Mass beauty and personal care saw moderate decline in 2020. COVID-19 and the lockdown has organically decreased the need to use beauty and personal care products and therefore consumer demand, while the anticipation of a possible recession has led to more conservative spending behaviour amongst consumers.
Mass bath and shower portrayed significant growth in 2020, due to the surge in demand for bar soap and liquid soap. The pandemic heightened consumers’ sense of hygiene consciousness, bolstered by the strong emphasis on hand washing in public health messages aimed at limiting the spread of the virus.
Sales of fragrances fell by 15% in current value terms in 2020 in light of the impact of COVID-19. The poor performance in 2020 is attributable to the fact that increased economic uncertainty due to measures to control the spread of COVID-19 further deterred consumers from purchasing non-essential items, and the fact that the lack of social contact resulting from home seclusion significantly reduced the number of occasions at which consumers would typically wear fragrances.
As the state of affairs begins to normalise in 2021, sales are expected to improve. Indeed, over the forecast period as a whole, value sales in mass beauty and personal care will see an increase.
Colour cosmetics saw sales decline significantly in 2020. The dramatic turnaround in colour cosmetics’ value growth rate is largely due to the effect of home seclusion, which led to a lack of social contact and discouraged consumers from using make-up.
E-commerce registered an excellent performance in 2020. During the lockdown, more consumers turned to e-commerce for purchasing beauty and personal products than in any other year before.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Azerbaijan 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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