Mass beauty and personal care registered a significant fall in value sales in Bosnia and Herzegovina in 2020 as key categories were hit hard by changes to consumer lifestyles during the COVID-19 pandemic. The pandemic saw a marked reduction in opportunities for social contact, as people shifted to working from home and non-essential retailing and leisure and entertainment venues closed.
While, overall, mass beauty and personal care witnessed significant decline in 2020, one notable exception was mass hand care. Mass hand care maintained a positive performance during the year as the increased frequency of hand washing and the regular use of hand sanitisers aimed at preventing the spread of COVID-19 led to an increased incidence of skin problems on consumers’ hands.
Led by Beiersdorf and L’Oréal, mass beauty and personal care retains a relatively high level of fragmentation. Indeed, the category became more fragmented 2020, with the combined share of players that only registered negligible individual value shares rising by more than one percentage point during the year.
Mass beauty and personal care is expected to return to growth in 2021 and exceed the level of sales seen prior to the outbreak of COVID-19 by the end of the forecast period. Growth will be driven by the return to more normal social and economic activity as the immediate threat from COVID-19 diminishes.
Mass adult sun care is expected to be by far the most dynamic category in the mass beauty and personal care segment over the forecast period as it recovers from the steep fall in sales experienced in 2020 as a result of significant restrictions on travel, including the closure of borders. Ongoing restrictions on travel will continue to act as a constraint on recovery in the early part of the forecast period, however.
The COVID-19 crisis significantly accelerated the development of e-commerce in mass beauty and personal care. Although mass beauty and personal care products remained available to consumers through store-based retailing because of their significant presence in channels such as supermarkets and chemists/pharmacies, many consumers appreciated the reduced risk of viral transmission through social contact provided by e-commerce, as well as the convenience of 24/7 ordering and home delivery.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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