Beauty and Personal Care

In 2023, skin care in Portugal recorded positive retail volume growth, despite high inflation pressure on purchasing power. Portuguese consumers are increasingly concerned about their self-image and facial skin appearance, which is driving growth in…

Following a period of exceptional growth fuelled by the pandemic and a rising focus on self-care, skin care in Norway has experienced a slowdown in 2022 and 2023. This can be attributed to the market's increasing maturity. While the pandemic led to a…

Premium beauty and personal care in the Netherlands saw strong retail current value growth in 2023. This was the first year with no Coronavirus (COVID-19) restrictions on the opening hours of beauty and personal care retailers since the outbreak of…

The polarisation trends seen over the review period continued to be seen on Portugal's premium beauty and personal care landscape in 2023. Despite inflationary pressures from the ongoing conflict in Ukraine and eroded disposable incomes, premium…

Premium beauty and personal care in Norway experienced a resurgence in 2023, following a slowdown in 2022. Premiumisation remains the defining trend within Norwegian beauty and personal care. Consumers increasingly seek products formulated with…

Overall, oral care in the Netherlands saw a minor decline in retail volume sales in 2023, while retail current value sales grew strongly. As was the case in many categories of beauty and personal care, the growth in retail value sales was mainly…

In Portugal, oral care continued to be considered an essential category in 2023, with brushing teeth being part of the daily basic hygiene routine. Toothpaste and manual toothbrushes, in particular, are very mature categories with very high…

In 2023, oral care is a well-established product area in Norway with limited room for volume growth, particularly in core categories like manual toothbrushes and toothpaste. Additionally, intense price competition, especially from low-cost stores…

Men’s grooming in the Netherlands saw high single-digit retail current value growth in 2023, supported by average unit price increases. While overall retail volume sales dropped, there were positive growth performances for men’s deodorants and…

In 2023, men’s grooming in Portugal recorded positive retail value growth, perceived for several years by manufacturers to present a strong opportunity. Nevertheless, and despite some growth, the landscape has been struggling to really take off. For…

While the pandemic did benefit men's grooming sales, the impact was not as significant as in other beauty and personal care categories. This can be attributed to several factors: the market's maturity, a modest premiumisation trend, the growing…

In 2023, mass beauty and personal care in the Netherlands recorded strong retail current value growth across most categories. This performance was driven by a strong rise in average unit price amid inflationary pressure. However, once again, mass…

Mass beauty and personal care products in Portugal registered positive retail volume growth, with consumers trading down during a time of high inflation levels. Retail volume sales of basic categories, with already high penetration levels, such as…

Mass beauty and personal care in Norway experienced a noteworthy resurgence in 2023, particularly within fragrance and skin care categories. This reversal comes after a period of consistent share loss to premium beauty and personal care. While price…

In 2023, hair care in the Netherlands recorded a strong increase in retail current value sales, inflated by high inflationary pressure on prices, as retail volume sales decreased slightly overall. However, the retail volume performance was mixed,…

In 2023, retail volume sales of hair care in Portugal registered weak growth, with the performance of standard shampoo, a category with a high rate of penetration in Portuguese households, impacting the overall performance. In addition, mounting…

Hair care experienced significant growth during the pandemic as consumers had more time for self-care and participated in increased outdoor activities. However, the exceptional growth rates seen in 2020 and 2021 have moderated in 2022 and 2023.…

Fragrances in the Netherlands registered high single-digit retail current value growth in 2023, following a double-digit increase in 2022, to continue its post-Coronavirus (COVID-19) recovery. Retail volume sales also continued to rebound, albeit at…

Premium fragrances in Portugal registered positive retail volume growth in 2022, while mass fragrances recorded a decline. Despite Portuguese consumers being more price-sensitive during high levels of inflation, this did not lead to trading down. On…

Fragrances emerged as the biggest winner in beauty and personal care during the pandemic, partly due to a decline in duty-free purchases. Surprisingly, despite the return of travel and a rise in duty-free sales in 2022 and 2023, domestic fragrance…