Retail current value growth was very healthy for mass cosmetics in 2021. This performance was supported by the easing of Coronavirus (COVID-19) restrictions, which saw people return to work, school and social norms and buy more colour cosmetics, deodorants and other beauty and personal care products.
Long-term trends ensured demand showed resilience despite COVID-19’s broadly negative impact on mass beauty and personal care in 2020. The persistence of trends that were well established before the outbreak of the virus ensured many categories still developed positively in volume terms, or at least limited the scale of volume sales declines.
Product trials for variety remained the largest motivator for purchases among the mass consumer based. Consumers tended to try out multiple brands or products before becoming loyal to one.
Mass beauty and personal care is projected to see further healthy retail value (constant 2021 prices) growth over the next forecast period. The country is expected to continue its recovery from the negative effects of COVID-19, which saw many consumers stop buying non-essential items, due to home seclusion, including many types of beauty and personal care products like fragrances and colour cosmetics.
The Westernisation trend is set to continue to push interest in categories like fragrances and colour cosmetics, as more consumers made aspirational purchases. With more women joining the workforce, as liberalisation continues, sales of beauty and personal care products are predicted to increase across the board.
E-commerce is expected to continue to develop and grow as a retail channel in Pakistan. Manufacturers and retailers are looking to build on the channel shift towards e-commerce retailing during the pandemic.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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