Skin care showed an improved performance in 2021, with total volume and current value sales growing at faster rates than in 2020. Several categories saw increased demand as the rapid economic recovery that accompanied the easing of the pandemic strengthened confidence and spending power among Croatians.
Anti-agers was among the skin care categories that benefited most from improvements in consumer confidence and spending power in 2021, as these products tend to be comparatively expensive and are less likely to be considered necessities. Population ageing in Croatia also drove demand, as did the fact that marketing activities, rising image-consciousness and better education about skin health are increasingly leading younger women to use these products to slow the signs of ageing.
Sales of skin care products formulated to treat dry skin traditionally spike during the winter months in Croatia, when people are more likely to suffer from this condition due to colder temperatures and more time spent in heated indoor spaces. However, population ageing is increasingly helping to boost demand for such products all year round.
Skin care products with moisturising properties and anti-ageing effects are expected to perform well over the forecast period, most notably in facial care and body care categories. This is partly because the Croatian population is rapidly ageing due to a combination of low birth rates and high emigration.
While the outlook for the Croatian economy is generally favourable, consumers are expected to remain cautious in their discretionary spending habits during the early years of the forecast period. This is partly because many households have recently experienced a drop in purchasing power due to the negative economic impact of COVID-19, but also reflects the likelihood that the cost of living in the country will continue rising in the short-to-medium term due to high inflation caused by the global recovery from the pandemic and the geopolitical fallout of Russia’s invasion of Ukraine.
The value share of e-commerce in skin care rose significantly over 2020-2021 due to consumer concerns about potential exposure to COVID-19 in brick-and-mortar stores and the forced closure of beauty specialist retailers during lockdowns. With many Croatians having recently developed a greater appreciation for the convenience, variety and more competitive price deals online shopping affords, the channel should continue to gain ground over the forecast period.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Skin Care research and analysis database.
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