Beauty and personal care in 2024: The big picture
Sales of beauty and personal care rose in 2024 during a year in which the Honduran economy registered growth of 3.6%, and inflation reached 3.9%, according to reports from the Central Bank of Honduras (BCH). Although inflationary pressures were lower than in the previous two years, the accumulated cost of living continued to impact purchasing behaviour in a country with high poverty rates. It is estimated that nearly three-quarters of the population live below the national poverty line. This economic context makes consumers cautious in their purchases, which they tend to regulate by prioritising lower-priced brands.
2024 key trends
The search for options that claim to provide multiple benefits is more common among Hondurans when choosing beauty and personal care products. Consumers perceive that a product that offers multiple benefits has a more complete formulation, obtaining more value for their purchase and at the same time potential savings by requiring a smaller purchase of various products with more specific claims. Searching for savings alternatives is important in a country in which the consumer base is characterised by high price sensitivity.
Competitive landscape
The beauty and personal care market in Honduras is led by global player Colgate-Palmolive Co, which has broad leadership in oral care with its Colgate brand. Among the strategies of this brand is to have a wide portfolio of options with mass distribution in supermarket chains, small local grocers, convenience stores and pharmaceutical chains, which enables consumers to find an option that adapts to their specific preferences or particular purchasing capabilities.
Retail developments
The main distribution channel for beauty and personal care products in Honduras is grocery retailers, the most representative of which are supermarket chains. Also important are hypermarkets, and small local grocers. Supermarket and hypermarket chains continue to extend their reach by expanding into new geographic areas in middle-income neighbourhoods, significantly increasing their beauty and personal care product portfolios, being active with promotional offers on oral and hair care products, as well as with seasonal promotional campaigns in cosmetics, skin care and fragrances during Mother's Day, Father's Day, Valentine's Day and the holiday season.
What next for beauty and personal care?
Beauty and personal care in Honduras is projected to continue experiencing sustained growth in retail value sales over the forecast period. Young generations of consumers are incorporating more comprehensive personal care habits into their daily lives, as well as a more preventative approach to skin care. However, at the same time, while personal care habits are proving to be more internalised among young generations of Hondurans, the fact that this country still has high poverty rates means that in high-penetration personal care products, such as oral care and hair care, consumers are expected to continue focusing on finding a balance between affordability and offerings with greater benefits.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Honduras 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 Honduras, 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 Honduras 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 Honduras?
- Which are the leading brands in Honduras?
- How are products distributed in Honduras?
- 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 Honduras
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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.
Category Data
Key Data Findings
2024 Developments
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
Category Data
Key Data Findings
2024 Developments
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
Category Data
The following categories and subcategories are included:
Beauty and Personal Care
-
- 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
-
- Premium Eye Shadow
- Mass Eye Shadow
-
- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- 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
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- 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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-
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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
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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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
-
-
- 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
-
- Premium Deodorants
-
- 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
-
-
- 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
-
-
- 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
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- 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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