Beauty and personal care in 2024: The big picture
Beauty and personal care maintained positive growth in Croatia in 2024, with volume sales higher than seen in 2023, while value sales were lower than seen in the previous year. This dynamic is due to inflationary pressures easing, thus reducing prices and boosting consumer spending power.
2024 key trends
Health and wellness trends continue to shape consumer demand and motivate leading manufacturers to launch new skin care products, in particular, with skin care remaining among the fastest growing beauty and personal care categories in Croatia in 2024, as well as being large in size. Skin care also sees a high level of innovation, in terms of new formulations and sustainability initiatives, as well as integration of the latest scientific and technological achievements.
Competitive landscape
L'Oréal Adria doo is the overall leading company within beauty and personal care, being the only company name holding a double-digit share in the category overall. This is thanks to its extensive portfolio of both mass and premium products, across various categories.
Retail developments
Health and beauty specialists, led by health and personal care stores and beauty specialists, is the leading distribution channel for beauty and personal care products in Croatia, also continuing to grow its share. This performance is a result of the significant modernisation efforts seen within such channels, thus, to offer a more pleasant shopping experience to their customers, whilst offering ample space in-store for consumers to view and evaluate the various products available.
What next for beauty and personal care?
Beauty and personal care will maintain small yet stable growth over the forecast period, in both value and volume terms, supported by strong baseline demand alongside a number of key new products launches and ongoing innovations. Social media will remain an important driver of trends and sales, as the role of influencer marketing is set to grow further.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Croatia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Croatia?
- Which are the leading brands in Croatia?
- How are products distributed in Croatia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Croatia
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Croatia
KEY DATA FINDINGS
Baby and child-specific products benefits from a growing focus on the best-suited products for infants
Johnson & Johnson maintains its lead, although private label is hot on its heels
Health and personal care stores remain the preferred channel for baby and child-specific products
A positive performance will continue, supported by baseline demand and higher awareness of the best-suited products for infants
E-commerce expected to grow further over the forecast period
Sustainability trends and natural formulas will drive innovations
Bath and Shower in Croatia
KEY DATA FINDINGS
Bath and shower benefits from baseline demand, with sales rebalancing after inflationary pressures
Unilever maintains its leading company place thanks to its strong portfolio
Health and personal care stores retain their relevance
An ongoing positive performance expected, supported by baseline demand and innovations
Sustainability trends will drive further developments in formats and formulations
Natural and free-from ingredients will remain a key focus
Colour Cosmetics in Croatia
KEY DATA FINDINGS
Colour cosmetics maintains positive growth thanks to stable demand from consumers who value aesthetic appearance
Cosnova maintains its leading place thanks to the ongoing success of its Essence and Catrice brands
Health and personal care stores offer a multitude of benefits for colour cosmetics sales
Colour cosmetics will increasingly incorporate the skinification trend
Hybrid products expected to emerge as the lines between make-up and skin care blur
Innovation will focus on areas such as personalisation and sustainability
Deodorants in Croatia
KEY DATA FINDINGS
Deodorant sales supported by baseline demand, with sprays remaining popular
Unilever maintains its overall company lead, while Rexona gains on Nivea in brand terms
Health and personal care stores maintain their relevance for deodorants
A positive performance expected, albeit with flat volume growth
Demand for eco-friendly deodorants expected to grow
Natural and sustainable formulations will grow in popularity
Depilatories in Croatia
KEY DATA FINDINGS
Baseline demand supports sales of depilatories
Procter & Gamble maintains its lead thanks to the strength of its Gillette brand
Health and beauty specialists maintain their strength, while e-commerce continues to grow
Ongoing sales supported by baseline demand, although volume will remain somewhat flat
More natural formulations have scope for great development, albeit still remaining niche
Desirable ingredients in natural formulations will come further to the fore
Fragrances in Croatia
KEY DATA FINDINGS
Fragrances continue to benefit from the feel-good factor connected to wellbeing trends, with premium options in the lead
Coty maintains its overall company lead, although Georgia Armani pips Gucci to the post
Health and beauty specialists remain key for fragrances
Innovations will remain key to fragrances over the forecast period
Mass body mists will remain on-trend over the forecast period
Omnichannel strategies will remain crucial for fragrances
Hair Care in Croatia
KEY DATA FINDINGS
Ongoing innovations and new product launches drive sales
L'Oréal maintains its company lead thanks to the strength of its overall portfolio
Health and beauty specialist benefit from strong advertisements and promotions for hair care
Hair care will maintain positive sales, supported by ongoing innovations and new product developments
Skinification set to become increasingly important in hair care
Natural and clean ingredients will become more in demand
Men's Grooming in Croatia
KEY DATA FINDINGS
Men continue to pay more attention to their grooming habits
Gillette maintains its overall lead, while private labels gain strength
Health and beauty specialists and grocery retailers are both relevant to men’s grooming
Men’s grooming will see moderate growth, with value boosted by ongoing innovations
Health and wellbeing trends will influence developments
Ongoing expansion of e-commerce will help to enhance sales
Oral Care in Croatia
KEY DATA FINDINGS
Oral care benefits from essential demand and new developments
GlaxoSmithKline maintains its leading company place thanks to overall strength of its brands
Health and beauty specialists remain the leaders in distribution
Oral care will continue to benefit from its essential nature and frequent use
Technology will drive new developments in modern toothbrushes
Smart technology expected to gradually enter oral care
Skin Care in Croatia
KEY DATA FINDINGS
Skin care remains one of the most robust and resilient categories in beauty and personal care
L’Oréal maintains its leading place in skin care thanks to its extensive portfolio of popular brands
Health and beauty specialist remain well-placed to offer skin care solutions
Skin care will maintain positive sales thanks to baseline demand for basic products and rising demand for niche products
E-commerce will maintain its significance for skin care
Scientific and technological advances expected to ramp up over the forecast period
Sun Care in Croatia
KEY DATA FINDINGS
Sun care maintains positive sales thanks to consumers’ growing awareness of the need for sun protection
Nivea Sun maintains its robust lead thanks to strong reputation
Health and beauty specialists benefit from wide portfolios and in-store advice
Sun care will maintain a positive performance thanks to consumers’ increasingly awareness of the importance of sun protection
Ongoing polarisation between mass and premium brands expected
Developments in specialist formulations expected
Premium Beauty and Personal Care in Croatia
KEY DATA FINDINGS
Premium beauty and personal care remains strong due to perception of high quality and ongoing innovations
L’Oréal leads premium beauty and personal care, thanks to its impressive brand portfolio
Ongoing price sensitivity suppresses potential stronger sales of premium products
Ongoing growth and evolution expected over the forecast period, with a strong rate of innovation
E-commerce expected to gain traction in line with growing omnichannel strategies
Technological advancements will continue to streamline the analysis and shopping experience
Mass Beauty and Personal Care in Croatia
KEY DATA FINDINGS
Mass beauty and personal care maintains stable growth thanks to baseline demand from price-sensitive consumers
L'Oréal maintains its lead, thanks to the strength of its overall portfolio
Innovations and sustainability trends will remain key
Mass beauty and personal care will maintain positive sales, supported by baseline demand from budget-conscious consumers
Health and wellness trends will shape beauty and personal care trends
A strong ongoing focus on innovation is expected, with mass brand emulating premium trends
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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-
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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-
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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-
-
- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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-
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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