Western Europe

Depilatories continued to see positive retail volume and current value growth in 2023 as consumer lifestyles in Denmark resumed greater normality following the COVID-19 pandemic. In addition to working lifestyles, consumers are keen to socialise and…

Depilatories remain at the core of women’s personal care routines in Belgium and are considered an essential product. Despite retail price inflation, volume sales of depilatories remained resilient and did not decrease to the same degree as other…

Coronavirus (COVID-19) measures saw lockdowns, remote working and restrictions on socialising. This resulted in many consumers spending long periods at home and less time in the office or on social or leisure activities during the pandemic. As a…

Deodorant sales in Turkey experienced significant growth in 2023, with retail value sales surging due to inflationary pressures, whilst volume sales grew at a steadier pace. The scorching summer of 2023 significantly boosted deodorant sales in…

Volume sales of deodorants in the UK rose for a second consecutive year in 2023. According to Euromonitor International’s Voice of the Consumer: Beauty Survey (fielded June to July 2022), 34.5% of UK participants indicated that hygiene and…

In 2023, the demand for deodorants in the Netherlands was quite stable, with only a slight decrease in retail volume sales. This followed two consecutive years of slight growth as the category recovered from the downturn caused by the Coronavirus…

Deodorants in Switzerland posted further positive retail volume and current value growth in 2023. While inflationary pressure on prices stimulated retail current value sales, growth was in line with the retail volume increase. The hot and long summer…

Deodorant sales in Sweden exhibited stagnation in 2023. Volume sales remained flat, with any growth in value primarily driven by inflation and a modest premiumisation trend. Deodorants are considered an essential beauty and personal care product,…

Deodorants continued to perform well in Spain in 2023, in both value and volume terms. While value is supported by high unit prices due to inflationary pressures, volume is also robust thanks to baseline demand. That said, we should note that…

In 2023, deodorants in Portugal registered positive retail value and volume growth, with high penetration levels nationwide. However, with consumers already using deodorants as part of their everyday hygiene routine, this limited growth opportunities…

Deodorants in Norway continued to grapple with a high degree of market maturity in 2023. Despite a return to social activities and exercise routines, deodorant sales have not seen a corresponding rise. This can be attributed to several factors.…

Deodorants saw dynamic double-digit growth in current value terms in Italy in 2023. While most of the beauty and personal care products sales were primarily boosted by price hikes, deodorants stood out as it achieved positive growth in volume terms…

Following a strong performance in 2022, deodorants in Ireland continued to record positive retail value and volume sales in 2023. While price increases supported strength in retail value, volume sales remained positive in deodorant creams, pumps,…

2023 was very positive for deodorants in Greece, as both core deodorant categories, roll-ons and sprays, recorded strong growth in volume terms. This can be attributed to the increased use of deodorants due to a changing climate and higher inbound…

Deodorants saw growth in 2022, with good sales growth in both retail current value terms (all formats) and retail volume terms (deodorant sprays and roll-ons only). Indeed, the summer of 2022 was hot in Germany, which led to higher overall volume…

After seeing a good performance in 2022, deodorants in France again saw positive current value and volume growth rates in 2023, and recovered to the 2019 level of value sales (although it did not quite reach this target in volume terms). The warm…

While deodorant sales volume remained stable in Finland in 2023, the product area saw a healthy rise in value terms. This can be attributed, in part, to inflationary pressures pushing up unit prices. However, a more significant factor is the evolving…

In 2023, deodorants in Denmark reported steady retail volume and current value growth in 2023. Lower inflation had a generally positive influence on overall consumption compared to the previous year. Nevertheless, inflation continued to drive price…

Despite price increases and the squeeze on consumer budgets, demand for deodorants in Belgium remained steady with only a marginal decline in volume sales in 2023. Moreover, deodorants witnessed a relatively better performance in volume terms than…

Retail volume and current value sales of deodorants suffered during the Coronavirus (COVID-19) pandemic due to the shift to home office and generally spending more time at home in accordance with lockdowns. As COVID-19 regulations were relaxed as the…

Colour cosmetics in Turkey experienced a vibrant boom, with retail value sales skyrocketing in 2023. This surge in demand was largely driven by inflationary pressures, however, as volume growth was more muted. A high inflation rate and energy crisis…

Overall demand for colour cosmetics in the UK stagnated in 2023, while value sales continued to grow. In 2022, inflation in the UK surged to 9.1%, due to the aftermath of the pandemic and the war in Ukraine. While this rate slowed in 2023, further…

Colour cosmetics in the Netherlands profited from the further recovery of the frequency of out-of-home social activities and events after the heavy mobility restrictions of the Coronavirus (COVID-19) crisis. As with fragrances, colour cosmetics are…

Colour cosmetics in Switzerland posted good retail current value growth in 2023. This was mostly due to inflationary pressure on prices with retail volume sales seeing a slow increment. Higher average unit prices were mainly caused by increased…

Colour cosmetics in Sweden continues to flourish, demonstrating strong post-pandemic sales. While volume growth has slowed down due to market maturity, value sales remain robust. This is fuelled by a powerful premiumisation trend, a steady stream of…

Sales in colour cosmetics in Spain saw good growth in 2023, in both value and volume terms. Much of this is supported by the return of social activities and out-of-home lifestyles following the era of the pandemic when, conversely, the associated…

In 2023, colour cosmetics in Portugal witnessed dynamic growth in terms of both retail value and volume. The category is far from maturity, attracting a rising number of consumers. Millennials and generation Z are among the biggest consumers of…

Unlike other beauty categories that experienced a correction after the pandemic boom, colour cosmetics in Norway have maintained a strong trajectory. Retail value sales recorded solid growth in current terms in 2023. This positive performance extends…

Colour cosmetics continued to show double-digit growth in current value terms in 2023 in line with the previous year. While face masks were still worn in many situations in 2022, they were discarded by most people in 2023 as all remaining…

In 2023, colour cosmetics in Ireland saw positive retail value growth, somewhat driven by rising prices. Inflation in cosmetics was higher in 2023 than in 2022, impacting consumers purchasing decisions across the landscape, resulting in premium…

As the category hardest hit by COVID-19 due to the closure of department stores and beauty specialist retailers, limited social occasions and mask-wearing, colour cosmetics recorded current value growth in Greece in 2023 but has still yet to return…

In 2022, both retail volume and current value sales of colour cosmetics in Germany saw a rebound. Consumers had more opportunities to spend time outside of the home and meet others, and were able to enjoy make-up once again. In many areas, wearing a…

Colour cosmetics in France saw low current value growth in 2023, thanks to price growth, while all the main categories except lip products declined in volume terms. In 2023, value sales still stood at around 80% of the level seen in 2019, which means…

Colour cosmetics sales demonstrated resilience in Finland in 2023, maintaining positive growth momentum. As some consumers gradually resumed pre-pandemic levels of cosmetic usage, heightened engagement from companies incentivised consumers to explore…

Colour cosmetics in Denmark registered moderate retail volume and current value growth in 2023. Consumer demand rebounded strongly despite the economic downturn, rising energy costs and higher interest rates, which put pressure on discretionary…

In 2023, colour cosmetics in Belgium registered volume sales decline following a buoyant performance in the previous year. Prices rose more significantly in 2023, compared to 2022, resulting in lower consumption levels. Moreover, consumers were…

Colour cosmetics registered a dynamic performance in 2022. Colour cosmetics posted weak performances due to low consumer demand in 2020 and 2021, largely determined by the exigencies of Coronavirus (COVID-19) lockdowns. Consumers spent more time at…

The year 2023 presented a unique challenge for beauty and personal care in Turkey. Economic uncertainty, fuelled by rising prices and a slow GDP recovery, has led to a more cautious consumer. Consumers are adopting a more conservative approach to…

Inflationary pressures caused by the war in Ukraine and supply issues continued to be among the strongest influences on the performance by beauty and personal care in the UK in 2023. However, despite further increases in the price of goods and…

As in many industries, most categories of beauty and personal care in the Netherlands saw a strong increase in retail current value sales in 2023. However, this growth mainly came from high inflationary pressure on prices, with retail volume sales…

Overall, in 2023, beauty and personal care in Switzerland registered a slight increase in retail volume sales and moderate rise in retail current value sales. However, the retail current value performance was boosted by the global and domestic…

Beauty and personal care in Sweden remained stable in terms of volume sales in 2023. However, value growth was significant due to a powerful trend towards premiumisation and high inflation. Swedes view beauty and personal care products as essential,…

Sales in beauty and personal care in Spain returned to normal patterns in 2023, following the disruptions seen during the era of the pandemic. Notably, overall volume sales returned to small positive growth, while value sales continue to be supported…

In 2023, beauty and personal care in Portugal recorded positive volume growth despite inflationary pressures challenging consumers' purchasing power. Retail volume sales were encouraged by the rising penetration levels of less mature categories,…

Beauty and personal care in Norway is experiencing a sustained period of growth, fuelled by a continuation of pandemic-era spending habits. While a correction was anticipated in 2022 following the initial boom, it materialised as relatively modest…

Beauty and personal care in Italy saw high single-digit growth in current value terms in 2023, with sales favoured by being a year without major disruptions, with 2022 being affected by various negative events. These included the prohibition of…

In 2023, Ireland's beauty and personal care landscape was influenced by high inflation rates, with economic uncertainty shaping consumer spending. Consumers focused on essential items in response to declining disposable incomes, leading to a fall in…

High inflation and its subsequent impact on local consumers’ disposable income significantly impacted purchasing habits and brand developments across beauty and personal care in Greece in 2023.

Beauty and personal care experienced dynamic current value growth in Germany in 2022, with sales rebounding, and indeed far exceeding, the 2019 level. This was partly driven by soaring inflation, which resulted in strong price rises for consumer…

Beauty and personal care in France saw positive current value growth in 2023, mainly driven by rising prices due to ongoing inflation in the country, which pushed up costs and prices, therefore supporting value growth. Although value sales recovered…