In 2021, retail value sales of mass beauty and personal care products demonstrated double-digit growth. This was largely due to soaring inflation in the country.
A new development in mass beauty and personal care is the entry into the product area of apparel specialist retailers such as Zara. In 2021, the fast fashion retailer introduced the Zara Beauty collection which can be purchased online in European countries, including Turkey.
L'Oréal maintained its position as the number one company in the mass beauty and personal care arena in 2021, followed by Unilever and Procter & Gamble, Nivea Beiersdorf and the domestic Farmasi Enternasyonel. Direct selling giant Avon, which was the leading mass player earlier in the 2010s, continued to lose ground in 2021.
Sales of mass beauty and care products in general will continue to record a double-digit increase over the forecast period due to the anticipated decline in disposable incomes, job losses and economic uncertainty going forward. Uncertainty about the future will inevitably encourage many consumers to cut back on spending where possible and limit their purchases of beauty and personal care, particularly products with a non-essential positioning.
Over the forecast period, the discounters channel is anticipated to gain more ground in mass beauty and personal care. Economic uncertainty, soaring inflation and weakening consumer purchasing power have contributed to the growing popularity of discounters.
The percentage of private level is expected to increase over the forecast period to 2026 in mass beauty and care products thanks to its acceptable quality and economic prices. Retailers were increasingly using private label as an affordable entry point at the end of the review period.
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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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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