In general, mass beauty and personal care brands saw smaller fluctuations in sales in Greece during the pandemic in 2020 and 2021, and a key reason is the effect of the restrictive measures on the various distribution channels. More specifically, supermarkets remained open during the country’s lockdowns and accessible to all after the end of the lockdowns, as they did not require customers to show vaccination certificates for entry, unlike non-grocery retailers.
The affordability of mass brands during the economically uncertain 2020 and 2021 was also a major asset for mass products. Promotional intensity also remained widespread across product categories, while the staple nature of key mass-dominated categories like hair care and oral care secured stable sales for mass products.
L’Oréal Hellas SA continued to lead mass beauty and personal care in Greece in 2021, leading sales with its wide range of brands in a number of categories, including Elvive, Garnier and L’Oréal Paris Excellence in hair care, Maybelline New York and L’Oréal Paris in colour cosmetics, and L’Oréal Dermo-Expertise in skin care. Despite the unstable socioeconomic context of the pandemic, the company has continued dynamically investing in innovation, new launches and promotional support.
Mass beauty and personal care in Greece is set to record mildly positive growth throughout the forecast period. The pandemic has brought a consumer self-care approach to the foreground, and personal care categories are set to benefit and retain a positive outlook throughout the forecast period.
Staying open and accessible to everybody throughout the pandemic, the supermarkets channel has acquired an even more essential role in consumers’ buying routines, and it is expected that supermarkets will become increasingly central over the forecast period for categories traditionally associated more with other, more premium-orientated channels. As has already been the case with mass skin care, which has come to enjoy significantly larger shelf space and product variety in supermarkets and is expected to continue to record increasing sales, it is expected that supermarkets, especially bigger stores, will dedicate increasing shelf space to categories like mass colour cosmetics and mass fragrances.
The affordability of mass brands in times of economic uncertainty will remain a key selling point over the forecast period. Coming out of the pandemic, financially-constrained and, hence, cost-wary consumers will be increasingly keen to look for offers, and thus will make consumer choices based on which brands are on offer, especially in categories where demand is elastic such as toothpaste and deodorants.
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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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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