Beauty and personal care continued to rebound in 2022, despite facing inflationary pressures and supply shortages. The removal of COVID-19 restrictions enabled society to return to normal, with more time outside the home and a return to the workplace boosting demand for categories such as colour cosmetics and fragrances.
The beauty and personal care market in El Salvador returned to pre-pandemic sales levels in 2022. The fear of COVID-19 contagion was on the wane as a larger percentage of the population had been vaccinated.
The beauty and personal care market is in a process of democratisation in El Salvador, especially in relation to innovative facial care products, which for previous generations were aimed mostly at the higher income population. Brands designed for mass consumers tend to more regularly incorporate innovative compounds at prices perceived as accessible among middle-income Salvadorans.
In 2022, GDP grew by 4% while the unemployment rate was estimated at 8.2%, showing an improvement in relation to the 11.
Higher average prices as a result of the inflationary context led Salvadorans to be more cautious in their purchases in 2022 with many people actively seeking out discounts or formats that could facilitate some type of savings. This led to a greater predisposition to make purchases of daily use products such as shampoo, bar soap, liquid soap or deodorants in various retailers, looking for which one offered the lowest price for each product.
It is expected that as middle-income demographics continue to seek more information about the benefits of compounds such as serums, anti-oxidants, omega, ceramides, hyaluronic acid, charcoal, biotin, or other similar ones, it will be more common for leading brands to launch products of beauty and personal care options with similar ingredients for mass segments on the market. The process of integrating compounds previously considered premium into mass segment products is expected to intensify in the coming years.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our DefinitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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