Beauty and Personal Care in Malaysia
Euromonitor International
May 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN MALAYSIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Clean beauty trend gains traction in Malaysia
Sustainability as a retail concept
Fairly fragmented competitive landscape for mass beauty and personal care in 2021, encouraging brands to collaborate with third party platforms to expand reach
PROSPECTS AND OPPORTUNITIES
Stronger performance predicted with mass products set to gain share from premium beauty and personal care across range of categories
Dermocosmetics offers further potential for mass brands to enter
Price promotions will remain key drivers of demand early on, supporting further penetration of e-commerce
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for premium beauty and personal care products recovers as social conditions return to normal
Sustainability is a key focus area
Premium brands further embrace e-commerce while number of physical stores continues to grow
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care set to register solid growth as consumers return to specialist stores
Premium brands set to further explore digital strategies in terms of sales and marketing
Further cross-category blurring of boundaries likely
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery in demand for baby and child-specific sun care in 2021 due to easing of lockdown restrictions
Urban consumers continue to show interest in products with natural positioning
Johnson & Johnson retains overall dominance but continues to gradually lose share to smaller players
PROSPECTS AND OPPORTUNITIES
Value sales growth is set to outperform review period due to premiumisation trend
Multi-purpose baby and child-specific toiletries to drive overall growth
Niche of dermocosmetics likely to be driven by affluent parents
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Liquid soap remains star performer in 2021 due to heightened hygiene awareness
Body wash/shower gel benefits from stringent cleaning trend
Further consolidation amongst leading names in 2021
PROSPECTS AND OPPORTUNITIES
Stronger performance predicted for bath and shower due to heightened hygiene awareness amongst Malaysians, offering further room for expansion
Growing demand for pampering bath and shower products
E-commerce has further potential for growth due to online exclusive promotions
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2016-2021
Table 34 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 36 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 37 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 39 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued lockdown in the first half of 2021 results in declines across much of colour cosmetics
Popular health and beauty specialist retailers extend consumer reach through omnichannel strategy
Multinationals retain lead in 2021, while increasing number of brands attempt to appeal to younger consumers by highlighting products which support “selfie” trend
PROSPECTS AND OPPORTUNITIES
Improving demand for colour cosmetics from 2022 onwards as social conditions return to normal
Blurring of boundaries likely to gain further momentum
Opening of standalone luxury beauty specialist retailers may help premium colour cosmetics withstand competition over the forecast period
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 46 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 47 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 49 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 50 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 51 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 52 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEPILATORIES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales growth for depilatories as consumers spend longer periods of time outside of the home
Brands continue to innovate in attempt to expand category and add specific value
Consolidated competitive landscape dominated by multinationals in 2021
PROSPECTS AND OPPORTUNITIES
Slowed growth for depilatories over the forecast period as consumers return to beauty salons or opt for more durable solutions
Potential for alternative products to attract more affluent consumers away from the category
E-commerce likely to further penetrate depilatories over the forecast period with attractive prices
CATEGORY DATA
Table 53 Sales of Depilatories by Category: Value 2016-2021
Table 54 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 56 NBO Company Shares of Depilatories: % Value 2017-2021
Table 57 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 58 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lifting of COVID-19 related restrictions benefits sales of fragrances
Entry of niche brands imported by Watsons attracts consumers looking for differentiation
Fragmented competitive landscape in 2021
PROSPECTS AND OPPORTUNITIES
Opening of perfume stores will boost sales of premium fragrances
E-commerce likely to continue to penetrate fragrances with attractive prices
Customised fragrance is gaining popularity
CATEGORY DATA
Table 60 Sales of Fragrances by Category: Value 2016-2021
Table 61 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 62 NBO Company Shares of Fragrances: % Value 2017-2021
Table 63 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 66 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for hair care products increases as consumers return to working and socialising outside of the home
Brands continue to explore themes of naturalness and ingredients with enhancing properties within hair care
Consolidated competitive landscape with multinationals extending their lead in 2020 through consistent innovation
PROSPECTS AND OPPORTUNITIES
Hair care set to gain stronger growth momentum over the forecast period once restrictions relax
Conditioners and treatments offers further potential for growth and innovation
Consumers increasingly attracted to e-commerce for online-exclusive price promotions
CATEGORY DATA
Table 68 Sales of Hair Care by Category: Value 2016-2021
Table 69 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 71 NBO Company Shares of Hair Care: % Value 2017-2021
Table 72 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 73 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 74 LBN Brand Shares of Colourants: % Value 2018-2021
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 76 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 78 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stronger growth for men's grooming in Malaysia as people return to the workplace and socialise again
Gillette retains overall leadership of men's grooming as it continues to expand its portfolio to maintain consumers' attention
Increasing fragmentation within the competitive landscape as smaller players continue to gain ground in 2021
PROSPECTS AND OPPORTUNITIES
Stronger future growth potential predicted for men's grooming in Malaysia
Niche of premium men's grooming set to gain further share
E-commerce offers both competitive pricing through online discounting campaigns and specialised sites for men's grooming
CATEGORY DATA
Table 81 Sales of Men's Grooming by Category: Value 2016-2021
Table 82 Sales of Men's Grooming by Category: % Value Growth 2016-2021
Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 85 NBO Company Shares of Men's Grooming: % Value 2017-2021
Table 86 LBN Brand Shares of Men's Grooming: % Value 2018-2021
Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 88 Forecast Sales of Men's Grooming by Category: Value 2021-2026
Table 89 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premiumisation... Consumers continue to observe basic personal hygiene routines, supporting overall positive performance of oral care in 2021
Toothbrushes continues to expand with dynamic growth for power models
Multinational brands continue to benefit from strong financial support, enabling them to continue developing innovative new products
PROSPECTS AND OPPORTUNITIES
Stronger growth momentum predicted for oral care from 2021 onwards
Consumers likely to increasingly look to e-commerce for attractive promotional offers within oral care
Further ingredients innovation likely in order to offer consumers differentiation
CATEGORY DATA
Table 90 Sales of Oral Care by Category: Value 2016-2021
Table 91 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 92 Sales of Toothbrushes by Category: Value 2016-2021
Table 93 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 95 NBO Company Shares of Oral Care: % Value 2017-2021
Table 96 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 97 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 98 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 99 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 100 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 101 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 102 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive growth rates as mandatory mask wearing and related facial care problems drive demand for skin care products
Demand for anti-agers grows as Malaysians start using such products at a younger age
Fairly fragmented competitive landscape led by multinationals, while e-commerce continues to penetrate with new imports attracting consumers' attention
PROSPECTS AND OPPORTUNITIES
Stronger demand for skin care predicted over the forecast period, initially driven by the mass segment due to high inflation
Further innovation in terms of formats and ingredients likely in order for players to offer differentiation in crowded landscape
Further potential for mass brands to enter dermocosmetics to offer greater affordability
CATEGORY DATA
Table 103 Sales of Skin Care by Category: Value 2016-2021
Table 104 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 105 NBO Company Shares of Skin Care: % Value 2017-2021
Table 106 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 107 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 108 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 109 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 110 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 111 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 112 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 113 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for sun care continued to decline in 2021 due to ongoing COVID-19 related restrictions
Sun care brands continue to explore cross-category benefits
Fragmented competitive landscape with Japanese brands highly ranked
PROSPECTS AND OPPORTUNITIES
Improving demand for sun care from 2021 onwards, driven by mass segment
Further potential for dual purpose sun care to expand
Products with natural positioning have potential within aftersun
CATEGORY DATA
Table 114 Sales of Sun Care by Category: Value 2016-2021
Table 115 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Sun Care: % Value 2017-2021
Table 117 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 118 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 119 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 120 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
DEODORANTS IN MALAYSIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rise in demand for deodorants in 2021 as consumers spend more time outdoors
Further expansion of deodorants in terms of formats and innovation
Fairly consolidated landscape with leading multinationals gaining share
PROSPECTS AND OPPORTUNITIES
Forecast period is set to see notable improvement
E-commerce set to gain stronger momentum over the forecast period
Sprays to offer further competition to fragrances due to affordability
CATEGORY DATA
Table 121 Sales of Deodorants by Category: Value 2016-2021
Table 122 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 123 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 124 NBO Company Shares of Deodorants: % Value 2017-2021
Table 125 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 126 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 127 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 128 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 129 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026