While overall demand for beauty and personal care in Ireland remained stable in 2021, value sales remained marginally lower than pre-pandemic levels, with the premium segment outperforming mass products in terms of value growth. However, it is noteworthy that premium beauty and personal care experienced a much higher decline in current value terms the previous year and therefore, in terms of overall recovery, the mass segment was in a stronger position at the end of the review period.
In a similar trend witnessed in the premium segment, the best performers in the mass segment in 2021 were colour cosmetics such as eye make-up and nail products. Hand care continued to perform well coming from its low base and supported by new consumer behaviour surrounding hand hygiene.
L'Oréal (UK) Ltd retained its leadership of mass beauty and personal care in 2021 due to its diverse brand portfolio (although its offers both premium and mass brands across numerous product categories). CeraVe, a new entrant to Ireland in 2018, has grown in popularity given its natural, simplistic and medically-supported claims.
The rising cost of raw materials combined with supply chain issues and expenses will likely incentivise an increasing number of local consumers to trade down to mass products, providing mass brands with a huge opportunity to shift orthodox market distribution away from the premium segment. For an industry where pricing power is restricted and input costs are soaring, players should look to diversify product ranges to compete for share of cash-strapped consumers’ wallets.
Despite some underperforming categories, on the whole, mass beauty and personal care is expected to consistently post higher value growth rates compared to 2019-2021, demonstrating a dependable recovery. One small but promising category that will drive mass growth that was not evident pre-pandemic is sun care.
In the wake of the pandemic, further pressure on disposable incomes is likely for the average Irish consumer. This will push many to look for more affordable alternatives to their usual beauty products.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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