Skin Care in Portugal

PRE-COVID-19 PERFORMANCE

Dynamic growth underpinned by pollution concerns

Skincare proved to be a fast growth category in 2019 with sales up by 3%. This was driven by rising concern among consumers about their appearance, and about the need to protect their skin from damaging external factors such as the sun and pollution.

Parallel to growth in active skincare was demand for natural and lighter options

While skin care led by new technology grew, controversy over potentially dangerous ingredients also triggered interest in natural products. Following advice from internet bloggers and magazines, consumers became highly sensitive to the composition of products, paying attention to labels and their list of ingredients.

Private label and Unilever aggressive in challenge, but L’Oréal remains clear leader

L’Oréal Portugal continued to lead skin care in 2019. The company owned a wide portfolio of brands in both the mass and premium markets.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to increase by close to 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is unchanged compared to the expected rise of close to 3% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

While skin care as a whole has shown stability in 2020, facial care is expected to record a slowdown in growth, from 4% in constant 2019 value terms in 2019 to 3% in 2020. This minor deceleration will result from a combination of factors: a lack of opportunity for leisurely browsing in stores which will restrict impulse buys such as face masks and treatments, the lack of need for makeup removal products for women no longer wearing colour cosmetics, and reduced concern over needing to protect the skin from urban pollution.

Recovery and opportunities

Growth in sales of skin care is expected to slow over the forecast period but remain close to pre-pandemic predictions. 2021 is expected to see more muted value growth than previously forecast at constant 2019 prices, due to a degree of economic uncertainty, but this will settle quickly and growth rates are thereafter expected to track pre-COVID expectations, with unit pricing remaining resilient and trends towards premium products continuing.

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