Beauty & personal care sales to decline by steepest rate in 60+ years due to Covid-19

The U.S. cosmetics and toiletries market is on track to experience the sharpest decline ever recorded due to the Covid-19 pandemic.

Kline has been tracking the market for 60+ years and, so far, the 0.8% drop in 2009 during the last recession is the biggest market dip ever reported. The only other time Kline noted a market decrease was a 0.3% falloff in 1991 amid another recession.

Previously forecast to grow at a compound annual growth rate (CAGR) of 3.8% through 2023, Kline has revised its forecasts for the $75 billion U.S. market due to the unfolding coronavirus crisis. New forecasts indicate a decline of 2.5% in 2020 as the most likely outcome, with the best-case scenario reflecting a 1.5% gain and the worst-case scenario at an 8.1% drop.

Kline’s forecasting analysis clusters beauty categories into four groups:

• Rescue categories, such as hand sanitisers and liquid hand soaps that will experience spiked levels.
• Everyday basics like shampoos and deodorants, which consumers are expected to purchase as usual.
• Soothing solutions, such as facial skin care and nail polishes, which are expected to decline near term but may benefit from consumers turning to them as a treat and/or to maintain or establish a part of their routine they can still control.
• Can-wait categories including fragrances and colour cosmetics, which are expected to decline sharply during social distancing of the health crisis and continue to suffer during the economic fallout in the years to come.

“Given the unprecedented situation that is unfolding globally as both a health crisis as well as a financial one, it is not surprising that the beauty market should experience its worst performance now,” says Carrie Mellage, Vice President of Kline’s Consumer Products Practice.

“Even our worst-case scenario of -8% probably does not feel steep enough given the dark days we are all living, but there are enough essential categories in the mix to keep the market stable.

“The cosmetics market will undoubtedly suffer in 2020 and in the years to come, but we expect it to recover within three to five years as it has in all past recessions. Compared to other industries, the beauty market is fairly recession-proof, and its products will continue to be desired by consumers – both for meeting basic needs as well as an indulgence.”

Find the full report by Kline here.