Unilever in Beauty and Personal Care

October 2024

Unilever Group was the third largest player in beauty and personal care in 2023. Company growth was driven by its broad portfolio of brands, which recorded solid upturns across all categories and regions. The majority of Unilever’s recent activity has been driven by its Growth Action Plan, which aims to improve performance, competitiveness and shareholder return. This has resulted in the disposal of underperforming brands, and stronger capital investment in its “Power Brands”.

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Overview:

Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Unilever Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope
Executive summary
Unilever retains position as the number three manufacturer globally
Unilever maintains a strong presence across all regions
Unilever’s diverse portfolio delivers strong growth across key categories
Market momentum remains key growth driver for Unilever’s BPC business
Emerging markets projected to drive future growth for Unilever
Unilever Prestige remains key to Unilever’s future growth opportunities
Potential restructuring of Unilever Prestige amid weaker growth in H1 2024
Unilever Ventures sees a spate of investment in 2024 across emerging spaces
L’Oréal Groupe increases its value share as Procter & Gamble and Unilever lose ground
Unilever is the leading company across a range of categories and regions
Dove improves competitive position to become leading US brand
Unilever introduces Growth Action Plan to encourage rapid growth
Focus on “Power Brands” indicates BPC market key for Unilever’s future growth
Dove already reaping the “Power Brand” benefits following innovative launch
Unilever scales back sustainability commitments amid shareholder pressure
Unilever maintains clear deodorant leadership thanks to strong portfolio of brands
Deodorant sprays remain most popular format but sticks gaining modest share
Premiumisation evident across regions, presenting value opportunities for Unilever
Prevalence of 72-hour protection deodorants growing following Unilever’s rolled out
Hair care remains Unilever’s largest category following strong upturns across regions
Shampoos account for bulk of Unilever’s hair care portfolio
Hair care innovations caters to most desirable product features among consumers
Unilever presence in sun care limited but growing demand presents future opportunities
Sun care outperforms skin care across Unilever’s key Asia Pacific markets
Unilever looks to leverage its strong skin care portfolio to break sun care barriers
Expansion of long-standing brands directly into the sun care category
Key findings
Projected company sales: FAQs
Projected company sales: FAQs
Appendix
Voice of the Consumer: Beauty Survey – brand and product loyalty
Overview of Voice of the Consumer: Beauty Survey

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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