Rapidly ageing populations present both a socio-economic challenge and a business opportunity. As wellness narratives shift from lifespan to healthspan, priorities centre on early-stage prevention, optimising healthy years, and enabling active ageing in later life. Creating value, improving health outcomes, and driving business growth requires targeted consumer segmentation aligned with a broad spectrum of longevity-led solutions and a holistic ecosystem of life-stage needs.

Beauty and personal care in Austria maintained its momentum in 2024. Growth was supported by a combination of steady volume sales and continued albeit moderate increases in average unit prices. Inflationary pressures persisted, albeit to a lesser extent than in the past two years, as manufacturers continued to face elevated costs for production, packaging, and transport. Despite this, consumer demand remained resilient across all categories, reflecting the essential nature of many beauty and per

Beauty and personal care in Australia showed resilience in 2024 amidst weakening economic conditions, with sales seeing steady growth in current value terms. The growth of the market highlights the strong demand consumers have for beauty and personal care products and how these are often perceived as essential purchases alongside other groceries. This is especially true for categories which are used on a daily basis like bath and shower and skin care products. However, it should be noted that va

China’s strategic engagement with Southeast Asia (SEA), rooted in historical ties, has intensified under the Belt and Road Initiative. As SEA emerges as a growth hub for Chinese exports, Chinese firms are capitalising on rising consumer demand and favourable demographics. With shifting brand perceptions, Chinese companies are gaining traction in sectors like appliances, beauty, and consumer foodservice.. Success hinges on localisation, market intelligence, and strategic partnerships.

Gen Z makes up 17% of Europe’s beauty and personal care spend, set to hit 20% by 2029. To stay relevant, brands must align with Gen Z’s values: authenticity, inclusivity, and sustainability. For this generation, beauty is about self-expression and wellness, shaped by both ideals and economic limits. They favor e-commerce but still value in-store experiences. As Gen Z gains financial power, their beauty influence and loyalty will keep evolving

This report highlights Euromonitor International's Path to Purchase methodology and insights approach, with a focus on the results of the Voice of the Consumer: Beauty Survey. It covers the skin care category, examining global consumer beauty routines, skin care habits and purchase journey trends. Euromonitor’s Voice of the Consumer: Beauty Survey uncovers insights about today’s consumers.

2024 was another strong year for beauty and personal care in Sweden, with solid value growth driven by premiumisation, ingredient-led product development, and a growing focus on skin health and routine building. While volume growth remained modest due to category maturity and cautious consumer spending, brands and retailers continued to add value through ingredient-led innovation, multifunctional formats, and a greater emphasis on performance and personalisation. The Swedish market also saw incr

Value sales of beauty and personal care products rose in current terms in the UK in 2024, albeit at a slightly slower rate than in the previous two years. The slight deceleration can be predominantly attributed to the softening of inflationary pressure resulting in weaker price hikes, which had been a key contributor to category growth in recent years. Despite inflationary pressure weakening, most UK consumers remained cost-sensitive in 2024, prioritising value and being selective in which categ

Amid economic uncertainty, beauty consumers are becoming more price-sensitive and value-driven. The global beauty and personal care sales grew by 7% in current terms in 2024, 2.3% in constant terms. Dermocosmetics sales rose sharply. Fragrances and sun care outperformed skin care, driven by emotional value and daily usage. E-commerce and social media continue to shape consumer decisions, with high engagement.

Beauty and personal care saw strong current value growth in the United Arab Emirates in 2024. A key growth driver towards the end of the review period was the strong performance of mass-market products that fall into the “masstige” segment - products that are priced for the mass market but positioned to evoke a premium brand image. This trend is especially significant in the United Arab Emirates, where the market leans heavily towards luxury. In Dubai, the country’s most populous city and a symb

In 2024, value sales of beauty and personal care rose in Portugal, supported by strong growth in fragrances, colour cosmetics and oral care. Consumers were acquiring more beauty and personal care products, while allocating a higher share of their disposable income to these categories. There was a rising trend of consumers using multiple products to enhance their skin, hair or beauty routines, supported by a wider range of available options, as channels developed and competition intensified.

Beauty and personal care registered healthy current value growth in Latvia in 2024. However, volume growth was more muted, as continuing population decline dampened volume sales. Shoppers continued to prioritise core proudcts such as skin care, hair care and oral care, while also investing in less essential offerings such as colour cosmetics and fragrances. Price sensitivity remained a factor, but there was also a willingness to spend on trusted or benefit-led products. In particular, products t

Beauty and personal care in Estonia witnessed a slowdown in volume sales over 2024, despite the gradual return to discretionary spending in 2024. Whilst consumers generally remained cautious with expenditure, there was greater interest in products with added skin care benefits or gentle formulations. Demand for SPF-infused moisturisers, sensitive-skin cleansers, and premium cleansing wipes gained traction, particularly among urban shoppers. Brands like La Roche-Posay and Vichy continued to perfo

Beauty and personal care in Lithuania posted slight retail volume growth but a strong rise in retail current value sales in 2024. This performance is closer to organic growth as the high inflation rates of 2022-2023 were left behind and industry players and consumers could better plan their activities and purchases.

2024 marked another year of solid value growth for beauty and personal care in Norway, supported by a high level of consumer interest and the continued expansion of pharmacy and specialist retail. Although growth slowed slightly compared to the post-pandemic rebound years, the industry remained resilient, driven by sustained premiumisation, product innovation, and an increasing emphasis on hybrid beauty solutions. A cultural shift towards skin health and conscious consumption also continued to s

Beauty and personal care in Indonesia achieved positive growth in both retail volume and current value terms in 2024, supported by several key factors. Younger consumers drove demand, influenced by heightened awareness of hygiene, personal appearance, and global beauty trends. Social media platforms and influencer marketing amplified the visibility of beauty products, while the rapid growth of e-commerce made these products more accessible to a wider audience, contributing to an overall increase

Beauty and personal care saw current value growth in Ukraine in 2024. Sales recovered beyond the level seen in 2021, immediately before the Russian invasion, in current terms, though not at constant 2024 prices. At the end of the review period, demand for beauty and personal care products was supported by local consumers adapting to the challenging realities of life during the war and consuming products according to their purchasing power and preferences. The vast majority of local consumers con

The strong performance of beauty and personal care in Pakistan in 2024 in value terms reflected inflationary pressures, premiumisation in select categories, and a recovery in discretionary spending. While volume growth remained moderate in the year, consumers increasingly prioritised value-for-money, leading to greater demand for large packaging sizes, multi-benefit products, and herbal/halal-positioned items.

In 2024, beauty and personal care in Egypt presented a complex picture of current value growth and volume decline, heavily influenced by the nation's challenging economic landscape. Soaring inflation, reaching 26.5% in 2024, and the dramatic devaluation of the Egyptian pound in March 2024 (losing over 60% of its value) triggered significant price hikes exceeding 30% across the board, marking the third consecutive year of such increases. This erosion of consumer purchasing power fundamentally res

The rate of growth in retail current value sales of beauty and personal care in Uruguay accelerated sharply in 2024. A key factor driving growth was the decrease in cross-border shopping by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the incentive for Uruguayan consumers to buy beauty

In 2024, beauty and personal care in Turkey registered dynamic retail current value growth. This was largely due to very high inflation, although retail volume sales rose. Inflation and interest rates remained very high in 2024, dampening consumer spending. Due to the economic crisis in Turkey, price-sensitive consumers were increasingly drawn to lower-priced products. However, more affluent consumers continued to opt for premium or luxury items. As travel patterns started to normalise across th

In 2024, beauty and personal care in Greece recorded positive value growth, albeit at a slower pace than in 2023. This moderation was largely due to a decline in inflationary pressure, which was still significant, though lessened, in 2024. In addition, certain categories were impacted by government regulations. In early 2024, authorities introduced a measure requiring suppliers of specific product categories to reduce their commercial offers to retailers by 30%. This led retailers to lower shelf

In 2024, sales of beauty and personal care in Georgia experienced notable growth, driven by rising consumer demand and the continued development of modern retail infrastructure. Social media played a significant role in stimulating interest and consumption, particularly in categories such as colour cosmetics and skin care. Growth in retail e-commerce was supported by influencers, which were key in driving engagement with young consumers, particularly Generation Z, who are increasingly engaged wi

In 2024, beauty and personal care in Canada recorded an increase in current value growth. However, consumers were navigating the higher cost of living, with many focusing on obtaining the best value for money. As a result, many consumers adopted a thoughtful approach to their purchases, combining premium options with cost-saving strategies, actively looking for promotions and discounts, while some trading down to less expensive alternatives. Despite these budget-conscious habits, many consumers