Mass Beauty and Personal Care in Australia

PRE-COVID-19 PERFORMANCE

Growing interest in clean beauty in the mass segment

The clean beauty movement continued to attract consumers at the end of the review period, as rising consumer health-awareness and environmental-consciousness increased concerns about the harmful effect of chemicals on human health and the environment. While clean and natural ingredients were previously most commonly found in niche and premium products, growing numbers of shoppers sought mass beauty and personal care products that did not contain toxins as the review period progressed, with the trend becoming mainstream in 2019.

Growing range of retailers target rising consumer interest in private label products

Supermarkets and other retailers worked to gain ground on beauty specialist retailers and drugstores in mass beauty and personal care at the end of the review period, while capitalising on the growing consumer interest in private label products. Some continued to innovate with new ingredients and formulae, with Woolworths adding charcoal to its facial cleansers and face masks and Sportsgirl launching a vegan skin care range.

L’Oréal remains the leading manufacturer, while competition between retailers intensifies

L'Oréal Australia Pty Ltd retained a narrow lead in mass beauty and personal care in 2019, though second-placed, Unilever, managed to reverse a trend of share decline and close the gap during the year. The leader’s strength is founded on a strong presence in mass colour cosmetics, deodorants, hair care, skin care and adult sun care in which it operates through a broad portfolio of mass brands, including Maybelline, L'Oréal Paris and Garnier.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to grow by 2% in 2020 in 2019 constant value terms, a slightly slower rate of growth than the CAGR for 2014-2019.

Affected products within mass beauty and personal care

Mass beauty and personal care categories such as personal toiletries saw a short-term positive benefit from consumers stockpiling essential items in the early stages of the COVID-19 pandemic. However, with limited potential for increased usage and, indeed, a tendency to adhere less stringently to personal care routines due to a lack of social contact, sales of essentials are set to normalise quickly.

Recovery and opportunities

Mass beauty and personal care is expected to remain relatively resilient in the face of the challenges presented by COVID-19, though home seclusion is set to undermine sales of products such as mass colour cosmetics in the early part of the forecast period. The negative economic impact of measures to limit the spread of COVID-19 is likely to undermine demand across many products areas.

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