Beauty and Personal Care in Mexico

Beauty and Personal Care in Mexico

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

Hygiene and home seclusion provide push and pull factors in 2020

Direct sellers adapt to the new reality by developing their presence in the digital space

Unilever benefits from ongoing innovation and a digital imprint to extend its lead in 2020

RECOVERY AND OPPORTUNITIES

Value sales recovery expected as residual effects of COVID-19 favour mass brands

Basic necessity categories to recover fastest although return to normality set to push mass colour cosmetics, fragrances and adult sun care to the fore

Companies set to enhance wellbeing and emotional ties to win over consumers

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

Economic pressures, home seclusion and the closure of key retailers hit premium brands hard

Premium fragrances and colour cosmetics suffer from fewer opportunities for social interaction and at-home working

La Roche-Posay and Vichy ride growth in premium facial and body care categories to boost value sales and shares in 2020

RECOVERY AND OPPORTUNITIES

Quick return to value growth anticipated as the country returns to work and social norms and pre-COVID-19 trends

Dermocosmetics and limited editions predicted to add value to premium beauty and personal care offer

Key retailers set to develop e-commerce presence and purchasing options to lure consumers

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 Mexico

KEY DATA FINDINGS

2020 IMPACT

Health and wellbeing options help baby and child-specific products retain positive growth trajectory

Reduced need and family budget constraints hamper the demand for baby and child-specific hair care, toiletries and sun care products

Kimberly-Clark and Laboratorios Expanscience México benefit from positioning in hygiene-orientated categories to outperform rivals

RECOVERY AND OPPORTUNITIES

Relatively moderate impact of COVID-19 in 2020 offers optimism for quick recovery in 2021

Demographics and changing consumer behaviours are set to exert a strong influence on performance

Dermocosmetics and more natural ingredients offer innovation potential for baby and child-specific skin care

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 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Mexico

KEY DATA FINDINGS

2020 IMPACT

Perceived essential for hygiene products drive the jump in sales growth in bath and shower

Shift to stockpiling and e-commerce is short-lived as availability is maintained in retail stores

Companies leverage health and hygiene trends and play a hands-on role in the fight against COVID-19 to win over consumers

RECOVERY AND OPPORTUNITIES

Robust health and hygiene trend is predicted to sustain higher growth in 2021, compared with the pre-COVID-19 period

Body wash/shower gel is projected to post the highest growth as consumers return to work and social norms and step up their demand for convenience

Strong growth in use and sales of gel sanitisers is set to lead to innovation

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Mexico

KEY DATA FINDINGS

2020 IMPACT

Reduced opportunities for social interaction severely hamper need or inclination to use colour cosmetics

Mandatory wearing of face masks outside the home hits lip products while limiting the decline in eye make-up

Robust direct selling channel and a wide product portfolio help Mary Kay Cosméticos to extend its value share lead

RECOVERY AND OPPORTUNITIES

Key demographic trends and a return to work and social norms set to see rebound in retail volume and value sales

Limited editions set to stimulate interest in and sales of colour cosmetics in mass and premium segments

Digital-facing strategies are predicted to boost direct selling and e-commerce

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Mexico

KEY DATA FINDINGS

2020 IMPACT

Smart working and restrictions on social and sports opportunities hinder sales of deodorants

Fewer social events militate against the use of deodorant pumps as an alternative for fragrances

Unilever de México benefits from a multibrand strategy, wide distribution and marketing and innovation to stay ahead of the field

RECOVERY AND OPPORTUNITIES

Deodorants is projected to recover as consumers resume work and social norms

Natural offer is expected to grow as more consumers look for milder, yet effective eco-friendly options

Convenience, growing product presence and marketing set to boost e-commerce sales of deodorants

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Mexico

KEY DATA FINDINGS

2020 IMPACT

Reduced opportunities for public exposure lowers the consumption of depilatories during the pandemic

Convenience and affordability favour disposables over systems in women’s razors and blades

High brand recognition, availability, innovation and competitive pricing underpin Procter & Gamble’s strong share lead

RECOVERY AND OPPORTUNITIES

Residual effects of the pandemic set to slow recovery in depilatories

Women’s razors and blades expected to see a shift to higher-quality products as the economic situation improves

Innovation expected to focus on delivery formats offering simpler, faster and gentler applications

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Mexico

KEY DATA FINDINGS

2020 IMPACT

Usage dependence on work and social occasions leads to steep decline in sales during the pandemic

Companies use marketing and promotions or diversify to remain visible and offset losses as the pandemic lowers interest in fragrances among women and men

Mass and premium players turn to digital tools and channels to reach consumers

RECOVERY AND OPPORTUNITIES

Ongoing economic pressure and work, social and retailing restrictions likely to slow the recovery of fragrances in 2021

Innovation expected to provide impetus for premium fragrances

Further penetration of the digital space expected as direct sellers look to maintain their positions at the top of mass fragrances

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Mexico

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) has a moderate overall impact on hair care as certain products retain relevance

Closure of hair salons hurts salon professional hair care, but offers some respite for colourants

Procter & Gamble invests in brand positioning, advertising and the fight against COVID-19 to regain leading position

RECOVERY AND OPPORTUNITIES

Slow recovery anticipated as consumers start to return to work and social norms

Investments in hair salons set to pay off for salon professional hair care

Companies set to look for higher margins via sophisticated and eco-friendly products

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Mexico

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns and antibacterial options boost men’s bath and shower sales in 2020

Fewer social occasions and smart working hinder demand for men’s fragrances, deodorants, hair care and shaving

Procter & Gamble leverages strong brands and investment to retain leading position, while direct sellers engage with the community and digital space to gain value shares

RECOVERY AND OPPORTUNITIES

Slow return to growth anticipated as economic concerns continue to limit spending on men’s grooming

Men’s skin care and salon hair set to gain traction as men take more care of their appearance and the offer expands

Players set to further develop e-commerce operations to reach convenience-facing men

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Mexico

KEY DATA FINDINGS

2020 IMPACT

Essentials like toothpaste and manual toothbrushes limit the impact of Coronavirus (COVID-19) on oral care

Power toothbrushes hit hard as consumers look to economise on oral care, while mouth fresheners and mouthwashes/dental rinses benefit from heightened hygiene awareness

Colgate-Palmolive consolidates leadership through strength in robust oral care categories

RECOVERY AND OPPORTUNITIES

Slow return to growth anticipated as consumers remain price-sensitive and keen to economise by limiting the frequency of replacements for manual toothbrushes and toothpaste

Further investments in natural and organic products expected as players try to reach health-conscious consumers and grow margins

Growing demand expected for denture care in line with a key demographic trend

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Mexico

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns spur skin care demand, although economic concerns favour mass over premium brands

Heavy use of face masks increases call for acne treatments, while home seclusion reduces the need for facial cleansers

COVID-19 restrictions provide impetus for the development of social media and e-commerce strategies

RECOVERY AND OPPORTUNITIES

Prevention rather than cure and a slow return to normality set to offer good growth potential for skin care products in 2021

Quality, effective and safe positioning predicted to spur demand for dermocosmetics in the forecast period

Micellar water expected to stimulate facial care sales as consumers seek milder options

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Mexico

KEY DATA FINDINGS

2020 IMPACT

Reduced opportunities for beach visits and holidays see a slump in demand for sun care

Social media and e-commerce offer ways to engage with and sell to stay-at-home consumers

BDF México benefits from a strong brand offer to consolidate its leading position amid strong sales declines in sun care in 2020

RECOVERY AND OPPORTUNITIES

Slow rebound expected in 2021 as consumers remain cautious about exposure to COVID-19

Demographic trends and family purchases to see faster growth in adult over baby and child-specific sun care, although more substitutes set to appear on the horizon

Dermocosmetics expected to see the most innovation as more consumers look for added-value benefits

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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