Mass Beauty and Personal Care in Brazil

PRE-COVID-19 PERFORMANCE

Value for money important since the last crisis; skin care and sun care among the more dynamic categories

The mass beauty and personal care world since the last crisis in 2014-2015 would seem to have permanently changed, with consumers increasingly looking for value-for-money options, driving down the pre-crisis double-digit current value annual growth rates to resolutely single-digit ones. The 2019 performance reinforced the fact that consumers were more cautious with their purchases, opting to buy items that offer good quality at lower prices.

Internet retailing and warehouse clubs becoming more relevant

The distribution landscape continued to change significantly within beauty and personal care in Brazil. Grocery retailers and direct selling have been losing ground over the last few years, as modern channels emerge offering differentiated products and services to end consumers.

Natura Cosméticos continues to lead mass beauty and personal care

The competitive landscape in mass beauty and personal care sees the top three players all having very similar shares. Natura Cosméticos was able to maintain its position as number one player, just ahead of the other two leading companies, despite the challenging scenario it is faced within the country.

2020 AND BEYOND

COVID-19 impact

Value sales of mass beauty and personal care are expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. Sales will be impacted by lockdowns across the country during the year, with consumers using fewer products, such as colour cosmetics or fragrances, as they spent most of their time at home.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic will vary considerably across the different product areas in mass beauty and personal care. Products with a non-essential positioning and those generally used in order to maintain an attractive and well-groomed appearance will be hit the hardest, with mass colour cosmetics and mass fragrances both seeing double-digit value declines at constant 2019 prices in 2020 as consumers spend most of their time at home.

Recovery and opportunities

After the decline in value sales recorded in 2020 (at constant 2019 prices), mass beauty and personal care will quickly rebound in 2021 with positive growth, with the rest of the forecast period after 2020 expected to see steady, if relatively modest, positive annual value growth. Even mass colour cosmetics, on a negative trajectory (at constant 2019 prices) since 2015, will record positive growth from 2022, while mass fragrances will see a much stronger return to positive growth immediately in 2021.

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