The measures taken to contain the spread of COVID-19 not only forced consumers to reassess their personal hygiene routines, but it also caused many households to reign in their spending, with many businesses struggling to survive, while there was also widespread job and wage insecurity. These factors influenced spending on beauty and personal care in 2020, with many people switching from premium products and brands to mass/masstige options in order to make savings.
Premium colour cosmetics registers a slightly better performance in 2021 compared to 2020. Premium eye make-up and premium nail products both record a good performance as they are less affected by the mandatory wearing of a face mask in enclosed public areas and on public transport.
The awareness of the importance of oral care continues to grow in Austria. Consumers are willing to pay more for high-quality products or products which promise certain benefits.
The future of premium beauty and personal care is dependent on economic recovery and how this affects disposable incomes and consumer confidence, as many price-sensitive consumers may continue to prioritise essential purchases and opt for the lowest priced products. Despite the negative impact of the COVID-19 pandemic, especially on more discretionary items, premium beauty and personal care is set to see a return to growth in 2022 which will be maintained over the forecast period, with year-on-year performances improving as time progresses.
Over the review period, premium baby and child-specific products saw dynamic growth with this being due to the perception that these products are safer and healthier than mass options. With COVID-19 having created widespread health concerns across the country, many parents showed a willingness to invest in higher-quality products for their children where they could afford to.
E-commerce blossomed during 2020 driven by necessity, with consumers often unable or unwilling to visit stores, while many stores were also closed during the lockdowns. With many retailers and beauty and personal care companies having increased their investment in digital services during the COVID-19 pandemic, it is likely that e-commerce will continue to draw sales away from store-based retailing over the forecast period.
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Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care research and analysis database.
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