Mass beauty and personal care continued to dominate overall beauty and personal care value sales in Algeria in 2021 as it did throughout the review period, accounting for more than four times the value sales than for premium products. In 2020, mass beauty and personal care was hit by the pandemic, mainly due to people going out less and spending less on mass products such as colour cosmetics and sun care.
The ongoing modernisation of retailing is attracting consumers through discounts and cost-effective bulk purchases of mass beauty and personal care products. The promotion and advertising of beauty and personal care products is also strongly supported by the growing popularity of social media, beauty bloggers and celebrities.
Unlike premium brands, some mass beauty and personal care brands are produced locally, especially in less sophisticated products such as bath and shower, hair care and deodorants. Indeed, domestic manufacturers such as Laboratoires Venus, Sopalux2000, Al Waha and Vague de Fraicheur continued to perform well in 2021 and benefitted from continuing currency devaluation and other restrictions on imports.
Mass beauty and personal care will register muted but positive constant value growth over the forecast period. As the economy is expected to continue to struggle, some consumers will trade down from premium to mass.
Although hair care will remain the largest product area in terms of value sales among mass beauty and personal care, baby and child-specific mass products is expected to register the highest constant value growth. The use of baby and child-specific products is likely to become increasingly widespread due to rising consumer awareness, as a result of more exposure to advertisements.
Due to the huge impact of COVID-19, a back-to-basics approach will occur with a shift towards simplicity and natural ingredients. This will also be influenced by rising concerns over health and the environment.
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Mass Beauty and Personal Care
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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