Beauty and Personal Care in Mexico
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN MEXICO
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
DEPILATORIES IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for public exposure lowers the consumption of depilatories during the pandemic
Convenience and affordability favour disposables over systems in women's razors and blades
High brand recognition, availability, innovation and competitive pricing underpin Procter & Gamble's strong share lead
RECOVERY AND OPPORTUNITIES
Residual effects of the pandemic set to slow recovery in depilatories
Women's razors and blades expected to see a shift to higher-quality products as the economic situation improves
Innovation expected to focus on delivery formats offering simpler, faster and gentler applications
CATEGORY DATA
Table 11 Sales of Depilatories by Category: Value 2015-2020
Table 12 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 13 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 14 NBO Company Shares of Depilatories: % Value 2016-2020
Table 15 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 16 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 17 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
DEODORANTS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Smart working and restrictions on social and sports opportunities hinder sales of deodorants
Fewer social events militate against the use of deodorant pumps as an alternative for fragrances
Unilever de México benefits from a multibrand strategy, wide distribution and marketing and innovation to stay ahead of the field
RECOVERY AND OPPORTUNITIES
Deodorants is projected to recover as consumers resume work and social norms
Natural offer is expected to grow as more consumers look for milder, yet effective eco-friendly options
Convenience, growing product presence and marketing set to boost e-commerce sales of deodorants
CATEGORY DATA
Table 18 Sales of Deodorants by Category: Value 2015-2020
Table 19 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 20 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 21 NBO Company Shares of Deodorants: % Value 2016-2020
Table 22 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 23 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 24 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 25 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 26 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
COLOUR COSMETICS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for social interaction severely hamper need or inclination to use colour cosmetics
Mandatory wearing of face masks outside the home hits lip products while limiting the decline in eye make-up
Robust direct selling channel and a wide product portfolio help Mary Kay Cosméticos to extend its value share lead
RECOVERY AND OPPORTUNITIES
Key demographic trends and a return to work and social norms set to see rebound in retail volume and value sales
Limited editions set to stimulate interest in and sales of colour cosmetics in mass and premium segments
Digital-facing strategies are predicted to boost direct selling and e-commerce
CATEGORY DATA
Table 27 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 30 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 31 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 32 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 33 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 34 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
BATH AND SHOWER IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Perceived essential for hygiene products drive the jump in sales growth in bath and shower
Shift to stockpiling and e-commerce is short-lived as availability is maintained in retail stores
Companies leverage health and hygiene trends and play a hands-on role in the fight against COVID-19 to win over consumers
RECOVERY AND OPPORTUNITIES
Robust health and hygiene trend is predicted to sustain higher growth in 2021, compared with the pre-COVID-19 period
Body wash/shower gel is projected to post the highest growth as consumers return to work and social norms and step up their demand for convenience
Strong growth in use and sales of gel sanitisers is set to lead to innovation
CATEGORY DATA
Table 38 Sales of Bath and Shower by Category: Value 2015-2020
Table 39 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 40 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 41 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 42 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 43 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 44 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 45 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 46 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Health and wellbeing options help baby and child-specific products retain positive growth trajectory
Reduced need and family budget constraints hamper the demand for baby and child-specific hair care, toiletries and sun care products
Kimberly-Clark and Laboratorios Expanscience México benefit from positioning in hygiene-orientated categories to outperform rivals
RECOVERY AND OPPORTUNITIES
Relatively moderate impact of COVID-19 in 2020 offers optimism for quick recovery in 2021
Demographics and changing consumer behaviours are set to exert a strong influence on performance
Dermocosmetics and more natural ingredients offer innovation potential for baby and child-specific skin care
CATEGORY DATA
Table 47 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 48 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 49 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 50 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 51 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 52 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 53 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 54 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 55 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 56 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 57 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Economic pressures, home seclusion and the closure of key retailers hit premium brands hard
Premium fragrances and colour cosmetics suffer from fewer opportunities for social interaction and at-home working
La Roche-Posay and Vichy ride growth in premium facial and body care categories to boost value sales and shares in 2020
RECOVERY AND OPPORTUNITIES
Quick return to value growth anticipated as the country returns to work and social norms and pre-COVID-19 trends
Dermocosmetics and limited editions predicted to add value to premium beauty and personal care offer
Key retailers set to develop e-commerce presence and purchasing options to lure consumers
CATEGORY DATA
Table 58 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 59 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 61 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 62 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 63 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
MASS BEAUTY AND PERSONAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene and home seclusion provide push and pull factors in 2020
Direct sellers adapt to the new reality by developing their presence in the digital space
Unilever benefits from ongoing innovation and a digital imprint to extend its lead in 2020
RECOVERY AND OPPORTUNITIES
Value sales recovery expected as residual effects of COVID-19 favour mass brands
Basic necessity categories to recover fastest although return to normality set to push mass colour cosmetics, fragrances and adult sun care to the fore
Companies set to enhance wellbeing and emotional ties to win over consumers
CATEGORY DATA
Table 64 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 65 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 67 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 68 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 69 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
FRAGRANCES IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Usage dependence on work and social occasions leads to steep decline in sales during the pandemic
Companies use marketing and promotions or diversify to remain visible and offset losses as the pandemic lowers interest in fragrances among women and men
Mass and premium players turn to digital tools and channels to reach consumers
RECOVERY AND OPPORTUNITIES
Ongoing economic pressure and work, social and retailing restrictions likely to slow the recovery of fragrances in 2021
Innovation expected to provide impetus for premium fragrances
Further penetration of the digital space expected as direct sellers look to maintain their positions at the top of mass fragrances
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
SUN CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Reduced opportunities for beach visits and holidays see a slump in demand for sun care
Social media and e-commerce offer ways to engage with and sell to stay-at-home consumers
BDF México benefits from a strong brand offer to consolidate its leading position amid strong sales declines in sun care in 2020
RECOVERY AND OPPORTUNITIES
Slow rebound expected in 2021 as consumers remain cautious about exposure to COVID-19
Demographic trends and family purchases to see faster growth in adult over baby and child-specific sun care, although more substitutes set to appear on the horizon
Dermocosmetics expected to see the most innovation as more consumers look for added-value benefits
CATEGORY DATA
Table 78 Sales of Sun Care by Category: Value 2015-2020
Table 79 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 80 NBO Company Shares of Sun Care: % Value 2016-2020
Table 81 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 82 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 83 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 84 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
SKIN CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns spur skin care demand, although economic concerns favour mass over premium brands
Heavy use of face masks increases call for acne treatments, while home seclusion reduces the need for facial cleansers
COVID-19 restrictions provide impetus for the development of social media and e-commerce strategies
RECOVERY AND OPPORTUNITIES
Prevention rather than cure and a slow return to normality set to offer good growth potential for skin care products in 2021
Quality, effective and safe positioning predicted to spur demand for dermocosmetics in the forecast period
Micellar water expected to stimulate facial care sales as consumers seek milder options
CATEGORY DATA
Table 85 Sales of Skin Care by Category: Value 2015-2020
Table 86 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 87 NBO Company Shares of Skin Care: % Value 2016-2020
Table 88 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 89 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 90 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 91 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 92 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 93 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 94 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 95 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
ORAL CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Essentials like toothpaste and manual toothbrushes limit the impact of Coronavirus (COVID-19) on oral care
Power toothbrushes hit hard as consumers look to economise on oral care, while mouth fresheners and mouthwashes/dental rinses benefit from heightened hygiene awareness
Colgate-Palmolive consolidates leadership through strength in robust oral care categories
RECOVERY AND OPPORTUNITIES
Slow return to growth anticipated as consumers remain price-sensitive and keen to economise by limiting the frequency of replacements for manual toothbrushes and toothpaste
Further investments in natural and organic products expected as players try to reach health-conscious consumers and grow margins
Growing demand expected for denture care in line with a key demographic trend
CATEGORY DATA
Table 96 Sales of Oral Care by Category: Value 2015-2020
Table 97 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 98 Sales of Toothbrushes by Category: Value 2015-2020
Table 99 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 101 NBO Company Shares of Oral Care: % Value 2016-2020
Table 102 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 104 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 105 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 107 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
MEN'S GROOMING IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns and antibacterial options boost men's bath and shower sales in 2020
Fewer social occasions and smart working hinder demand for men's fragrances, deodorants, hair care and shaving
Procter & Gamble leverages strong brands and investment to retain leading position, while direct sellers engage with the community and digital space to gain value shares
RECOVERY AND OPPORTUNITIES
Slow return to growth anticipated as economic concerns continue to limit spending on men's grooming
Men's skin care and salon hair set to gain traction as men take more care of their appearance and the offer expands
Players set to further develop e-commerce operations to reach convenience-facing men
CATEGORY DATA
Table 109 Sales of Men's Grooming by Category: Value 2015-2020
Table 110 Sales of Men's Grooming by Category: % Value Growth 2015-2020
Table 111 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 112 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 113 NBO Company Shares of Men's Grooming: % Value 2016-2020
Table 114 LBN Brand Shares of Men's Grooming: % Value 2017-2020
Table 115 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 116 Forecast Sales of Men's Grooming by Category: Value 2020-2025
Table 117 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025
HAIR CARE IN MEXICO
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) has a moderate overall impact on hair care as certain products retain relevance
Closure of hair salons hurts salon professional hair care, but offers some respite for colourants
Procter & Gamble invests in brand positioning, advertising and the fight against COVID-19 to regain leading position
RECOVERY AND OPPORTUNITIES
Slow recovery anticipated as consumers start to return to work and social norms
Investments in hair salons set to pay off for salon professional hair care
Companies set to look for higher margins via sophisticated and eco-friendly products
CATEGORY DATA
Table 118 Sales of Hair Care by Category: Value 2015-2020
Table 119 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 120 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 121 NBO Company Shares of Hair Care: % Value 2016-2020
Table 122 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 123 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 124 LBN Brand Shares of Colourants: % Value 2017-2020
Table 125 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 126 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 127 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 128 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 129 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 130 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025