 2013. Manufacturers continue to invest in the latest scientific discoveries and engage the most up-to date technologies to strengthen their positions on the Russian skin care market. Customers become very curious about market novelties. The race of innovations on the beauty industry continues to take place, making the process of cosmetics manufacturing far more efficient and environmentally friendly. Green chemistry is a perfect example of this. By incorporating more cutting edge and energy efficient ways of processing ingredients and formulations, the carbon footprint of finished products is being significantly reduced, allowing manufacturers to boast of greener credentials.