The overall performance of mass beauty and personal care in Israel was not strongly affected by the global Coronavirus (COVID-19) pandemic. Retail current value sales continued to grow in 2020 and 2021, supported by consumer price-sensitivity in the wake of the economic fallout of COVID-19.
However, some categories were more affected by the pandemic. For example, work-from-home polices, fewer social occasions and mask wearing obligations militated against the use of a number of colour cosmetics.
Cosmopharm continued to lead mass beauty and personal care in retail value share terms in 2021, offering several well-established brands like Careline, Crema, Neca 7, Keff, which are present in different products areas, and Natural Formula, which is especially strong in hair care. The player is a subsidiary of Sano Bruno's Enterprises Ltd, which is strong in home care.
Mass beauty and personal care is expected to register healthy, if gradually slowing, retail value (constant 2021 prices) growth over the forecast period. While projected to see slightly slower growth than premium beauty and personal care, mass counterparts will retain interest among a price-sensitive population as the country continues to recover from the economic hit of COVID-19.
Products relating to appearance and image, such as colour cosmetics and fragrances, are set to see an uptick in demand in the forecast period. Meanwhile, as consumers begin to travel once more, mass adult sun care is set to revive through both international and domestic tourist flows.
Small independent local and non-local brands with unique, ecological/natural or health claims are expected to penetrate the category in the forecast period, especially via e-commerce. These new entrants could mount a challenge to the leading brands through their marketing and more unique added-value positioning.
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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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