Health, wellness and hygiene-orientated products such as super premium skin care and hair and oral care recorded strong double-digit growth in 2019 as the health and wellness trend continued to gain traction around the world. Although growth levels dropped during the pandemic as some consumers opted for less premium options as their disposable incomes fell, these products continued to achieve strong growth in 2020, whilst super premium deodorants and bath and shower care also performed well.
On the other hand, many women cut back on their purchases of super premium colour cosmetics during the health crisis. These products are usually used when going out for social occasions or parties, and these opportunities all but ceased during the long periods of home seclusion.
Super premium beauty and personal care is largely sold via mixed retailers. These outlets were forced to close for long periods during the lockdown periods.
Super premium beauty and personal care is expected to record modest, if accelerating constant 2020 retail value growth throughout the forecast period. Unlike in 2020, all types of these products are anticipated to enjoy increasing sales over the period as consumers begin to return to previous habits and again venture out to work and for social occasions as the vaccination programme begins to take effect.
During the COVID-19 pandemic, the Philippine government introduced a law mandating that employers not only allow and encourage their staff to work from home wherever possible, but also provide the necessary equipment to enable this. Given the success of home working around the globe during the pandemic, and that most companies have already made the necessary investments here, home working is clearly here to stay for many employees, at least for parts of their working week.
Many brands and retailers took to the digital environment during the pandemic in order to continue to engage with their customers during the long periods of lockdown, maintaining customer contact through telephone and social media engagement. Many operators regarded this as successful and this will undoubtedly be given further attention and impetus going forward as a new and affective part of marketing strategies.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Philippines 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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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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