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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.
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.
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.
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.
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.
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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Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in Canada with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Mass Beauty and Personal Care industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.