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The beauty and personal care market experienced a decline in 2020 with a significant drop in Q2 due to the imposition of lockdown. While the market began to show signs of recovery in Q4, this was not enough to offset earlier losses. Within beauty and personal care, hygiene products were less affected while liquid soap boomed and bar soap performed well as people started to wash their hands more often to avoid virus transmission. Liquid soap also benefited from the inclusion of hand sanitizers un...
Euromonitor International's Beauty and Personal Care in Portugal 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 SourcesMASS BEAUTY AND PERSONAL CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Slight contraction in mass beauty and personal care due to home seclusion
Strong gains for mass liquid soap and mass bar soap due to frequent need for hand washing
The closure of hair salons boosts demand for colourants and e-commerce sales
RECOVERY AND OPPORTUNITIES
Mass beauty and personal care boosted by large pack sizes
Improved outlook for mass fragrances when COVID-19 restrictions start to ease
Lasting impact of new habits formulated during lockdown has detrimental impact on mass colour cosmetics
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 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Significant decline in prestige beauty and personal care
Steep decline in premium fragrances as consumers have no occasions to wear them
Decline in premium skin care in the early part of 2020 is offset slightly by improvement in the last quarter
RECOVERY AND OPPORTUNITIES
Longer-term growth likely once the pandemic recedes and tourists are able to return
Economic uncertainty likely to dampen demand for premium fragrances
Positive performance for premium sun care as tourism returns and lifestyles begin to normalise among the local population, despite an anticipated difficult economic context
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 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Steady performance for baby and child-specific products due to their perceived importance among consumers
Baby and child-specific sun care suffers from decimation in tourism and restrictions on local travel
Strong performance for nappy (diaper) rash treatments as industry players amend their advertising strategies during lockdown
RECOVERY AND OPPORTUNITIES
Positive growth for baby and child-specific products though growth rate unlikely to reach pre-pandemic level until 2022
Prolonged negative economic impact set to lead to contraction in unit price growth
Strong performance of baby and child-specific sun care as tourism recovers and children spend more time outdoors
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 2020-2025BATH AND SHOWER IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Strong positive growth for bath and shower thanks to unprecedented demand for liquid soap and bar soap in response to the pandemic despite supply issues
Rocketing demand for hand sanitizers as consumers safeguard themselves from the virus
Basic products including body wash/shower gel experience steady growth
RECOVERY AND OPPORTUNITIES
Small but steady growth for bath and shower boosted by liquid soap and hand sanitizers
Steady growth for intimate hygiene due to growing consumer demand and new product launches
Bath and shower suffers from maturity with only innovations likely to promote value sales growth
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 2020-2025COLOUR COSMETICS IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Steep decline for colour cosmetics as the pandemic and government-imposed restrictions to control the virus negate opportunities to wear it
Strong growth for nail products as bored consumers during lockdown change their nail polish frequently
Industry players including direct selling alter their strategy by focusing on colour cosmetics that retain their appeal during the pandemic
RECOVERY AND OPPORTUNITIES
Ongoing presence of the virus, mask wearing and changes in habits potentially pose a threat to colour cosmetics in the forecast period
Innovation likely to focus on better fixation and growing environmental concerns
Industry players target generation Z and millennials with a wide range of colours
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 2020-2025DEODORANTS IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Contraction for deodorants as lockdown, home seclusion and working from home diminish demand
With the exception of dermocosmetic brands, the category is characterised by downtrading in 2020
No innovation due to COVID-19 drop off in demand
RECOVERY AND OPPORTUNITIES
Expected recovery dependent on future outbreaks of the virus and measures to contain it
Deodorant sprays and roll-ons remain the most popular formats due to their efficacy in combating perspiration and body odour
Return to natural ingredients and organic formulas in the wake of the pandemic
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 2020-2025DEPILATORIES IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Positive impact of COVID-19 on depilatories due to shift from salons to home depilation
Women's razors and blades experiences the best performance while hair removers/bleaches benefits from new product development
Veet remains in the lead and benefits from the launch in 2020 of the Veet Minima extension containing fewer additives
RECOVERY AND OPPORTUNITIES
Prolonged nature of the virus creates further growth potential for depilatories in 2021
Return to pre-pandemic growth levels once the health crisis abates mid forecast period
Seasonality likely to be a major determinant in future sales once the pandemic recedes
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 2020-2025FRAGRANCES IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Fragrances suffers steep decline due to home seclusion and no opportunity to socialise, meet with friends or attend life events
Steep decline in premium fragrances as consumers tighten their belts and change their priorities
Industry players focus on price promotions, longer promotional periods and e-commerce to attract sales
RECOVERY AND OPPORTUNITIES
Fragrances unlikely to recover until 2024 due to ongoing restrictions and economic constraints
Retailers further develop marketing and pricing strategies including online discounts
The return of tourism bolsters sales of fragrances and the country's economic recovery
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 2020-2025HAIR CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Slight contraction for hair care as a whole though markedly different performances across the category
Boom in hair colourants as hair salons close for several months
Significant decline for styling agents as home-based consumers demonstrated less concern over their appearance
RECOVERY AND OPPORTUNITIES
Return to positive growth for hair care in 2021 though it will be subdued by the ongoing presence of the virus
Ongoing though slower growth for colourants in the short term as consumers seek to economise in the aftermath of the pandemic
While economic constraints force concern for the environment to take a backseat, industry players continue to launch 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 2020-2025MEN'S GROOMING IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
With the exception of bath and shower, men's grooming records steep decline in 2020
Decimation in usage during lockdown and in the following months as home seclusion and the severe economic fallout focus attention on products deemed more essential
Decline in men's shaving due to trend in beards and reduced attention on appearance amidst lockdown and other COVID-19 restrictions
RECOVERY AND OPPORTUNITIES
Slow recovery for men's grooming in response to economic concerns and ongoing restrictions due to the continued presence of the virus in 2021
Manufacturers attempt to attract new consumers and encourage switches from unisex products
Industry players pursue innovation strategies to attract a wider male audience
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 2020-2025ORAL CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Ongoing demand for basic oral care used in daily hygiene routines help to offset declines in categories deemed non-essential during the health crisis
Larger pack sizes, private label and discounted brands of toothpaste preferred as consumers stockpile and endeavour to save money
The mature category of oral care lacks innovation in 2020 as industry players hunker down during the pandemic
RECOVERY AND OPPORTUNITIES
Recovery for oral care in 2021 after decline during the height of the health crisis in 2020
Electric toothbrushes rebound strongly over the forecast period as consumer seek greater sophistication
Return to environmental friendliness once the pandemic recedes
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 2020-2025SKIN CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Decline in skin care sales as the category is not considered a priority during the health crisis
Steep declines for firming/anti-cellulite body care and anti-agers as consumers tighten their belts
Mass skin care more resilient than premium skin care as the latter is characterised by downtrading
RECOVERY AND OPPORTUNITIES
Modest recovery for skin care in 2021 due to the ongoing presence of the virus
Compulsory mask wearing provides short-term boost for facial care while growing awareness of protecting the face from the sun and pollutants characterise the longer term
Face masks achieve growth despite remaining niche thanks to innovation and marketing campaigns
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 2020-2025SUN CARE IN PORTUGAL
KEY DATA FINDINGS
2020 IMPACT
Sun care badly affected by the pandemic, the decimation of tourism and poor weather conditions
Baby and child-specific sun care proves more resilient than adult sun care
Premium sun protection performs better than its mass counterpart due to consumer confidence in product efficacy
RECOVERY AND OPPORTUNITIES
Category's performance dependent on ongoing travel restrictions and summer weather, particularly in the short term
Ongoing better performance of premium over mass sun care over the forecast period
Ocean-friendly products introduced in a bid to reduce the environmental impact of sun care
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 2020-2025