Mass Beauty and Personal Care in Taiwan

PRE-COVID-19 PERFORMANCE

Price no longer the main focus of mass beauty and personal care

Beauty specialist retailers and drugstores/parapharmacies remained the two most important distribution channels for mass beauty and personal care in 2019. These retailers stock a wide range of products and brands and have become popular thanks to their regular use of promotions and discounts to attract consumers.

Premiumisation presents a threat to producers of mass brands

Mass beauty and personal care is a relatively mature category and this was reflected in the modest growth seen in 2019. Products such as mass face masks and mass anti-agers continued to record healthy current value growth in 2019 with consumers acknowledging their efficacy, but some other areas suffered from the premiumisation trend with consumers showing a growing willingness to trade up.

Unilever retains small lead in 2019 as companies look for ways to differentiate their offer

Unilever remained the leading company in mass beauty and personal care in 2019. The company is present with a wide portfolio of brands in a number of categories.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to see only a slight increase in 2020 in 2019 constant value terms representing similar growth to that seen in 2019 despite the impact from COVID-19.

Affected products within mass beauty and personal care

Although not being enforced, many consumers in Taiwan are nonetheless reducing the amount of time they spend outdoors to help limit the spread of COVID-19. Even when leaving the home consumers wear face masks and as such this is having a negative impact on areas such as mass colour cosmetics and adult sun care.

Recovery and opportunities

Mass beauty and personal care is a relatively mature category with limited opportunities for significant development. Nevertheless, the category is expected to see a slight uptick in demand as the forecast period progresses with mass skin care and mass hair care still offering opportunities for development.

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