COVID-19 caused a tangible shift in consumer values, with Australians looking for more price accessibility. In 2020, and to a lesser extent 2021, this resulted in consumers trading down from premium to mass products, driven not just by financial hardship, but also by choice, and the realisation that some mass and masstige products provide the benefits they are looking for without the high price point.
Competition in mass beauty and personal care continued through the year, with brands such as the local MCo Beauty finding a unique selling proposition and standing out from the rest of the crowded colour cosmetics category. In fact, this diffusion line from ModelCo gained significant share through the supermarket Woolworths, and has gained an almost cult-like status amongst Australians, with the company reporting 75% growth in 2021.
Beauty industry players have been challenged to display greater action regarding both eco and social initiatives, whilst consumers increasingly prefer brands that are purpose-driven and can deliver positive change. In most cases, initiatives to respond to consumers’ demands gravitated towards packaging, including more recyclability and recycled content, as well as refillable packaging.
Greater demand for sustainability features will continue to influence mass beauty and personal care in the forecast period. Innovation in packaging and product formulations is anticipated as a result.
The rapid acceleration of e-commerce and digital platforms is expected to continue in the forecast period. These platforms also give beauty and personal care companies the opportunity to connect with their customers on a deeper level, further developing brand equity and aligning their brands and products with consumer desires, such as environmental and social purpose.
Mainstream brands in health and beauty are facing more scepticism and pushback around efficacy, sourcing and the effects of continued usage, that are pushing some consumers to alternatives which emphasise ethical, natural and transparent approaches. In Australia, this is expected to translate into the continued move towards the use of natural and free-from claims, but also in transparent packaging and the use of Australia-made labels.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Australia 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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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