The impact of the COVID-19 pandemic was experienced slightly differently across mass beauty and personal care in 2020. With the exception of mass bath and shower, mass face masks, mass hand care and mass facial cleansing wipes and mass baby and child-specific products, all areas of mass beauty and personal care saw declines in value growth during 2020.
Leading mass beauty and personal care brands suffered from significantly fewer visits to retail stores, but some mass beauty and personal products, such as bath and shower and hair care, were stockpiled during the initial lockdown, which increased sales in these areas. Private label, value brands and cheap imports also benefitted, particularly in low-involvement categories where functionality is the most important factor, such as liquid soap and hand sanitisers.
Unilever Magyarország maintained and consolidated its position as the leading player in mass beauty and personal care in value terms in 2020, while most of the major multinationals maintained significant positions across all product areas. Henkel Magyarország, ranked second and also gained some share.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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