In a context of economic contraction and uncertainty, retailers in mass beauty and personal care offered discounts and promotions throughout the year in an effort to counter the decline in value sales. Promotions such as “two for the price of one” in areas such as deodorants, hair care, fragrances and bath and shower products became widespread, especially by the middle of the year, at the peak of the pandemic, when value sales registered the worst performance.
Economy brands in mass beauty and personal care registered a better performance than mid-priced brands, as a result of which several retail chains introduced their private label line of products. This trend was already visible toward the end of the review period, but the economic recession of 2020 further accelerated the trend.
In 2020 the government published a new law on supermarket shelves, applicable to supermarkets, hypermarkets, discounters and traditional retailers. The new law outlines stipulations concerning the shelf space allocated to various beauty and personal care products and brands.
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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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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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