Mass products dominate retail value sales of beauty and personal care in Mexico, and demand for them has been much more stable than for premium offerings since the onset of the pandemic. Although retail constant value sales of mass beauty and personal care did decline during 2020, it was at a relatively modest rate.
Unilever de México S de RL de CV remained the leading player in mass beauty and personal care during 2021, with almost twice the value share of its closest rival, Cosbel SA de CV. Its brand portfolio includes the likes of Pond’s, Rexona, Savilé, Dove, Zest and Axe.
Modern grocery retailers (particularly hypermarkets) and direct selling are the main distribution channels for skin care, and neither of them were adversely affected by pandemic-related disruption during 2020. Direct sellers’ distribution was challenged by mobility restrictions and social distancing rules; however, leading players made efforts to propel digitalisation to facilitate business.
There will be moderate growth in retail constant value sales of mass beauty and personal care over the course of the review period. This will be supported by an anticipated post-pandemic economic rebound, but it could be undermined by mounting inflationary pressure.
More generally, e-commerce growth is set to grow in popularity as a distribution channel for mass beauty and personal care. Local consumers, particularly younger and more affluent ones, are gradually becoming more accustomed to shopping for these products online, while both retailers and manufacturers are now paying more attention to this channel, with the country’s internet retail infrastructure steadily maturing.
Innovation is expected to continue during the forecast period, including formulations that are gentle for skin (mass hair care, baby and child-specific, colour cosmetics and skin care) and new fragrances (bath and shower, skin care and fragrances). The strong natural ingredients trend across mass categories towards the end of the forecast period is predicted to be robust, as consumers have become increasingly health-conscious due to COVID-19.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Mexico 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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