Beauty and Personal Care in Australia
Rising costs and squeezed household budgets in 2022 resulted in Australians reconsidering their spending habits, with many trading down to more affordable options and being more selective with their expenditure, whilst still giving themselves permission to indulge. Players responded with promotions, new products and formats, while retailers launched private label and price-accessible exclusive ranges. For example, online beauty specialist Adore Beauty launched Viviology and AB LAB in 2022, with...
Euromonitor International's Beauty and Personal Care in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Beauty and Personal Care in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Beauty and Personal Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
BEAUTY AND PERSONAL CARE IN AUSTRALIA
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 8 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth for mass segment as Australians look to control spending in 2022
Players expand distribution to reach wider audience
Players pay greater attention to environmental and social trends
PROSPECTS AND OPPORTUNITIES
Sustainability likely to be an enduring trend
Mass brands need to address increasing demand for clean and local products
Challenges and opportunities from the digital world
CATEGORY DATA
Table 9 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 10 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 11 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 12 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 13 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Beauty specialists enjoy rising demand and invest in experiential retail
Easing of travel restrictions supports rising sales in 2022
Sustainability concerns encourage players to focus on alternative packaging solutions
PROSPECTS AND OPPORTUNITIES
Players must avoid greenwashing as they look to appeal to eco-conscious consumers
Adopting viable omnichannel strategy, while rise in inbound tourism will encourage further investment in airport concessions
Australians to increasingly value combination of skin care and sun care
CATEGORY DATA
Table 15 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 16 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 18 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 19 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Local parents remain interested in safe but effective products for their children
Sustainable claims gradually emerge in baby and child-specific products
Brands look to expand target audience beyond initial positioning
PROSPECTS AND OPPORTUNITIES
Sustainability and natural claims will remain a key strategy for players
Steady growth over forecast period, supported by innovation and more sophisticated formulations
E-commerce set to further penetrate category but offline experiential retail will remain relevant
CATEGORY DATA
Table 21 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 22 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 23 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 24 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 25 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 26 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bath and shower players focus on natural claims and targeting Generation Z
Intensifying competition as Australians return to more sophisticated bathing routines
Brands look to improve consumer engagement with different strategies
PROSPECTS AND OPPORTUNITIES
Bath and shower set for overall positive performance over forecast period
Players look to sustainable packaging and formats
Targeting younger generations with clean positioning key to adding value
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2017-2022
Table 33 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 35 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 36 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 38 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater mobility drives up stronger demand for colour cosmetics in 2022
Experiential beauty retail remains key trend in 2022
Frequent socialising and natural look drive demand for eye make-up in 2022
PROSPECTS AND OPPORTUNITIES
Sustainability initiatives likely to emerge more strongly in the coming years
Digital sales and marketing likely to be further explored by brands and retailers
Local consumers to simplify beauty routines to address increasingly hectic lifestyles
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 45 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 46 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 47 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 48 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mature deodorants continues to evolve with focus on different claims
Greater interest in natural products influences new development by independents
Increasing focus by players on communities and the environment
PROSPECTS AND OPPORTUNITIES
Sustainability trend set to increasingly influence category’s development
Players must balance use of natural components with efficacy claims
Creating positive brand messaging to encompass all relevant trends and claims
CATEGORY DATA
Table 52 Sales of Deodorants by Category: Value 2017-2022
Table 53 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 55 NBO Company Shares of Deodorants: % Value 2018-2022
Table 56 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 57 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 58 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 59 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 60 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Falling demand for depilatories as consumers seek alternative methods of hair removal
Gillette Venus aims to open up discussion around intimate grooming
Brands increasingly look to skin care ingredients to add value to depilatories
PROSPECTS AND OPPORTUNITIES
Consumers expect depilatories to be multifunctional and offer greater value
Sustainability likely to gain momentum within depilatories to address consumers’ concerns
Stable demand predicted for women’s razors and blades over early part of forecast period but professional hair removal offers further competition
CATEGORY DATA
Table 61 Sales of Depilatories by Category: Value 2017-2022
Table 62 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 63 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 64 NBO Company Shares of Depilatories: % Value 2018-2022
Table 65 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 66 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 67 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Recovery for fragrances in 2022 driven by premium segment
Localism gains further momentum in 2022
Inclusivity, gender fluidity and emotional appeal of fragrances
PROSPECTS AND OPPORTUNITIES
Positive outlook for fragrances, driven by indulgence trend and stronger return of inbound tourists
Local brands to increasingly focus on ethical and sustainable production
In-store testing will remain important for fragrances, despite high share for e-commerce
CATEGORY DATA
Table 68 Sales of Fragrances by Category: Value 2017-2022
Table 69 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Fragrances: % Value 2018-2022
Table 71 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 72 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 73 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 74 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 75 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater focus on local hair care brands using natural ingredients
Sustainability concerns continue to drive purchasing decisions
Post-pandemic footfall encourages local retailer to expand offline presence
PROSPECTS AND OPPORTUNITIES
Skinification of hair care likely to continue influencing category development
Further exploration of sustainable ingredients and packaging expected in hair care
Salon professional hair care set for dynamic performance over forecast period
CATEGORY DATA
Table 76 Sales of Hair Care by Category: Value 2017-2022
Table 77 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 78 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 79 NBO Company Shares of Hair Care: % Value 2018-2022
Table 80 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 81 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 82 LBN Brand Shares of Colourants: % Value 2019-2022
Table 83 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 85 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 86 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 87 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 88 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for men’s grooming with new brands entering the competition
Local brands focus on supporting men’s wider health issues
Retailers continue to expand private label lines to new categories
PROSPECTS AND OPPORTUNITIES
Men’s grooming offers further potential to both local and international brands
E-commerce likely to gain further ground due to convenience and accessibility
Brands from different industries identify men’s grooming as area of expansion
CATEGORY DATA
Table 89 Sales of Men’s Grooming by Category: Value 2017-2022
Table 90 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 91 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 92 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 93 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 94 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 95 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 96 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 97 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater emphasis on appearance drives demand for whitening oral care options
Further dynamic growth for electric toothbrushes in 2022
Sustainability remains in the spotlight across most of oral care
PROSPECTS AND OPPORTUNITIES
Increasing competition likely among major distribution channels with stronger development of private label
Greater emphasis on natural ingredients for oral care likely over forecast period
Environmental awareness likely to influence players’ development strategies
CATEGORY DATA
Table 98 Sales of Oral Care by Category: Value 2017-2022
Table 99 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 100 Sales of Toothbrushes by Category: Value 2017-2022
Table 101 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 102 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 103 NBO Company Shares of Oral Care: % Value 2018-2022
Table 104 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 105 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 106 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 107 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 108 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 109 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 110 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stabilising demand in 2022, while smaller brands look to attract younger generations
Retailers respond to high cost of living with more affordable skin care options
Event marketing resumes, supported by experiential retail and new themes
PROSPECTS AND OPPORTUNITIES
Positive performance for skin care, but players must be aware of competing categories and heightened price sensitivity
Players to focus on marketing specific benefits and targeting future consumers
Sustainability to the fore but players must avoid greenwashing
CATEGORY DATA
Table 111 Sales of Skin Care by Category: Value 2017-2022
Table 112 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 113 NBO Company Shares of Skin Care: % Value 2018-2022
Table 114 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 115 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 116 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 117 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 120 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid demand for sun care in 2022 due to strong local awareness of exposure risks
Competition within sun care intensifies with new local brands and private label
Local sun care brands favoured due to stringent regulations that ensure efficacy
PROSPECTS AND OPPORTUNITIES
Further growth potential as players look to innovate by considering both health and appearance with new formulations
Self-tanning set for dynamic performance, driven by awareness and new brands
Updated regulations on permissible ingredients for sun protection in Australia
CATEGORY DATA
Table 122 Sales of Sun Care by Category: Value 2017-2022
Table 123 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 124 NBO Company Shares of Sun Care: % Value 2018-2022
Table 125 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 126 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 127 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 128 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 8 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth for mass segment as Australians look to control spending in 2022
Players expand distribution to reach wider audience
Players pay greater attention to environmental and social trends
PROSPECTS AND OPPORTUNITIES
Sustainability likely to be an enduring trend
Mass brands need to address increasing demand for clean and local products
Challenges and opportunities from the digital world
CATEGORY DATA
Table 9 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 10 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 11 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 12 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 13 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Beauty specialists enjoy rising demand and invest in experiential retail
Easing of travel restrictions supports rising sales in 2022
Sustainability concerns encourage players to focus on alternative packaging solutions
PROSPECTS AND OPPORTUNITIES
Players must avoid greenwashing as they look to appeal to eco-conscious consumers
Adopting viable omnichannel strategy, while rise in inbound tourism will encourage further investment in airport concessions
Australians to increasingly value combination of skin care and sun care
CATEGORY DATA
Table 15 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 16 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 18 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 19 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Local parents remain interested in safe but effective products for their children
Sustainable claims gradually emerge in baby and child-specific products
Brands look to expand target audience beyond initial positioning
PROSPECTS AND OPPORTUNITIES
Sustainability and natural claims will remain a key strategy for players
Steady growth over forecast period, supported by innovation and more sophisticated formulations
E-commerce set to further penetrate category but offline experiential retail will remain relevant
CATEGORY DATA
Table 21 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 22 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 23 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 24 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 25 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 26 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bath and shower players focus on natural claims and targeting Generation Z
Intensifying competition as Australians return to more sophisticated bathing routines
Brands look to improve consumer engagement with different strategies
PROSPECTS AND OPPORTUNITIES
Bath and shower set for overall positive performance over forecast period
Players look to sustainable packaging and formats
Targeting younger generations with clean positioning key to adding value
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2017-2022
Table 33 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 35 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 36 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 38 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater mobility drives up stronger demand for colour cosmetics in 2022
Experiential beauty retail remains key trend in 2022
Frequent socialising and natural look drive demand for eye make-up in 2022
PROSPECTS AND OPPORTUNITIES
Sustainability initiatives likely to emerge more strongly in the coming years
Digital sales and marketing likely to be further explored by brands and retailers
Local consumers to simplify beauty routines to address increasingly hectic lifestyles
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 45 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 46 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 47 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 48 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mature deodorants continues to evolve with focus on different claims
Greater interest in natural products influences new development by independents
Increasing focus by players on communities and the environment
PROSPECTS AND OPPORTUNITIES
Sustainability trend set to increasingly influence category’s development
Players must balance use of natural components with efficacy claims
Creating positive brand messaging to encompass all relevant trends and claims
CATEGORY DATA
Table 52 Sales of Deodorants by Category: Value 2017-2022
Table 53 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 55 NBO Company Shares of Deodorants: % Value 2018-2022
Table 56 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 57 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 58 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 59 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 60 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Falling demand for depilatories as consumers seek alternative methods of hair removal
Gillette Venus aims to open up discussion around intimate grooming
Brands increasingly look to skin care ingredients to add value to depilatories
PROSPECTS AND OPPORTUNITIES
Consumers expect depilatories to be multifunctional and offer greater value
Sustainability likely to gain momentum within depilatories to address consumers’ concerns
Stable demand predicted for women’s razors and blades over early part of forecast period but professional hair removal offers further competition
CATEGORY DATA
Table 61 Sales of Depilatories by Category: Value 2017-2022
Table 62 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 63 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 64 NBO Company Shares of Depilatories: % Value 2018-2022
Table 65 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 66 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 67 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Recovery for fragrances in 2022 driven by premium segment
Localism gains further momentum in 2022
Inclusivity, gender fluidity and emotional appeal of fragrances
PROSPECTS AND OPPORTUNITIES
Positive outlook for fragrances, driven by indulgence trend and stronger return of inbound tourists
Local brands to increasingly focus on ethical and sustainable production
In-store testing will remain important for fragrances, despite high share for e-commerce
CATEGORY DATA
Table 68 Sales of Fragrances by Category: Value 2017-2022
Table 69 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Fragrances: % Value 2018-2022
Table 71 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 72 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 73 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 74 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 75 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater focus on local hair care brands using natural ingredients
Sustainability concerns continue to drive purchasing decisions
Post-pandemic footfall encourages local retailer to expand offline presence
PROSPECTS AND OPPORTUNITIES
Skinification of hair care likely to continue influencing category development
Further exploration of sustainable ingredients and packaging expected in hair care
Salon professional hair care set for dynamic performance over forecast period
CATEGORY DATA
Table 76 Sales of Hair Care by Category: Value 2017-2022
Table 77 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 78 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 79 NBO Company Shares of Hair Care: % Value 2018-2022
Table 80 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 81 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 82 LBN Brand Shares of Colourants: % Value 2019-2022
Table 83 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 85 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 86 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 87 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 88 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand for men’s grooming with new brands entering the competition
Local brands focus on supporting men’s wider health issues
Retailers continue to expand private label lines to new categories
PROSPECTS AND OPPORTUNITIES
Men’s grooming offers further potential to both local and international brands
E-commerce likely to gain further ground due to convenience and accessibility
Brands from different industries identify men’s grooming as area of expansion
CATEGORY DATA
Table 89 Sales of Men’s Grooming by Category: Value 2017-2022
Table 90 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 91 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 92 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 93 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 94 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 95 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 96 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 97 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater emphasis on appearance drives demand for whitening oral care options
Further dynamic growth for electric toothbrushes in 2022
Sustainability remains in the spotlight across most of oral care
PROSPECTS AND OPPORTUNITIES
Increasing competition likely among major distribution channels with stronger development of private label
Greater emphasis on natural ingredients for oral care likely over forecast period
Environmental awareness likely to influence players’ development strategies
CATEGORY DATA
Table 98 Sales of Oral Care by Category: Value 2017-2022
Table 99 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 100 Sales of Toothbrushes by Category: Value 2017-2022
Table 101 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 102 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 103 NBO Company Shares of Oral Care: % Value 2018-2022
Table 104 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 105 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 106 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 107 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 108 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 109 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 110 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stabilising demand in 2022, while smaller brands look to attract younger generations
Retailers respond to high cost of living with more affordable skin care options
Event marketing resumes, supported by experiential retail and new themes
PROSPECTS AND OPPORTUNITIES
Positive performance for skin care, but players must be aware of competing categories and heightened price sensitivity
Players to focus on marketing specific benefits and targeting future consumers
Sustainability to the fore but players must avoid greenwashing
CATEGORY DATA
Table 111 Sales of Skin Care by Category: Value 2017-2022
Table 112 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 113 NBO Company Shares of Skin Care: % Value 2018-2022
Table 114 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 115 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 116 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 117 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 120 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN AUSTRALIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid demand for sun care in 2022 due to strong local awareness of exposure risks
Competition within sun care intensifies with new local brands and private label
Local sun care brands favoured due to stringent regulations that ensure efficacy
PROSPECTS AND OPPORTUNITIES
Further growth potential as players look to innovate by considering both health and appearance with new formulations
Self-tanning set for dynamic performance, driven by awareness and new brands
Updated regulations on permissible ingredients for sun protection in Australia
CATEGORY DATA
Table 122 Sales of Sun Care by Category: Value 2017-2022
Table 123 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 124 NBO Company Shares of Sun Care: % Value 2018-2022
Table 125 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 126 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 127 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 128 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
