Mass beauty and personal care saw value sales increase in Brazil in 2024. Employment gains and rising incomes in 2024 strengthened household consumption in Brazil, but inflation continued to weigh on purchasing decisions, particularly as food prices increased. Consumers remained highly cost-conscious, prioritising discount and affordable options. Inflationary pressures had uneven effects across categories. Bath and shower, for example, struggled due to higher production costs linked to dollarize

Retail value sales of mass beauty and personal care products in Kenya continued to grow in 2024, driven by increasing urbanisation and the availability of products across multiple price points. New entrants are targeting the mass market with more affordable offerings, which are increasingly reaching suburban areas. Towns such as Machakos, Murang’a, Kiambu, Thika, and Kajiado have transformed from small townships into expanding urban centres, supported by county government infrastructure investme

Mass beauty and personal care saw healthy high single-digit growth in current value terms in India in 2024, with sales remaining higher than premium beauty and personal care. Mass bath and shower remained the largest contributor to sales, followed by mass hair care. Sales of these products are supported by high penetration in rural and semi-urban markets where basic personal hygiene categories such as bar soap, body wash, and shampoos are considered essential. Affordable price points, widespread

Mass beauty products are experiencing strong growth in South Africa as financially constrained consumers increasingly prioritise affordability without compromising on quality. With rising living costs and economic pressures, many shoppers are trading down from premium brands to more accessible options that offer value for money. This shift has been especially pronounced in categories like skincare, haircare, and personal hygiene, where local and private label are gaining traction by meeting esse

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Mass beauty and personal care continues to dominate the Algerian market, driven by the needs of a price-sensitive population. However the quality of mass brands - many of which are well-known international names - also satisfies the needs of more affluent consumers. In 2024, sales continued to expand in current value terms, although growth was largely the result of rising unit prices rather than a genuine increase in demand. Surging inflation and declining disposable incomes have significantly h

Value sales of mass beauty and personal care maintained positive growth in New Zealand in 2024, albeit at lower rates of growth than seen over the recent review period. The increasing cost of living in the country has left consumers with less money to spend on discretionary purchases, as they focus on paying for essentials instead. However, the cheaper price points of mass beauty and personal care products makes them an appealing proposition for consumers, being more accessible to a wider demogr

Mass beauty and personal care in Germany continued to experience steady growth in 2024. With the rising cost of living, many German consumers are looking for ways to save money. Mass beauty and personal care products have become more accessible through both brick-and-mortar outlets and online platforms. This enables younger customers to experiment with mass products while taking little risk. Everyday essentials such as skin care products and deodorants have become firmly embedded in the daily ro

Retail value sales of mass beauty and personal care in Morocco increased in 2024, supported by the continued strength of affordable offerings across key categories. Mass brands maintained a firm grip on consumer preferences, largely due to the country’s ongoing economic slowdown and the resulting decline in disposable incomes. With many households prioritising affordability over prestige, the appeal of premium products continued to diminish. Consumers increasingly viewed mass brands as deliverin

Mass beauty and personal care saw positive sales in Cameroon in 2024, driven by high price sensitivity in the country which has been exacerbated by rising energy costs and food prices, reinforced the demand for affordable mass brands.

Mass beauty and personal care continued to account for significantly more value sales than premium. Though inflation eased, after several years of price increases, consumers remained price sensitive, which supported value sales of mass beauty and personal care. Offerings are also continually innovating and players are quick to pick up on trends and messaging that often first appears within premium products. In addition, the development of the domestic industry is also playing a crucial role in d

Mass beauty and personal care saw robust current value growth in Nigeria in 2024. This largely reflected a sharp rise in unit prices, as various categories saw strong increases due to the impact of the depreciation of the local currency on imports and production costs. While the price increases and an inflationary economic environment limited volume growth for various categories, the essential status of many categories of mass beauty and personal care in Nigeria, such as skin care, bath and show

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,