While the stay-at-home culture has led to a surge in sales for certain food categories, cosmetics and beauty categories are seeing double digit declines across Europe, according to new findings by IRI.
The big data and analytics firm's latest Markets Dashboard - FMCG in Western Economies report, found that COVID-related restrictions are leading more consumers to spend time at home cooking from scratch, driving demand for healthy food, treats and cooking ingredients.
In the UK, flour and bread making sales are up 41.9% and chilled pastry sales up 35.2%, while in Italy sales of prepared vegetables are up 76.6%, the study found.
At the same time, however, cosmetics categories are in the bottom five categories in France (-13.3%), Italy (-16.1%) and Spain (face make-up -40.1%, lipstick -59.4%) while in the Netherlands, razor blade sales are down 17.9%.
Hygiene and home cleaning products continue to show strong sales due to the pandemic, with cleaners, disinfectants and gels appearing in the top five categories across nearly all markets. In Spain, soap products are up by 2,823%, while in Greece, antibacterial gel is up 2,215%.
More Time At Home
"As most of us settle into a second period of lockdown across Europe, we can expect to spend more time eating, working and cooking at home," commented Joan Driggs, VP of content and thought leadership, IRI.
"Those who can afford to indulge are opting for premium products, perhaps to treat themselves after a difficult year or because they are spending less on dining out. Demand for home cooking ingredients is high and we expect there to be plenty of festive cooking as people celebrate Christmas at home."
Driggs added that there is currently a real opportunity for retailers and brands to push indulgent treats and premium festive products in the next few weeks as shoppers compile their Christmas lists.
"Price, however, remains important as unemployment rises in Europe and shoppers are more cautious of spending, so we may see further promotional activity and growth in private label products," she said.
The IRI Markets Dashboard - FMCG in Western Economies report covers the period up to 27 September 2020, and covers a number of Western European countries (France, Greece, Germany, Italy, Spain, Netherlands and the UK) as well as the US.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
