The body care industry has become a leader in natural sales dynamics in the omnichannel non-food FMCG market, writes " NielsenIQ Russia".
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Over the past 12 months to May 2024, the growth rate of this product group increased by 13% after last year's decline (-12%). Such indicators indicate a stabilization of sales, which may be followed by a recovery: in absolute terms, the 2022 level has not yet been reached.
This trend is associated both with the active recovery of the care industry after a decline in general, and with the rapid development of individual categories within it: for example, shower gels, bath foams and deodorants.
They manage to increase their importance in the market both due to the growth of consumer demand and a number of other factors that attract consumers to the category. One of the most noticeable of them is the expansion of the assortment with bright new products (both Russian and foreign), which is reflected in sales volumes even in conditions of rationalization of spending.
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