Mass beauty and personal care posted a decline in 2020, however this was marginal in comparison to the overall beauty market in Ireland and particularly to the premium segment. Indeed, mass beauty benefited from the fact that typical mass channels such as supermarkets, hypermarkets but also pharmacies were deemed as essential during lockdown and therefore remained open.
In 2020, the focus was on essential mass beauty products that relate to hygiene as consumers stockpile hand soaps and hand sanitisers to stop the spread of the virus. As a result, the bath and shower category has seen unprecedented expansion, in particular liquid soap, which encompasses hand sanitiser, expanding throughout 2020 in Ireland, with many new players entering the hand sanitiser space.
L’Oréal continues to lead mass beauty and personal care in Ireland thanks to its well-established brands L'Oréal Paris and Garnier. Both brands maintained their sales rankings in 2020, as they provide Irish consumers with good quality and innovative products at lower price-points and also benefit from extensive distribution through grocery retailers.
As greater normality returns, bath and shower - which saw an impressive rise in 2020 - is projected to stabilise over the forecast period, as the focus on hygiene declines, while mass lips products, the most impacted category due to the wearing of face masks, is expected to post positive growth again from 2022. With the return to workplaces and of social occasions, Irish consumers are expected to invest in products helping to maintain their appearance, such as colour cosmetics.
As consumers increasingly value attributes such as sustainability, clean and vegan for their beauty and personal care products, this continues to represent an area of opportunity for mass brands. It is expected that over the forecast period, consumers will continue to seek out brands that match their views and beliefs, while also offering efficacy and affordability.
As COVID-19 continue to impact many Irish consumers financially, we can expect to see further shifts in purchase behaviour. This combined with the ongoing uncertainty surrounding Brexit - expected by many to lead to the cost of goods increasing across certain industries – is set to see consumers trade down to lower price-points.
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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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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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