Beauty and Personal Care in Pakistan

Beauty and Personal Care in Pakistan

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?

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 Pakistan

KEY DATA FINDINGS

2020 IMPACT

Several mass categories see volume sales slow or decline due to COVID-19

Long-term trends ensure demand remains reasonably resilient overall

Unilever strengthens its overall lead despite difficult trading conditions

RECOVERY AND OPPORTUNITIES

Mass beauty and personal care set to experience robust recovery from 2021

Investment in online distribution and marketing activities expected to rise

Natural and eco-friendly products will continue gaining popularity in mass categories

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 Pakistan

KEY DATA FINDINGS

2020 IMPACT

Economic shock of COVID-19 takes heavy toll on premium beauty and personal care

Premium segment is more exposed to societal fallout of the pandemic

Premium skin care shows the most resilient performance

RECOVERY AND OPPORTUNITIES

Demand for premium products should rebound quickly as the pandemic recedes

Western and digital influences will continue to stimulate demand

Premium penetration will remain low due to price sensitivity and counterfeiting

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 Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fallout boosts demand for baby and child-specific products

Baby wipes is the chief beneficiary of increased hygiene concerns

Johnson & Johnson retains clear lead despite growing price competition

RECOVERY AND OPPORTUNITIES

Favourable demographic and socioeconomic trends will drive category expansion

Demand for products made with natural ingredients set to continue rising

Further gains projected for the e-commerce channel

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 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 prompts surge in demand for bath and shower products

Increased hygiene-consciousness drives rapid expansion of liquid soap

Impressive performance by Lifebuoy helps Unilever extend its overall lead

RECOVERY AND OPPORTUNITIES

Bath and shower set to expand steadily throughout the forecast period

Liquid soap expected to remain the most dynamic category

E-commerce will continue gaining ground in bath and shower distribution

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2015-2020
Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 36 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 weakens demand across colour cosmetics in 2020

Eye shadow shows the most resilient performance in volume terms

Leading player L'Oréal weathers the pandemic better than most competitors

RECOVERY AND OPPORTUNITIES

Rapid recovery projected for colour cosmetics from 2021

Products with natural ingredients and multifunctional properties set to perform well

Digital platforms will continue to play greater role in marketing than in distribution

CATEGORY DATA

Table 39 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Use of deodorants falls due to home seclusion and remote working

Long-term trends help to mitigate the impact of COVID-19

Unilever and Beiersdorf remain the top two players

RECOVERY AND OPPORTUNITIES

Improvements in personal hygiene standards will continue to fuel demand

Deodorant sprays will remain most popular due to cost and convenience factors

Enduring popularity of talcum powder set to limit overall penetration of deodorants

CATEGORY DATA

Table 48 Sales of Deodorants by Category: Value 2015-2020
Table 49 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 51 NBO Company Shares of Deodorants: % Value 2016-2020
Table 52 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 53 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Depilatories sales slow due to home seclusion and heightened economic uncertainty

Reduced demand for professional treatments cushions negative impact of COVID-19

Reckitt Benckiser extends its lead as top players shift focus to online sales

RECOVERY AND OPPORTUNITIES

Demand expected to recover quickly in 2021 and grow steadily thereafter

Hair removers/bleaches set to remain the dominant category

TV and social media advertising should continue to broaden appeal of depilatories

CATEGORY DATA

Table 56 Sales of Depilatories by Category: Value 2015-2020
Table 57 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Depilatories: % Value 2016-2020
Table 59 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 60 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Fragrances is among the categories worst affected by COVID-19

Consumer concerns about counterfeiting restrict potential for online sales

Rasasi’s Blue brand continues to lead a multinational-dominated field

RECOVERY AND OPPORTUNITIES

Fragrances set to experience healthy growth throughout the forecast period

Premium women’s fragrances expected to show the fastest development

Threat from counterfeit products will continue to constrain category expansion

CATEGORY DATA

Table 62 Sales of Fragrances by Category: Value 2015-2020
Table 63 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Fragrances: % Value 2016-2020
Table 65 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 68 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Essential status of standard shampoos underpins continued expansion of hair care

Most categories show reasonably resilient performances in volume terms

Outright leaders Unilever and Procter & Gamble consolidate their positions

RECOVERY AND OPPORTUNITIES

Hair care set to expand at impressive pace following rapid recovery in 2021

Hair loss treatments and 2-in-1 products expected to be the most dynamic categories

Products with natural formulas will continue to gain ground in hair care

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2015-2020
Table 71 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 73 NBO Company Shares of Hair Care: % Value 2016-2020
Table 74 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 76 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 slows expansion of men’s grooming but demand remains robust overall

Men’s fragrances is hardest hit by the fallout of the pandemic

Men’s skin care is the only category to record faster volume growth than in 2019

RECOVERY AND OPPORTUNITIES

Rising image-consciousness will continue to underpin expansion of men’s grooming

Men’s razors and blades will remain the dominant category

Investment in online distribution and marketing strategies expected to rise

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2015-2020
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 83 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Economic shock of COVID-19 subdues consumer spending on oral care

Added-value products continue to gain ground in toothpaste

Colgate-Palmolive maintains its commanding lead in 2020

RECOVERY AND OPPORTUNITIES

Rising health-consciousness will continue to drive expansion of oral care

Toothpaste and manual toothbrushes will remain the dominant categories

Producers likely to focus more on rural consumers as demand in cities matures

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2015-2020
Table 89 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 90 Sales of Toothbrushes by Category: Value 2015-2020
Table 91 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 93 NBO Company Shares of Oral Care: % Value 2016-2020
Table 94 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 95 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 97 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Skin care weathers the impact of COVID-19 better than many categories

Hygiene concerns fuel surge in demand for mass facial cleansing wipes

Unilever strengthens its already commanding lead in skin care

RECOVERY AND OPPORTUNITIES

Skin care will continue to benefit from long-term socioeconomic trends in Pakistan

Premium toners and premium anti-agers set to show the fastest development

Interest in products made with natural ingredients expected to remain strong

CATEGORY DATA

Table 99 Sales of Skin Care by Category: Value 2015-2020
Table 100 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 101 NBO Company Shares of Skin Care: % Value 2016-2020
Table 102 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 103 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 104 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 105 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 causes steep drop in demand for sun care products

Sun care is underdeveloped and overly reliant on more affluent urban consumers

Unilever strengthens its lead thanks to resilient performance of its Pond’s brand

RECOVERY AND OPPORTUNITIES

Sun care projected to experience swift recovery from 2021

Rising employment among women will remain a key driver of demand

Products offering higher SPF rates and UVA protection expected to gain popularity

CATEGORY DATA

Table 106 Sales of Sun Care by Category: Value 2015-2020
Table 107 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 108 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 109 NBO Company Shares of Sun Care: % Value 2016-2020
Table 110 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 111 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 112 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 113 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025

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