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In general, personal care categories showed more resilience than beauty categories to the Coronavirus (COVID-19) crisis in Mexico. These products were more likely to be the subject of stockpiling in the first days and weeks of the pandemic, although this behaviour was short-lived as supply was largely maintained, and panic buying's impact on the overall performance was limited over 2020. The prioritising of certain personal care products was mostly due to heightened awareness of the importance o...
Euromonitor International's Beauty and Personal Care in Mexico report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesDEPILATORIES IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for public exposure lowers the consumption of depilatories during the pandemic
Convenience and affordability favour disposables over systems in women's razors and blades
High brand recognition, availability, innovation and competitive pricing underpin Procter & Gamble's strong share lead
RECOVERY AND OPPORTUNITIES
Residual effects of the pandemic set to slow recovery in depilatories
Women's razors and blades expected to see a shift to higher-quality products as the economic situation improves
Innovation expected to focus on delivery formats offering simpler, faster and gentler applications
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025DEODORANTS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Smart working and restrictions on social and sports opportunities hinder sales of deodorants
Fewer social events militate against the use of deodorant pumps as an alternative for fragrances
Unilever de Mexico benefits from a multibrand strategy, wide distribution and marketing and innovation to stay ahead of the field
RECOVERY AND OPPORTUNITIES
Deodorants is projected to recover as consumers resume work and social norms
Natural offer is expected to grow as more consumers look for milder, yet effective eco-friendly options
Convenience, growing product presence and marketing set to boost e-commerce sales of deodorants
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025COLOUR COSMETICS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for social interaction severely hamper need or inclination to use colour cosmetics
Mandatory wearing of face masks outside the home hits lip products while limiting the decline in eye make-up
Robust direct selling channel and a wide product portfolio help Mary Kay Cosmeticos to extend its value share lead
RECOVERY AND OPPORTUNITIES
Key demographic trends and a return to work and social norms set to see rebound in retail volume and value sales
Limited editions set to stimulate interest in and sales of colour cosmetics in mass and premium segments
Digital-facing strategies are predicted to boost direct selling and e-commerce
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025BATH AND SHOWER IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Perceived essential for hygiene products drive the jump in sales growth in bath and shower
Shift to stockpiling and e-commerce is short-lived as availability is maintained in retail stores
Companies leverage health and hygiene trends and play a hands-on role in the fight against COVID-19 to win over consumers
RECOVERY AND OPPORTUNITIES
Robust health and hygiene trend is predicted to sustain higher growth in 2021, compared with the pre-COVID-19 period
Body wash/shower gel is projected to post the highest growth as consumers return to work and social norms and step up their demand for convenience
Strong growth in use and sales of gel sanitisers is set to lead to innovation
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Health and wellbeing options help baby and child-specific products retain positive growth trajectory
Reduced need and family budget constraints hamper the demand for baby and child-specific hair care, toiletries and sun care products
Kimberly-Clark and Laboratorios Expanscience Mexico benefit from positioning in hygiene-orientated categories to outperform rivals
RECOVERY AND OPPORTUNITIES
Relatively moderate impact of COVID-19 in 2020 offers optimism for quick recovery in 2021
Demographics and changing consumer behaviours are set to exert a strong influence on performance
Dermocosmetics and more natural ingredients offer innovation potential for baby and child-specific skin care
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Economic pressures, home seclusion and the closure of key retailers hit premium brands hard
Premium fragrances and colour cosmetics suffer from fewer opportunities for social interaction and at-home working
La Roche-Posay and Vichy ride growth in premium facial and body care categories to boost value sales and shares in 2020
RECOVERY AND OPPORTUNITIES
Quick return to value growth anticipated as the country returns to work and social norms and pre-COVID-19 trends
Dermocosmetics and limited editions predicted to add value to premium beauty and personal care offer
Key retailers set to develop e-commerce presence and purchasing options to lure consumers
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025MASS BEAUTY AND PERSONAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene and home seclusion provide push and pull factors in 2020
Direct sellers adapt to the new reality by developing their presence in the digital space
Unilever benefits from ongoing innovation and a digital imprint to extend its lead in 2020
RECOVERY AND OPPORTUNITIES
Value sales recovery expected as residual effects of COVID-19 favour mass brands
Basic necessity categories to recover fastest although return to normality set to push mass colour cosmetics, fragrances and adult sun care to the fore
Companies set to enhance wellbeing and emotional ties to win over consumers
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025FRAGRANCES IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Usage dependence on work and social occasions leads to steep decline in sales during the pandemic
Companies use marketing and promotions or diversify to remain visible and offset losses as the pandemic lowers interest in fragrances among women and men
Mass and premium players turn to digital tools and channels to reach consumers
RECOVERY AND OPPORTUNITIES
Ongoing economic pressure and work, social and retailing restrictions likely to slow the recovery of fragrances in 2021
Innovation expected to provide impetus for premium fragrances
Further penetration of the digital space expected as direct sellers look to maintain their positions at the top of mass fragrances
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025SUN CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for beach visits and holidays see a slump in demand for sun care
Social media and e-commerce offer ways to engage with and sell to stay-at-home consumers
BDF Mexico benefits from a strong brand offer to consolidate its leading position amid strong sales declines in sun care in 2020
RECOVERY AND OPPORTUNITIES
Slow rebound expected in 2021 as consumers remain cautious about exposure to COVID-19
Demographic trends and family purchases to see faster growth in adult over baby and child-specific sun care, although more substitutes set to appear on the horizon
Dermocosmetics expected to see the most innovation as more consumers look for added-value benefits
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025SKIN CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns spur skin care demand, although economic concerns favour mass over premium brands
Heavy use of face masks increases call for acne treatments, while home seclusion reduces the need for facial cleansers
COVID-19 restrictions provide impetus for the development of social media and e-commerce strategies
RECOVERY AND OPPORTUNITIES
Prevention rather than cure and a slow return to normality set to offer good growth potential for skin care products in 2021
Quality, effective and safe positioning predicted to spur demand for dermocosmetics in the forecast period
Micellar water expected to stimulate facial care sales as consumers seek milder options
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025ORAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Essentials like toothpaste and manual toothbrushes limit the impact of Coronavirus (COVID-19) on oral care
Power toothbrushes hit hard as consumers look to economise on oral care, while mouth fresheners and mouthwashes/dental rinses benefit from heightened hygiene awareness
Colgate-Palmolive consolidates leadership through strength in robust oral care categories
RECOVERY AND OPPORTUNITIES
Slow return to growth anticipated as consumers remain price-sensitive and keen to economise by limiting the frequency of replacements for manual toothbrushes and toothpaste
Further investments in natural and organic products expected as players try to reach health-conscious consumers and grow margins
Growing demand expected for denture care in line with a key demographic trend
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025MEN'S GROOMING IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns and antibacterial options boost men's bath and shower sales in 2020
Fewer social occasions and smart working hinder demand for men's fragrances, deodorants, hair care and shaving
Procter & Gamble leverages strong brands and investment to retain leading position, while direct sellers engage with the community and digital space to gain value shares
RECOVERY AND OPPORTUNITIES
Slow return to growth anticipated as economic concerns continue to limit spending on men's grooming
Men's skin care and salon hair set to gain traction as men take more care of their appearance and the offer expands
Players set to further develop e-commerce operations to reach convenience-facing men
CATEGORY DATA
Table 91 Sales of Men's Grooming by Category: Value 2015-2020 Table 92 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025HAIR CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) has a moderate overall impact on hair care as certain products retain relevance
Closure of hair salons hurts salon professional hair care, but offers some respite for colourants
Procter & Gamble invests in brand positioning, advertising and the fight against COVID-19 to regain leading position
RECOVERY AND OPPORTUNITIES
Slow recovery anticipated as consumers start to return to work and social norms
Investments in hair salons set to pay off for salon professional hair care
Companies set to look for higher margins via sophisticated and eco-friendly products
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025