Due to the outbreak of COVID-19 in 2020, many consumers became increasingly price sensitive, with working from home, unemployment and reduced working, impacting consumers budgets. However, despite consumers’ growing concerns about economic developments and financial and job security in 2020, mass beauty and personal care recorded a 2% decline in value sales.
Mass beauty and care is widely represented at leading grocery retailer chains within Switzerland, including hyper- and supermarkets, as well as discounters. This benefited the offerings during 2020, as these were deemed essential retailers, and remained open through the year – even during lockdown periods.
L’Oréal and Beiersdorf continued to lead mass beauty and personal products during 2020, with a wide range of highly renowned and popular affordable brands and products, including Nivea, L’Oréal, Garnier. Their strong reputations, high level of expertise and innovation leadership, managed to withstand the challenges COVID-19 posed to the market.
In 2021, ongoing lockdowns and restrictions continued to impact sales in Switzerland. However, across the year, a loosening of these restrictions and a move to the ‘new normal’ will allow consumers to spend more time outdoors, socialising with others, with some also returning to the workplace.
Across the forecast period, mass deodorants and skin care are expected to be among the main value and volume sales drivers, followed by adult sun care. Their large variety of renowned brands include natural and sustainable products at affordable prices, and these are expected to contribute to further growth, as well as the increased frequency of new product launches.
Changes are expected to be marginal for distribution channels over the forecast period, however, e-commerce retailing is expected to grow fairly quickly. The online channel saw a boost in sales due to COVID-19, as more people turned to e-commerce during lockdown restrictions, appreciating the platform as a safer form of retailing.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Switzerland 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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