Sales in mass beauty and personal care bounced back in 2021, after the declines seen during the time of the pandemic restrictions and associated impacts. Whilst this demonstrates a rather impressive standalone growth, it is comparative to the declines previously seen and pre-pandemic levels have not yet been reached, as some impacts and consequences remain – particularly so when it comes to consumers’ purchasing power.
Mass fragrances demonstrated significant damage during the time of the pandemic and continues to suffer from low purchasing power and heightened competition in 2021. Although sales in 2021 are in double digits, this is comparative to the steep declines seen and mass fragrances has yet to bounce fully back to pre-pandemic levels.
Mass facial care is another troubled category. As seen to a degree in mass perfume, the consumer groups which can afford non-essential pampering products typically choose premium brands in skin care.
Inclusive and regardless of the sales trends seen in mass beauty and personal care during the time of the pandemic, it is expected to remain a significant category in Azerbaijan over the forecast period. Although more affluent consumers are shifting to premium products in some particular categories, e.
Unlike in many other territories, local brands are not expected to perform particularly well in Azerbaijan over the forecast period. In general, domestic beauty and personal care production is rather limited in the country, with an unclear perspective on potential developments.
Mass fragrances is not expected to see a revival over the forecast period. Consumers who have shifted from mass to premium fragrances are unlikely to return, and those who cannot afford premium prices have been gravitating towards cheaper perfumed oils instead.
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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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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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