Beauty and Personal Care in Honduras
Beauty and personal care in 2024: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 7 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 8 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 9 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
The economic environment stimulates households into regulating their purchases of baby and child-specific products, sometimes opting for formats for adults
Johnson's Baby consolidates its leadership with a balance of affordability and a focus on more natural formulations
High distribution concentration of children's personal care products through grocery retailers
Prospects and Opportunities
Despite a declining birth rate, the category is driven by a greater priority towards preventive care among parents
Micro-segmentation of baby and child-specific products is on the rise
Natural formulations better connect with the values of young generations of Honduran parents
Table 12 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 13 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
In bath and shower, Hondurans opt for affordable formats, while simultaneously lean towards those that offer skin care benefits
Bar soap looks beyond price with innovative formulations
Growing portfolio of bath and shower products and ongoing promotions favour the growth of supermarket chains
Prospects and Opportunities
Young generations looking for more sensorial shower experiences, favour category premiumisation
Intimate hygiene is increasingly incorporated into personal care habits
Innovations emphasise the use of ingredients already positioned as effective in other industries
Table 19 Sales of Bath and Shower by Category: Value 2019-2024
Table 20 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 22 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 23 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 24 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
High price sensitivity limits the further development of the category
Deodorant brands emphasise their formulations with skin care attributes as a sales driver
A wide range of deodorant offerings and ongoing promotional campaigns strengthen the relevance of supermarket chains
Prospects and Opportunities
Ongoing economic challenges in the country maintain a consumer preference for lower-cost deodorant formats
The effects of climate change generate some seasonality in demand for deodorants
Deodorants incorporate ingredients already highly positioned by the skin care industry as a sales driver
Table 25 Sales of Deodorants by Category: Value 2019-2024
Table 26 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Deodorants: % Value 2020-2024
Table 28 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 29 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 30 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Honduran women demand more specialised hair care products, with low prices no longer being the only determining purchasing factor
Unilever Group consolidates its leadership in hair care with an increasing portfolio breadth targeting more specific segments
Supermarkets are growing their portfolios with more personalised offerings, while small local grocers remain highly relevant for low-priced products.
Prospects and Opportunities
The incorporation of more personalised hair care routines favours the development of the category
Hair care needs are highly dynamic, with Hondurans changing their preferences seasonally
Innovative formulations promise faster results
Table 31 Sales of Hair Care by Category: Value 2019-2024
Table 32 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Hair Care: % Value 2020-2024
Table 34 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 35 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 36 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Widely adopted aesthetic patterns ensure sustainable demand for depilatories even in challenging economic times
Procter & Gamble reaffirms its leadership with a growing segmented portfolio strategy
Private label strengthens its position in women’s razors and blades with improved features
Prospects and Opportunities
Beauty standards favour sustained growth in hair removal products, but with a slow rise in premiumisation given the economic context
Hair removers/bleaches seek to connect with Generation Z with promises of immediate results and skin-friendly formulations
Innovations in hair removal consider topics such as comprehensive women's health care
Table 38 Sales of Depilatories by Category: Value 2019-2024
Table 39 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Depilatories: % Value 2020-2024
Table 41 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 42 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
Oral care is considered a priority by most Hondurans although income limitations prevent the expansion of more specialised products
Colgate is a broad leader in oral care with a growing portfolio of products and innovations that emphasise multi-benefits
Supermarkets are gaining ground in oral care with active promotional campaigns
Prospects and Opportunities
Young generations focus more on prevention in oral care favouring sustained category growth
Hondurans sometimes prioritise aesthetic claims over health care attributes when it comes to oral care products
Electric toothbrushes innovate with the incorporation of artificial intelligence
Table 44 Sales of Oral Care by Category: Value 2019-2024
Table 45 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Oral Care: % Value 2020-2024
Table 47 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 48 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 49 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Changing perceptions of masculinity among Honduran men favour category growth
While price is important to men when it comes to beauty and personal care products, they are now also more demanding when it comes to quality
Supermarkets are strengthening their position in men's grooming, responding to more sophisticated demand with the frequent expansion of their product portfolio
Prospects and Opportunities
Young generations of Honduran men adopt more comprehensive personal care behaviour favouring the expansion of the category
The aesthetic idealisation of a well-groomed beard is gaining ground among Honduran men
Increasingly dynamic innovations in men's facial care
Table 50 Sales of Men’s Grooming by Category: Value 2019-2024
Table 51 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 53 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 54 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 55 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
Honduran women make no compromises in their use of colour cosmetics, even in times of economic hardship
L'Oréal Groupe consolidates its position with frequent innovations that appeal to young generations of Honduran women
Direct selling channel is highly relevant in a limited formal labour market
Prospects and Opportunities
Make-up habits are being adopted at younger ages although products with more natural shades are increasingly valued
More polarised weather conditions in Honduras influence make-up choices
Make-up innovation aims to expand multiple benefits with a focus on skin care
Table 56 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 57 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 59 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 60 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 61 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 62 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Hondurans demonstrate a high level of aromatic sensoriality in their appreciation of fragrances and are unwilling to eschew usage, even during economically challenging times
Brands in mass fragrances offer enhanced sensory experiences
Direct selling maintains leadership in fragrances distribution, although the channel is seeing growing pressure from supermarkets and associated seasonal promotional offers
Prospects and Opportunities
Ongoing growth of fragrances sales over the forecast period with men increasingly embracing these products
Despite economic limitations of the Honduran market, premium fragrances find opportunities among consumers with dual-use patterns
Innovations in fragrances seek to connect with emotions and achieve a higher level of personalisation in olfactory preferences.
Table 63 Sales of Fragrances by Category: Value 2019-2024
Table 64 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 65 NBO Company Shares of Fragrances: % Value 2020-2024
Table 66 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 67 LBN Brand Shares of Premium Fragrances: % Value 2021-2024
Table 68 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
The concept of skin care as part of overall health care is gaining ground among Hondurans
The industry emphasises ingredient positioning as a strategy to boost sales
Pharmaceutical chains gain ground in skin care as consumers associate their product offer with scientific backing
Prospects and Opportunities
Sustained growth of skin care primarily due to growing consumer focus on the prevention of facial ageing
The strategy of highlighting multiple benefits is increasingly being adopted for mass skin care brands
Scientifically backed formulas with promises of accelerated results spearhead innovations in skin care
Table 70 Sales of Skin Care by Category: Value 2019-2024
Table 71 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Skin Care: % Value 2020-2024
Table 73 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 75 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 76 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
Growing awareness of the importance of skin care boosts demand for sun protection
Nivea Sun has a balance of affordability and portfolio breadth that responds to more particular preferences in sun care
Pharmacies are gaining ground in a country where consumers increasingly associate the use of sun protection as part of their overall preventive health habits
Prospects and Opportunities
Young generations of Hondurans are adopting the habit of using sun care at increasingly younger ages
More intense heat waves lead to seasonal use of sun protection
Sun protection innovations align with a multi-benefit strategy similar to that seen in skin care
Table 77 Sales of Sun Care by Category: Value 2019-2024
Table 78 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 79 NBO Company Shares of Sun Care: % Value 2020-2024
Table 80 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 82 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 83 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029