Mass Beauty and Personal Care in North Macedonia

PRE-COVID-19 PERFORMANCE

Negative demographic trends and increased competition from premium products contribute to a slower growth in 2019

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.

Colour cosmetics and skin care lead mass growth in 2019, but continue to face challenges as consumers show rising interest in premium-positioned products

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 leads companies in 2019, while Avon’s leadership of brands is increasingly insecure

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within mass beauty and personal care

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.

Recovery and opportunities

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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