Beauty and Personal Care in Portugal

Beauty and Personal Care in Portugal

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Slight contraction in mass beauty and personal care due to home seclusion

Strong gains for mass liquid soap and mass bar soap due to frequent need for hand washing

The closure of hair salons boosts demand for colourants and e-commerce sales

RECOVERY AND OPPORTUNITIES

Mass beauty and personal care boosted by large pack sizes

Improved outlook for mass fragrances when COVID-19 restrictions start to ease

Lasting impact of new habits formulated during lockdown has detrimental impact on mass colour cosmetics

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Significant decline in prestige beauty and personal care

Steep decline in premium fragrances as consumers have no occasions to wear them

Decline in premium skin care in the early part of 2020 is offset slightly by improvement in the last quarter

RECOVERY AND OPPORTUNITIES

Longer-term growth likely once the pandemic recedes and tourists are able to return

Economic uncertainty likely to dampen demand for premium fragrances

Positive performance for premium sun care as tourism returns and lifestyles begin to normalise among the local population, despite an anticipated difficult economic context

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Steady performance for baby and child-specific products due to their perceived importance among consumers

Baby and child-specific sun care suffers from decimation in tourism and restrictions on local travel

Strong performance for nappy (diaper) rash treatments as industry players amend their advertising strategies during lockdown

RECOVERY AND OPPORTUNITIES

Positive growth for baby and child-specific products though growth rate unlikely to reach pre-pandemic level until 2022

Prolonged negative economic impact set to lead to contraction in unit price growth

Strong performance of baby and child-specific sun care as tourism recovers and children spend more time outdoors

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Strong positive growth for bath and shower thanks to unprecedented demand for liquid soap and bar soap in response to the pandemic despite supply issues

Rocketing demand for hand sanitizers as consumers safeguard themselves from the virus

Basic products including body wash/shower gel experience steady growth

RECOVERY AND OPPORTUNITIES

Small but steady growth for bath and shower boosted by liquid soap and hand sanitizers

Steady growth for intimate hygiene due to growing consumer demand and new product launches

Bath and shower suffers from maturity with only innovations likely to promote value sales growth

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Steep decline for colour cosmetics as the pandemic and government-imposed restrictions to control the virus negate opportunities to wear it

Strong growth for nail products as bored consumers during lockdown change their nail polish frequently

Industry players including direct selling alter their strategy by focusing on colour cosmetics that retain their appeal during the pandemic

RECOVERY AND OPPORTUNITIES

Ongoing presence of the virus, mask wearing and changes in habits potentially pose a threat to colour cosmetics in the forecast period

Innovation likely to focus on better fixation and growing environmental concerns

Industry players target generation Z and millennials with a wide range of colours

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Contraction for deodorants as lockdown, home seclusion and working from home diminish demand

With the exception of dermocosmetic brands, the category is characterised by downtrading in 2020

No innovation due to COVID-19 drop off in demand

RECOVERY AND OPPORTUNITIES

Expected recovery dependent on future outbreaks of the virus and measures to contain it

Deodorant sprays and roll-ons remain the most popular formats due to their efficacy in combating perspiration and body odour

Return to natural ingredients and organic formulas in the wake of the pandemic

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Positive impact of COVID-19 on depilatories due to shift from salons to home depilation

Women’s razors and blades experiences the best performance while hair removers/bleaches benefits from new product development

Veet remains in the lead and benefits from the launch in 2020 of the Veet Minima extension containing fewer additives

RECOVERY AND OPPORTUNITIES

Prolonged nature of the virus creates further growth potential for depilatories in 2021

Return to pre-pandemic growth levels once the health crisis abates mid forecast period

Seasonality likely to be a major determinant in future sales once the pandemic recedes

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Fragrances suffers steep decline due to home seclusion and no opportunity to socialise, meet with friends or attend life events

Steep decline in premium fragrances as consumers tighten their belts and change their priorities

Industry players focus on price promotions, longer promotional periods and e-commerce to attract sales

RECOVERY AND OPPORTUNITIES

Fragrances unlikely to recover until 2024 due to ongoing restrictions and economic constraints

Retailers further develop marketing and pricing strategies including online discounts

The return of tourism bolsters sales of fragrances and the country’s economic recovery

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Slight contraction for hair care as a whole though markedly different performances across the category

Boom in hair colourants as hair salons close for several months

Significant decline for styling agents as home-based consumers demonstrated less concern over their appearance

RECOVERY AND OPPORTUNITIES

Return to positive growth for hair care in 2021 though it will be subdued by the ongoing presence of the virus

Ongoing though slower growth for colourants in the short term as consumers seek to economise in the aftermath of the pandemic

While economic constraints force concern for the environment to take a backseat, industry players continue to launch 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 Portugal

KEY DATA FINDINGS

2020 IMPACT

With the exception of bath and shower, men’s grooming records steep decline in 2020

Decimation in usage during lockdown and in the following months as home seclusion and the severe economic fallout focus attention on products deemed more essential

Decline in men’s shaving due to trend in beards and reduced attention on appearance amidst lockdown and other COVID-19 restrictions

RECOVERY AND OPPORTUNITIES

Slow recovery for men’s grooming in response to economic concerns and ongoing restrictions due to the continued presence of the virus in 2021

Manufacturers attempt to attract new consumers and encourage switches from unisex products

Industry players pursue innovation strategies to attract a wider male audience

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Ongoing demand for basic oral care used in daily hygiene routines help to offset declines in categories deemed non-essential during the health crisis

Larger pack sizes, private label and discounted brands of toothpaste preferred as consumers stockpile and endeavour to save money

The mature category of oral care lacks innovation in 2020 as industry players hunker down during the pandemic

RECOVERY AND OPPORTUNITIES

Recovery for oral care in 2021 after decline during the height of the health crisis in 2020

Electric toothbrushes rebound strongly over the forecast period as consumer seek greater sophistication

Return to environmental friendliness once the pandemic recedes

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Decline in skin care sales as the category is not considered a priority during the health crisis

Steep declines for firming/anti-cellulite body care and anti-agers as consumers tighten their belts

Mass skin care more resilient than premium skin care as the latter is characterised by downtrading

RECOVERY AND OPPORTUNITIES

Modest recovery for skin care in 2021 due to the ongoing presence of the virus

Compulsory mask wearing provides short-term boost for facial care while growing awareness of protecting the face from the sun and pollutants characterise the longer term

Face masks achieve growth despite remaining niche thanks to innovation and marketing campaigns

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 Portugal

KEY DATA FINDINGS

2020 IMPACT

Sun care badly affected by the pandemic, the decimation of tourism and poor weather conditions

Baby and child-specific sun care proves more resilient than adult sun care

Premium sun protection performs better than its mass counterpart due to consumer confidence in product efficacy

RECOVERY AND OPPORTUNITIES

Category’s performance dependent on ongoing travel restrictions and summer weather, particularly in the short term

Ongoing better performance of premium over mass sun care over the forecast period

Ocean-friendly products introduced in a bid to reduce the environmental impact of sun care

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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