Because of national lockdown measures, personal care appliances has experienced overall sales decline in 2020. However, the closure of non-essential stores has played less of a key role than in other categories given that hypermarkets, the leading channel for personal care appliances, has remained open.
Procter & Gamble has continued to lead personal care appliances in 2020. It dominates oral care appliances with its well-known Oral-B brand, with this category being the second-biggest.
Despite the general drop in demand for hair care appliances in recent years, hair and beard trimmers has been increasing its sales share of the former, as men want to have a well-maintained beard. Long-standing players within beard trimming are looking to offer products for all budgets, with Philips having recently revamped its entry-level offering and Panasonic expanding its high-end line.
A return to volume sales growth is predicted for personal care appliances in 2021 as more French people return to their regular workplaces and socialise more, giving them the impetus to ensure a tidy appearance. While social distancing measures of varying magnitudes are likely to remain in place in the short to mid term, keeping working from home relevant and meeting up with friends less frequent, sales will continue to improve over the forecast period and are likely to once again reach 2019 (pre-pandemic) levels by the end of 2024.
Electric facial cleansers is set to bounce back the quickest from COVID-19 disruption, thanks to the health and wellness trend and growing awareness about the impact of pollution on the skin. Swedish brand Foreo has enjoyed success with its Luna skin cleansing system, which channels pulsations to gently exfoliate the skin while incorporating anti-ageing technology.
There is growing awareness among French consumers about the consequences of oral care/hygiene on their overall health. With the penetration rate still relatively limited for electric toothbrushes in France, there is potential for growth, as seen in the dynamic sales being enjoyed by electric toothbrush units for much of the review period.
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This report originates from Passport, our Personal Care Appliances research and analysis database.
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