The beauty and personal care market sustained strong positive growth in 2022 after recovering from the worst of the pandemic in 2020 and 2021 as pandemic-related restrictions were lifted. However, on a category basis, demand remained slow for depilatories, bath and shower and hair care, while sales of fragrances, colour cosmetics and skin care achieved double-digit growth.
In 2022, the beauty and personal care market registered growth in volume and value sales over the previous year mainly driven by colour cosmetics, fragrances, skin care and sun care. These categories directly benefited from the normalisation of activities that were restricted by the pandemic, as well as from the premiumisation trend that is beginning to gain strength in the country.
Paraguayans tend to be conservative and regard dressing well, looking after one’s hair and nails and wearing make-up as important, resulting in people from all economic backgrounds striving to keep themselves clean and looking well groomed. It is customary for women across most socioeconomic groups to have their nails manicured and their hair dyed.
Purchasing power determines how each socioeconomic group attends to their beauty and personal care needs. In 2022, 22% of the population was estimated to live below the national poverty line, compared to a 26% in 2017.
Paraguay is a landlocked country, bordered in the north by Bolivia, in the east and northeast by Brazil and in the south and southwest by Argentina. Its terrain is less mountainous than any of these countries, however.
The price differential, especially with Argentina, has created many difficulties for the beauty and personal care market in Paraguay. In the early years of the forecast period, the situation is unlikely to change therefore it is possible that the government may intervene in some way.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
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