Mass Beauty and Personal Care in Canada

PRE-COVID-19 PERFORMANCE

The natural look and Canada’s ageing population drive sales over to skin care

In 2019, mass colour cosmetics was struggling with a soft market. Consumers were migrating to skin care products as they sought to enhance their natural features as well as counter signs of ageing without using make-up.

Multinational powerhouses lead sales while K-Beauty trend begins to shine

L'Oréal Canada and Procter & Gamble maintained their leading positions in mass beauty and personal care in value terms in 2019. Their strong positions are supported by their power brands, which are well known to consumers, and the depth and breadth of their national distribution channels.

Mass fragrances continue to lose ground though sets/kits has a seasonal advantage

In 2019, mass fragrances continued to face challenges as younger consumers spent more of their beauty and personal care budget on body mists and body sprays, which deliver sophisticated scents in convenient packaging at attractive price points. Body mists have had a good response amongst younger consumers, leading to the erosion of sales of certain mass fragrances.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of mass beauty and personal care are expected to decline slightly in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

During the first few weeks following lockdown, some consumers stockpiled basic personal care products rather than beauty items, with sales of bar soap increasing by 180% compared with 2019 sales in the same period. Over the course of 2020, consumers’ new shopping behaviour in response to COVID-19 will be slightly positive for bath and shower given the heightened need for preventive health.

Recovery and opportunities

With most panic-buying now over, it is predicted that demand for everyday essentials such as deodorants, body wash/shower gel and overall hair care, will remain relatively steady over 2020. For a while to come, more consumers are likely to prefer mass beauty and personal care over premium versions given the high number of job losses caused by the lockdown.

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