Following decline due to changes to consumer lifestyles during COVID-19 in 2020, consumer demand for mass hair care, mass colour cosmetics and mass body and skin care peaked again in in Bosnia and Herzegovina in 2021 with the return to work and revival of social contact, ensuring that mass beauty and personal recovered in the year, with all categories achieving solid to strong positive growth.
Mass adult sun care was the fastest growing mass beauty and personal care category as a result of the normalisation of the situation in the country in 2021 and the largely uninterrupted summer holiday season. This restored the demand for adult sun care products, which is a category dominated by mass brands.
Lower unit prices of mass beauty and personal care products are the main reason why the market in Bosnia and Herzegovina still lacks the levels of premiumisation which most European countries enjoy. Limited disposable personal incomes determine the type of beauty and personal care products local consumers purchase most.
Over the forecast period, thanks to the consumer-driven demand increase and acceleration of the value growth of categories such as mass men’s fragrances, mass colour cosmetics, mass body care, mass skin care and the stable performance of mass women’s fragrances and mass hair care, mass beauty and personal care is set to accelerate its growth. The revival of social contact following COVID-19, both in the workplace and in leisure contexts, will encourage consumers to once again take a more rigorous approach to personal grooming, boosting demand.
Mass adult sun care is set to achieve the strongest growth rate over the forecast period following the significant losses the category sustained during the COVID-19 pandemic outbreak, especially in 2020. Already in 2021, the number of lockdowns and travel restrictions has been drastically reduced and the 2021 summer holiday season reinvigorated the consumer demand for mass adult sun care.
E-commerce sales of mass beauty and personal care products in Bosnia and Herzegovina are set to double over the forecast period given current growth dynamics and the growth rates achieved in the post-COVID-19 outbreak period. The number of internet users and potential customers who buy products and services online keeps growing and the potential sales base continues to expand.
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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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