Growth is expected to remain steady overall over the forecast period in the mass beauty and personal care category. The strongest growth is expected to come from the mass deodorants category.
Sales of mass fragrances are expected to continue declining over the forecast period. Growth in demand for premium fragrances is set to continue due to their affordability and the attainability of luxury fashion brands.
Brexit will remain a considerable challenge to the mass beauty and personal care category over the forecast period due to many mass brand owners and retailers basing their operations in Ireland from the UK. There is a strong likelihood that Great Britain will leave the EU and EU Customs Union.
L’Oréal (UK) continued to lead value sales of mass beauty and personal care in 2018. The company continued to provide a wide range of mass products with strong brand loyalty from brands such as Garnier and L’Oréal Elvive.
Private label continued to increase its presence within several categories with the quality of many private label products improving as well as the imitation of branded competitors. Aldi, for example, had several beauty products launch towards the end of 2018 in the lead-up to Christmas within the colour cosmetics category.
Domestic brands only have a small presence within mass beauty and personal care. However, this is something that is changing somewhat with several domestic players launching into the mass market.
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Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in Ireland with research from Euromonitor's team of in-country analysts.
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