Beauty and Personal Care in Croatia

Beauty and Personal Care in Croatia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Consumers demonstrate signs of upmarket shift pre-COVID-19

Retailers expand private label ranges, online channel and social media influencers gain traction

Rapid return to more upmarket products unlikely post-COVID-19, opportunities for private label in price-sensitive Croatia

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Price-oriented Croatian consumers offer good base for mass products

L’Oréal Adria doo’s lead of mass beauty and personal care underpins its overall market leading position

Local players benefit from positive consumer perceptions and competitive pricing

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for premium products boosted by consumers’ increased spending power

L’Oréal Adria doo leads with strong presence throughout the category

Pharmacists’ advice valued by purchasers of premium beauty and personal care

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographic factors limit demand, added-value attributes well received

Private label perceived to be of high quality by price-conscious Croatians

Private label players seek to further increase consumer confidence

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Croatians prefer a shower, demonstrate environmental concerns in purchasing preferences

Bath additives suffer lack of convenience and traditional preference for showering, shower gels see addition of clay

Multinationals lead, but low barriers offer opportunities for small players, too

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2014-2019
Table 34 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 36 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 37 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 39 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Social media influencers increasingly important, maturity stifles growth elsewhere

Cheaper products lose traction in colour cosmetics environment

Mono-brand stores see limited penetration

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 42 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024

Deodorants in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Croatians prefer spray deodorants, free-from attributes increasingly important

High level of consumer trust in large brands means limited potential for smaller competitors

Premium products see stable but limited demand among more affluent consumers

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Deodorants by Category: Value 2014-2019
Table 52 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 54 NBO Company Shares of Deodorants: % Value 2015-2019
Table 55 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 57 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024

Depilatories in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Weak performance from depilatories in 2019, shaving remains most popular method

Shaving giants lead the category thanks to extensive product ranges, longstanding presence, and advertising support

Consumers prefer branded products over private label alternatives

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2014-2019
Table 61 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Depilatories: % Value 2015-2019
Table 63 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 64 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Fragrances’ increasing maturity stifles growth, strong preference for gender-specific products

A fragmented environment that rewards players with extensive brand portfolio

Direct selling players suffer as consumers shift to premium fragrances

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 66 Sales of Fragrances by Category: Value 2014-2019
Table 67 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Fragrances: % Value 2015-2019
Table 69 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 72 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation in shampoos drives category performance in 2019

L’Oréal Adria leads due to wide range of products, Beiersdorf doo maintains presence

Private label presence limited as consumers favour branded products’ value and effectiveness

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 74 Sales of Hair Care by Category: Value 2014-2019
Table 75 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 77 NBO Company Shares of Hair Care: % Value 2015-2019
Table 78 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 82 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Weak performance continues overall, men’s toiletries see healthier performance than shaving

Online platforms important for information exchange regarding men’s grooming

Unilever rises in the rankings in men’s toiletries

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2014-2019
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2019
Table 89 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Poor oral hygiene habits in Croatia, but changes slow to occur

Media presence key to category ranking, with low brand loyalty in evidence

Local companies struggle to compete

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2014-2019
Table 95 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 96 Sales of Toothbrushes by Category: Value 2014-2019
Table 97 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 99 NBO Company Shares of Oral Care: % Value 2015-2019
Table 100 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 101 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 103 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Skin care attracts working women seeking anti-ageing functionality

New free-from products and celebrity endorsement aim to attract consumers

Smaller, more agile players take advantage of CBD trend

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2014-2019
Table 106 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 107 NBO Company Shares of Skin Care: % Value 2015-2019
Table 108 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 110 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Croatia

HEADLINES

PRE-COVID-19 PERFORMANCE

Croatians demonstrate increased interest in obtaining a tan

Beiersdorf consolidates lead, Magdis offers appealing sun protection jams

Private label ranges appeal due to high sun care prices

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2014-2019
Table 113 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 115 NBO Company Shares of Sun Care: % Value 2015-2019
Table 116 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 118 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024

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