Mass Beauty and Personal Care in Canada

PROSPECTS

Practical consumer attitudes support steady growth in the mass segment

Even though the luxury channel is growing rapidly in Canada, in 2017 the majority of local consumers continued to display a practical attitude towards beauty and personal care products. Value for money plays an important role in consumers’ purchasing decisions.

Mass facial care expected to perform well over the forecast period

Mass facial care is expected to perform well over the forecast period, with sales fuelled by face masks, lip care and anti-agers. The millennial generation will be a major driving force behind the growth of these categories.

Some mass fragrances set to continue to struggle

Some mass fragrances have been under pressure for many years, with this likely to continue over the forecast period. Manufacturers of body mists and deodorant sticks are developing ever more sophisticated scents, with this serving to erode sales of certain mass fragrances.

COMPETITIVE LANDSCAPE

Mass brands compete on both performance and price

Mass beauty and personal care has been seeing an influx of new brands. As the category has traditionally been fairly fragmented, mass brands have to attract consumers through frequent promotional activities as well as a good performance.

L'Oréal and Procter & Gamble remain the leading players

L'Oréal and Procter & Gamble remained the leading players in mass beauty and personal care in 2017. Their strong positions can be attributed to their power brands, along with recently acquired fast-growing brands.

Drugstores/parapharmacies benefiting from the growth of the mass segment

Mass beauty and personal care brands have been flourishing in drugstores/parapharmacies, which are some of the leading outlets for consumers looking for many trend-driven mass brands. Shoppers Drug Mart continued to lead the channel in 2017, focusing on revamping store displays in some locations to attract more consumers.

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