After seeing slow but stable current value growth during most of the review period, in 2020 mass beauty and personal care turned to decline. COVID-19 caused performances to diverge, with counteracting forces affecting different categories.
In 2020, the strongest current value decline was seen by colour cosmetics, which saw a double-digit fall in sales. Not only do colour cosmetics brands depend on social interaction, which became increasingly rare due to consumers spending more time at home due to COVID-19, but a high share of sales is also attributable to apparel specialist retailers and department stores, which were slow and unwilling to adapt to the new circumstances.
Mass products are increasingly exhibiting aesthetic, design and usage attributes similar to those of premium products, which helped the mass segment to perform better than the premium segment in 2020. It has become easier to rapidly develop and launch clean-looking, relatively cheap and effective products, bringing mass products closer to premium.
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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.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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