Mass Beauty and Personal Care in Uruguay

PROSPECTS

Mass skin care leads in Uruguay

Mass skin care remained the biggest category in value sales in Uruguay in 2018. Particularly in the review period, there were many launches of mass skin care products, which were of high quality and attracted many consumers.

Economic situation prompts consumers to look for cheaper options

With the economic slowdown, and difficulties in frontier countries, consumers are becoming more aware of the unit prices of the products they buy. That has affected mainly low- and middle-income consumers, since high-income consumers continue to shop for their preferred option regardless of price.

COMPETITIVE LANDSCAPE

International companies lead mass beauty and personal care

International companies remain the leaders in mass beauty and personal care in Uruguay. L'Oréal Uruguay and Unilever del Uruguay maintained their significant shares in 2018 compared to that of other companies.

Direct sellers amongst the leading companies

Nuvó Cosméticos and Cosmeticos Avon de Uruguay, both direct sellers, ranked amongst the leading companies in Uruguay in 2018. They performed particularly well in mass fragrances, skin care and colour cosmetics with high value sales, products that consumers do not consider a necessity.

Mass beauty and personal care has widely competitive landscape despite the dominance of a few leading international players

Even though international companies clearly lead mass beauty and personal care in Uruguay, the market remains very competitive, with many companies present and a variety of brands available for consumers in the different stores. For that reason, companies have to constantly launch or advertise their products, to gain more consumers and to surpass competing companies.

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