Premium beauty and personal care products were negatively impacted by the pandemic and the 2020 lockdowns, with value sales falling. Two factors contributed to the decline.
International players continued to lead in 2021. L’Oréal and Coty were the only players with a double-digit value share, thanks to the popularity of fragrance brands such as Giorgio Armani (L’Oréal) and Hugo Boss (Coty).
E-commerce is playing an increasing role in premium beauty and personal care. Even prior to the pandemic, Estonia had a developed e-commerce infrastructure and consumers are increasingly engaging with the online space.
Premium beauty and personal care will register healthy constant value growth over the forecast period. Value growth will be supported by a recovering economy.
During lockdowns, many consumers indulged in premium skin care brands, as demand for colour cosmetics dwindled and people were confined to home with a lot of time on their hands. As a result, many consumers have adopted the habit of paying greater attention to their skin and premium skin care brands will gain further value share over the forecast period.
Consumers continue to believe that premium products offer higher quality than mass alternatives. However, many mass producers are now offering products with increasing quality, while maintaining cheaper prices.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Premium Beauty and Personal Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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