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/* Eastern Europe */
<u>'''Key Insights'''</u>
- Western Europe has two major players – Unilever and Beiersdorf, while the rest of the industry is moving towards consolidation which is a sign of saturated market, '''which can only be revived by continues continuous product innovations'''
- Eastern Europe has three major players but no market leader, hence the shares are evenly distributed and the industry is fragmented into a lot of small players, while the scope of growth remains high