Mass beauty and personal care suffered from the outbreak of Coronavirus (COVID-19) and the measures introduced to stem the tide of the virus, albeit to a lesser extent than premium beauty and personal care. As the economic fallout of the pandemic was felt, some consumers shifted to mass instead of premium products.
Perceived non-essential categories mass fragrances, mass colour cosmetics and mass adult sun care registered the biggest declines in retail current value sales in 2020. These are among the first product types that consumers will reduce spending on as their incomes come under pressure.
International players continued to lead mass beauty and personal care in 2020, with stagnant or only marginal movements in retail value shares, compared with 2019. The category remained heavily influenced by established multinationals like L’Oréal Groupe, Henkel, Avon Cosmetics, Beiersdorf, Coty, Unilever Group, Oriflame Cosmetics and Procter & Gamble.
Mass beauty and personal care is expected to return to positive retail value growth at constant 2020 prices in 2021. As consumers return to work, study and social and leisure norms, they are likely to resume the wearing of mass beauty and personal care options used when outside the home, including fragrances and colour cosmetics.
Latvian consumers tend not to perceive it necessary to spend more on premium brands for basic need daily products. Some categories, such as skin care, may see a shift towards premium brands, as some consumers are willing to invest more in search of the latest features, formulations and functionalities.
The channel shift to e-commerce in 2020, as consumers looked for convenient, safer and accessible shopping options, is expected to continue to influence shopping habits. Some consumers continue to value the benefits of e-commerce, which should see further channel development and growth.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Latvia 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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