After a downturn in sales registered in 2020 due to pandemic-related restrictions leading to home seclusion and a reduction of Portuguese consumption levels, mass beauty and personal registered positive current value growth in 2021, resulting in a full recovery for this segment. Local consumers searched for better value-for-money products in line with lingering price sensitivity.
Some mass categories boomed in 2020, including liquid soap and hand sanitisers, which are dominated by mass brands. After this boom in 2020 as a result of panic buying when the pandemic initially emerged, demand declined in 2021 after reaching a peak.
2021 was characterised by low innovation efforts by branded players, as they focused on narrow ranges and their “basics” or core products. On the contrary, private label players continued to invest to compete with a growing number of new entrants, including the Mercadona chain from Spain, which offers a strong private label portfolio.
Mass beauty and personal care is expected to register further positive value growth over the forecast period. The ongoing trend of a rising focus on hygiene and self-image is likely to continue.
The Portuguese are expected to become increasingly informed and willing to make the “best purchase”. This does not necessarily mean opting for the cheapest product, as many consumers are increasingly concerned about the quality of formulations and ingredients, but the best value-for-money ratio.
Online sales of beauty and personal care boomed in 2020 as a result of pandemic-related restrictions and home seclusion. E-commerce continued to gain ground in 2021 and is expected to record further sales growth over the forecast period.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Portugal 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.
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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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