Mass Beauty and Personal Care in New Zealand

PRE-COVID-19 PERFORMANCE

Natural and sustainable products demanded, but the price has to be right

Mass beauty and personal care performed well in 2019 due to a rise in demand for quality, natural products, as well as increased competition with local products offering such products. Consumers, however, remained price sensitive and opted for more affordable items during the year.

Customers seek customised solutions

New Zealanders are increasingly looking for individualised solutions under all categories, including hair care, skin care and colour cosmetics. Companies are also realising that a one-size-fits-all approach is not suitable within the beauty industry where every customer is an individual with different needs.

Multinationals lead in 2019 with prominent brands

Multinational companies continued to lead mass beauty and personal care in 2019. Unilever New Zealand topped the leaderboard with its prominent brands, including Dove and Radox in bath and shower, Lynx in deodorants and Sunsilk in hair care, and Dove and St Ives in skin care.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic will vary across the different product areas in mass beauty and personal care in 2020. Products with a non-essential positioning and those generally used in order to maintain an attractive and well-groomed appearance, including mass colour cosmetics, mass self-tanning, and mass BB/CC creams, are expected to be impacted by social distancing and consumers spending more time at home.

Recovery and opportunities

Mass beauty and personal care in New Zealand is set to record further value growth at constant 2019 prices over the forecast period, slightly outperforming the review period, indicating the resiliency of many affordable mass brands. Many products are regarded as affordable daily essentials and will therefore continue to be demanded.

Files are delivered directly into your account within a few minutes of purchase.