Beauty and Personal Care in Malaysia

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Malaysia report includes:

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

This report answers:

  • What is the market size of Beauty and Personal Care in Malaysia?
  • Which are the leading brands in Malaysia?
  • How are products distributed in Malaysia?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Malaysia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Positive performance for mass beauty and personal care in 2020 but prioritising of expenditure due to rising price sensitivity sees overall slower growth
Mass brands attempt to add further value through innovative use of natural ingredients
Fairly fragmented competitive landscape for mass beauty and personal care in 2020, encouraging brands to collaborate with third party platforms to expand reach

RECOVERY AND OPPORTUNITIES

Stronger performance predicted with mass products set to gain share from premium beauty and personal care across range of categories
Dermocosmetics offers further potential for mass brands to enter
Price promotions will remain key drivers of demand early on, supporting further penetration of e-commerce

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and rising price sensitivity during pandemic subdues demand for many premium beauty and personal care products
Positive highlights despite overall declining value sales
Premium brands further embrace e-commerce with specialist stores closed

RECOVERY AND OPPORTUNITIES

Quick recovery in terms of value sales predicted but premium beauty and personal care still set to lose further share to mass segment
Further cross-category blurring of boundaries likely
Premium brands set to further explore digital strategies in terms of sales and marketing

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Marginally stronger demand for baby and child-specific products in 2020 due to initial stockpiling due to lockdown
Urban consumers continue to show interest in products with natural positioning
Johnson & Johnson retains overall dominance but continues to gradually lose share to smaller players

RECOVERY AND OPPORTUNITIES

Despite marginal slowdown in volume growth in 2021, category is set to outperform review period
Multi-purpose baby and child-specific toiletries to drive overall growth
Niche of dermocosmetics likely to be driven by affluent parents

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Liquid soap is star performer in 2020 as pandemic results in panic buying of products with antibacterial properties
Home seclusion sees greater demand for body wash/shower gel benefiting from stringent cleaning and pampering trends
Further consolidation amongst leading names in 2020

RECOVERY AND OPPORTUNITIES

Stronger performance predicted for bath and shower due to heightened hygiene awareness amongst Malaysians, offering further room for expansion
E-commerce given boost by pandemic with further potential for growth due to online exclusive promotions
Further potential for dermocosmetics bath and shower to expand despite consolidated landscape

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend due to lockdown results in declines across much of colour cosmetics in 2020
Popular health and beauty specialist retailers extend consumer reach through omnichannel strategy
Multinationals retain lead in 2020, while increasing number of brands attempt to appeal to younger consumers by highlighting products which support “selfie” trend

RECOVERY AND OPPORTUNITIES

Improving demand for colour cosmetics from 2021 onwards depending on relaxing of restrictions and return to movement outside of the home
Blurring of boundaries likely to gain further momentum
Halal certification offers further expansion opportunities for colour cosmetics players

CATEGORY DATA

Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 46 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 47 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 49 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 50 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 51 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 52 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Flat performance for deodorants in 2020 with consumers maintaining basic personal hygiene during home confinement
E-commerce gains stronger momentum during pandemic
Fairly consolidated landscape with leading multinationals gaining share

RECOVERY AND OPPORTUNITIES

Slow growth for 2021 in view of ongoing restrictions but remainder of forecast period is set to see notable improvement
Sprays to offer further competition to fragrances due to affordability
Potential for further expansion of deodorants in terms of formats and innovation

CATEGORY DATA

Table 53 Sales of Deodorants by Category: Value 2015-2020 Table 54 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 55 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 56 NBO Company Shares of Deodorants: % Value 2016-2020 Table 57 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 58 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Flat sales growth for depilatories due to home seclusion trend, although some consumers attempt to maintain personal grooming with at-home solutions
Brands continue to innovate in attempt to expand category and add specific value
Consolidated competitive landscape dominated by multinationals in 2020

RECOVERY AND OPPORTUNITIES

Strong growth potential for depilatories over the forecast period
Potential for alternative products to attract more affluent consumers away from the category
E-commerce likely to further penetrate depilatories over the forecast period with attractive prices

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2015-2020 Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 65 NBO Company Shares of Depilatories: % Value 2016-2020 Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend subdues demand for fragrances, with increasing price sensitivity driving stronger declines for premium segment
Threat to mass fragrances offered by body sprays
Fragmented competitive landscape with leading premium fragrance players recording stronger sales declines in 2020

RECOVERY AND OPPORTUNITIES

Stronger performance predicted for forecast period, driven by mass fragrances
E-commerce likely to continue to penetrate fragrances with attractive prices
Entry of niche brands imported by Watsons likely to attract consumers looking for differentiation

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2015-2020 Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Fragrances: % Value 2016-2020 Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Mixed results for home care due to home seclusion trend in 2020
Brands continue to explore themes of naturalness and ingredients with enhancing properties within hair care
Consolidated competitive landscape with multinationals extending their lead in 2020 through consistent innovation

RECOVERY AND OPPORTUNITIES

Hair care set to gain stronger growth momentum over the forecast period once restrictions relax
Conditioners and treatments offers further potential for growth and innovation
Consumers increasingly attracted to e-commerce for online-exclusive price promotions

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2015-2020 Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 80 NBO Company Shares of Hair Care: % Value 2016-2020 Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Colourants: % Value 2017-2020 Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Positive performance for men’s grooming in 2020 with consumers maintaining personal hygiene routines, although home seclusion impacts some areas
Gillette retains overall leadership of men’s grooming as it continues to expand its portfolio to maintain consumers’ attention
Increasing fragmentation within the competitive landscape as smaller players continue to gain ground in 2020

RECOVERY AND OPPORTUNITIES

Stronger future growth potential predicted for men’s grooming in Malaysia
Niche of premium men’s grooming set to gain further share
E-commerce offers both competitive pricing through online discounting campaigns and specialised sites for men’s grooming

CATEGORY DATA

Table 90 Sales of Men’s Grooming by Category: Value 2015-2020 Table 91 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 94 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 95 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 97 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Consumers continue to observe basic personal hygiene routines during lockdown, supporting overall positive performance of oral care in 2020
Toothbrushes continues to expand in 2020 with dynamic growth for power models
Multinational brands continue to benefit from strong financial support, enabling them to continue developing innovative new products

RECOVERY AND OPPORTUNITIES

Stronger growth momentum predicted for oral care from 2021 onwards
Consumers likely to increasingly look to e-commerce for attractive promotional offers within oral care
Further ingredients innovation likely in order to offer consumers differentiation

CATEGORY DATA

Table 99 Sales of Oral Care by Category: Value 2015-2020 Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 101 Sales of Toothbrushes by Category: Value 2015-2020 Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 104 NBO Company Shares of Oral Care: % Value 2016-2020 Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Positive but slowing growth rates for skin care in view of rising price sensitivity amongst Malaysians due to fallout of pandemic
Mask wearing in public due to pandemic increases focus on products that address specific skin care issues
Fairly fragmented competitive landscape led by multinationals, while e-commerce continues to penetrate with new imports attracting consumers’ attention

RECOVERY AND OPPORTUNITIES

Stronger demand for skin care predicted over the forecast period, initially driven by the mass segment due to lingering price sensitivity
Further innovation in terms of formats and ingredients likely in order for players to offer differentiation in crowded landscape
Further potential for mass brands to enter dermocosmetics to offer greater affordability

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2015-2020 Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 114 NBO Company Shares of Skin Care: % Value 2016-2020 Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Malaysia

KEY DATA FINDINGS

2020 IMPACT

Significant declines across sun care in 2020 due to home seclusion trend
Sun care brands continue to explore cross-category benefits
Fragmented competitive landscape with Japanese brands highly ranked

RECOVERY AND OPPORTUNITIES

Improving demand for sun care from 2021 onwards, driven by mass segment
Further potential for dual purpose sun care to expand
Products with natural positioning have potential within aftersun

CATEGORY DATA

Table 123 Sales of Sun Care by Category: Value 2015-2020 Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 125 NBO Company Shares of Sun Care: % Value 2016-2020 Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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