Unilever Group in Beauty and Personal Care

November 2019

Unilever continued to perform well, but slower than the industry average in 2018. Its growth was supported by sustained performance of its staple brands in core categories. The company’s acquisition of trendy, premium brands, such as Tatcha, continues to diversify its portfolio, while effectively tapping into consumer trends, such as healthy living. Going forward, the company will benefit from skin care investment, while promoting its sustainable practices to value-driven consumers.

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Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Unilever Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report



Executive summary

State of Play

Top companies at a glance
Unilever’s global presence
Mass positioning and US dependency
Unilever benefits from market momentum
Consumer perceptions of top Unilever group brands

Exposure to Future Growth

Growth opportunities across core categories and markets
Beauty and personal care juggernauts maintain dominance

Competitive Positioning

Strong sales growth but intensifying competition dampens value share
Unilever’s broad product offering leads to increasing market overlap
Solid ranking across staple categories…
….with room for growth in facial care
Dove remains Unilever’s staple brand
Unilever’s foundations are in its mass product offering

Hair Care

Premium acquisitions enhance Unilever’s hair care offering
Emerging markets set to underpin growth
Pushing premium positioning in hair care
Unilever leverages digital content to maintain momentum

Bath and Shower

Unilever leads in bath and shower
Unrivalled positioning for growth in bath and shower
Potential to free up resources with divestment
Taking inspiration from other categories to freshen up offering

Other Categories

Deodorants prove vital to Unilever offering
Emerging markets forecast to underpin growth
Unilever falters in skin care
Tapping into soft drivers in skin care
China and India offering considerable growth opportunities
Attractive growth prospects in anti-agers
Unilever: kind to you, kind to the planet

Key Findings

Key findings


Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Overview of Beauty Survey
Overview of Beauty Survey: product and brand coverage
About Euromonitor International’s Industry Forecast Model
Growth decomposition explained
Soft drivers and the Industry Forecast Model
Significance and applications for growth decomposition
Key applications for Industry Forecast Model

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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