Mass Beauty and Personal Care in Greece

PRE-COVID-19 PERFORMANCE

Moderate sales growth recorded as mass products become more sophisticated

Mass beauty and personal care registered moderate sales growth during 2019, with sales shifting slightly towards supermarkets over the course of the year. The key categories driving growth during the year were mass bath and shower and mass hair care, which feature some of the most important beauty and personal care products for daily use.

L’Oréal leads sales as local player GR Sarantis presents strong competition

2019 saw L’Oréal Hellas remain the leading player in mass beauty and personal care in Greece. The France-based multinational cosmetics specialist leads mass sales in a number of categories, offering a wide range of popular brands and constantly investing in innovation, advertising and promotional campaigns.

Mono-brand mass cosmetics retailers support stronger sales growth

One of the major trends in the retail distribution of mass beauty and personal care towards the end of the review period was the emergence of numerous mono-brand retailers offering wide range of colour cosmetics, skin care, hair care and other items at affordable prices in fun and attractive retail surroundings. Colour cosmetics has so far been the focus of these retailers, with local retailer Dust and Cream among the most dynamic performers in 2019 as it expanded its chain and recorded strong sales growth over the course of the year.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. The effects of COVID-19 on sales of mass beauty and personal care have been mixed.

Affected products within mass beauty and personal care

The categories that have experienced the strongest negative impact from COVID-19 are generally those which experience falling demand due to social distancing. These include mass sun care, which has suffered due to the Greek population spending far less time outdoors during the first half of 2020 then they would have otherwise.

Recovery and opportunities

Mass beauty and personal care is expected to continue recording positive growth over the forecast period, the effects of COVID-19 notwithstanding. Sales were already rising before the onset of COVID-19 during the first half of 2020 and once the situation returns to some level of normality, is expected that spending will continue to increase across most categories of mass beauty and personal care.

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