Retail constant value sales (2021 prices) of mass beauty and personal care had been in decline before the onset of the pandemic, but they stabilised during 2020, as the economic shock of COVID-19 led more local consumers to trade down from premium offerings. Moreover, the fact that modern grocery retail outlets continued to operate during the initial lockdown because they were regarded as essential helped to support sales of mass beauty and personal care, as did the closure of hair and beauty salons for an extended period.
The pandemic also impact the distribution of mass beauty and personal care. During 2020, modern grocery retailers (mainly hypermarkets and supermarkets) gained significant value share from beauty specialists (though not from health specialists, as these were also regarded as essential), and these gains were only partially reversed during 2021, as operating conditions normalised.
Organic and natural products are proliferating in mass beauty and personal care, with players ranging from small companies to multinationals jumping on the bandwagon. Examples of organic and/or natural brands include Provencal Bio (L'Oréal), NAE (Henkel) and Love Beauty & Planet (Unilever).
To attract French consumers (particularly younger ones), it will increasingly be necessary for mass beauty and personal care brands to focus on sustainability. Multinationals will increasingly be expected to demonstrate a strong sense of social responsibility and a real commitment to sustainable development.
Over the forecast period, brands will continue to offer formulas that avoid controversial ingredients and will steer towards more natural and organic products. It is expected that the category will see steady continued growth and democratisation, particularly as multinationals start to develop organic products across categories at affordable prices.
Hypermarkets will diminish in importance in beauty and personal care during the forecast period. In general, hypermarkets are losing popularity among local consumers, as they are not perceived as offering as offering good value for money.
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Mass Beauty and Personal Care
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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