Skin Care in Croatia

PRE-COVID-19 PERFORMANCE

Skin care attracts working women seeking anti-ageing functionality

Skin care was the new darling of the beauty and personal care market in 2019, with the highest growth rates. The increases in consumers’ disposable household income levels were transferred into this category.

New free-from products and celebrity endorsement aim to attract consumers

In this very investment-intensive and high-tech competitive landscape, domestic companies were struggling to get the resources they needed to invest in research. As a result, they were resorting to more affordable tools.

Smaller, more agile players take advantage of CBD trend

Hemp was in high demand at the end of the review period. CBD as an ingredient recently appeared in a number of products, mostly creams.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to see negative growth of 7% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to the 3% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within skin care

Skin care is much better positioned to weather the storm than categories such as fragrances, as it benefits from a strong alignment with health, and associations with overall wellness as an ultimate expression of beauty. While the category is set to see negative growth across the board in 2020.

Recovery and opportunities

With awareness of health and cleanliness at the forefront of consumers’ minds as a result of the pandemic, products marketed with antibacterial properties may perform well. Similarly, products in small, portable packaging formats may appeal to consumers for on-the-go use outside the home.

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