Mass beauty and personal care recovered from the overall small dip in retail current value sales in 2020 to see positive, if quite moderate, growth over 2021. However, this performance was aided by a higher rate of inflation in 2021.
Meanwhile, mass beauty and personal care remained well positioned to deal with the rapid shift to e-commerce, with its focus on competition by price, and the deteriorating economic situation towards the end of 2021. In this vein, standard product types like shampoos and deodorants enjoyed good demand throughout the year.
Despite the gradual recovery across beauty and personal care categories, the demand for most mass brands has remained stable to sluggish. Regular work and social lifestyles, on which many types of mass beauty and personal care products are dependent, gradually returned to its pre-COVID-19 rhythm.
As the effects of COVID-19 have been unevenly distributed across mass categories of beauty and personal care, so the lasting consequences are expected to be unevenly distributed. Mass products sold via modern grocery retailers like ICA and COOP have tended to experience stable, if relatively low growth rates, and this trajectory is expected to continue in the forecast period.
Beauty-related categories like skin care and colour cosmetics are expected to see a continued shift towards independent and e-commerce operations, as brand owners attempt to escape a dependence on the existing apparel-dominated retail infrastructure. During 2022 and through the forecast period, there is expected to be a significant crunch in physical retail channels, as smaller players proliferate online and in boutique stores.
While traditional, physical beauty and personal care retailers are prey to stagnation or decline, e-commerce sales are expected to peak and then enter a period of gradually slower growth. Being both drivers and a consequence of this development, consumers’ attention and the focus and innovation of manufacturers are increasingly likely to centre on pharmacies and dermocosmetics.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Sweden 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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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