Skin Care in Bosnia-Herzegovina

PROSPECTS

Skin care contributes strongly to the good performance of beauty and personal care

Skin care is one of the foundation categories within beauty and personal care – significantly contributing to overall sales. As such, skin care is singled out for its contribution as one of main driving forces in beauty and personal care.

Consumers choose quality over affordability in skin care

Several skin care categories saw double-digit current value growth in 2018, including premium skin care sets/kits, premium acne treatments, premium hand care and premium firming/anti-cellulite body care. Premium skin care sets/kits benefited from the improving availability of skin care kits that are positioned as complex skin care treatments, whereby the individual components create synergies which are otherwise unattainable in a single skin care product.

Natural and pharma skin care drive the premium segment

There is a clear trend favouring quality and results over affordability in skin care. However, there are also several distinct trends that fit within that wider trend.

COMPETITIVE LANDSCAPE

Beiersdorf remains the strong leader

Beiersdorf has a long tradition of leading skin care in Bosnia-Herzegovina, and continued to sit comfortably at the top of the category in value terms in 2018. Most of Beiersdorf’s sales are generated by its Nivea range, which is widely considered to offer superior quality to other international brands in the same price range.

Private label leverages the popularity of Nivea

dm-Drogerie Markt recorded the highest increase in value share in skin care in Bosnia-Herzegovina during 2018, and in fact during the entire review period. dm-Drogerie Markt originally launched its private label line in skin care with a clear association to the leading brand in skin care – Nivea.

A regional player shifts towards natural

Another player which saw a solid performance in skin care during 2018 and during the entire review period was the regional leader Kozmetika Afrodita. Its Afrodita brand was second only to Beiersdorf’s Nivea in skin care during 2018.

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