Beauty and Personal Care in Australia
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 8 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Australia
Local parents remain interested in safe but effective products for their children
Sustainable claims gradually emerge in baby and child-specific products
Brands look to expand target audience beyond initial positioning
Sustainability and natural claims will remain a key strategy for players
Steady growth over forecast period, supported by innovation and more sophisticated formulations
E-commerce set to further penetrate category but offline experiential retail will remain relevant
Table 9 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 10 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 11 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 12 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 13 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 14 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Australia
Bath and shower players focus on natural claims and targeting Generation Z
Intensifying competition as Australians return to more sophisticated bathing routines
Brands look to improve consumer engagement with different strategies
Bath and shower set for overall positive performance over forecast period
Players look to sustainable packaging and formats
Targeting younger generations with clean positioning key to adding value
Table 20 Sales of Bath and Shower by Category: Value 2017-2022
Table 21 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 23 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 24 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 26 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Australia
Greater mobility drives up stronger demand for colour cosmetics in 2022
Experiential beauty retail remains key trend in 2022
Frequent socialising and natural look drive demand for eye make-up in 2022
Sustainability initiatives likely to emerge more strongly in the coming years
Digital sales and marketing likely to be further explored by brands and retailers
Local consumers to simplify beauty routines to address increasingly hectic lifestyles
Table 29 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 33 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 34 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 35 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 36 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 38 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 39 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Australia
Mature deodorants continues to evolve with focus on different claims
Greater interest in natural products influences new development by independents
Increasing focus by players on communities and the environment
Sustainability trend set to increasingly influence category’s development
Players must balance use of natural components with efficacy claims
Creating positive brand messaging to encompass all relevant trends and claims
Table 40 Sales of Deodorants by Category: Value 2017-2022
Table 41 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 42 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 43 NBO Company Shares of Deodorants: % Value 2018-2022
Table 44 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 45 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 46 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 47 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 48 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Australia
Falling demand for depilatories as consumers seek alternative methods of hair removal
Gillette Venus aims to open up discussion around intimate grooming
Brands increasingly look to skin care ingredients to add value to depilatories
Consumers expect depilatories to be multifunctional and offer greater value
Sustainability likely to gain momentum within depilatories to address consumers’ concerns
Stable demand predicted for women’s razors and blades over early part of forecast period but professional hair removal offers further competition
Table 49 Sales of Depilatories by Category: Value 2017-2022
Table 50 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 51 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 52 NBO Company Shares of Depilatories: % Value 2018-2022
Table 53 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 54 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 55 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Australia
Recovery for fragrances in 2022 driven by premium segment
Localism gains further momentum in 2022
Inclusivity, gender fluidity and emotional appeal of fragrances
Positive outlook for fragrances, driven by indulgence trend and stronger return of inbound tourists
Local brands to increasingly focus on ethical and sustainable production
In-store testing will remain important for fragrances, despite high share for e-commerce
Table 56 Sales of Fragrances by Category: Value 2017-2022
Table 57 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Fragrances: % Value 2018-2022
Table 59 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 60 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 61 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 62 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 63 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Australia
Greater focus on local hair care brands using natural ingredients
Sustainability concerns continue to drive purchasing decisions
Post-pandemic footfall encourages local retailer to expand offline presence
Skinification of hair care likely to continue influencing category development
Further exploration of sustainable ingredients and packaging expected in hair care
Salon professional hair care set for dynamic performance over forecast period
Table 64 Sales of Hair Care by Category: Value 2017-2022
Table 65 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 66 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 67 NBO Company Shares of Hair Care: % Value 2018-2022
Table 68 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 69 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 70 LBN Brand Shares of Colourants: % Value 2019-2022
Table 71 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 73 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 74 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 75 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 76 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Australia
Stable demand for men’s grooming with new brands entering the competition
Local brands focus on supporting men’s wider health issues
Retailers continue to expand private label lines to new categories
Men’s grooming offers further potential to both local and international brands
E-commerce likely to gain further ground due to convenience and accessibility
Brands from different industries identify men’s grooming as area of expansion
Table 77 Sales of Men’s Grooming by Category: Value 2017-2022
Table 78 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 79 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 80 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 81 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 82 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 83 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 84 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 85 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Australia
Greater emphasis on appearance drives demand for whitening oral care options
Further dynamic growth for electric toothbrushes in 2022
Sustainability remains in the spotlight across most of oral care
Increasing competition likely among major distribution channels with stronger development of private label
Greater emphasis on natural ingredients for oral care likely over forecast period
Environmental awareness likely to influence players’ development strategies
Table 86 Sales of Oral Care by Category: Value 2017-2022
Table 87 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 88 Sales of Toothbrushes by Category: Value 2017-2022
Table 89 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 90 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 91 NBO Company Shares of Oral Care: % Value 2018-2022
Table 92 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 93 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 94 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 95 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 97 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Australia
Stabilising demand in 2022, while smaller brands look to attract younger generations
Retailers respond to high cost of living with more affordable skin care options
Event marketing resumes, supported by experiential retail and new themes
Positive performance for skin care, but players must be aware of competing categories and heightened price sensitivity
Players to focus on marketing specific benefits and targeting future consumers
Sustainability to the fore but players must avoid greenwashing
Table 99 Sales of Skin Care by Category: Value 2017-2022
Table 100 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 101 NBO Company Shares of Skin Care: % Value 2018-2022
Table 102 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 103 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 104 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 105 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 106 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 108 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Australia
Solid demand for sun care in 2022 due to strong local awareness of exposure risks
Competition within sun care intensifies with new local brands and private label
Local sun care brands favoured due to stringent regulations that ensure efficacy
Further growth potential as players look to innovate by considering both health and appearance with new formulations
Self-tanning set for dynamic performance, driven by awareness and new brands
Updated regulations on permissible ingredients for sun protection in Australia
Table 110 Sales of Sun Care by Category: Value 2017-2022
Table 111 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 112 NBO Company Shares of Sun Care: % Value 2018-2022
Table 113 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 114 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 115 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Australia
Beauty specialists enjoy rising demand and invest in experiential retail
Easing of travel restrictions supports rising sales in 2022
Sustainability concerns encourage players to focus on alternative packaging solutions
Players must avoid greenwashing as they look to appeal to eco-conscious consumers
Adopting viable omnichannel strategy, while rise in inbound tourism will encourage further investment in airport concessions
Australians to increasingly value combination of skin care and sun care
Table 117 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 118 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 119 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 120 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 121 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Australia
Strong growth for mass segment as Australians look to control spending in 2022
Players expand distribution to reach wider audience
Players pay greater attention to environmental and social trends
Sustainability likely to be an enduring trend
Mass brands need to address increasing demand for clean and local products
Challenges and opportunities from the digital world
Table 123 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 124 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 125 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 126 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 127 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027