Beauty and Personal Care

High inflation and growing price points were seen throughout 2022, due to increased raw materials, packaging and logistics prices. This is especially true for skin care and fragrances, where ingredients are more sophisticated and therefore, price…

In 2022, sales of premium beauty and personal care were not as strong as in 2021 in volume terms. In 2021, with society opening up in the wake of the pandemic, premium beauty and personal care registered a strong recovery, which could not be expected…

Power toothbrushes saw major change towards the end of the review period as demand shifted away from battery toothbrushes and towards electric toothbrushes. This trend is being driven by driven by increased levels of price promotions as well as…

Whitening remains the most popular positioning in toothpaste benefiting from consumer desire to have a beautiful smile and white teeth. Among them, pastes with activated carbon, characterised by strong whitening and antibacterial properties, have…

In 2022, local consumers maintained oral care routines as they followed basic personal care and hygiene routines to ensure that they kept gum disease or other problems to a minimum. However, price sensitivity and the decline in disposable incomes did…

Oral care is a mature category in Estonia and oral care is an established habit among consumers, who have enjoyed a good level of purchasing power over the last decade. The main dynamism in the market occurred during the early review period, then the…

2022 marked the third consecutive year of negative volume sales growth in men’s shaving as the prevailing fashion trends remained highly unfavourable for the category. The first background trend putting pressure on demand for men’s shaving is the…

Despite strong masculinity stereotypes among the male population in the country, there is a clear trend towards higher acceptance of men’s grooming routines. This has helped to develop men's grooming, which achieved double-digit value growth in 2022,…

Men’s grooming was positively impacted by Georgians returning to pre-pandemic lifestyles in 2022, with men spending more time outside the home, attending events, social occasions and the workplace. This led to the heightened use of grooming products,…

Men’s grooming suffered from the pandemic lockdowns, with current value and volume decline, as with men spending significant amounts of time at home, they shaved less etc. In 2022, the category recorded growth, with the return to work, social…

Mass beauty and personal care recorded a positive value sales performance in current terms in 2022, although value growth remained negative in constant price terms, an indication of the impact of high inflation and flagging consumer demand on sales…

Mass beauty and personal care is particularly strong in skin care thanks to the highly developed category of mass facial care. Interest in products containing natural ingredients was noticeable with producers eager to emphasise the high natural…

Following the outbreak of COVID-19, with enforced home seclusion, lockdowns and store closures, the move towards pre-pandemic lifestyles has encouraged the consumption of beauty and personal care products in 2022. For example, socialising, occasions…

Mass beauty and personal care continued to account for more values sales than premium in beauty and personal care in 2022. While developing, the purchasing power in Estonia is below the EU average, therefore price-sensitive consumers mostly purchase…

Salon professional hair care was the best performing category within hair care in 2022 as volume and value sales rose despite the pressure that came on household incomes and consumer spending due to high inflation during the year. The most important…

All categories of hair care saw marked increases in 2022 with consumers liberated from COVID-19 restrictions sparking an interest in improving their appearance and taking care of their scalp and hair condition. With salons allowed to operate again,…

A growing number of occasions and more time spent outside the home encouraged the consumption of styling agents and colourants in 2022. This led to an increasing demand for hair conditioners and treatments, boosting retail volume sales in these…

Hair care resumed its usual, pre-pandemic performance in 2022, following a revival in 2021 in most categories. Styling agents was the best-performing category in 2022, recording double-digit value and volume growth in the year. Styling agents was the…

Mass fragrances continued to register declining demand in Romania during 2022, although volume sales declines during the year were more moderate than what was recorded in the category during 2020 and 2021, when the impact of the COVID-19 pandemic put…

The premiumisation trend was strongly visible in fragrances in 2022. Both, men’s and women’s variants of premium fragrances grew faster than their mass equivalents. Polish consumers choose expressive fragrances that emphasise their personalities. The…