Mass Beauty and Personal Care in Finland

PRE-COVID-19 PERFORMANCE

Higher prices do not necessarily mean better products

Mass beauty and personal care recorded modest growth in 2019, with products such as mass toners, anti-agers and blusher/toner/highlighter performing particularly well in current value terms. Finnish consumers remain price sensitive and many seek to save money on beauty and personal care products by researching products to find affordable and effective solutions.

Manufacturers emphasise the natural aspects of their products

The general trend towards natural, eco-friendly and cruelty-free products across mass beauty and personal care continued in 2019. With consumers seeing a slight increase in disposable income towards the end of the review period they turned their attention to factors other than price, with this being driven by growing awareness of the impact their choices have on the environment around them.

Players remain active and innovative in mass beauty and personal care

L'Oréal Finland Oy retained its strong lead in mass beauty and personal care in 2019 despite losing some share. The company offers a wide range of products.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). Sales will be impacted by the government’s advice to work at home wherever possible and fewer occasions for use of beauty products as Finns cut back on their social activities during the epidemic.

Affected products within mass beauty and personal care

Products such as tooth whiteners and acne treatments are anticipated to continue to witness increasing demand in 2020 in spite of the COVID-19 epidemic. Consumers tend to use tooth whiteners over a period of time, and once they have begun the process are unlikely to stop, while acne treatments usually also require repeated applications.

Recovery and opportunities

Mass beauty and personal care is expected to return to constant 2019 value growth in 2021 as consumers restock after the epidemic, before recording minor declines over the rest of the forecast period. Smaller categories such as mass men’s skin care, tooth whiteners and face masks are likely to witness good growth over the forecast period, resuming their trends of the review period and supported by constant 2019 value price declines or stagnation.

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