Retail volume sales of personal care appliances had been in decline for most of the review period, and COVID-19 accelerated this trend due to its negative effect on consumer confidence. Retail volume sales of personal care appliances fell at their steepest rate in six years during 2020.
Personal care appliances face strong competition from professional service providers like beauty salons or spas, which proliferated during the review period. These are affordable to many due to the relatively low cost of labour in Mexico.
Corporación Milenium remained the leading player in personal care appliances during 2020. Corporación Milenium’s Conair brand leads in hair care, while its Babyliss brand significantly increased its retail volume share in hair care during the review period.
In 2019, Dyson Technology Mexico SA de CV launched the Airwrap hair styler. According to the company, it “harnesses an aerodynamic phenomenon called the Coanda effect” that “curves air to attract and wrap hair to the barrel” and thus “[styles] with air, not extreme heat” – protecting hair from damage.
Retail volume sales of personal care appliances will continue to decline during 2020, continuing the negative trend that prevailed during the review period. However, as the economic shock of the pandemic begins to fade and consumer confidence revives, more people return to their place of work, and social life begins to normalise, the rate of decline will slow and be quite modest during the forecast period as a whole.
The top performer in personal care appliances during the forecast period will be oral care appliances, particularly electric toothbrush units. However, the rate of growth in retail volume sales of these appliances will be no better than moderate, and absolute retail volume sales will remain very low.
With non-grocery retailers closed for an extended period due to COVID-19, e-commerce has grown in importance as a distribution channel for personal care appliances, and this trend is likely to accelerate during the forecast period: Local consumers are becoming more comfortable shopping online, and the country’s internet retail infrastructure is maturing, as the pandemic has led many retail chains to significantly increase their investment in this channel. While hypermarkets will remain the leading distribution channel for personal care appliances during the forecast period, e-commerce will present a growing challenge to it.
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This report originates from Passport, our Personal Care Appliances research and analysis database.
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