COVID-19 presented significant challenges to premium beauty and personal care players in 2020. The most severely impacted categories were premium deodorants, premium fragrances, and premium adult sun care, which experienced significant contractions in sales growth.
Premium beauty and personal care sales was less affected by declines in disposable income and unit price growth than mass beauty and personal care in 2020 as these products are generally bought by wealthier consumers that are less affected by economic turmoil. Consequently, high-income consumers generally did not change their purchasing behaviour significantly and mainly switched among channels.
In 2020, leading players retained their value share due to strong reputations, wide brand variety and availability in retailers. L’Oréal Groupe maintained its leading position and gained further value share.
After an initial bounce back in 2021, growth rates at constant 2020 prices are likely to be similar to pre-COVID-19 levels in the remaining years of the forecast period. However in categories such as premium skin care and premium facial care, constant retail value sales growth is likely to be much lower as effective lower priced mass offerings will be appealing due to ongoing price sensitivity and high income consumers returning to travelling abroad.
Leading multichannel retailers, Kravt and Zvezda, retained their positions in 2020 giving smaller single channel players a hard time, both online and physical stores. The leading premium beauty and personal care omni-channel players are expected to increase their variety of products in e-commerce and brick-and-mortar stores during the forecast period.
Zolotoye Yabloko is a strong beauty and personal care player from Russia which is expected to appear in Belarus in 2021. This will significantly impact the premium beauty and personal care products on offer as well as competition for the current retailers.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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