Mass beauty and personal care fared better than premium variants during 2020, due to consumers being more price-sensitive due to the financial impacts of COVID-19. Other than performance in 2008-2009, this was the first year mass beauty and personal care had out-performed premium beauty and personal care since 2006.
Mass bath and shower saw the strongest value growth across all mass categories in 2020, thanks to the significant growth of products such as liquid soap and bar soap, which are dominated by mass brands. This was driven by consumers’ higher standards of personal hygiene due to the time of the pandemic, and consumers have been more concerned about effectiveness, affordability and availability, rather than brand image.
L'Oréal Belgilux SA maintained its lead in mass beauty and personal care in 2020, with Beiersdorf NV SA coming in second place and the remainder of the category being relatively fragmented. The fragmentation is more notable in brand terms, with Yves Rocher (Yves Rocher Benelux NV SA) in the lead, followed by Dove (Unilever Belgium NV) before L'Oréal’s Gemey/Maybelline, Garnier Ultra Doux, L'Oréal Paris and Elsève brands.
Sales are expected to improve in 2020-2021, however, the worst hit sub-categories such as colour cosmetics will continue to suffer due to the economic fallout of the COVID-19 pandemic. Limited sales moving forwards will be driven by mass products being seen as affordable “pick me ups”, as pre-pandemic lifestyles slowly resume and face coverings become no longer mandatory.
Mass adult sun care, which saw steep declines in 2020, is expected to rebound quite strongly in 2021. Whilst it is unlikely that international travel and tourism will recover fully by this time, consumers are increasingly turning their gardens into “outside living rooms” during lockdowns and finding a new love for domestic travel.
Many multinational players are launching products in a solid bar format, in accordance with environmental concerns regarding the use of plastic packaging. For example as see with Garnier’s Ultra Doux solid shampoo bar (from L'Oréal Belgilux SA) and the Naturale Antica Erboristeria (NAE) shampoo bars (from Henkel Belgium NV).
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page