While the majority of premium beauty and personal care products recorded value sales declines in 2020, this was significantly reduced in 2021 in terms of the number of categories experiencing a second consecutive drop. Strongly aligned with the pandemic, travel restrictions and a milder summer in Ireland continued to impact sales of sun protection and aftersun, while demand for lipstick and facial make-up remained weak due to continued mask wearing.
The top three players in premium beauty and personal care remained unchanged in 2021, with L'Oréal retaining its overall leadership for a sixth consecutive year. L'Oréal managed to retain its value share from the previous year and record improving sales following the declines of 2020.
With non-essential channels such as beauty specialist retailers and department stores closed for the first few months of 2021 and the correct assumption that online consumer purchasing habits would remain relevant, players continued to search for alternative ways to reach Irish consumers. The investment in e-commerce is only expected to heighten as concern for hygiene remains within a sensorially reliant and hyper-personal industry.
With inflation, taxes and energy bills set to proliferate alongside a decline in real wages, demand for beauty and personal care products (which many perceive as discretionary) is likely to be constrained heading into the forecast period, particularly for the premium segment. Hence, value sales for premium beauty and personal care (at constant 2021 prices) are not expected to fully recover to pre-pandemic levels until 2026, despite posting a stronger growth rate compared to the mass segment.
Exiting an era of proximity purchasing, which saw Irish consumers buy most of their beauty and personal care products online or in a one-stop-shop fashion at their local supermarket, the forecast period looks likely to follow this trend, although many store-based channels will gradually regain footfall. This implies a move back to health and beauty specialist retailers, covering beauty specialists, chemists/pharmacies and drugstores/parapharmacies, as consumers generally desire fewer but more targeted, sustainable, and reliable products.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Ireland 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.
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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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