Following a surge in demand for most categories in 2020 mass beauty and personal care witnessed a slowdown in 2021, although it still posted solid current value growth. Retail value sales remained well over pre-pandemic levels as demand for mass products continued to be impacted by consumers’ changing beauty and personal care needs brought on by the COVID-19 pandemic.
The COVID-19 pandemic has accelerated the premiumisation trend in beauty and personal care, naturally having a somewhat negative impact on mass categories overall. Consumers indulged in premium skin care, cosmetics and fragrances whilst they could not travel, visit restaurants or buy products duty-free.
The growing popularity of low-cost stores has put a significant downward pressure on prices, resulting in further polarisation between the mass and premium segment. Low-cost retailers led by variety chain Normal continue to have a major impact on mass beauty and personal care.
The mass segment will struggle to achieve volume and value growth in the forecast period after the buoyant performance experienced during the COVID-19 pandemic. Mass beauty and personal care will witness a decline in value sales in 2022 and 2023 as the overall category resets from the pandemic, with some consumers having less time for treatments and switching back to making purchases across the border and duty free.
Mass products that incorporate premium qualities will continue to witness the strongest performance driving value growth in the mass segment. Stand out product qualities will include those with minimalistic clean design, recyclable packaging, natural ingredients, as well as certified products containing well-known labels like The Swan Ecolabel.
Multinational brands are likely to focus on offering more natural and organic mass products with enhanced wellbeing qualities at affordable prices to meet growing demand for such products. Players like L’Oréal will build on their premium ranges, such as L’Oréal Botanicals, L’Oréal Barber Shop and L’Oréal Casting Crème Gloss.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Norway 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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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