Mass Beauty and Personal Care in Bulgaria

PRE-COVID-19 PERFORMANCE

Mass colour cosmetics and men’s grooming benefit from appeal to younger consumers in 2019

Mass colour cosmetics drove overall growth in mass beauty and personal care in 2019. There was an intensifying focus on beauty trends among Bulgarian women, particularly among millennials and generation Z consumers.

Direct selling faces growing competition from drugstores/parapharmacies and e-commerce in 2019

Direct selling remained a strong distribution channel for mass beauty and personal care in 2019, with Avon ranked second in overall value shares and Oriflame ranked seventh. However, these players faced growing competition, with new direct sellers entering such as Faberlic and LR Health and Beauty.

L'Oréal benefits from mass dermocosmetics launch while local players focus on bio and organic products in 2019

L'Oréal remained a strong leader in mass beauty and personal care in 2019, not only being the only player to have a double-digit value share but also further gaining share in the year. This player benefits from its wide range of well-established brands, with top three brands including Maybelline and L'Oréal Paris in mass colour cosmetics, Elsève in mass hair care and L'Oréal Dermo-Expertise in mass skin care.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 7% in 2020 in 2019 constant value terms in light of the impact of COVID-19. Sales will be impacted by the lockdown seen over mid-March to mid-May 2020, which resulted in many consumers using fewer products 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 fragrances and mass colour cosmetics seeing sharp double-digit value declines at constant 2019 prices in 2020 as consumers spend most of their time at home.

Recovery and opportunities

While 2020 is expected to prove a challenging year for mass beauty and personal care, with most product areas seeing sharp sales decline, value growth at constant 2019 prices will normalise by 2021 and remain positive throughout the remainder of the forecast period. Over the forecast period as a whole, sales will see a slight increase, indicating the resiliency of many affordable mass brands.

Files are delivered directly into your account within a few minutes of purchase.