With the negative economic effects of COVID-19 prompting Pakistanis of all income levels to rein in discretionary spending, skin care saw growth in total volume and current value sales slow in 2020. However, it proved quite resilient to the fallout of the pandemic overall, for a number of reasons.
Mass facial cleansing wipes was by far the best performing category within skin care in 2020, and the only one to register improved results in volume and current value growth terms as compared to 2019. This was explained by the widespread use of these products as a substitute for other types of wipes that were in short supply due to increased hygiene-consciousness, panic buying and stockpiling.
Unilever remained the clear leader in skin care in 2020 thanks to the combined strength of its Pond's, Fair & Lovely, Vaseline and Dove brands. The company’s extensive portfolio covers multiple facial care and body care categories, and includes several products that offer added-value benefits beyond their core functions, eg moisturisers with anti-acne or anti-ageing properties.
Overall volume and current value growth rates for skin care should pick up significantly in 2021, as the economic recovery that is likely to accompany the easing of the COVID-19 pandemic will increase confidence and spending power among consumers. Growth rates are expected to accelerate further in 2022 as the recovery gains momentum, but then taper off slightly from 2023 as demand stabilises.
Premium toners and premium anti-agers are expected to be the most dynamic performers in volume and current value growth terms over the forecast period. Growth rates for both will be bolstered as sales continue to emerge from a relatively low base, but they will also be among the biggest beneficiaries of key trends driving the expansion of skin care as a whole, most notably rising female employment and the increasing influence of Western beauty and grooming trends in Pakistan.
In line with rising health awareness among Pakistanis, skin care products made with natural ingredients and containing fewer chemicals should continue to gain popularity over the forecast period. In particular, consumers are expected to show greater interest in products containing plant extracts, vitamins and minerals that can more effectively hydrate, nourish and strengthen skin, repair damaged skin, reduce the signs of ageing etc.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Pakistan 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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