In response to the COVID-19 pandemic, mass beauty and personal care will see a fairly strong decline in 2020 overall, being driven primarily by the fall of sales in non-essential product areas. Products that support health and hygiene, rather than beauty, such as mass hand care, have seen some growth, with consumers stocking up on mass alternatives as they economise.
Direct selling company Avon Kozmetiks dooel will rank fourth in 2020, however the company has been negatively impacted as a result of the COVID-19 pandemic. The rise of e-commerce amidst the pandemic poses a threat to direct selling, with several advantages including greater convenience, competitive prices and a far more comprehensive product offering than is provided by the outdated direct selling channel.
In 2020, Beiersdorf dooel Skopje has overtaken L'Oréal Groupe as the leading player in mass beauty and personal care in North Macedonia. However, there is only marginal value share separating the two leading players.
Mass beauty and personal care will see a fairly quick recovery from the impact of the COVID-19 pandemic from as soon as 2021, 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.
Over the forecast period, mass beauty and personal care will remain significantly larger than premium beauty and personal care. However, there will be increasing pressure from the premium segment as the economy recovers post pandemic and demand for value-added benefits motivates many consumers to shift away from mass products and towards their premium-positioned counterparts.
Over the forecast period, e-commerce will continue gathering pace. Even as non-essential stores reopen, many who discovered e-commerce in 2020 will be unlikely to migrate back to store-based retailing, having discovered the convenience and ease of e-commerce.
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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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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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