In response to the COVID-19 pandemic, every product area within skin care will witness current value decline, with the exceptions of hand care, skin care gifts/sets and premium general purpose body care. Hand care has been particularly benefiting from frequent handwashing and sanitising which leads to dry skin.
Beiersdorf dooel Skopje will continue its secure lead of skin care in North Macedonia in 2020, remaining active with its brands Nivea, Nivea Body and Atrix. All three brands enjoyed a strong presence throughout mass skin care, with Nivea leading skin care overall.
Despite the outbreak of COVID-19, there has been a significant number of new launches within skin care throughout 2020. For example, the long-awaited Eucerin "Anti-pigment" double serum by Beiersdorf AG for skin prone to hyperpigmentation has been launched.
Skin care is expected to fully recover from as soon as 2021, in line with consumers returning to their pre pandemic routines. Should impact of COVID-19 fail to undermine North Macedonia’s improving economy, premium-positioned products will continue to attract interest as consumers opt for skin care items promising to deliver value-added benefits and improved functionality.
Product specialisation is expected to gain ground but only slowly, as Macedonians will continue to favour general purpose and multi-use products in skin care. The COVID-19 pandemic has especially made consumers realise that they want “all in one products” as to make their skin care routines easier.
Over the forecast period, e-commerce will continue to gather pace in North Macedonia, thanks to the boost the channel received in 2020. Consequently, the product portfolio of skin care will increase in the years to come, with more consumers preferring to purchase such products online.
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This report originates from Passport, our Skin Care research and analysis database.
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