Skin Care in Bosnia and Herzegovina

PRE-COVID-19 PERFORMANCE

Premium skin care outperforms mass variants in 2019 as consumers value quality products

As one of the foundation categories within beauty and personal care, skin care made a significant contribution to overall sales of beauty and personal care products in 2019. While Bosnian consumers generally tend to have relatively conservative attitudes in many respects, this typically does not extend to their purchasing habits of skin care products.

Discounting drives premium products amid new ingredients for innovation and growth for dermocosmetics brands

Skin care saw many innovations in both 2019 and over the review period as a whole. These were mainly in terms of the use of new ingredients such as coconut oil and micellar water but also included products with green or eco credentials, as well as those positioned as vegan.

Continued strength of Beiersdorf alongside private label investment and further declines for Avon

Beiersdorf maintained its long tradition of leading skin care in 2019 and continued to lead in value terms in the major categories of body care and facial care as well as in skin care overall. The majority of Beiersdorf’s sales were driven by its Nivea product range, which consumers considered to offer superior quality compared to other international brands in the same price range.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 7% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Retail volume and value declines at constant 2019 prices are expected for the majority of product areas within skin care in 2020. Similar rates of decline are expected for body care and facial care in 2020, with a slightly smaller decline for hand care.

Recovery and opportunities

Sales growth for skin care is expected to normalise as the lockdown eases and consumers begin to return to more regular activities outside the home. The strong rebound in volume sales across the board in 2020 is set to be offset by more muted growth for the rest of the forecast period, particularly for mass skin care products.

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