In 2020, mass beauty and personal care as a whole showed more resilience to the effects of the COVID-19 pandemic than premium categories. This resilience was due to the stronger performance of mass personal care categories such as mass bath and shower, which saw an increased growth rate in 2020, and mass hair care which recorded a less substantial decline in retail current value sales than many beauty categories.
In Hong Kong, consumers are often attracted to products that are more dermatologically positioned. This trend tends to benefit dermocosmetics brands in mass beauty and personal care such as Vichy or dermatology-based brands such as CeraVe by L’Oréal HK Ltd and Cetaphil by Galderma (HK) Ltd.
In 2020, digital innovation and transformation became key themes in mass beauty and personal care as companies looked for new ways of staying connected with their customers during the COVID-19 pandemic. Many brands in mass beauty and personal care actively collaborated with HKTVmall not only for e-commerce sales to help retain value and volume sales during the COVID-19 crisis, but also to offer exclusive promotions.
Over the forecast period, the recovery of mass beauty and personal care will be challenging and will depend on a number of factors. Although Hong Kong’s vaccination programme will begin in 2021, the return of tourists to the region will be slower, leading to a longer road to recovery for mas beauty and personal care.
During the COVID-19 pandemic, health and wellness trends gained considerable ground in Hong Kong as the global health crisis made health and wellbeing a priority for consumers. This prompted an increase in demand for products with non-harmful and safe ingredients which is expected to increase over the forecast period as health and wellness trends continue to grow in the region.
The COVID-19 pandemic has accelerated digitalisation in mass beauty and personal care, which means that digital engagement and maintaining an online presence will be an important factor for success in this category over the forecast period. After focusing on digital innovation during the COVID-19 pandemic, more brands are expected to invest in livestreaming and e-commerce in the forecast period as brands improve their online engagement with consumers and strive for direct sales.
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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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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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