Following a contraction in 2020, mass beauty and personal care saw total current value sales return to growth in 2021. Demand in most categories rebounded as Croatians began to go back to the office and spend more of their free time outside the home thanks to the rollout of COVID-19 vaccines and the easing of public health restrictions that had been imposed to curb the spread of the virus.
Despite the impressive pace of recovery in the Croatian economy, local consumers remained quite cautious in their spending habits in 2021. This was partly because many households have experienced a reduction in income since the outbreak of COVID-19.
The expansion of drugstores/parapharmacies chains offering wide assortments of branded products and more competitively priced private label lines continued to have a positive influence on the overall performance of mass beauty and personal care in 2021. In particular, mass categories benefited from the growing presence of major players like dm-Drogerie Markt in smaller towns and less populated regions, where income levels are lower and consumers are therefore more likely to favour cheaper products.
Mass beauty and personal care looks set to perform positively over the forecast period, with steady growth in total current value sales projected and most categories expected to expand in volume terms. Demand for several product types is likely to remain elevated in the short-to-medium term as Croatians continue to resume their normal routines and spend less time at home in line with the further easing of the pandemic.
While the outlook for mass beauty and personal care is broadly favourable, its overall expansion potential will be constrained by rapid population decline in Croatia, which is being driven by a combination of falling birth rates and high emigration. The impact of emigration is compounded by the fact that most of those leaving the country are younger people, who typically spend more on these products than older demographics.
After having made impressive gains over 2020-2021, the overall value share held by e-commerce in mass beauty and personal care distribution should continue to rise over the forecast period. Since the outbreak of COVID-19, Croatians have become more appreciative of the convenience, variety and competitive price deals afforded by online shopping, hence it is likely many will be inclined to stick with this method even as pandemic-related disruption recedes.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Croatia 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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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