Beauty and Personal Care in Slovakia

Beauty and Personal Care in Slovakia

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 had a mixed impact on mass beauty and personal care

Pandemic restrictions undermine beauty specialist retailers but boost e-commerce

International brands continue to lead, but private label is growing in importance

RECOVERY AND OPPORTUNITIES

Demand for mass beauty and personal care will be boosted by post-pandemic normalisation and economic rebound

E-commerce will become increasingly prominent, as local consumers become more comfortable shopping online

Entry of Polish chain Hebe Drugstore could lead to more intense price competition

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Economic shock of pandemic weighs heavily on demand for premium products

For some premium shoppers, e-commerce offers an inferior experience to physical stores

L'Oréal Slovensko sro maintains a strong leadership position, but competition is intensifying

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound will drive recovery in demand for premium beauty and health care, particularly hair care and baby and child-specific products

Physical stores will have to work harder to keep shoppers from drifting online

Potential for private label growth

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Only sun care is negatively affected by the pandemic

Demand for dermo-cosmetics and natural/herbal and organic products remains robust

Pandemic brings premiumisation trend to an abrupt halt but boosts demand for private label

RECOVERY AND OPPORTUNITIES

Dermocosmetics and premium brands will benefit the most from post-pandemic economic recovery

The leadership of multinationals is unlikely to be threatened

E-commerce will pose a growing challenge to drugstores/parapharmacies

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Pandemic drives strong growth in retail current value sales of liquid soap, but many other bath and shower products see declining retail volume sales

Retailer dm-Drogerie Markt sro retains a narrow lead, as local consumers are primarily concerned with value and convenience

Environmentalism and sustainability are rising up the agenda of consumers, particularly in Bratislava

RECOVERY AND OPPORTUNITIES

Easing of pandemic threat will lead to reduced retail volume sales of liquid soap during 2021

Post-pandemic economic recovery will boost demand for both premium brands and sustainable offerings

Pandemic will boost demand for value-added products with antibacterial or moisturising properties

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

With women spending more time at home and forced to cover their faces in public, demand for colour cosmetics slumps

A strong combination of quality and value helps TEAS’s Catrice brand strengthen its leadership

Drugstores/pharmacies overtake beauty specialist retailers due to pandemic restrictions

RECOVERY AND OPPORTUNITIES

As daily life begins to normalise, demand for colour cosmetics will gradually recover

A return to the ‘roaring’ 20s could significantly boost demand

As local consumers becoming more accustomed to shopping online, e-commerce will continue to grow in importance

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

With consumers spending more time at home, COVID-19 undermines demand for deodorants

With wide distribution and backed by significant marketing, international brands continue to dominate deodorants

Aluminium-free deodorants more towards the mainstream

RECOVERY AND OPPORTUNITIES

A gradual return to normal daily life will boost demand for deodorants

Deodorant creams will grow in popularity, as consumers seek more natural deodorants

E-commerce will mature, with online-only brands likely to proliferate

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Lockdown weighs on demand for depilatories, as consumers socialise less

With consumers stuck at home, pandemic provides a boost to e-commerce

Economic shock of pandemic provides additional impetus to private label growth

RECOVERY AND OPPORTUNITIES

Increased demand for electric trimmers, intensive pulse light devices and professional hair removal services will weigh on retail volume sales of depilatories

Heightened consumer interest in natural products will boost retail value sales

As local consumers grow more comfortable with online shopping, e-commerce will continue to grow in importance

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Lockdown leads to significant decline in demand for fragrances, especially men’s fragrances

Pandemic drives shift from beauty specialist retailers to drugstores/parapharmacies and e-commerce

Despite the pandemic, direct sellers Avon and Oriflame remain strong in mass fragrances

RECOVERY AND OPPORTUNITIES

Post-pandemic recovery will be sluggish, particularly for mass fragrances

E-commerce growth will help to drive more intense price competition

Beauty specialist retailers will pay more attention to social media, as they seek to woo younger consumers

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Decline in demand for shampoos and 2-in-1 products, as some wash their hair less frequently

Leader Henkel Slovensko spol sro focuses on sustainability in an effort to enhance its appeal to younger consumers

With a variety of brands, dm-Drogerie Markt continues to drive private label growth in hair care

RECOVERY AND OPPORTUNITIES

As daily life begins to normalise, retail current value sales of shampoo, 2-in-1 products and salon professional hair care will return to growth

Salon professional hair care will expand at the expense of hair salons and beauty specialists

E-commerce will continue to grow in popularity, particularly among younger consumers

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

With consumers spending more time at home, demand for men’s fragrances, men’s razors and blades and men’s hair care proves to be particularly weak

With more men growing beards, beard oils, creams and waxes are in demand

Players from neighbouring countries increasingly prominent, as their products are often specifically tailored to the needs of men in the region

RECOVERY AND OPPORTUNITIES

Premium men’s hair care, premium men’s fragrances and mass men’s bath and shower will lead post-pandemic recovery, but it will be gradual

E-commerce will continue to grow in popularity, particularly among younger men

Consumer trust in private label will deepen

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Power toothbrushes, particularly electric toothbrushes, remain the main driver of growth in oral care

Natural and sustainable ingredients grow in popularity

Consumers are more aware of the importance of oral care, as well as being increasingly interested in personal appearance

RECOVERY AND OPPORTUNITIES

Electric toothbrushes will remain the main driver of growth in oral care

Sustainability will grow in importance, and more oral care products will be recycled

Local consumers will become more comfortable shopping online

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Demand for skin care is relatively robust, as consumers seek to create relaxing, spa-like moments

Premium products take the biggest hit, as pandemic economic shock leads many to reduce their discretionary spending

Direct selling continues to decline, as pandemic drives a surge in demand for e-commerce

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound will boost spending on skin care, particularly premium products

Sustainability will grow in importance, particularly for younger consumers

Henkel to launch recently acquired D2C brand in Slovakia

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 Slovakia

KEY DATA FINDINGS

2020 IMPACT

Restrictions on international travel weigh heavily on demand for sun protection, but boost demand for self-tanning

Lidl and dm-Drogerie drive growth in private label

Beiersdorf Slovakia sro’s Nivea brand continues to lead in sun care, benefitting from the association with its skin care products

RECOVERY AND OPPORTUNITIES

Recovery in sun care demand will be heavily dependent on the resumption of international travel

Brands will need to add value to their products to meet the growing challenge posed by private label

E-commerce will continue to expand but will not challenge the dominance of bricks-and-mortar retailers

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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