In 2025, colour cosmetics in China experienced moderate value growth, increasing by 3% in current terms to CNY63,913 million, following a period of volatility from 2021, and then stagnation in 2024. While retail volumes showed strong expansion, the increase in value terms was notably slower due to intensifying price competition, especially among domestic brands.

In 2025, depilatories in China achieved modest growth, with retail values rising from CNY1,310 million in 2024 to CNY1,364 million in 2025, representing a 4% increase. This followed stagnation in 2024 and contrasts with the higher rates seen in some other Asia Pacific countries. Growth in China was primarily driven by price increases rather than strong expansion in underlying demand, with the volume performance more subdued due to consumer interest in longer-lasting hair removal options, such as

Skin care delivered a return to growth in China, reaching sales of CNY275,247 million, up 2% compared to the previous year. This rebound followed a dip in 2024, when value sales declined by 4%, reflecting a cautious economic environment and more deliberate consumer spending. Given the falling population, which stood at 1,408 million in 2025, GDP growth moderating slightly to 5%, and exceptionally low inflation, at just 0.1% in 2025, this growth rate was impressive. While the pace of growth was m

After three years of decline, in 2025, hair care in China registered a rebound to modest retail current value growth, growing by 1% to CNY63,089 million. This performance, while not as robust as the double-digit increases seen in the early review period, in 2020 and 2021, was underpinned by a series of localised shifts in consumer behaviour and channel dynamics. The overall landscape was further shaped by the interplay between demographic realities and digital adoption. With China’s population a

Bath and shower experienced a minor increase in retail value sales in 2025, reaching CNY26,285 million, marking a 1% rise from the previous year in current terms. This performance reflects a steady but modest expansion, influenced by evolving consumer priorities around holistic wellness and intentional spending. While the overall growth rate was not dramatic compared to previous years, sales were notably more resilient than some neighbouring categories in Asia Pacific, benefiting from new cons

Beauty and personal care in China achieved a return to growth in 2025, delivering a 2% increase in retail current value terms to reach CNY552,578 million, fuelled by a combination of premium innovation, dynamic local competition, and surging digital commerce. Despite economic headwinds and rising price sensitivity, consumer willingness to invest in clinically substantiated solutions, especially in anti-ageing, longevity, and preventative routines, underpinned both premium and mass resilience, wh

Sun care achieved robust growth in 2025, with retail volumes reaching 20.4 million litres, reflecting a 9% increase compared to the previous year. This performance stands out not only in the context of China’s own historical development, but also against broader Asia Pacific and global benchmarks. Retail value also advanced notably, with sales totalling CNY18,815 million, up 5% year-on-year, underscoring that growth was supported both by higher unit sales and by sustained value gains as brands d

In 2025, menstrual care in Lithuania experienced stagnation in retail volume, reflecting the underlying demographic stability in the consumer base. The total population in Lithuania was 3 million with minimal change compared to previous years, leading to a flat demand curve for menstrual care products. Retail volume sales stood at 246 million units, a slight decrease compared to 2024. However, retail value continued to rise, with current value sales reaching EUR29 million, marking a 3% increase

Away-from-home tissue and hygiene in 2025 is defined by major disruption in HoReCa channels following the removal of the VAT exemption for bars and restaurants. This policy shift directly raised prices for HoReCa outlets, leading to widespread closures and a significant reduction in footfall as consumers curtailed their visits. The immediate result is a decline in demand within HoReCa, with negative consequences for income generation and financial health across this channel. However, the broader

Wipes in Azerbaijan achieved strong growth in 2025, with retail current value reaching AZN14.2 million; a 7% increase over 2024. This performance stands out within the regional context, where price sensitivity remains high and inflationary pressures persist, evidenced by inflation of 6% in 2025.

In 2025, the nappies/diapers/pants category in Azerbaijan achieved notable results, with retail current value sales increasing by 7% to AZN 327.7 million. This growth was largely attributed to higher prices and the continued shift towards premium products. Consumer purchasing behaviour was shaped by an ongoing sensitivity to price, as individuals aimed to reconcile quality and cost amid an inflation rate of 6%.

Tissue and hygiene in Azerbaijan demonstrates sustained growth in 2025, with retail value sales rising to AZN572 million, supported by continued population expansion and resilient household spending despite inflation of 6%. The landscape remains attractive due to robust demand for essential products and a projected CAGR of 7% through 2030. Value-driven purchasing is increasingly prominent, with large pack formats and private label offerings gaining traction, while competition intensifies as Turk

Wipes in Hong Kong in 2025 displayed robust value growth, with retail sales reaching HKD335 million, a 4% increase compared to 2024. This performance is being driven by the city’s ongoing demand for convenient, on-the-go hygiene solutions, as busy urban consumers favour multipacks and easy-dispense packaging across both baby and adult formats. Personal wipes form the largest area within wipes, accounting for HKD230 million in 2025. This is underpinned by broadening demand beyond baby wipes to i

The performance of away-from-home tissue and hygiene in 2025 was characterised by a strong rebound in value, with sales rising to HKD668 million and growth of 5% compared to the previous year. This growth is notably higher than the broader economic expansion, as Hong Kong’s GDP growth is 3% in 2025, reflecting the resilience and dynamism of the market as tourism and out-of-home traffic normalise post-pandemic. While away-from-home tissue and hygiene experienced a sharper recovery than many other

Menstrual care in 2025 recorded slight current value growth, up 5% to HKD1 billion, which is a slower increase than the 6% seen in 2024, as inflationary pressure softens and unit price growth moderates. Volume expanded modestly by 2% to 526 million units, reflecting a relatively flat user base in Hong Kong, where the population in 2025 reached 7.5 million. Overall growth in 2025 was more subdued compared to previous years, mirroring both a maturing user pool and the effects of easing price press

Retail tissue in Hong Kong recorded steady growth in 2025, with a retail volume of 59,300 tonnes and a retail value of HKD1.9 billion at constant prices. The category saw volume growth of 1% and value growth of 3% over the previous year, reflecting a premiumisation trend rather than simple expansion. This performance aligns with broader Asia Pacific patterns of trading up, but the focus on higher-value, premium and eco-friendly formats in Hong Kong is especially pronounced, fuelled by consumer

Tissue and hygiene in Lithuania demonstrates a stable performance in 2025, with value remaining nearly flat following the pronounced inflation-led growth seen across Eastern Europe in previous years. While overall value is supported by consumer spending rising to EUR45.9 billion, the environment is defined by a declining population, subdued birth rates and an expanding elderly demographic, which shifts demand patterns within the core products. Attractiveness in this area is moderate, with opport

In 2025, wipes in Lithuania experience a marginal value contraction, with retail value sales declining by -1% to EUR5.9 million. This represents a reversal from the rapid growth seen in 2022 and the moderate expansion in 2023, positioning Lithuania’s performance below that of Eastern Europe, where wipes sales are generally more resilient and supported by stronger demographic and income trends. The muted value trend in 2025 is not a result of weakening demand, but rather a consequence of consumer

In 2025, fragrances in China achieved notable retail current value growth of 9%, with sales reaching CNY16,210 million. This robust growth followed a brief contraction in 2024, and reflects a swift recovery, driven by rising consumer engagement and the expansion of both local and international players. The overall category remains relatively immature and underpenetrated, offering significant growth potential as new entrants actively educate consumers and broaden the user base.

In 2025, deodorants in China registered a retail current value increase of 6%, reaching CNY1.1 billion. This performance signals a modest but meaningful expansion in what remains a niche category within the broader beauty and personal care space, especially when set against larger and more mature markets in the Asia Pacific region. While global sales of deodorants are often propelled by higher per capita usage, in China adoption remains gradual, with growth being driven by urban, younger consume

Away-from-home (AFH) tissue and hygiene in Azerbaijan experienced robust value growth in 2025, outpacing many regional peers, supported by a dynamic economic environment and a return to expansion in hospitality, tourism, and commercial infrastructure.

Menstrual care in Azerbaijan continued to expand steadily in 2025, with retail current value reaching AZN129 million, representing a strong increase of 11% compared to the previous year. This growth was driven by the market's response to evolving consumer preferences and changes in the competitive landscape.

Men’s grooming in China achieved a modest value increase of 1% in 2025, reaching CNY15,304 million, signalling stabilisation after a period of decline. This growth, although moderate, stands out in the context of continued macroeconomic pressure and subdued consumer sentiment, with China’s GDP growth at 5% and inflation nearly flat at 0.1%. The population stands at 1,408 million, but this is on a declining trend, and cautious and intentional spending is evident, particularly in discretionary per

Oral care in China demonstrated a pattern of low single-digit value growth in 2025, with retail value sales reaching CNY50,682 million, representing a 2% year-on-year increase. This growth was led primarily by price-driven gains and premiumisation rather than by volume expansion, which was at a lower level. In a regional context, China continues to be one of the largest and most competitive oral care markets in Asia Pacific, yet the pace of value growth reflects a maturing landscape where aggres