Renewed and growing consumer demand for mass colour cosmetics and mass skin care helped mass beauty and personal care return to solid positive growth in 2021. In the previous year, the mass segment had seen sales decline as the challenging economic conditions resulting from efforts to limit the spread of COVID-19 focused consumer spending on essential items and restrictions on away-from-home activity undermined demand for beauty products, such as colour cosmetics.
The expansion of e-commerce remained very strong in 2021, significantly increasing the availability of mass beauty and personal care brands and enabling products to reach a wider audience. The number of e-commerce operators continued to increase in 2021, with a growing number of online retailers.
L’Oréal Groupe remained the largest player in the mass beauty and personal care segment in 2021 and, indeed, slightly extended its lead over Beiersdorf dooel Skopje. In the previous year, Beiersdorf dooel Skopje had closed the gap on the leader, but, in 2021, L’Oréal benefited from the revival of more normal lifestyles and related demand for products such as mass hair care.
Over the forecast period, local consumers are expected to spend more on beauty and personal care products. Since the vast majority of products and brands belong to the mass segment, mass beauty and personal care products is set to maintain its healthy growth.
Mass adult sun care is expected to exhibit strongest growth in mass beauty and personal care over the forecast period. The category’s relative dynamism will result primarily from the fact that it is recovering from the significant decline in 2020 due to COVID-19 travel restrictions.
E-commerce sales of mass beauty and personal care products are set to double over the forecast period based on current growth dynamics and growth rates achieved in the period following the outbreak of COVID-19 as reported by the Macedonian E-Commerce Association. Many consumers turned to e-commerce in the context of restrictions on the operations of physical stores and concerns about exposure to the SARS-CoV-2 virus, and came to appreciate its convenience and competitive pricing.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in North Macedonia 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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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