Mass beauty and personal care continued to account for more values sales than premium in 2021, with sales being more than double that of premium. In 2020, mass beauty and personal care was hit by the pandemic, with value growth being low, mainly due to people going out less and spending less on mass products such as colour cosmetics and fragrances.
International players continued to lead in 2021. L’Oréal was the largest player and the only company with a double-digit value share, thanks to the popularity of brands such as L’Oréal Paris and Garnier Nutritioniste.
Mass skin care is a growing product area and was further accelerated by the pandemic. A back-to basics approach happened during lockdowns, as with for instance women not wearing as much make-up, they concentrated more on looking after their skin.
Mass beauty and personal care product will register moderate constant value growth over the forecast period. With consumers expected to be price sensitive, as inflation continues to feed into higher retail prices, as factors such as rising global rising energy prices maintain inflationary pressure, consumers will prioritise value for money.
Private label could also possibly gain a more significant foothold over the forecast period. Lidl is due to open eight stores in 2022.
While value sales of mass beauty and personal care products will continue to be much more significant than for premium, the two products where premium has much more clout is fragrances and facial skin care. Consumers will not be ready to compromise on quality, even if purchasing power declines.
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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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