Mass beauty and personal care had an outstanding 2021, recording double-digit current value growth. This performance was closely linked to the improving demand for categories such as colour cosmetic, fragrances, skin care and adult sun care in particular, which recorded above average growth rates.
Mass dermocosmetics are gaining ground, especially in skin care and sun care. Although this was an emerging trend at the end of the review period, it is likely to gain momentum in Chile over the forecast period, as local consumers become increasingly well-informed and demand products that are shown to be effective, use natural ingredients in addition to products that are made in a more sustainable way.
In 2021, physical distribution channels such as department stores and beauty specialists regained some lost share from the previous year, as restrictions on operations, capacity and mobility were eased, which allowed them to resume close to normal hours. This benefited well-established brands from players such as L´Oréal, with the latter recording strong value growth as a high proportion of its sales are driven by these channels in addition to expanding its presence via e-commerce.
In 2021, larger packaging formats followed a successful trend that emerged in 2020, so it is expected that by 2022, with budgets that may suffer losses due to a reduction in disposable incomes, Chileans will continue to search for formats that offer greater savings. Furthermore, large department stores now operating at full capacity are expected to boost their range of private label lines to offer greater affordability, while beauty specialists launched private label products in 2021, which could be an opportunity for these channels to strengthen the offer of their own mass products.
E-commerce has gained substantial share since 2020 and is now a crucial channel in the sales structure of many players. It is expected that heading into 2022, significant investments will continue to be made to adapt online platforms to meet consumer demands and, in line with omnichannel strategies, will redefine retail in Chile.
In mature mass categories in Chilean beauty and personal care such as deodorants, products that demonstrate innovation and sustainability are likely to enjoy greater opportunities for growth in a market that is increasingly informed and eager to receive news. Innovation where there is limited differentiation can be an important element in the reactivation of categories, such as further developing more affordable dermocosmetics, which still offer specialisation, particularly as the presence of mass products in this segment witnessed little variety over the review period.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Chile 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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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