Mass Beauty and Personal Care in Canada

PROSPECTS

Value-seeking consumers bolster growth in the mass segment

Even though the premium segment continued to experience strong current value growth in 2018, the majority of local consumers continued to display a practical attitude towards beauty and personal care products, especially for products viewed as everyday staples. Value for money plays an important role in many consumers’ purchasing decisions, reflecting a shifting consumer attitude towards brands and increasing product knowledge.

Mass facial care is expected to see healthy growth over the forecast period

Mass facial care is projected to see growth over the forecast period, with value sales fuelled by anti-agers, face masks and acne treatments. Both older generations and millennials will drive growth.

Mass fragrances continues to struggle

Mass fragrances has been under pressure, with this trend expected to continue over the forecast period. The category is being pressured by body mist brands, which deliver sophisticated scents in convenient packaging at attractive price points.

COMPETITIVE LANDSCAPE

L'Oréal Canada and Procter & Gamble maintain their lead

L'Oréal Canada and Procter & Gamble maintained their leading positions in mass beauty and personal care in value terms in 2018. 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.

The movement towards natural and organic products

Similar to the premium segment, growth in mass beauty and personal care will be supported by the health and wellness trend, and by younger consumers’ interest in sustainability. These drivers are making natural brands and naturally-positioned brands more accessible in retail channels, including hypermarkets such as Walmart.

More sophisticated products at reasonable prices

Producers of mass products are innovating and delivering more sophisticated products, whilst maintaining attractive prices. For example, in 2018 Neutrogena launched face masks with benefits that can be found in premium products, with the Neutrogena Deep Clean Purifying Hydrogel Mask containing seaweed extract and using a hydrogel material that contours to the skin.

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