Mass Beauty and Personal Care in Croatia

PRE-COVID-19 PERFORMANCE

Price-oriented Croatian consumers offer good base for mass products

Despite increasing pressure from premium alternatives and consumers trading up, mass products saw continued growth in 2019. This was underpinned by rising disposable incomes among households.

L’Oréal Adria doo’s lead of mass beauty and personal care underpins its overall market leading position

Traditionally, the leader of the mass beauty and personal care category also leads the overall beauty and personal care market, such is the importance of mass products. L’Oréal Adria doo managed to maintain leadership of the category in 2019, thanks to strong positions in mass colour cosmetics, mass hair care and mass skin care, and offering a wide range of products.

Local players benefit from positive consumer perceptions and competitive pricing

Local companies were gradually gaining ground in the mass beauty and personal care category in Croatia in 2019. Cosnova GmbH saw a notable value share gain as a result of this trend.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to grow by a negative 8% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. Croatian consumers are price-sensitive, and this is set to intensify as a result of the economic uncertainty arising from COVID-19.

Affected products within mass beauty and personal care

Essential mass categories such as deodorants, body wash/shower gel and overall hair care are performing better than non-essentials such as mass fragrances and colour cosmetics. Meanwhile, within mass skin care, facial cleansing wipes offer a thread of hope for growth in 2020, as consumers are cleaning their faces more frequently in the hope of preventing the spread of the virus.

Recovery and opportunities

With the wearing of face masks commonplace in the post-COVID-19 environment, there is expected to be increased demand for products that both allow personal expression when wearing such items, for example through use of eye make-up and nail products, as well as those that address irritation arising from periods of extended wear. As social interaction and activities outside the home resume, products such as deodorants should see demand return.

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