In 2021, mass beauty and personal care returned to positive growth as consumer demand for mass beauty and personal care products, particularly mass colour cosmetics and fragrances, stabilised and grew significantly. This came after a year during which consumer demand for beauty and personal care products that were considered non-essential during the lockdown, such as colour cosmetics and fragrances, saw steep decline.
Despite the strong growth of mass women’s fragrances, the category failed to reach pre-COVID-19 levels. Since fragrances and beauty products such as colour cosmetics are usually used in the workplace or on a night out, demand for such products remained limited in the first months of the year when pandemic-related restrictions remained in place and people continued to work from home.
Despite the upheaval of the pandemic, mass beauty and personal care continues to see innovation, especially in terms of sustainability and other green trends. Mass skin care, hair care and bath and shower have seen the biggest developments in this position, with new launches of vegan brand extensions for L'Oréal Bulgaria EOOD’s Garnier and Henkel Bulgaria EOOD’s Schauma.
Over the forecast period consumer demand for mass beauty and personal care products is set to accelerate after the significant slowdown during the COVID-19 outbreak. Mass skin care, in particular, is anticipated to demonstrate strong sales growth as such products are considered essentials and are used on a daily basis.
COVID-19 has accelerated underlying digitalisation trends in Bulgaria, as many consumers came to rely in on e-commerce while during the initial stages of lockdown, and have remained loyal to the channel despite the gradual reopening of stores. This is partly because of the greater convenience of the channel, and that more people were at home, but also because of widespread reluctance to return to stores out of fear of infection, or the inconvenience of mask-wearing and social distancing.
Mass beauty and personal care in Bulgaria will see ongoing convergence between health and beauty positions over the forecast period, with strong opportunity for producers and brands that can straddle both. Unsurprisingly, the pandemic has accelerated consumer preoccupation with health and prevention issues, and more consumers will seek to adopt healthier consumption trends.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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