Mass Beauty and Personal Care in Switzerland

PRE-COVID-19 PERFORMANCE

Dynamic mass sun protection, but mass colour cosmetics suffers from small price differences to premium products

Mass adult sun care was the most dynamic main category in mass beauty and personal care in 2019, and is expected to continue seeing strong growth over the forecast period. Mass brands are expected to continue to account for the bulk of sales in sun care in Switzerland, thanks to their wide availability, low price points and high levels of consumer trust.

Saturation, maturity and competition from premium products putting pressure on the mass segment

Mass beauty and personal care is facing high levels of maturity and saturation as well as growing competition from premium products and even home-made/DIY products, which are all limiting the category’s potential and growth. Real innovation can be relatively rare, for example with products such as mass fragrances being too generic and interchangeable.

L’Oréal and Beiersdorf lead, with private label then having the next biggest share

L’Oréal Suisse continued to lead mass beauty and personal care in 2019 thanks to its wide range of well-known and reputable brands and products, such as L’Oréal, Garnier, Elsève and Ambre Solaire. It is widely present across various categories and throughout all leading stores and distribution channels, including e-commerce.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to grow by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. Not only will it be an improvement on the marginal decline seen a year earlier, but 2020 will also buck the trend of mass products performing worse than premium products.

Affected products within mass beauty and personal care

Mass colour cosmetics will see sales dip in 2020 due to consumers feeling less need to use these products at home, without the need for them when going to work or out for social occasions. The mass fragrances performance will also worsen in 2020 for similar reasons.

Recovery and opportunities

After mass beauty and personal care’s improvement in its performance in 2020 at constant 2019 prices, its growth rate will slow down again in 2021, as consumers return to premium products and the sharp spike in mass bath and shower sales slips into negative growth in 2021. However, other products will recover, with mass colour cosmetics rebounding into positive growth in 2021, for example, after 2020’s sharp decline at constant 2019 prices.

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