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Beauty and Personal Care in
Argentina

Country Report

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Executive Summary

Jun 2019
Shift in economic fortunes affects beauty and personal care

In the first half of 2018, the Argentinian economy was beginning to show signs of recovery, with a slight improvement in real wages, and most of the beauty and personal care categories registered growth in retail volume sales. However, the situation changed dramatically following an exchange rate crisis in the middle of the year.

Promotions and discounts cushion the fall in sales

In the face of the economic crisis, companies and the main hypermarket chains, beauty specialist retailers and drugstores/parapharmacies carried out a large number of promotions and discounts to try to soften the strong fall in sales in the second half of 2018. While in the first half of 2018, such offers were used during the weekends in a few chains, in the second half of the year, promotions and discounts were much more widespread.

Traditional grocery retailers consolidate position as an important channel

Wholesale supermarkets, included within traditional grocery retailers, according to Euromonitor International definitions, have become one of the most important retail channels for consumers. Deodorants, hair care, oral care, and bath and shower are the main categories of beauty and personal care in which wholesale supermarkets have established a strong position.

Smaller pack sizes and cheap packaging gain share

Given the need to reduce spending on beauty and personal care in the face of falling real wages, consumers have focused on smaller packages than they usually buy. This trend was registered in products such as fragrances and toothpaste, in which consumers stayed loyal to their preferred brand, but purchased smaller sizes to reduce spending.

A promising future but with some clouds on the horizon

There are no sign of the economic crisis ending in the near future. According to industry sources, the economic crisis will last at least another year, so no recovery in sales of most beauty and personal care categories is likely until at least 2020.

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Beauty and Personal Care in Argentina

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Argentina for free (where applicable):

The Beauty and Personal Care in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Argentina?
  • What are the major brands in Argentina?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Argentina

EXECUTIVE SUMMARY

Shift in economic fortunes affects beauty and personal care
Promotions and discounts cushion the fall in sales
Traditional grocery retailers consolidate position as an important channel
Smaller pack sizes and cheap packaging gain share
A promising future but with some clouds on the horizon

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Bath and Shower in Argentina

HEADLINES

PROSPECTS

Bath and shower does not escape the economic crisis
Liquid soap is an oasis in the desert
Traditional grocery retailers continue to gain share

COMPETITIVE LANDSCAPE

Unilever de Argentina SA leads sales
Santiago Sáenz is in bankruptcy proceedings
Lysoform enters the market

CATEGORY DATA

Table 11 Sales of Bath and Shower by Category: Value 2013-2018
Table 12 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 13 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 15 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 16 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 17 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Argentina

HEADLINES

PROSPECTS

Premium colour cosmetics products escapes the crisis
New consumers are less faithful to brands
Demand for nail products shrinks for the sixth consecutive year

COMPETITIVE LANDSCAPE

New economy brands to offer new alternatives to consumers
Direct sales companies lead sales of colour cosmetics
Strong expansion expected in internet retailing over the forecast period

CATEGORY DATA

Table 19 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 20 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 21 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 22 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 23 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 24 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 25 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 26 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 28 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 29 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Argentina

HEADLINES

PROSPECTS

Decreased frequency of use of deodorants in the face of the economic crisis
The economic crisis continues to boost sales in traditional grocery retailers
Deodorants record a sharp price increase in 2018

COMPETITIVE LANDSCAPE

La Fármaco Argentina SA is in negotiations with creditors
Unilever de Argentina leads sales and is a barrier to entry for new competitors
An encouraging outlook, with changes to attract consumers

CATEGORY DATA

Table 30 Sales of Deodorants by Category: Value 2013-2018
Table 31 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 32 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Deodorants: % Value 2014-2018
Table 34 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 35 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 36 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 37 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Argentina

HEADLINES

PROSPECTS

Depilatories impacted by economic crisis to a varying extent
Farmacity ruling could change depilatories distribution
Economy brands gain share in hair removers/bleaches

COMPETITIVE LANDSCAPE

Procter & Gamble Interamericas leads sales
Competing methods for hair removal impact sales of depilatories
Millefiori’s strong campaign to position itself in the category

CATEGORY DATA

Table 38 Sales of Depilatories by Category: Value 2013-2018
Table 39 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 40 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 41 NBO Company Shares of Depilatories: % Value 2014-2018
Table 42 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 43 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 44 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Argentina

HEADLINES

PROSPECTS

2018 sees growth then decline
Small containers win market
Prices similar to duty-free initially soften the drop in sales

COMPETITIVE LANDSCAPE

Pop-up stores for a limited time to boost sales
Mass fragrances dominated by direct sales companies
Companies develop different sales channels

CATEGORY DATA

Table 45 Sales of Fragrances by Category: Value 2013-2018
Table 46 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 47 NBO Company Shares of Fragrances: % Value 2014-2018
Table 48 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 49 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 50 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 51 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 52 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Argentina

HEADLINES

PROSPECTS

Frequency of use falls as consumers moderate spending on hair care
Promotions and discounts to maintain sales
Traditional grocery retailers becomes a key channel

COMPETITIVE LANDSCAPE

Complicated situation for Santiago Saenz SA
Ecological packaging and natural ingredients attract consumers
Economy brands gain ground

CATEGORY DATA

Table 53 Sales of Hair Care by Category: Value 2013-2018
Table 54 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 55 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 56 NBO Company Shares of Hair Care: % Value 2014-2018
Table 57 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 58 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 59 LBN Brand Shares of Colourants: % Value 2015-2018
Table 60 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 61 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 63 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 64 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 65 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Argentina

HEADLINES

PROSPECTS

2018 – a year of two halves
Promotions and discounts to maintain sales
Traditional grocery retailers continue to gain share

COMPETITIVE LANDSCAPE

Economy brands assume an increasingly important position
Direct sales companies see transformation
Little space for domestic companies

CATEGORY DATA

Table 66 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 67 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 68 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 69 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 70 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 71 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Argentina

HEADLINES

PROSPECTS

Economy brands grow due to the poor economic environment
Men’s grooming sales contract after six years of growth in volume
Waiting for a better economic context for the expansion of men’s skin care

COMPETITIVE LANDSCAPE

Strong presence of multinational companies
The Axe brand expands to new categories
Little space for the development of private label

CATEGORY DATA

Table 72 Sales of Men’s Grooming by Category: Value 2013-2018
Table 73 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 74 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 75 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 76 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 77 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 78 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 79 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Argentina

HEADLINES

PROSPECTS

Sales of toothpaste decrease despite only low price increases
A large number of promotions in manual toothbrushes
Significant expansion in dental floss sales

COMPETITIVE LANDSCAPE

Colgate-Palmolive Argentina leads sales but loses ground
Strong growth for Sunstar Americas Inc
Traditional grocery retailers continue to gain share

CATEGORY DATA

Table 80 Sales of Oral Care by Category: Value 2013-2018
Table 81 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 82 Sales of Toothbrushes by Category: Value 2013-2018
Table 83 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 84 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 85 NBO Company Shares of Oral Care: % Value 2014-2018
Table 86 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 87 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 88 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 89 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Argentina

HEADLINES

PROSPECTS

Premium skin care and colour cosmetics products escape the economic crisis
Internet retailing gains share
A category strongly concentrated on fragrances

COMPETITIVE LANDSCAPE

New marketing strategies
Consumers loyal to their favourite brands
L’Oréal maintains its leadership

CATEGORY DATA

Table 93 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 94 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 95 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 96 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 97 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 98 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Argentina

HEADLINES

PROSPECTS

Poor sales performance in the second half of 2018
Sales of pharma/therapeutic skin care supported by promotions and discounts
In search of economical options, but from the same brand

COMPETITIVE LANDSCAPE

Strong expansion of internet retailing
L’Oréal launches the Garnier Skin Active line
Companies focus on natural products

CATEGORY DATA

Table 99 Sales of Skin Care by Category: Value 2013-2018
Table 100 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 101 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 102 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 103 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 104 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 105 NBO Company Shares of Skin Care: % Value 2014-2018
Table 106 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 107 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 108 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 109 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 110 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 111 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 112 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 113 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Argentina

HEADLINES

PROSPECTS

Poor weather slows sales of sun care products
Self-tanning is a small category with little potential
Deseasonalising sales to boost consumption

COMPETITIVE LANDSCAPE

Laboratorios Andrómaco leads sales
Economical packaging to offer attractive options
Luxury brands limit price increases to maintain sales

CATEGORY DATA

Table 114 Sales of Sun Care by Category: Value 2013-2018
Table 115 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 116 NBO Company Shares of Sun Care: % Value 2014-2018
Table 117 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 118 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 119 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 120 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Argentina

HEADLINES

PROSPECTS

Sharp contraction in consumption in the second half of the year
Promotions and discounts to soften the fall in sales
Farmacity ruling could result in distribution changes

COMPETITIVE LANDSCAPE

Unilever gains ground thanks to the launch of Dove Baby
Domestic companies are largely absent
In 2019, economy brands will have an advantage

CATEGORY DATA

Table 121 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 122 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 123 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 124 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 125 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 126 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 127 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 128 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 129 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 130 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 131 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023