In year-on-year terms, 2020 represented the first year in which premium skin care grew below mass skin care since 2010, with mass products seeing value growth, while premium products were in decline. While premium skin care returned to growth in 2021, mass continued to outperform premium, as consumer spending remained somewhat dampened, and because sales through premium department stores and beauty specialist retailers remained reduced in the first half of 2021.
Premium colour cosmetics was the premium beauty category the most negatively impacted by the pandemic in 2020. In 2021, despite restrictions linked to the pandemic remaining for half of the year, demand bounced back to slight growth thanks to more occasions to wear make-up overall.
2021 was a good year for premium fragrances, as consumers indulged once again after a difficult year in 2020. The 2021 shopping spree was equally facilitated by the reopening of shops classified as non-essential, such as perfumeries and department stores.
Premium skin care is set to return to growth rates ahead of mass skin care in the forecast period, with premium skin care seeing an acceleration of growth from its historic CAGR as it recovers from its downturn in growth in 2020. Historically mass-led categories such as body care are expected to see premiumisation, as the standards of facial skin care shift to the rest of the body.
In the forecast period premium colour cosmetics is projected to perform better than prior to the pandemic, when the category was recording declining sales. Still, premium colour cosmetics is not projected to fully recover to the 2019 level of sales at any point over the forecast period, mainly due to continued home working in the UK limiting usage occasions.
All categories within premium fragrances are set to see growth in the forecast period, especially as the last remaining COVID-19 restrictions come to an end for the whole of the UK, and tourism recovers following the removal of travel restrictions. Despite performing well, the rate of growth for premium women’s fragrances will slow down, to the benefit of premium unisex fragrances.
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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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