Skin Care in Serbia

PRE-COVID-19 PERFORMANCE

Premium skin care performs well, vegan ranges emerge

Premium skin care saw good results in 2019, evident in the fact that all three of the fastest growing skin care categories were premium segments. One of the major reasons for this was the improving general economic conditions, which motivated an increasing number of people to buy premium products more frequently as their disposable incomes rose.

Korean and Japanese products make gains, but remain on the margins

Korean and especially Japanese cosmetics, particularly skin care products, were gaining popularity in Serbia in 2019. There were many articles explaining the alleged benefits of these products, and educating consumers about them in general.

L’Oréal and Beiersdorf introduce new products

L’Oréal was also very active in term of new launches in 2019, especially within facial care. The producer launched the following new brand lines in 2019, all within this category: L’Oréal Hydra Genius, Garnier Bio, L’Oréal Hyaluron Expert, as well as Garnier Hyaluron Aloe Jelly and Garnier 2-in-1 Apricot Scrub.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to see negative growth of 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 3% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within skin care

Almost all categories within skin care are set to see negative growth in 2020. This will occur as consumers significantly reduce their usage levels in light of lockdown restrictions, or trade down to cheaper mass or private label alternatives to their favoured products.

Recovery and opportunities

With the wearing of face masks commonplace in the post-COVID-19 environment, there is expected to be increased demand for products that address irritation arising from periods of extended wear. As recovery from COVID-19 continues, the category is expected to see interest in cheaper alternatives, mass, masstige offerings and private label.

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