Mass Beauty and Personal Care in Uruguay

PRE-COVID-19 PERFORMANCE

Consumer price sensitivity boosts demand for cheaper mass brands

Mass skin care remains the largest mass beauty and personal care category in Uruguay. Particularly over the review period, there were many launches of mass skin care products offering high quality.

Competitive prices key to attracting low income and unemployed consumers

With the economic slowdown and difficulties in neighbouring countries, consumers are becoming more price sensitive. This is particularly true for low and middle-income consumers, with high-income consumers continuing to shop for their preferred option, regardless of price.

Extensive distribution and awareness key to success of international brands

International companies remain the leaders in mass beauty and personal care in Uruguay. L’Oréal and Unilever continue to lead sales.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to remain stable in 2020 in 2019 constant value terms in light of the impact of COVID-19. Sales will be impacted by the lockdown seen over mid-March to mid-May 2020, which resulted in many consumers using fewer products as they spent most of their time at home.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic will vary considerably across the different product areas in mass beauty and personal care. Products with non-essential positioning and those generally used in order to maintain an attractive and well-groomed appearance will be hit the hardest, with mass fragrances and mass colour cosmetics seeing sharp double-digit value declines at constant 2019 prices in 2020 as consumers spend most of their time at home.

Recovery and opportunities

While 2020 is expected to prove a challenging year for mass beauty and personal care, value growth at constant 2019 prices will normalise by 2021 and remain positive throughout the remainder of the forecast period. Over the forecast period as a whole, sales will see a slight increase, indicating the resiliency of many affordable mass brands.

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