Value sales of mass beauty and personal care declined by 7% in 2020, impacted by the outbreak of COVID-19, with value growth having recorded a 5% uplift in 2019. With many consumers working from home and other unemployed as a result of the outbreak, price sensitivity increased amongst mass consumers, as many became increasingly aware of their spending and saving.
Due to COVID-19, consumers interest in health and hygiene increased in 2020. Therefore, mass beauty and personal care products that were deemed more essential by consumers included bath and shower, which drove the highest, double-digit value growth of 11%.
To address the pandemic and increase demand for many beauty and personal care products, players launched online content to increase their interaction with consumers. This included using social media, promoting self-care, and offering advice on how to stay safe during the pandemic.
Mass beauty and personal care is expected to benefit from an ongoing migration from premium products to mass products over the early forecast period, as consumers remain price sensitive following the outbreak of COVID-19. This will be evident in colour cosmetics, followed by fragrances, where unit prices of premium products in those categories will remain significantly higher than their mass counterparts.
While e-commerce remained a negligible distribution channel for beauty and personal care in Guatemala at the end of the review period, the pandemic led to an uplift in growth for the channel. This was due to store closures leading to retailers encouraging consumers to continue purchasing items through online platforms, using delivery services in addition to click-and-collect options.
Across the forecast period, many consumers will continue to have restrictive household incomes. As such, price will play a key role in purchasing decisions, particularly when some categories of beauty and personal care are not perceived to be essential amongst low-income consumers.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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