Mass beauty and personal care continued to generate the largest share of overall beauty and personal care value sales in Austria in 2024, supported by solid value growth. Amid ongoing cost-of-living pressures, more consumers have been seeking value for money and opting for mass-market alternatives. Mass beauty and personal care products benefit from a lower average unit price, and as inflation has significantly increased prices across the sector, downtrading has become more widespread. Many cons

Mass beauty and personal care saw steady growth in current value terms in 2024, building on the strong performances seen in the previous two years. Growth was driven by a shift in consumer behaviour linked to the rising cost of living. Some consumers traded down from premium to mass beauty and personal care products in 2024 as they looked to save money amidst a challenging economic landscape. As a result of this shift in consumer behaviour, brands and retailers also looked to meet this consumer

Mass beauty and personal care in Sweden delivered steady growth in current value terms in 2024. While premiumisation continued to impact the overall growth of beauty and personal care, several mass categories—such as skin care, hair care, and sun care—continued to benefit from the strong performance of ingredient-led pharmacy brands and innovation in multifunctional or sensitive-skin formulations. In contrast, categories like mass deodorants remained sluggish, weighed down by heavy price pressur

Mass beauty and personal care saw current value growth in the UK in 2024, as demand for such products demonstrated strong resilience in the market, although growth was slightly slower than the gains experienced during the inflationary peak of 2022–2023. Consumers displayed a sustained shift towards value-driven purchasing decisions. As inflation eased and economic conditions began to stabilise, many consumers in the UK retained budget-conscious mindsets.

Mass beauty and personal care saw continued current value growth in the United Arab Emirates in 2024, although at a slightly slower pace than in the previous year. However, it continued to be significantly outpaced by the premium segment. Growth in mass beauty and personal care is being driven by several factors. The segment is seeing the entry of more mass-priced Asian brands, which are attracting consumers with fun packaging and unique ingredients. In addition, the rise of low-cost e-commerce

In 2024, value sales of mass beauty and personal care in Portugal experienced robust single-digit growth. This increase was driven by several factors, with the rise of increasingly sophisticated private label products playing a key role. A major contributor to this shift was the continued expansion of Mercadona, the grocery retailer, which has solidified its position as a key player in the Portuguese market. The growing availability of high-quality private label products not only catered to risi

Mass beauty and personal care registered healthy current value growth in 2024 in Latvia, though not as high as for premium. Frequent promotions and consistent shelf presence in both supermarkets and health and beauty stores supported value sales. Budget-conscious shoppers continued to reach for their go-to brands, especially when they were part of bundle deals or were attached to loyalty card perks. Retailers also incentivised consumers with seasonal campaigns. For example, drugstore Drogas ran

Mass beauty and personal care in Estonia was supported by steady demand for daily products, such as oral care, hair care, and deodorants. While consumers remained cautious with expenditure, many consumers opted for modest upgrades, choosing shampoos with scalp care benefits or switching to aluminium-free deodorants. Value growth was supported by brands offering added functionality at accessible price points, particularly in supermarkets and pharmacies.

Mass beauty and personal care in Lithuania continued to lead the industry in retail value sales in 2024, supported by still healthy, if slower than in 2023, growth. At the end of the review period, mass beauty and personal care dominated in less added-value categories, such as bath and shower. Mass beauty and personal care was also the dominant presence in categories where consumers do not see the point in paying extra as mass brands offered products with all necessary attributes and properties,

The performance of mass beauty and personal care categories in Norway remained uneven in 2024, with stronger growth concentrated in pharmacy-led subsegments. Although premiumisation continued to dominate the overall beauty and personal care landscape, a number of mass categories posted modest value gains. Skin care and sun care performed notably well, supported by rising interest in ingredient-led formulations and growing trust in pharmacy-distributed mass brands. In contrast, mass deodorants, b

Value sales of mass beauty and personal care products in Indonesia saw a notable double-digit retail current value increase in 2024, reflecting their affordability and widespread appeal amongst the majority of the population. These products are particularly popular due to their accessibility and ability to meet hygiene and grooming needs. Rising awareness of personal hygiene, coupled with an increasing focus on appearance, has further driven demand in this price segment. As consumers seek cost-e

Having declined in 2023, retail current value sales of mass beauty and personal care rebounded strongly in Uruguay during 2024. A key factor driving growth was the decrease in purchases 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 products

Mass beauty and personal care saw current value growth in Ukraine in 2024. The mass segment is key to sales of beauty and personal care in the country, especially given the increased price sensitivity resulting from the war. Hair care was the largest category in mass beauty and personal care in Ukraine in 2024, closely followed by skin care. Both categories saw strong growth during the year, with demand supported by the fact that these products represent a significant component of the daily rout

Mass beauty and personal care in Egypt experienced growth in both volume and value terms in 2024, outperforming the premium segment. This shift was primarily driven by the country’s challenging economic conditions, including a 26.5% inflation rate. Prices rose by over 30% compared to the previous year, marking the third consecutive year of significant price increases, mainly due to the devaluation of the Egyptian pound in March 2024, when the pound lost over 60% of its value. As a result, consum

Value sales of mass beauty and personal care rose in 2024 primarily due to inflation and consumers trading down from premium brands amid economic uncertainty. The mass segment benefited from value-conscious purchasing, particularly in categories like bar soaps, skin care creams, and hair oils. Many consumers sought multi-benefit products, including fairness + SPF, or herbal shampoo + conditioner, to reduce spending. Meanwhile, private label and smaller local brands gained ground by offering affo

Mass beauty and personal care in Argentina expanded exponentially in retail current value terms in 2024, albeit driven by very high inflation rates. At constant 2024 prices, mass beauty and personal care witnessed a contraction. In the context of a challenging macroeconomic environment, consumers prioritised purchasing essentials, such as food and beverages, at the expense of mass bath and shower, mass colour cosmetics or mass skin care, for example.

Value sales of mass beauty and personal care in Canada increased in 2024, despite ongoing economic challenges. Areas including mass deodorants, skin care and bath and shower performed well, while others, including mass baby and child-specific products and mass fragrances, struggled. Mass bath and shower products, particularly body wash/shower gel, experienced growth as these products are viewed as essential household items. In a climate where consumers were prioritising purchases that offered pr

Mass beauty and personal care saw moderate growth in 2024 despite the slowdown in inflation, which gave consumers more economic power. The category was strengthened by some consolidated and commoditised categories, such as deodorants and sun protection, which recorded positive performances thanks to a particularly long and hot summer. The focus on multifunctional products remained particularly high, as consumers looked for both functionality and affordability. This was evident for products such

Sales of mass beauty and personal care products in Guatemala showed positive growth in current value terms in 2024. Despite a high degree of price sensitivity, with a significant portion of the population facing budgetary constraints, consumers are reluctant to abandon their personal care routines. Indeed, the rising cost of living in recent years has made mass beauty and personal care products even more essential for many, as they provide an affordable way to maintain access to necessary items.

Mass beauty and personal care in Turkey registered dynamic retail current value sale growth in 2024, primarily driven by high inflation, but also the successful roll-out of new products, the growing consumer interest in dermocosmetics and the strategic utilisation of social media platforms to enhance brand engagement and reach. Additionally, health and beauty specialists, most notably Watsons, Gratis and a new retailer Mion, played a critical role by maintaining aggressive discounting strategies

Mass beauty and personal care in Ireland rose in current value terms in 2024, even as inflation eased significantly compared to 2023. With price pressure softening, local consumers felt more confident returning to regular purchasing habits, especially for everyday essentials. Affordable favourites like Dove, Garnier, and Nivea performed well, offering reliable quality at reasonable prices. This allowed shoppers to stick with trusted brands rather than trade down or cut back, helping to lift both

Mass beauty and personal care witnessed strong current value growth in 2024, despite facing challenges from the weak economic environment in Thailand. Consumption is heavily supported by sales of personal care products, where price and affordability are key factors in the purchasing decision. Thai consumers are developing more sophisticated tastes and seek a range of features from mass products, whilst also demanding affordability and accessibility. Premium-positioned mass products are evolving

Mass beauty and personal care continues to perform steadily in Slovenia, achieving moderate current value growth in 2024. This has been largely supported by rising prices - an ongoing effect of recent inflationary pressures that are now beginning to ease. Between 2022 and 2023, double-digit price increases triggered a pronounced shift in consumer behaviour, marked by a move towards economy brands and private label alternatives. This shift has favoured mass beauty and personal care offerings and

In 2024, mass beauty and personal care in Kazakhstan experienced positive growth in current value terms, at a rate broadly consistent with the market as a whole. Consumers are increasingly drawn to mass-market products, which are accessible to buyers across various income levels. The diverse range of products, spanning skin care, hair care, colour cosmetics, and fragrances, caters to the needs of different consumer segments. At the same time, private labels from retailers are intensifying compet