Overall, mass beauty and personal care saw a slightly slower rate of current value growth in 2020 than in 2019. Nevertheless, mass beauty and personal care benefitted from wider store availability in 2020 as grocery stores remained open throughout the year.
Categories related to personal appearance, such as colour cosmetics, were most negatively impacted by the pandemic in 2020. For instance, as consumers spent more time working from home and less time socializing, they therefore did not have the need to wear colour cosmetics as much as usual.
In terms of channel distribution, e-commerce saw strong growth in 2020 as consumers spent more time at home. Due to the pandemic, more consumers turned to online shopping in order to minimise their exposure risk.
Mass beauty and personal care categories that were negatively impacted by the pandemic in 2020 are expected to see some recovery in 2021. As consumers return to more normal lives with regular socializing and working outside the home, demand will begin to grow again for mass colour cosmetics, for instance.
Mass beauty and personal care products that felt surging demand in 2020 due to the pandemic are set to experience normalised demand in 2021, which will translate to slower and possibly even negative rates of current value growth. For instance, mass bath and shower saw the strongest positive impact from COVID-19 as consumers focused on personal hygiene, especially hand washing and sanitizing, to minimise the risk of infection.
Follow the strong growth in e-commerce in 2020, the channel is expected to see a correction in 2021. As the threat of the pandemic dwindles, many consumers are expected to return to normal shopping habits.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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