In 2021, premium beauty and personal care regained some of the current value sales lost as the COVID-19 pandemic took shape in 2020, but certainly not all of it. Premium bath and shower witnessed double-digit decline in current value sales 2021, as consumers were less focused on hand hygiene.
In 2021, consumers returned to out of home social occasions and events triggering a return to wearing colour cosmetics. Premium other lash and brow make-up recorded the strongest current value growth within premium beauty and personal care in 2021.
In January and February 2021 distribution channels which rely heavily on the sales of premium products such as perfumeries and department stores were forced to close their doors once again. The closures imposed due to lockdown measures curbed the overall recovery of premium beauty and personal care products in 2021.
Over the forecast period, premium beauty and personal care is expected to see strong growth in value sales. Premium beauty and personal care still has some catching up to do when it comes to achieving pre-pandemic value sales levels.
Growth in value sales will not only be driven by the recovery from the 2020 decline, but also by rising prices as costs increase throughout the supply chain. Premium beauty and personal care is mostly dominated by major international players such as L’Oréal, Estée Lauder and Coty.
Premium beauty and personal care products which were hit particularly hard during the first year of the pandemic are expected to record some of the highest value growth rates over the forecast period. Good examples of this include premium lip products, which suffered as consumers spent more time at home and wore face masks when out.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Netherlands 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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