Beauty and Personal Care in Croatia
Beauty and personal care in 2021: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Summary 1 Research Sources
Baby and Child-Specific Products in Croatia
Easing of restrictions underpins recovery of baby and child-specific toiletries
Baby and child-specific sun care shows the most dynamic performance
Private label lines gain ground as inflationary pressures bite
Falling birth rates will continue to subdue overall demand
Inbound tourism and rising health awareness will buoy sales of sun care products
Marketing spend will increasingly be focused on social media
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Croatia
Demand for bar soap and hand sanitisers falls as concerns about COVID-19 recede
Body wash/shower gel is the most dynamic category
Health-oriented and eco-friendly products increasingly favoured
Outlook is positive but maturity and population decline will temper expansion
Health and sustainability set to remain key trends in new product development
High inflation should help to further strengthen private label penetration
Table 21 Sales of Bath and Shower by Category: Value 2016-2021
Table 22 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 24 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 25 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 27 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Croatia
Overall demand rebounds as consumers spend more time outside the home
Reopening of beauty specialist retailers and beauty salons boosts sales
Producers promote “home challenges” to stimulate interest in their brands
Colour cosmetics set to perform positively throughout the forecast period
High emigration likely to limit growth potential
Value share of e-commerce will continue to rise
Table 30 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
Deodorants in Croatia
Total sales remain below pre-pandemic levels despite robust recovery
Natural deodorants with skin-sensitive formulas gain popularity
Heightened budget-consciousness increases appeal of private label products
Growth in inbound tourism will help to drive expansion of deodorants
Demand for more natural and eco-friendly products set to continue rising
Further gains likely for private label and cheaper local brands
Table 39 Sales of Deodorants by Category: Value 2016-2021
Table 40 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 42 NBO Company Shares of Deodorants: % Value 2017-2021
Table 43 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 45 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Croatia
Sales of depilatories decline as consumers return to beauty salons
Competition from alternative hair removal methods further weakens demand
Interest in women’s pre-shave products remains low
Depilatories set to return to growth from 2022 onwards
Multiple factors will limit overall expansion potential
Women's pre-shave expected to grow fastest in volume and value terms
Table 48 Sales of Depilatories by Category: Value 2016-2021
Table 49 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Depilatories: % Value 2017-2021
Table 51 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 52 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Croatia
Increased levels of socialising and return of foreign tourists support solid recovery
Premium brands profit from “revenge spending” and reopening of beauty specialists
Changing consumer preferences shape marketing strategies in women’s fragrances
Demand for fragrances set to increase steadily over the forecast period
Promotional activities by beauty specialist retailers should help to boost sales
Entry of more Asian and Middle Eastern brands likely
Table 54 Sales of Fragrances by Category: Value 2016-2021
Table 55 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 56 NBO Company Shares of Fragrances: % Value 2017-2021
Table 57 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 60 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Croatia
Shampoos and conditioners with nourishing and regenerative effects perform well
Reversal of fortunes for salon professional hair care and colourants
COVID-19 boosts demand for products that prevent hair loss
Trading up should ensure value growth significantly outpaces volume growth
E-commerce and discounters likely to gain importance in hair care distribution
Health and sustainability concerns will continue to influence innovation
Table 62 Sales of Hair Care by Category: Value 2016-2021
Table 63 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 65 NBO Company Shares of Hair Care: % Value 2017-2021
Table 66 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 70 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Croatia
Men’s fragrances shows strongest performance as overall demand improves
Men’s pre-shave and post-shave contract due to increasing popularity of beards
Younger males remain the core target base for men’s grooming products
Men’s grooming set to post steady growth in total volume and current value sales
Growing preference for beards will continue to depress demand in men’s shaving
Greater premiumisation and further gains for e-commerce expected
Table 73 Sales of Men’s Grooming by Category: Value 2016-2021
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 77 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Croatia
Epidemiological and economic improvements support return to growth for oral care
Manual toothbrushes still overwhelmingly preferred by Croatians
Colgate toothpastes promoted as effective in reducing COVID-19 transmission
Oral care will continue to benefit from diligent oral hygiene habits among Croatians
Adoption of more advanced oral hygiene routines set to persist
Private label products expected to gain ground in toothpaste
Table 82 Sales of Oral Care by Category: Value 2016-2021
Table 83 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 84 Sales of Toothbrushes by Category: Value 2016-2021
Table 85 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 87 NBO Company Shares of Oral Care: % Value 2017-2021
Table 88 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 89 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 91 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Croatia
Overall volume and current value growth rates pick up in 2021
Population ageing and rising image-consciousness strengthen interest in anti-agers
Increased demand for products that treat dry skin encourages new launches
Products with moisturising and anti-ageing properties set to gain popularity
Increased budget-consciousness will favour economy brands and private label
Value share of e-commerce expected to continue rising
Table 93 Sales of Skin Care by Category: Value 2016-2021
Table 94 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 95 NBO Company Shares of Skin Care: % Value 2017-2021
Table 96 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 98 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Croatia
Sun care shows impressive turnaround as pandemic-related disruption subsides
Increased price-sensitivity and new launches boost private label penetration
Croatians show growing interest in eco-friendly sun care products
Inbound tourism and rising health awareness among Croatians will drive growth
Demand for broad spectrum sun protection products with higher SPF set to rise
Consumers will continue to gravitate towards more natural and sustainable products
Table 100 Sales of Sun Care by Category: Value 2016-2021
Table 101 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 103 NBO Company Shares of Sun Care: % Value 2017-2021
Table 104 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 106 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Croatia
“Clean beauty” trend gains momentum as demand for premium products rebounds
Premium skin care benefits from pandemic-induced lifestyle changes
Suppliers move to reduce their dependence on beauty specialist retailers
Outlook for the premium segment remains favourable
Marketing activities by beauty specialists should help to boost demand
E-commerce will continue to gain ground in distribution of premium products
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Croatia
Demand for mass products picks up with the easing of the pandemic
Heightened budget-consciousness among consumers favours the mass segment
Mass categories continue to benefit from expansion of drugstores/parapharmacies
Return to normality and increased price-sensitivity will fuel mass segment expansion
Remittances will continue to mitigate negative impact of high emigration
Further value share gains projected for e-commerce
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026