Beauty and Personal Care in Singapore

Report
124 Pages
May 2023
Region: Singapore
Euromonitor International
ID: 2557343

In 2022, fragrances, sun care and oral care were the categories which experienced the fastest current value growth. However, the best performance was seen by fragrances, with an increasing number of brands jumping on the growth trend, driving a return to the pre-pandemic level of sales. Despite a return to normality as the impact of COVID-19 eased, with a healthy consumer appetite for spending and more trips outside the home to crowded retail outlets, several categories were relatively lacklustr...

The Beauty and Personal Care in Singapore 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.

The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

BEAUTY AND PERSONAL CARE IN SINGAPORE

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 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
The availability of affordable mass alternatives in specialist retailers translates into an overall decline in prices
Brands seek to educate consumers on the perils of dangerous counterfeits via e-commerce channels
Major oral care players are eschewing traditional specialist retailers and opting for mass grocery channels

PROSPECTS AND OPPORTUNITIES

Public service announcements will help mass sun care gain visibility as a healthcare need amongst non-target consumers
Mass deodorants sees a shift in promotional packaging, with several brands seeking to market bundles
Special applicators are no longer relegated to the premium segment, as mass brands seek differentiation

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium fragrances drives growth, with colour cosmetics following closely
Inflationary pressures are relatively mild in most premium categories due to existing marketing strategies
Expansion of product categories by department stores in a bid to compete with other retailers

PROSPECTS AND OPPORTUNITIES

Non-traditional categories likely to see fast growth due to the influx of multiple new entrants
Slower growth expectations for e-commerce in Singapore in comparison with its Southeast Asia counterparts
Muted growth expectations amongst local distributors due to increasing legitimacy of importers

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Mother and child products are increasingly popular as more brands jump on the bandwagon
Premium brands do not typically achieve significant traction in Singapore, due to high price points
Major players introduce sun protection for children to diversify in the competitive sun care category

PROSPECTS AND OPPORTUNITIES

Fears of contamination translate into changing habits amongst parents
Parallel exports of products with licensed characters gain significant momentum due to attractive packaging
Despite declining birth rate, baby and child-specific products set to continue to increase

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Body wash/shower gel continues to see growth, with a dermocosmetics focus
Hand sanitisers faces decline despite increase in travel activity
Private label gains steady traction in liquid soap

PROSPECTS AND OPPORTUNITIES

E-commerce likely to grow along with changes in packaging
Bar soap unlikely to return to volume growth despite inflationary pressures

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2017-2022
Table 34 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 36 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 37 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 39 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Facial make-up sees an upsurge in 2022, given lifting of mask mandate
Products infused with skin care ingredients continue to be popular
Natural look to make-up emphasised

PROSPECTS AND OPPORTUNITIES

Retail technology will continue to add value to colour cosmetics
Replacement cycle will limit growth of eye make-up
Players aim for a bigger share of sales with product claims

CATEGORY DATA

Table 42 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 46 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 47 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 49 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 50 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 51 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 52 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Deodorant roll-ons continues to lead deodorants
Deodorant creams become more popular due to influx of parallel imports and perceived hygiene
Brands market ingredients such as niacinamide, tranexamic acid, and vitamin C in whitening deodorants

PROSPECTS AND OPPORTUNITIES

Mini-sized deodorant roll-ons attract attention due to affordability and portability
Tried-and-tested regional brands to increase in popularity in light of tightening budgets and inflationary pressures
Charging a sustainability premium may not be viable due to consumer scepticism

CATEGORY DATA

Table 53 Sales of Deodorants by Category: Value 2017-2022
Table 54 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 55 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 56 NBO Company Shares of Deodorants: % Value 2018-2022
Table 57 LBN Brand Shares of 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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Depilatories experiences a further decline due to the reopening of salons
Players boost sales with dermatological claims
Women’s razors and blades likely to see increasing premiumisation

PROSPECTS AND OPPORTUNITIES

Negative perception of hair removers/bleaches will limit growth
Natural and organic innovations may provide room for growth

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Fragrances makes a rapid recovery in 2022, driven by premium products
Unisex fragrances grows rapidly with a wellness repositioning
Home and car scenting offer further opportunities for growth

PROSPECTS AND OPPORTUNITIES

Product claims will guide the performance of players in fragrances
E-commerce will struggle to develop further due to sensorial barriers

AI diagnostics provide room for more personalised products

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Salon professional hair care drives growth in 2022, given increased at-home DIY hair routines
Conditioners and treatments become a necessity in hair care routines
Increase in ingredient-led narratives in hair care as consumers gain awareness

PROSPECTS AND OPPORTUNITIES

Anti-ageing and strengthening properties will continue to drive sales
Colourants players with more treatment formulations set to perform better

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
An increasing number of new entrants and niche brands contribute to rapid growth
Extensions of existing brands are proving to be popular
Increasing numbers of men are seeking self-care routines

PROSPECTS AND OPPORTUNITIES

Men’s grooming set to maintain rapid volume and current value growth
The adoption of daily sun protection is steadily growing amongst male consumers
Barber shops and salons are responsible for capturing consumers’ attention, but many repurchases will be online

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Channel shifts, as major players opt to market products directly through modern grocery channels
Introduction of various types of products drives exceptional growth in dental floss
Unilever’s Pepsodent gains significant share with its low price point and extensive retail channels

PROSPECTS AND OPPORTUNITIES

Electric toothbrushes replace bamboo toothbrushes in terms of popularity due to their hassle-free nature
Retail channels prove to be a good opportunity for players to differentiate their products
Mouth fresheners and teeth whiteners are steadily growing in popularity, with significant room for expansion

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
An emphasis on ingredient-led marketing is no longer just for the premium segment, but infiltrating mass products
Skin care sets/kits are prevalent and driving adoption in the mass segment
Regional brands such as Safi and Wardah seek local expansion in light of tightening budgets

PROSPECTS AND OPPORTUNITIES

Novelty aside, budgetary constraints translate into a preference for private label lines
Parallel importers are sourcing products from South Africa, Canada, and the United Arab Emirates
Specialised applicators are no longer solely a feature of premium products, but are available in mass products

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 SINGAPORE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sun protection leads with an influx of sub-brands from more established brand names
Ingredient-led beauty is driving sun care trends, with brands marketing sun protection products with colour-correcting features
A fear of counterfeits dampens the prospects of third-party resellers on e-commerce platforms

PROSPECTS AND OPPORTUNITIES

A decline in brand loyalty is apparent as brands offer steep discounts to gain share
Formerly discontinued due to lacklustre sales, sunscreen sticks are regaining popularity due to sports activities
Family-sized sunscreen bottles are popular with parents and schools, but the need is still largely unmet

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

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