Given the complex economic situation of the country and continued decrease in consumers purchasing power, there was high demand for mass beauty and personal care products in 2021 as consumers sought cheaper alternatives. This led to economy brands in mass beauty and personal care registering a better performance than mid-priced brands, which in turn led to several retail chains introducing their own private label lines.
At the end of 2020, the Argentinian government published a new law on supermarket shelves, which is applicable to supermarkets, hypermarkets, discounters, and traditional retailers. The law outlines regulations about products, brands, shelf space, and number of companies per shelves.
Direct sellers continued performing well in 2021 despite the end of home seclusion and restrictions as many consumers were still nervous about shopping outside the home. Additionally, many valued the personalised experience that direct sellers offer.
The volume sales recover in mass beauty and personal care is anticipated to be slow and gradual given the complex economic situation in the country, made worse by the pandemic. The Argentinian government programmes (such as Precios Cuidados) will continue to play an important role in category sales as an increasing number of consumers feel the need to search for cheaper beauty and personal care products.
Mass beauty and personal care is currently dominated by multinationals in Argentina, but some changes are expected over the forecast period. Due to issues with supply chains and high import costs, many multinationals are opting to exit the category, selling distribution rights of their brands to domestic players.
E-commerce registered an excellent performance during the pandemic as more consumers turned online to purchase beauty and personal care products from the comfort of their own homes. Consumers have thus become accustomed to buying online and appreciate the convenience it offers.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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