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Already price-sensitive Croatian consumers have demonstrated a widespread tendency to trade down to cheaper brands and private label as a result of the COVID-19 outbreak. Premium non-essentials such as deodorants, sun care and fragrances have particularly suffered.
As of 10 May 2020, Croatia had seen around 90 deaths due to COVID-19 and 2,200 cases. Croatia closed its borders on 18 March, before enforcing a lockdown under which residents were forbidden from leaving their place of residence without good reason from 27 March.
While price-sensitive Croatians valued private label offerings pre-COVID-19, they were nonetheless demonstrating signs of moving upmarket. Rising wages were leading to increased disposable income levels, which resulted in consumers choosing higher quality brands.
While Croatian consumers undoubtedly value premium multinational brands, they are culturally price-sensitive. Consequently, at the end of the review period even large players such as L’Oréal or Beiersdorf had to invest in regular advertising and promotional activities in order to maintain consumer interest, and avoid losing out to cheaper brands from small players, or private label alternatives.
As lockdown restrictions ease, and social interaction and activities outside the home resume, the market is set to see certain products benefit. Products such as deodorants should see demand return, for example.
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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 Croatia 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 Croatia, 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 Croatia for free (where applicable):
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.