Mass Beauty and Personal Care in Serbia

PRE-COVID-19 PERFORMANCE

Large consumer base makes mass beauty and personal care a testbed for innovations

Most consumers regularly purchase mass beauty and personal care goods in Serbia, which underpins the category’s strength, while premium beauty and personal care has a limited consumer base in comparison. At the end of the review period mass beauty and personal care products often led in terms of innovation, because of their wide consumer bases.

Strongest support for mass deodorants, social media platforms gain importance as a marketing channel

Mass beauty and personal care products received heavy advertising support in Serbia in 2019, but only larger and more financially strong players could afford extensive and continuous campaigns through the most effective channel – TV advertising. Social networks were also gaining importance for marketing activities.

Masstige products gain traction as consumers seek premium positioning at mass prices

Beauty and personal care private label offerings remained limited to the mass segment in 2019, as consumers were only beginning to trust the quality of these brands, and were unwilling to pay premium prices for brands in which they had low confidence. Furthermore, brand loyalty and identification also remained at much lower levels within the mass segment in 2019, giving private labels the potential to thrive.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to see negative growth of 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19.

Affected products within mass beauty and personal care

Mass bath and shower and mass baby- and child-specific products are both set to perform relatively well in 2020, the former maintaining the level of growth seen in 2019, and the latter also remaining in good growth territory. Both of these categories are supported by their essential nature.

Recovery and opportunities

As recovery from COVID-19 continues, the category is expected to see interest in cheaper alternatives, mass, masstige and private label offerings. This will be due to consumers’ reduced spending power, and the fact that they have become used to such offerings during lockdown.

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