Like the mass segment, premium beauty and personal care showed an impressive turnaround in total current value sales terms in 2021 as the easing of the pandemic and the accompanying economic recovery strengthened consumer confidence and saw more Croatians return to the office and begin regularly socialising again. With COVID-19 having reinforced the well-established tendencies towards rising health-consciousness and growing concerns about environmental sustainability in the country, premium products with a “clean beauty” positioning were in high demand, and remained a focal point for investment in innovation and marketing activities.
Premium skin care has weathered the impact of COVID-19 comparatively well. It was the only one of the main premium beauty and personal care categories to expand in current value terms in 2020, and although it contracted in 2021, the decline was modest and partly attributable to discounting.
The lifting of public health restrictions that had forced the temporary closure of beauty specialist retailers and limited their operation in other ways made a major contribution to the recovery of premium beauty and personal care in 2021, as many brands are mainly or exclusively sold through such outlets. However, following the recent experience of lockdowns and given that more stringent containment measures were reintroduced nationally and locally to combat increased COVID-19 infection rates even after the rollout of vaccines, suppliers continued to explore alternative ways to market products so as avoid being overly dependent on one channel.
Premium beauty and personal care is poised to record healthy growth in total current value sales from 2022 onwards. Demand in most categories should remain buoyant during the early years of the forecast period as Croatians continue to resume their normal routines and inbound tourism picks up in line with further improvements the local epidemiological situation, while a sustained economic recovery bolsters confidence and encourages so-called “revenge spending”.
Beauty specialist retailers have long played a key role in the distribution of premium beauty and personal care products in Croatia. Having been particularly hard hit by the fallout of COVID-19 and now facing an increased threat from e-commerce, renewed efforts by these retailers to attract consumers should have a positive influence on the performance of the premium segment over the forecast period.
It is expected e-commerce will continue to gain ground in terms of premium beauty and personal care distribution over the forecast period. COVID-19 has accelerated the development of this channel in the premium segment, in that many Croatians have recently become more willing to buy higher-end products online and now have a newfound appreciation for the convenience and wider array of choices this shopping method provides, while store-based retailers and brand owners have been forced to focus on strengthening their e-commerce capabilities.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Croatia 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 DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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