Strategy Briefing

Where Consumers Shop for Beauty and Personal Care

Sep 2020

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Coronavirus (COVID-19) has had an unprecedented impact on beauty and personal care, but the pandemic will benefit wellness-aligned categories, as consumers increasingly seek health attributes in beauty purchases. Pre-pandemic, e-commerce was a major growth engine, with acceleration expected as more consumers turn to digital platforms and contactless shopping due to the pandemic. Longer-term, retailers will need to reinvent in-store experiences and product curation, as physical shopping remains t

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Overview

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Key findings

Growth in beauty and personal care slows in 2019, while entering a zone of pessimism in 2020 due to COVID-19

Global beauty and personal care recorded 1.9% constant value growth in 2019, down from 2.0% in 2018. The global beauty and personal care industry is expected to see a 1.9% decline in 2020 in constant terms, with falling sales across all regions except Asia Pacific and Australasia, which are expected to recover from the pandemic ahead of other regions.

Store-based retailers continue to dominate the retail landscape, but are rapidly losing share to e-commerce

Store-based retailing remained the dominant channel for global beauty and personal care retail value sales in 2019; however, it lost share to e-commerce. E-commerce benefited from growing digital purchases, especially in Asia Pacific and North America, as higher rates of internet penetration and access drove consumers to spend more time online.

Beauty specialist retailers accelerates the shift towards digital platforms and online shopping among amid COVID-19

The shift to digital was already a vital strategy for retailers prior to COVID-19, and the pandemic has further accelerated this trend. Beauty specialist retailers are enhancing consumer engagement through digital platforms due to home seclusion and the consumer preference for no-contact shopping. Retailers will need to refocus on reaching out through new platforms for engagement, including immersive technologies such as virtual beauty tutorials and AR integrated make-up trials to mirror the lost retail experience from temporary store closures.

Store-based retailers quickly adapt during uncertain times to cut losses

In-store beauty purchases have become transactional, with no prolonged in-store browsing or sampling. Retailers are operating at limited capacity as the economy opens, with new policies and guidelines in place, and are therefore adapting and experimenting with in-store or curbside pick-up options.

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Introduction

Scope

Key findings

Industry Snapshot

Beauty and personal care sees a sluggish performance in 2019

Skin care, hair care and colour cosmetics top contributors to sales globally

Asia Pacific a key source of growth from 2014 to 2019

Impact of Covid-19

Impact on supply chain and distribution channels

Store-based retailers adapt to curb losses amid the pandemic

COVID-19 further accelerates the shift to online

Channel Shifts

Store-based retailing loses share to non-store retail channels

E-commerce drives non-store retailing across most categories and regions

Skin care purchases move online, with growing loyalty to brands

E-commerce gains, but stores play a vital role in North America

Store-Based Channels

Health and beauty specialist retailers remains the leading channel

Developed economies impede growth of mixed retailers in 2019

COVID-19 accelerates permanent store closures in 2020

Beauty specialist retailers benefits from exclusive brands and experiences

COVID-19 set to adversely impact beauty specialist retailers in 2020

LVMH Moët Hennessy Louis Vuitton maintains its leading position

AI and AR will provide a lifeline for retailers during and post-pandemic

Drugstores/parapharmacies shows resilience amid the pandemic

Modern grocery retailers revamp their beauty aisles

Walmart strengthens its position in beauty through private label launch

Frequent grocery trips and affordable private labels to benefit discounters

Skin care offers the most opportunities for private label

Western Europe and North America account for over 80% of sales in 2019

Private label set to experience greater uptake as consumer values shift

Health and beauty specialist retailers bet on private label

Non-Store Channels

E-commerce drives the growth of non-store retailing across most regions

E-commerce leads the way in non-store retailing

Beauty and personal care industry braces for digital ramp-up

Digitalisation to accelerate, driven by channel shifts and home seclusion

E-commerce witnesses double-digit growth across all categories in 2019

Asia Pacific leads e-commerce sales globally

Opportunities to expand digital engagement in emerging countries

Alibaba overtakes Amazon to become the top e-commerce company

Livestreaming aids e-commerce sales in China amid the pandemic

Future Developments

Slower global recovery expected due to potential for second wave

E-commerce to accelerate post-pandemic, but stores remain crucial

Key takeaways

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Megatrends

Strategy Briefing

Where Consumers Shop for Beauty and Personal Care

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Growth in beauty and personal care slows in 2019, while entering a zone of pessimism in 2020 due to COVID-19

Store-based retailers continue to dominate the retail landscape, but are rapidly losing share to e-commerce

Beauty specialist retailers accelerates the shift towards digital platforms and online shopping among amid COVID-19

Store-based retailers quickly adapt during uncertain times to cut losses

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Industry Snapshot

Beauty and personal care sees a sluggish performance in 2019

Skin care, hair care and colour cosmetics top contributors to sales globally

Asia Pacific a key source of growth from 2014 to 2019

Impact of Covid-19

Impact on supply chain and distribution channels

Store-based retailers adapt to curb losses amid the pandemic

COVID-19 further accelerates the shift to online

Channel Shifts

Store-based retailing loses share to non-store retail channels

E-commerce drives non-store retailing across most categories and regions

Skin care purchases move online, with growing loyalty to brands

E-commerce gains, but stores play a vital role in North America

Store-Based Channels

Health and beauty specialist retailers remains the leading channel

Developed economies impede growth of mixed retailers in 2019

COVID-19 accelerates permanent store closures in 2020

Beauty specialist retailers benefits from exclusive brands and experiences

COVID-19 set to adversely impact beauty specialist retailers in 2020

LVMH Moët Hennessy Louis Vuitton maintains its leading position

AI and AR will provide a lifeline for retailers during and post-pandemic

Drugstores/parapharmacies shows resilience amid the pandemic

Modern grocery retailers revamp their beauty aisles

Walmart strengthens its position in beauty through private label launch

Frequent grocery trips and affordable private labels to benefit discounters

Skin care offers the most opportunities for private label

Western Europe and North America account for over 80% of sales in 2019

Private label set to experience greater uptake as consumer values shift

Health and beauty specialist retailers bet on private label

Non-Store Channels

E-commerce drives the growth of non-store retailing across most regions

E-commerce leads the way in non-store retailing

Beauty and personal care industry braces for digital ramp-up

Digitalisation to accelerate, driven by channel shifts and home seclusion

E-commerce witnesses double-digit growth across all categories in 2019

Asia Pacific leads e-commerce sales globally

Opportunities to expand digital engagement in emerging countries

Alibaba overtakes Amazon to become the top e-commerce company

Livestreaming aids e-commerce sales in China amid the pandemic

Future Developments

Slower global recovery expected due to potential for second wave

E-commerce to accelerate post-pandemic, but stores remain crucial

Key takeaways

Why buy this report?

Want to find out more about this report?

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