Premium Beauty and Personal Care in Slovenia

PROSPECTS

Premium products set to see steady moderate growth

Slovenia has traditionally always had a substantial market for premium products; albeit relatively small in absolute terms due to the population size. Given its geographic and political position it has historically been economically developed and remains so in comparison with Eastern European countries.

Economic upturn set to contribute to growth

With the growing health and wellness trend and increasing levels of concern regarding the ingredients used in beauty and personal care products, with a desire for natural/organic ingredients, the demand for premium brands increased. Manufacturers were quick to respond with new product developments and marketing to highlight the functionality and added-value of their brands.

The potential to make or break premium sales

Manufacturers’ eco-friendly and sustainable practices are coming under scrutiny from the public – not only when it comes to packaging and the materials used in production, but also animal rights and testing. It is already apparent that zero-waste policies will be implemented in the future, and the first-movers have already been seen in Slovenia.

COMPETITIVE LANDSCAPE

An undisputed leader in premium beauty and personal care

Premium beauty and personal care in Slovenia is relatively concentrated, and the leader by far in value terms in 2017 was L'Oréal Slovenija. This is due to the company’s dominance within individual categories, such as premium colour cosmetics and premium skin care.

Premium fragrances is highly concentrated

The second company in premium beauty and personal care in Slovenia in 2017 was Everet International. It is a regional distributor for a wide portfolio of premium brands, with a focus on fragrances.

A unique distribution approach

Stillmark was ranked fourth in premium beauty and personal care in 2017, and this, together with the other three companies, accounted for three quarters of value sales. The rest of the market is highly fragmented and spread out amongst companies holding smaller shares, mostly following the lead of the dominant players.

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