The best-performing categories in mass beauty and personal care in 2020 were bath and shower and mass facial cleansing wipes which saw marginal growth despite COVID-19. The demand for hygiene personal cleanliness products benefited these categories in the year and largely offset the opposing forces of generally lower consumer confidence, store restrictions and job insecurity which resulted from the pandemic .
Compared with their premium counterparts, mass beauty and personal care products in Slovenia recorded less of a decline in 2020 and are therefore expected to experience a milder rate of recovery going forward. Most mass beauty and personal care channels, including beauty retailers (due to including grocery products in their assortments), grocery retailers and pharmacies, remained largely open during the lockdown months, which undoubtedly cushioned the decline in most categories.
Beiersdorf doo overtook its close rival L'Oréal Slovenija doo to lead mass beauty and personal care in Slovenia in 2020. Both players have a longstanding presence in Slovenia, with strong reputations and extremely wide and diverse product portfolios containing globally-respected brands across most categories, supported by well-executed marketing strategies and brand visibility.
Increased hygiene concerns will undoubtedly intensify in the forecast period in the wake of the COVID-19 pandemic, resulting in continued growth or a swift recovery for categories that are deemed to be essential for personal hygiene, such as bath and shower, hair care, skin care, body care and deodorants. Depending on the efficacy of curbing the pandemic, certain categories remain in question as to how quickly they will recover to pre-COVID-19 levels.
Demographic trends are expected to be a key influencer of sales of mass beauty and personal care products over the forecast period. As the Slovenian population continues to grow older and fertility rates continue to decline, categories such as mass baby and child-specific products are projected to decrease the intensity of their growth rates, whilst anti-agers and firming agents will continue to gain in popularity.
Trends seen in mass products over the review period, including promotional activities centred around testers and discounts, thus offering value for money to attract more consumers, along with annual changes in packaging to make products look fresh and exciting, could continue going forward. Whilst not trying to enter the premium segment, product developments could cater to changes in styles, through to offering products with special benefits, natural ingredients, or those formulated and packaged to be environmentally-friendly.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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