STRATEGIC ANALYSIS OF THE COSMETIC PRODUCTS MARKET

Abstract

To conduct a comprehensive study of the current state of the cosmetic products market, identify key development trends, and determine prospective vectors for strengthening the competitive positions of enterprises in this segment based on strategic analysis. The methodological basis of the research was a comprehensive approach combining systemic, statistical, and strategic analysis to identify patterns in the Ukrainian cosmetic market within the 2021–2025 timeframe. Systemic analysis was employed to identify market trends and assess the impact of macroeconomic factors on production activity. Statistical and economic methods were applied to process data on production and foreign trade under the UKTZED codes (groups 3304–3307) in accordance with the Law of Ukraine "On the Customs Tariff of Ukraine". The comparative method and graphical modeling allowed for the verification of logistics reorientation toward EU markets (Poland, Italy) and the visual interpretation of indicator dynamics. The information base was formed using official data from the State Statistics Service, the State Customs Service of Ukraine, as well as analytical reports from Euromonitor International and Mordor Intelligence. The article presents research findings on the transformation processes occurring in the Ukrainian cosmetic market during 2021–2025. It was established that despite wartime challenges – caused by the destruction of energy infrastructure and the destabilization of supply chains, which led to a 20.9% decline in domestic production in 2022 – Ukraine's cosmetic industry has demonstrated adaptability. Special attention is paid to the statistical analysis of foreign economic activity under UKTZED headings 3304–3307. A steady dominance of the makeup and skincare category was identified in the import structure, with its specific weight consistently reaching 45.2%. The study examines the restructuring of the geographical trade pattern, noting a significant strengthening of Poland’s position as a primary trading partner and a successful reorientation of domestic exports toward EU markets, where Poland (35.8%) and Italy (17.7%) emerged as key consumers. It is scientifically proven that amidst the volatility of domestic demand, export activity – which reached a 20.3% share of total corporate revenue in 2025–has become a decisive tool for ensuring the economic stability and competitiveness of Ukrainian manufacturers. A comprehensive substantiation of the strategic transformations of the Ukrainian cosmetic products market in 2021–2025, which revealed patterns of its adaptation to macroeconomic shocks through the reorientation of logistics chains toward EU markets and the increasing role of exports as a key instrument for ensuring the economic resilience of the industry. The practical significance lies in the development of recommendations for strengthening the positions of domestic manufacturers through investment in energy independence and the optimization of logistics to the markets of Poland and Italy. The results of the foreign trade analysis for UKTZED codes 3304–3307 and the import structure serve as a basis for implementing import substitution strategies and introducing innovative care products based on global trends.