The European personal care market has been more heavily impacted since the recession than any other FMCG category, says a new report by global market and shopper intelligence company IRI. Overall value sales through supermarkets, hypermarkets and discounters across Europe fell by 0.2% in 2013 to just under €28bn, while volume sales were flat (up 0.1%).
The report*, Personal Care Poised to Benefit from its Unique Relationship with Shoppers, which was published in June 2014, found that as disposal incomes plummeted and consumers re-evaluated their spending, personal care took a backseat while more essential products like food were prioritised. Emily Mayer, Business Unit Director, France at IRI adds: “Consumers have changed their shopping habits and will remain cautious even as economies improve. They want less waste, more convenience and ‘do it yourself’ (DIY) alternatives. They are also more sensitive to real innovation that implies new and additional uses that really work...Therefore, marketers within this category must find new ways to seduce the shopper by understanding and reacting to consumer need.”
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