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Mass beauty and personal care continued to grow though several areas saw significant slowdown in 2019. Current value growth was hampered by the negative demographic trends affecting beauty and personal care in North Macedonia, with ongoing migration and falling birth rates.
Mass colour cosmetics was the fastest growing product area in 2019, followed by mass skin care. Nonetheless, the growth rate of mass colour cosmetics represented a significant slowdown on 2018’s growth, due mainly to a shrinking consumer base as migration out of North Macedonia continued apace.
L'Oréal Groupe maintained a narrow lead of mass beauty and personal care in 2019. The company saw some growth and marginal decline in value share but continued to derive strength from its brand portfolio.
Mass beauty and personal care is seeing a fairly strong decline in 2020 due to COVID-19, with negative growth driven primarily by the fall of sales in non-essential product areas. Products that support health and hygiene, rather than beauty, are seeing some positive growth, with consumers stocking up on mass alternatives as they economise.
In terms of both constant and current value, mass adult sun care is seeing the fastest decline in 2020, followed by mass fragrances and mass colour cosmetics. All categories are expected to continue to suffer double-digit negative growth throughout 2020.
Mass beauty and personal care will see a fairly quick recovery from the impact of COVID-19, with the only real long-term effects being raised awareness of the importance of personal hygiene and thus increased demand for medicated and dermocosmetics products. Mass beauty and personal care will face growing competition from the premium segment, however, as producers strive to offset the impact of a shrinking consumer base due to ongoing migration by encouraging a shift from mass to premium products.
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Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in North Macedonia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.