At the end of the review period, sales across beauty and personal care continued to be dominated by mass brands. The general rule across the industry is that the more essential the products within the category, the more likely it is that sales will be accounted for by mass brands.
Perceived non-essential categories like mass fragrances, mass colour cosmetics and mass adult sun care registered the biggest sales declines in current value terms in 2020, as they are among the first product types that consumers will reduce spending on as their incomes come under pressure. Moreover, mass fragrances and mass colour cosmetics, but also mass hair care, are usually used when consumers go out – to the office and other workplaces, retail stores (as staff or shoppers), academic institutions, cafés, bars, clubs and other venues.
Sales in mass beauty and personal care continue to be led by international heavyweights such as L’Oréal, Henkel, Avon, Beiersdorf, Coty, Unilever or Procter & Gamble. Category leader L’Oréal, for example, continues to benefit from its wide and well-balanced product portfolio and strong presence across numerous beauty and personal care categories.
Mass beauty and personal care immediately returned to positive current value growth in 2021 as society began to normalise on the back of the country’s vaccination roll-out, in spite of the continued presence of the COVID-19 virus. With the economy rebounding in 2021, returning to rising GDP and falling unemployment, after the one-off reversal of these trends in 2020, consumer confidence has improved, with most people resuming the wearing or using of mass beauty and personal care products 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. While categories are likely to see a slow shift towards premium brands, for example in skin care, where consumers are willing to invest more in search of the latest features, formulations and functionalities, the large presence of famous international brands offering mass products provides local consumers with confidence in their quality and limits the desire to purchase premium options.
The acceleration in the channel shift to e-commerce during the pandemic, as consumers looked for convenient, safer and accessible shopping options, is expected to continue to influence shopping habits. Consumers will continue to value the benefits of e-commerce, which should see further channel development and growth.
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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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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