The COVID-19 pandemic magnified the preventative health and wellness trends that were already gaining momentum in 2019 and earlier. As a result, self-care and wellness were amplified, and they served as a lifeline to cope with external anxieties by empowering consumers to take further ownership of their individual health and wellbeing in a more holistic sense.
After a year of explosive growth amidst the COVID-19 pandemic, mass hygiene products saw a significant slowdown in 2021. In particular, sales of hand sanitiser and liquid soap, which in 2020 grew at historically unprecedented rates, saw double-digit percentage drops, as an increasingly vaccinated consumer base grew less fearful of COVID-19 and ceased the panic-buying practices that characterised the early pandemic phase.
In 2021, several mass brands further embraced trends such as clean beauty and eco-friendly product design. Unilever led the way in this movement, and particularly so in several products under the Dove umbrella.
Products with both beauty and personal care facets, sometimes referred to as “hybrid” products, have become increasingly popular in recent years. Although the most prominent of these products have been premium cosmetics with skin care benefits or ingredients, hybrid beauty is now coming to other personal care categories, including mass brands.
Looking at premium beauty, there is no shortage of brands offering sustainable packaging, clean ingredients, and a reduction of carbon footprint during production. There is a belief that mass brands cannot achieve the same level of sustainability at lower price points, making mass products inherently “unsustainable”.
With beauty specialists and department stores closed in the early stages of the pandemic, mass beauty categories fared better than their premium counterparts, as consumers shopped at lower price points and discovery was largely limited to hypermarkets, drugstores and mass merchandisers. However, as non-essential retailers reopened their doors, so consumer interest in premium beauty increased.
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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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