Every private household invested an average of 225 euros and thus purchased 57 products, said Bernhard Voit, spokesman for the cosmetics industry platform transparent, the APA. That is ten euros or three products less than in 2020.Vienna. “In the first year of the corona pandemic, private spending increased by a total of five euros (two percent, note),” reported Voit. He attributes this to stockpiling and changed consumption habits. This is clearly evident in soaps.
Soap market still above pre-corona level
According to the GfK Household Panel 2020 – the year the pandemic broke out, when washing hands extensively was particularly popular – soaps in both solid and liquid form increased in buyer reach from 61 to more than 70 percent. At that time, the expenditure for this rose from nine to eleven euros per household. In 2021, the range of buyers fell back to 65 percent and around ten euros per household. This means that the soap market is still above the level before Corona.
Almost all households – 97 percent – buy skin and body care products, 212 million packs in 2021, reported GfK market researcher Sandra Bayer. In 2021, 78 percent of households bought at least one product from the hair category and spent around 45 euros on it, two euros less than in the previous year. Around 71 percent used skin care and had products from this category cost around 76 euros, an increase of one euro. 85 percent bought an oral and dental care product at least once in the previous year and spent around 44 euros for this product category, one euro less in 2020.
Every second household bought natural products
92 percent bought something from the “Personal Care Rest” category at least once and spent a total of 98 euros on it, around six euros less than the year before. The declines here are primarily to be seen in shower gels and bath additives, foot care products and razors. Every second household bought natural or near-natural cosmetics at least once. Expenditure per household rose from 50 to 52 euros. The group of buyers of purely natural cosmetics remained stable.
With 62.3 percent of the sales of cosmetics and body care, the drugstore trade increased by 2.1 percentage points compared to 2020. In doing so, he brought back what had migrated to the food and discount trade (2021: from 26.8 to 24.9 percent) due to lockdowns. According to “Kosmetik transparent”, pharmacies are declining slightly (from 3.7 to 3.6 percent). Perfumeries had to accept a decline again and now have a 6.1 percent share of sales in the overall market (before the pandemic: seven percent).
Source: Nachrichten
