Mass anti-agers remained the fastest growing category in mass beauty and personal care in 2018 as consumers continued to demand added functionality. Mass skin care sets/kits and mass fragrance sets/kits also saw healthy growth, thanks to rising demand for better deals in beauty and personal care, especially amongst younger women, who rationalise their spending.
Mass beauty and personal care was the largest category in value sales in beauty and personal care in 2018 as these products resonate with ongoing price-consciousness among Slovenian consumers after a decade of economic downturn and financial instability. Over this period, Slovenians cut products perceived as non-essential, including many beauty and personal care products, and limited their spending, opting for economy brands and searching for special deals and promotions.
The ongoing development of the health and wellness trend means more Slovenians are conscious of the potentially harmful ingredients found in some beauty and personal care products. Many are demanding full transparency from manufacturers regarding the ingredients used and demanding healthier natural/organic products, leading to premiumisation.
Mass beauty and personal care remains highly fragmented, with Beiersdorf and L'Oréal Slovenija vying for first place, with Beiersdorf extending its lead in 2018. These companies have a long-standing presence in the market, extremely wide and diverse product portfolios spanning most categories and well-executed marketing strategies supporting brand visibility and sales.
Several other multinationals followed the two leaders such as Henkel Slovenija in third place with brands such as Fa and Taft. Orbico with its Max Factor, Head & Shoulders and Manhattan brands in fourth spot was followed by Cosnova, thanks to the rapid increase in sales of the Essence and Catrice brands in the review period.
Despite the dominance of multinationals domestic companies also operate in mass beauty and personal care in Slovenia, with Kozmetika Afrodita being the largest. The company ranked sixth in 2018, while its Afrodita brand was the third largest mass brand.
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