Having gained retail value share in 2020, as consumers looked to cheaper or economy products in the wake of the economic fallout of the Coronavirus (COVID-19) pandemic, mass beauty and personal care ceded some ground to premium beauty and personal care over 2021. While premium beauty and personal care registered a much faster sales decline than mass beauty and personal care in 2020, a stabilisation of the pandemic situation supported higher growth for premium over mass categories in 2021.
Mass adult sun care rebounded strongly in retail current value terms in 2021. The prolonged effects of COVID-19 saw mass adult sun care suffer a steep decline in sales, as lockdowns, travel restrictions and other anti-pandemic measures militated against the need to use sun care products.
L’Oréal Balkan continued to invest significantly in several of its mass brand lines in 2021. This helped the company to increase its retail value share and consolidate its leadership of a highly fragmented competitive mass beauty and personal care landscape.
Mass beauty and personal care is set to remain the most important, visible and largest area of the industry over the forecast period. Since mass beauty and personal care witnessed an overall drop in retail value (constant 2021 prices) sales in 2020, it is predicted to continue to bounce back with good and steady growth through the forecast period.
The innovations from manufacturers of beauty and personal care products are most likely to appear in premium segments. Innovations are expected to include new and popular ingredients and formulas, such as micellar water or aloe vera, as well as the modernisation of their mass brands to give them a more premium sheen.
As of 2021, private label lines remained largely exclusive to mass beauty and personal care in Serbia. Private label’s retail value share grew gradually over the review period in mass beauty and personal care, and beauty and personal care overall, and this trend is set to continue in 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 Serbia 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 Serbia, 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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