Beauty and personal care in 2024: The big picture
In 2024, beauty and personal care in Slovakia experienced overall growth, though retail value gains decelerated relative to the previous year. This moderation is largely attributable to the stabilisation of unit prices and a decline in average inflation.
2024 key trends
A clear focus on value was evident throughout mass beauty and personal care, where local consumers increasingly chose well-known brands that offer competitive pricing without sacrificing quality. This trend was complemented by the expanding range of beauty and personal care products under private label options offered by drugstores dm-Drogerie Markt and Teta, with which Slovak consumers are well familiar and that deliver an attractive value versus quality ratio.
Competitive landscape
Large global companies maintain their dominance Slovakian beauty and personal care, with L’Oréal, Henkel, Beiersdorf and Procter & Gamble retaining their strong positions. Market leader L’Oréal notably expanded its share in 2024, bolstered by its comprehensive portfolio spanning both mass and premium categories.
Retail developments
Health and beauty specialists account for nearly half of the retail value in beauty and personal care products. The drugstore chain dm-Drogerie Markt leads this channel in Slovakia with more than 146 stores, focusing primarily on mass-market brands.
What next for beauty and personal care?
Beauty and personal care in Slovakia is projected to maintain stable growth over the forecast period, supported by an improving economic outlook and an expanding base of younger consumers influenced by trends on social media platforms such as Instagram and TikTok. With GDP growth set to rise in 2025, household consumption will drive economic expansion while investment and exports also contribute positively.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Slovakia 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 Slovakia, 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 Slovakia 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 Slovakia?
- Which are the leading brands in Slovakia?
- How are products distributed in Slovakia?
- 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 Slovakia
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
APPENDIX
DISCLAIMER
Baby and Child-Specific Products in Slovakia
KEY DATA FINDINGS
Baby and child-specific products driven by baby and child-specific sun care
Procter & Gamble strengthens its leading position
E-commerce sales accelerate in 2024
Steady growth projected despite declining birth rate
Sustainability as key concern
In-store shopping will remain highly popular for baby and child-specific products
Bath and Shower in Slovakia
KEY DATA FINDINGS
Low rises in overall value sales for bath and shower
Global players retain stronghold over bath and shower
Grocery retailers continue to dominate distribution of bath and shower products
Improved economy to support sales of bath and shower products
Sustainable products will see wider penetration
Wellness trend likely to have stronger impact towards end of forecast period
Colour Cosmetics in Slovakia
KEY DATA FINDINGS
Colour cosmetics posts solid performance in 2024
Major players retain lead of colour cosmetics in Slovakia
Beauty specialists and health and personal care stores lead distribution
Positive forecast period projected for colour cosmetics
Social media engagement set to positively impact growth
Clean beauty will wield greater influence
Deodorants in Slovakia
KEY DATA FINDINGS
Deodorants sees positive value and volume sales in Slovakia in 2024
Growth fuelled by increasing penetration of smaller brands
Distribution of deodorants led by health and beauty specialists
E-commerce sales set to see steady rises
Distribution unlikely to see change
New entries of small independent brands might shake up landscape
Depilatories in Slovakia
KEY DATA FINDINGS
Women’s razors and blades support growth in 2024
Multinationals dominate depilatories in Slovakia
Distribution of depilatories seen no dramatic changes
Depilatories to see solid growth over the forecast period
Sustainability will remain central
Innovation to support overall growth
Fragrances in Slovakia
KEY DATA FINDINGS
Premium fragrances drives growth in 2024
L’Oréal maintains strong lead of fragrances in Slovakia
Beauty specialists strengthens its position among distribution channels
Fragrances faces bright forecast period in Slovakia
Expanding share for refillable formats
No major changes for distribution of fragrances
Hair Care in Slovakia
KEY DATA FINDINGS
Stabilised unit prices push up volume sales for hair care in 2024
Little change in competitive landscape dynamics
Rising competition between beauty specialists and e-commerce
Hair care set to perform well in near future
Clean beauty trend will become more entrenched within hair care
Low-cost stores and discounters face bright forecast period
Men's Grooming in Slovakia
KEY DATA FINDINGS
Rising demand for targeted men’s grooming products
Private label expands though brands continue to dominate
Drugstores remain key retail outlet choice
Solid performance expected for forecast period
Rising demand for premium shaving products
Private label set to benefit from accelerating interest in men’s grooming
Oral Care in Slovakia
KEY DATA FINDINGS
Oral care shows solid value growth in 2024
Grocery retailers dominate the distribution of oral care, while GSK leads companies
Price sensitivity shapes channel development
Improved oral care routines will support growth
Electric toothbrushes slows but remains relevant to Slovak consumers
Offline presence will remain important as e-commerce still offers potential to grow
Skin Care in Slovakia
KEY DATA FINDINGS
Moisturisers and treatments holds lion’s share of skin care sales in 2024
L’Oréal proves to be unbeatable player within skin care
Health and beauty specialists expand offer and services
Skin care to continue growing at steady pace
Accelerated trend towards clean and eco-friendly skin care
E-commerce will go from strength to strength
Sun Care in Slovakia
KEY DATA FINDINGS
Sun care registers healthy performance in 2024
Big names lead sun care in Slovakia
Traditional grocery stores lose share to health and beauty specialists
Positive growth set to continue
Social media as key promotional and educational tool
Hybrid products likely to pose minimal threat
Premium Beauty and Personal Care in Slovakia
KEY DATA FINDINGS
Fragrances as the leading force behind premium beauty and personal care growth
L’Oréal as clear leader in 2024
Rising interest in premium products carrying lower prices
Positive trajectory to continue over forecast period
Innovation and focus on self-care will intensify
Personalisation with the help of AI analysing devices
Mass Beauty and Personal Care in Slovakia
KEY DATA FINDINGS
Solid performance for mass beauty and personal care in 2024
L’Oréal’s leading position remains unchallenged
Drugstores remains primary distribution channel for mass beauty and personal care products
Mass beauty and personal care to maintain positive evolution over forecast period
Growing importance of clean and natural ingredients
Premiumisation trend to accelerate throughout mass beauty and personal care
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
-
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
-
- 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
-
- 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
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
-
-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
-
- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- 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
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
-
-
- Dental Floss
-
- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
-
- Manual Toothbrushes
-
-
- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
-
- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
-
-
-
- Premium Firming Body Care
- Mass Firming Body Care
-
- Premium General Purpose Body Care
- Mass General Purpose Body Care
-
-
-
- Premium Acne Treatments
- Mass Acne Treatments
-
- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
-
- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
-
- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
-
-
-
-
- Premium Aftersun
- Mass Aftersun
-
- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
-
- 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
-
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
-
- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
-
- 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
-
-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
-
- 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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