Players in mass beauty and personal care saw sluggish recovery in 2021, due to the delayed return of tourist flows. Tourist consumption accounted for around half of total sales for mass players before COVID-19.
After COVID-19, there was a shift in the consumer landscape, from tourist-driven, to focus on locals in the domestic market. The prolongation of the pandemic therefore called for strategies to capture local consumption power instead of waiting for tourist flows to return in order to survive.
With saturation in mass beauty and personal care in Hong Kong, especially in skin care, the origin of the brand is a natural sales driver, helping brands sustain their performance and survive in the domestic market and capture local consumption power, as consumers’ perception of product quality lies in the origin of the brand. Almost 60% of respondents in Hong Kong agree that they only buy from companies and brands that they trust completely, according to Euromonitor International’s Voice of the Consumer: Lifestyles Survey in 2022.
It is expected that the recovery of sales of mass beauty and personal care players to pre-COVID-19 levels will be dependent on tourist flows and border reopening, especially with mainland China. Mainland Chinese tourists account for a large proportion of volume transactions for mass brands in Hong Kong.
As mentioned above, Hong Kong consumers generally trust Japanese products and are more willing to purchase from Japanese brands or products with Japanese equity. Japanese grocery player Don Don Donki expanded its store network in Hong Kong even during the pandemic in 2021, increasing the availability of Japanese mass beauty and personal care products in the market.
Fragrances gained traction in 2021 despite the need to wear masks, as the new “lipstick effect”, as consumers looked for fragrances to display their personality and for gifting purposes. Increasing numbers of consumers now wear fragrance on a daily basis, instead only for social occasions, as was the case before the pandemic.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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