BrandOn Group Observatory

I marketplace del beauty

In 2022 Europe’s Beauty & Cosmetics industry was worth some $11.37 billion with a CAGR from 2022 to 2027 of 10.91%.

The largest national market for cosmetics and personal care products within Europe is the UK, which alone accounted for online sales amounting to $2.64 billion in 2022 and is poised to grow at an average rate of 12.2% for the next five years.
In Italy the industry is worth $786 million with a CAGR from 2022 to 2027 of 12.9%.

E-commerce marketplace channels have huge potential that can be tapped for years to come.

In this report we analyse e-commerce marketplace demand for the industry during the Christmas 2022 season, comparing it to demand in 2020 and 2021.

We see how, compared to the last couple of years, the sales trend in 2020 was more even and, above all, was characterized by markedly lower demand.

2021 is regarded as the boom year: the e-commerce surge with a substantial increase in online marketplace shopping not only for Christmas but for much of the year was the result of COVID-19 restrictions as well as sheer convenience. Marketplace demand peaked in week 50, i.e. a fortnight before Christmas.

In contrast, in 2022 the situation more or less stabilized: the demand generated by e-commerce marketplaces showed a more consistent trend, peaking in week 46, which was Cyber Week, when most of the year’s online sales were concentrated.

What were the top-selling products in 2022?

More specifically, what were the most popular products during the Christmas 2022 season?

Download the report and read more about the study conducted by the BrandOn Group Observatory.