Mass beauty and personal care benefited from price-conscious consumers trading down from the premium segment due to the economic impact of the pandemic and lower disposable income. Demand remained especially resilient in categories comprised of products seen as an integral part of the daily beauty routines of Colombians.
Mass colour cosmetics witnessed a further decline in sales in 2021 with a shift in consumer attitudes and purchasing behaviour towards door-to-door direct selling companies negatively impacting sales. With consumers gradually returning to normal activities they saw it as safer and more convenient to go to physical stores and buy what is necessary, rather than buying from direct selling agents.
While weaker consumer purchasing power limited volume growth within mass beauty and personal care in 2021, the pandemic continued to provide new opportunities for new product development and innovation. These included brand-oriented development strategies such as those seen from Protex, with its new range of facial liquid soap, or local colour cosmetics player Ame which launched a new line of micellar water which claims to cleanse, hydrate and tone the skin.
The economic impact of COVID-19 is expected to provide a further boost to sales of mass beauty and personal care over the forecast period. With restricted budgets many consumers are likely to be forced to seek out more affordable options.
The performance of e-commerce in the forecast period is expected to be supported by the extensive investments being made by retailers and brand owners into their e-commerce capabilities since the start of the pandemic. More players are expected to launch online capabilities that will allow consumers to try products on virtually prior to purchase, while they are also likely to work on improving their delivery timeframes and introducing options such as click & collect.
Sustainability will remain a key topic in overall beauty and personal care and it is therefore also expected to influence new product development and demand within mass beauty and personal care over the forecast period. Manufacturers are likely to introduce new and more innovative packaging formats, with this trend already taking hold at the end of 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 Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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