globalmarket - Atlantia Search

Hair Care & Salon Professional Hair Care
Estados Unidos y Europa
Mexico, Polonia, China
INTROCONTEXT
The Cosmetics Industry is a segment within the Beauty and Personal Care industry, it falls under the Household and Personal Goods Industry. Cosmetics companies deal in skin and sun care products, makeup/color cosmetics, fragrances, toiletries, shampoo and various other grooming products. Fuente: Bidness Etc HAIR CARE & SALON HAIR CARE
GLOBAL MARKET
GLOBALMARKET
Sector Cosmetics
Global cosme+c market $USD billion 2007-­‐2012 The global cosmetics market revenues in 2012 $USD 244.80 billion. C o s m e t i c s c o m p a n i e s manufacture personal care products using natural, h e r b a l a n d c h e m i c a l materials purchased from suppliers. 2007 2008 2009 2010 2011 2012 Fuente: Ernst & Young GLOBALMARKET
Sector Cosmetics
Geographical share Global cosme+c market 2012 Geographical share Global
cosmetic market 2012 Region Asia Pacific Western Europe North America Latin America Eastern Europe Africa, Middle East % 34% - - - - - Asia Pacific Western Europe North America LaIn America Eastern Europe Africa, Middle East Asia Pacific contributes with 34% share on global cosmetic market in 2012 Fuente: Elaboración propia con datos de L’Oréal GLOBALMARKET
Sector Cosmetics
Product Categories share Global cosme+c market 2012 Skin and sun care Hair care Toiletries and deodorants Makeup/color cosmeIcs Fragances Hair care contributes with 20% share global cosmetic market 2012. Most cosmetics companies rely on a multi-­‐level distribution strategy, which includes placing products with department stores, specialty retailers, pharmacies, salons, spas, freestanding stores, travel retail outlets, websites and mobile applications Men´s Grooming Fuente: Elaboración propia con datos de Euromonitor GLOBALMARKET
Sector Cosmetics
Key Players Global Cosmetic Market L'Oréal is a French cosmetics company headquartered in France. The company manufactures skin care, hair care and makeup products for regular customers, as well as professionals. Unilever plc is the world’s second-­‐largest beauty goods maker. The Proctor and Gamble Company (PG), popularly known as P&G, is the largest name in the Household and Personal Goods Industry. Avon Products Inc. is the largest direct-­‐selling cosmetics company. Estee Lauder Companies, Inc. is a leading retailer of cosmetics. Fuente: Bidnes Etc GLOBALMARKET
Sector Cosmetics
Market share cosmetics companies market 2012
Market share cosmetics companies market
2012
Companies
%
L´Oréal
Unilever
Proctor & Gamble
-
Avon
Estee Lauder
-
Briendsdorf
Shisiedo
Others
Rev
L´Oréal
Unilever
Proctor & Gamble
Avon
Estee Lauder
Briendsdorf
Shisiedo
Others
Rev
L’Oreal, Unilever and P & G 3 7 % s h a r e cosmetics companies market 2012. Fuente: Elaboración propia con datos de publicacion Bidness Etc (Bloomberg and Ernst &Young’s) GLOBALMARKET
Sector Cosmetics
40.0% Cosmetic market share worldwide
by product category 2011 - 2013
35.0% 30.0% This statistic depicts the breakdown of the cosmetic market worldwide from 2011 to 2013, by product category. In 2013, hair care products made up 24.1 percent of the global cosmetic market. 25.0% 2011 20.0% 2012 2013 15.0% Cosmetic market share worldwide by product
category 2011 - 2013 Region 2011 2012 2013 Skin care 31.0% 33.8% 34.1% Hair care 10.0% -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ Toiletries
deodorants -­‐ -­‐ -­‐ Oral cosmetics -­‐ -­‐ -­‐ Make up Perfumes 5.0% 0.0% Skin care Hair care Make up Perfumes Toiletries deodorants Oral cosmeIcs Fuente: Elaboración propia con datos de StaIsta GLOBALMARKET
Sector Cosmetics
Facts on the cosmetic industry
Cosmetics Markets Worldwide Skincare products make up largest part of cosmetic market Revenue of L'Oréal Values 34.1% $28.33bn L'Oréal's market share in the EU Procter & Gamble’s net sales worldwide U.S. Cosmetic Industry 19.6% $84.2bn Values Revenue of the cosmetic industry in the U.S. - Facial skin care represents largest part of cosmetic industry - Industry gross product of cosmetic industry in U.S. - E-commerce sales of drugs, health and beauty products - Market share of Procter & Gamble in the U.S. - Share of U.S. cosmetic imports from France - Number of employees of U.S. cosmetic industry - Fuente: Elaboración propia con datos de StaIsta GLOBALMARKET
Sector Hair Care
Global hair care market $USD billion 2013-­‐2018 The global hair care products industry mainly comprises the manufacturers of all hair care products such as shampoos, c o n d i t i o n e r s , h a i r o i l s , h a i r colorants, hair treatment products, and hair styling products. The industry revenue is forecast to reach an estimated $82.2 billion in 2018 with a good growth during 2013-­‐2018. CAGR 2013-­‐2018 XXXX 2013 2014 2015 2016 2017 2018 Fuente: Elaboración propia con datos Market Research GLOBALMARKET
Sector Hair Care
The Global Market for Hair Care has been showing steady growth over the past five (5) years and competition is heating up in all regions around the world (2005-­‐2010). Demand is growing fast in Asia, Eastern Europe, the Middle East and Latin America. Fuente: Elaboración propia con datos de Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Beauty and Personal Care $MM USD 2010 450,000 While developed markets (North America and Western Europe) account for nearly half of the world’s beauty and personal care industry, it has been showing low-­‐digit growth over the past five (5) years 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & Africa North America LaIn America Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Hair Care $MM USD 2010 80,000 70,000 67,568 60,000 50,000 40,000 30,000 18,076 20,000 World size $67,568 USD million in segment hair care in 2010. 15,462 11,530 10,000 4,658 955 7,381 3,229 0 World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & Africa North America LaIn America Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Shampoos $MM USD 2010 World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa World Segment Shampoo size $XXXXX USD million in hair care market in 2010. Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
World Segment Medicated Shampoo size $729 USD million in hair care market in 2010. Market Sizes By Region and Segment Medicated Shampoos $MM USD 2010 800 729 700 600 500 400 300 226 200 180 161 100 55 14 35 34 0 World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Standard Shampoos $MM USD 2010 Asia Pacific Segment standard Shampoo size $XXXX USD million in hair care market in 2010. World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
In category Hair Care, subcategory shampoo growth 8% over past five (5) years. Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Hair Care (P5Y CAGR) 2010 World Asia Pacific Latin America growth 13% over past five (5) y e a r s i n h a i r c a r e market. Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Latin America growth 14% over past five (5) years in hair care market segment shampoo. Market Sizes By Region and Segment Shampoos (P5Y CAGR) 2010 World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Medicated Shampoos (P5Y CAGR) 2010 World Asia Pacific Eastern Europe and Latin America growth 11% over past five (5) years in hair care market segment medicated shampoo. Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Hair Care
Market Sizes By Region and Segment Standard Shampoos (P5Y CAGR) 2010 Latin America growth 14% over past five (5) years in hair c a r e m a r k e t s e g m e n t standard shampoo. World Asia Pacific Australasia Wester Europe Eastern Europe Middle East & North America LaIn America Africa Fuente: Elaboración propia con datos Euromonitor GLOBALMARKET
Sector Organic Personal Care
The global demand for organic personal care products was over $7.6 billion in 2012 is expected to reach $13.2 billion by 2018, growing at a CAGR of 9.6% from 2012 to 2018.. Global organic personal care market $USD billion 2012-­‐2018 CAGR 2012-­‐2018 XXXX 2012 2013 2014 2015 2016 2017 2018 Fuente: Elaboración propia con datos de Transparency Market research GLOBALMARKET
Sector Organic Personal Care
The global organic personal care products market witnessed steady growth in recent years due to increasing consumer concerns regarding personal health and hygiene. Global organic personal care products market revenue share by product type 2011 6.80% 32.20% 21.50% Global organic personal care products
market revenue share by product type
2011 Product type % Skin care 32.20% Hair care 25.50% Oral care 13.90% Cosmetics Others Skin care Hair care Oral care CosmeIcs Others 13.90% 25.50% 21.50% 6.80% Fuente: Elaboración propia con datos de Transparency Market research GLOBALMARKET
Sector Salon Hair Care
Global salon hair care market products $USD billion 2010-2018 Region 2010 2011 2012 2013 World $11.60 $11.90 $12.15 $12.40 $16.00 2018 $14.00 Global salon haircare market products $USD billion 2010-­‐2018 $14.00 $14.00 $12.00 $11.60 $11.90 $12.40 $12.15 The global market for salon hair care products shows steady growth in 2013, reaching USD 12.4 billion, up by 2.1%, driven mostly by dynamic developing markets and stable performance of key established markets. $10.00 $8.00 CAGR 2013-­‐2018 2.5% $6.00 $4.00 $2.00 $0.00 2010 2011 2012 2013 2018 Fuente: Elaboración propia con datos de Kline GLOBALMARKET
Sector Salon Hair Care
Globally, hair coloring continues to hold the largest share, closely f o l l o w e d b y s h a m p o o s a n d conditioners. Shampoos and conditioners show the highest g r o w t h , d r i v e n l a r g e l y b y treatment products, hair oils, and the increasing importance of in-­‐
s a l o n t r e a t m e n t s i n m a n y markets. Fuente: Kline GLOBALMARKET
Sector Salon Hair Care
50% L’Oréal continues to be the global market leader, followed by Procter & Gamble and Henkel. Among the top 10 leading global players, Milbon posted the highest growth, followed by Unilever and L’Oréal, while Henkel and Revlon show a decrease for the year. The top five companies account for 50% of total market share Fuente: Kline GLOBALMARKET
Sector Salon Hair Care
All four regions post sales growth in 2010, with Latin America leading the way with the biggest increase of 11.6% for the year Fuente: Kline GLOBALMARKET
Sector Salon Hair Care
Globally, hair coloring is the largest category in the industry, followed by conditioners and shampoo. I n c o n d i t i o n e r s , p r o d u c t s c o n t a i n i n g e s s e n t i a l o i l s , particularly argan oil, are very popular, as are products that offer m u l t i p l e b e n e fi t s s u c h a s moisturization, anti-­‐frizz, and UV protection Fuente: Kline HAIR CARE & SALON
PROFESIONAL HAIR CARE
UNITED STATES AND EUROPE
MARKET
U.S.MARKET
Sector Hair Care
United States hair care market $USD billion 2013-­‐2018 Hair care grew by 2% in current value terms in 2013, rising to US
$XXX billion; this growth rate was above the review period CAGR of XXX% from 2008-­‐2013, but in line with the XXX% CAGR from 2011-­‐2013. CAGR 2013-­‐2018 XXXX 2013 2014 2015 2016 2017 2018 Fuente: Elaboración propia con datos de Euromonitor U.S.MARKET
Sector Hair Care
Hair care in the US continued to be contested by three major players in 2013, L’Oréal, The Procter & Gamble Co and Unilever Home & Personal Care, which accounted for a combined retail value share of 60% in 2012. L’Oréal, with its Garnier Fructis, Vive, Softsheen-­‐Carson, Matrix and Redken brands, and a multitude of colourants brands, maintained its position as the leading player, accounting for a value share of 23% in 2012 and reaching retail value sales of US$XXX billion. Fuente: Elaboración propia con datos de Euromonitor U.S.MARKET
Sector Hair Care
This statistic shows average annual expenditure on hair care products per consumer unit in the United States from 2007 to 2012. In 2010, Americans spent USD 62 per consumer unit on hair care products on average. Average annual expenditure on hair care products per consumer unit in the United States from 2007 to 2012 (in U.S. dollars) 2007 2008 2009 2010 2011 2012 Fuente: Elaboración propia con datos de StaIsta U.S.MARKET
Sector Hair Care
U.S. sales of shampoo via different sales channels in 2011/2012 (in million U.S. dollars) Other outlets (exluding Wallmart) Drug outlets Food Outlets Total The statistic shows U.S. sales of shampoo via different sales channels in 2011/2012. In that year, U.S. sales of shampoo via drug outlets amounted to 455.9 million U.S. dollars. Total U.S. shampoo sales were 1.4 billion U.S. dollars in 2011/2012. Fuente: Elaboración propia con datos de StaIsta U.S.MARKET
Sector Hair Care
The statistic depicts the sales growth of the leading 20 U.S. brands of ethnic hair care products in 2014. Four brands saw sales increases over the last year, with African Pride Olive Miracle experiencing the highest sales increase at 15.4 percent. Most brands ended the year with a decline in sales. Fuente: StaIsta U.S.MARKET
Sector Salon Hair Care
The U.S. market for salon hair care products totals an estimated $2.2 billion at the manufacturers' level in 2009. There are a variety of forces at play in the salon hair care industry, including competition from mass brands, as well as the global economic recession and d e c l i n e i n n e w p r o d u c t introductions. Fuente: Kline U.S.MARKET
Sector Salon Hair Care
The market is highly concentrated with the leading five marketers accounting for approximately 70% of the total market value. With its long-­‐established and well-­‐regarded brands, L'Oréal continues to dominate the market, followed by Procter & Gamble at a distant second. Fuente: Kline U.S.MARKET
Sector Salon Hair Care
Back-­‐bar and take-­‐home sales are almost evenly split due to strong sales of colorants, which are for professional use only. Fuente: Kline U.S.MARKET
Sector Salon Hair Care
The U.S. salon hair care market will display modest growth over the next five years. The major drivers for growth will be innovation and take-­‐home sales. Kline's base case sales scenario projects salon hair care products to grow at a CAGR of 1.1% through 2014, with sales reaching $2.4 billion in 2014. Fuente: Kline U.S.MARKET
Sector Salon Hair Care
Beauty Salon Business Overview & Trends, 2014 The US hair care services industry includes about 86,000 establishment s (82,000 beauty salons; 4,000 barber shops) with combined annual revenue of about $20 billion. Demand is driven by demographics and population growth. The profitability of individual companies depends on technical expertise and marketing skills. The US industry is highly fragmented: the 50 largest companies generate about 15 percent of revenue. A typical salon offers haircutting and styling, coloring, shampooing, and permanents. Sales of hair care products are an important revenue source for many salons, providing from 5 t o 15 percent of revenue. Fuente: SDBC Net EUROPEMARKET
Sector Hair Care
Europe haircare market $USD billion 2012-­‐2017 The European haircare market had total revenues of $XXXX in 2012, representing a compound annual growth rate (CAGR) of XXX% between 2008 and 2012. CAGR 2012-­‐2017 XXX 2012 2013 2014 2015 2016 2017 Fuente: The Grocer EUROPEMARKET
Sector Salon Hair Care
Hair coloring is the largest product category in Europe with an estimated EUR 1.7 billion (USD 2.3 billion) in sales and 48.2% of the total market share. There are a variety of forces at play in the salon hair care industry, including competition from prestige and mass brands, as well as consumers becoming more results oriented and seeking problem-­‐specific products. Germany is the largest market for salon hair care products in Europe Fuente: Kline EUROPEMARKET
Sector Salon Hair Care
Procter & Gamble and L'Oréal are by far the leading marketers in Europe, with combined s a l e s a cc o u n t i n g f o r approximately 54% of the market. Procter & Gamble is in first position in the E u r o p e a n h a i r s a l o n market, with about 27% market share and is the leader in styling products and sprays. Fuente: Kline EUROPEMARKET
Sector Salon Hair Care
The total number of salons decreases slightly, with a growing proportion at the lower-­‐end of the market. Back-­‐bar sales will advance slightly more rapidly than take-­‐home sales, by 2.0% CAGR. Fuente: Kline EUROPEMARKET
Sector Salon Hair Care
Europe salon hair care market $USD billion 2009-­‐2014 $4.30 $4.20 $4.20 $4.12 $4.10 $4.04 $4.00 $3.96 The Kline base case sales scenario projects salon hair care products to grow at a CAGR of 2.0% through 2014, with sales reaching EUR 3.0 billion (USD 4.2 billion) in 2014. Shampoos and hair coloring products will display the highest growth $3.88 $3.90 $3.80 CAGR 2009-­‐2014 2,0% $3.80 $3.70 $3.60 2009 2010 2011 2012 2013 2014 Fuente: Kline HAIR CARE & SALON
PROFESIONAL HAIR CARE
MÉXICO MARKET
MEXICOMARKET
Sector Hair Care
Mexico hair care market $USD million 2013-­‐2018 The Mexican haircare m a r k e t h a d t o t a l revenues of $XXXXm in 2013, representing a c o m p o u n d a n n u a l growth rate (CAGR) of XXX% between 2009 and 2013. CAGR 2013-­‐2018 XXX 2013 2014 2015 2016 2017 2018 Fuente: Elaboración propia con datos de Market Line MEXICOMARKET
Sector Hair Care
Market consump+on volume million unit 2009-­‐2013 600.0 500.0 400.0 CAGR 2009-­‐2013 XXX% 300.0 200.0 100.0 0.0 2013 Market consumption volume increased with a CAGR of XXX% between 2009-­‐2013, to reach a total of XXX million units in 2013. Fuente: Elaboración propia con datos de Market Line MEXICOMARKET
Sector Hair Care
Highlights In Mexico the per capita consumption of conditioners is only about around 0.25 litres per year as lower-­‐income consumers do not consider it an essential product. In addition, there is a myth that conditioners contribute to hair loss, which discourages some consumers from using the product. During 2013 CANIPEC (the national association of the cosmetics industry in Mexico), together with Procter & Gamble, Unilever, Colgate-­‐Palmolive and Laboratorios Grisi launched a campaign called “No dejes tu cabello a medias” (do not leave your hair halfway) meaning that using shampoo without conditioner is an incomplete routine for hair. In 2013 Procter & Gamble de México continued to lead hair care and accounted for 25% of retail value sales. Fuente: Euromonitor MEXICOMARKET
Sector Salon Hair Care
Mexico salon hair care market $USD million 2010-­‐2015 CAGR 2010-­‐2015 XXXX 2010 2011 2012 2013 2014 2015 The market for salon hair care products in Mexico totals $USD XXXX million at the manufacturers level in 2010. Mexico is the thirteenth largest market for professional hair care products in the world and the second largest in Latin America. Fuente: Elaboración propia con datos de Kline tasa de conversión $13.00 por dolar MEXICOMARKET
Sector Salon Hair Care
Some positive factors that will drive growth in the salon industry include increasing salon visits, growth in the aging of the population, and better education for hairdressers and stylists. Fuente: Kline MEXICOMARKET
Sector Salon Hair Care
The salon hair care market in Mexico is highly concentrated. The top five marketers represent more than 75% of the market, with L’Oréal holding a commanding lead in the Mexican market, more than four times the sales of its closest rival, Colomer.. Fuente: Kline MEXICOMARKET
Sector Salon Hair Care
Hair coloring products, conditioners, and shampoos are the three major types of salon services in Mexico in 2010. Shampoos hold the second position in Mexico. Back-­‐bar (professional use) products account for the vast majority of sales. Fuente: Kline MEXICOMARKET
Sector Organic Personal Care
Highlights Organic Personal Care Demand for personal care products in Mexico has steadily increased over the past decade due to the rise of the purchasing power of Mexican consumers. Expansion of sales channels together with an increasing number of male consumers and heightened demand for natural or organic ingredient products have contributed to growth. Department stores, drug store chains, specialized stores and retailers are currently the most important channels of distribuIon. MulI-­‐level markeIng is also very popular among consumers. The biggest segment in personal care products is hair care followed by skin care and fragrances. The Mexican market conInues to be polarized, with consumers split between premium products and lower-­‐priced, mass-­‐market alternaIves. Fuente: Euromonitor MEXICOMARKET
Sector Organic Personal Care
Highlights Organic Personal Care Major potential consumers for natural and organic personal care products in Mexico are females aged between 19 and 35. The most common way to enter the Mexican market is to establish a relationship with a local distributor or authorized representative. Local distributors and representatives keep in constant communication with customers and introduce them to new products. Some of the biggest players in the retail market already have their own distribution centers and import directly from the United States. Direct imports are only possible if the volume of sales is significant, otherwise, it is preferable to have a local distributor in the market. Fuente: U.S. Commercial Service HAIR CARE & SALON
PROFESIONAL HAIR CARE
POLONIA MARKET
POLANDMARKET
Sector Hair Care
Polonia haircare market $USD million 2012-­‐2017 The Polish haircare market had total revenues of $XXX million in 2012, representing a compound annual growth r a t e (C A G R ) o f X X X % between 2008 and 2012. CAGR 2012-­‐2017 XXX 2012 2013 2014 2015 2016 2017 Fuente: Elaboración propia con datos de Datamonitor POLANDMARKET
Sector Hair Care
Polonia Market consump+on volume million unit 2012 CAGR
2008-2012
XXX%
Market consumption volumes increased with a CAGR of 2.4% between 2008-­‐2012, to reach a total of 231.3 million units in 2012. Polonia Market consumption volume
CAGR of 2.4% million unit 2008-2012 Region 2012 Polonia 231.3 2012 Fuente: Elaboración propia con datos de Market Line POLANDMARKET
Sector Hair Care
Highlights Significantly greater diversity of oil-­‐inspired hair care product launches was the most prominent trend in hair care in 2013. Oils were used as a component of shampoo, conditioners and colourants. Hair care with argan oil was particularly popular. Argan oil received such positive consumer feedback that producers were applying it to the widest range of products. Producers launched lines of cosmetics for hair with argan oil emphasising its beneficial effects on hair health. The use of oils in colourants was strongly emphasised by the two category leaders, Henkel and L'Oréal, which widely promoted their new products in 2013. Henkel took over the leadership in hair care in 2013, with a value share of 19%. The company operates in salon hair care, standard shampoos, conditioners, colourants and styling agents. Fuente: Euromonitor POLANDMARKET
Sector Hair Care
Canales preferidos para compra de cosmeticos (hair care incluido) en Polonia segmentados por hombre y mujer. Fuente: AmaI & Associates POLANDMARKET
Sector Hair Care
German retailer Rossmann, is a market leader in Poland. Entered in the market in 1993 in Lodz. Nowadays it is present in 300 polish cities. In Poland they employ 8,000 people. Fuente: AmaI & Associates HAIR CARE & SALON
PROFESIONAL HAIR CARE
CHINA MARKET
CHINAMARKET
Sector Cosmetic
China’s cosmetic market has been expanding rapidly over the past 20 years. Despite this significant growth, China’s cosmetic consumption is still far from saturation, and the country is expected to remain a dynamic market. Nationwide sales are expected to grow at an average of 10 percent in the years ahead according to market research firm Kline & Co. With a population of 1.3 billion, of which 480 million are urban residents, China has the largest number of potential cosmetic customers in the world. As a result of China’s fast economic growth, living conditions should continue to improve, providing an increasing number of people with purchasing power to buy cosmetics. Fuente: U.S. Commercial Service CHINAMARKET
Sector Cosmetic
China's Imports of Major Cosme+c Products during Jan-­‐Nov 2012 $USD million China is potentially the largest customer base in the world, its per capita yearly spending on cosmetics is only about $15. China's Imports of Major Cosmetic Products
during Jan-Nov $US million 2012 Jan-Nov
YoY
2012 (US$
Description change (%) million) Perfumes and sprays Lip make-up preparations Eye make-up preparations Eye make-­‐up preparaIons Powders, whether or not compressed Other * 36.426 35.30% -­‐ -­‐ -­‐ -­‐ Shampoos -­‐ -­‐ -­‐ -­‐ Preparations for permanent
waving -­‐ -­‐ Other -­‐ -­‐ -­‐ -­‐ Personal deodorants and
antiperspirants -­‐ -­‐ Hair lacquers Lip make-­‐up preparaIons 22.40% Powders, whether or not
compressed Other * Perfumes and sprays 83.071 * (including preparations for the care of the skin, suntan
preparations, etc.) Fuente: Elaboración propia con datos de U.S. Commercial Service CHINAMARKET
Sector Cosmetic
China provides reasonable business opportunities for foreign cosmetic producers, particularly in the areas of imported middle and high end products. China's Imports of Major Cosme+c Products during Jan-­‐Nov 2012 $USD million China's Imports of Major Cosmetic Products during
Jan-Nov $US million 2012 Jan-Nov
YoY
2012 (US$ change
Description million) (%) Perfumes and sprays 83.071 22.40% -­‐ -­‐ Powders, whether or not compressed -­‐ -­‐ Other * Other -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ Personal deodorants and
antiperspirants -­‐ -­‐ Lip make-up preparations Eye make-up preparations Shampoos Preparations for permanent waving Hair lacquers 36.426 35.30% * (including preparations for the care of the skin, suntan preparations,
Shampoos PreparaIons for permanent waving Hair lacquers Other Personal deodorants and anIperspirants Fuente: Elaboración propia con datos de U.S. Commercial Service CHINAMARKET
Sector Cosmetic
Consumers can be assembled into three categories: upper, middle and lower. Factors that affect purchasing are brand, quality and price, in addition to their purchasing power. Those consumers that purchase imported brand products (high-­‐end market) are considered high-­‐income earners living in medium-­‐sized to large cities. This category comprises mainly young and middle-­‐aged women who favor well-­‐known cosmetics brands from Japan, Europe and the U.S. Fuente: U.S. Commercial Service CHINAMARKET
Sector Cosmetic
Cosmetics and Toiletries players have adapted their strategies to the changing economic climate, but will continue to pursue expansion in emerging markets to drive growth. The global leaders in the fast growing sectors of skin care, fragrances and hair care have approached gaining a presence in the BRIC markets. achieved and the lessons learnt. Fuente: Euromonitor CHINAMARKET
Sector Cosmetic
Buyers Perspective Department stores, specialty stores, professional beauty salons and some commercial websites typically buy and/or sell cosmetics in China. Department stores are known in China for retailing high-­‐quality products. Specialty stores retail the products of famous international cosmetics companies and a variety of small to medium-­‐size domestic companies. Consumers are now purchasing cosmetics through drugstores, especially since the cosmeceuticals market is increasingly becoming popular. Beauty salons have been opening rapidly in China. A large number of high-­‐end beauty salons and clubs are located in hotels, office buildings and high-­‐end department stores. Fuente: U.S. Commercial Service CHINAMARKET
Sector Cosmetic
Market Entry Fuente: U.S. Commercial Service CHINAMARKET
Sector Cosmetic
Entry Barriers and Obstacles Fuente: U.S. Commercial Service CHINAMARKET
Sector Cosmetic
Entry Barriers and Obstacles China introduced the cosmetic consumption tax in 1994. Since hair and skincare products were relatively expensive, the government decided to levy a 17 percent consumption tax on these products in order to balance consumption and increase its fiscal revenue. The consumption tax for hair and skincare products remains at 8 percent. China’s authorities have periodically updated the list of ingredients that are prohibited or restricted for use in cosmetics placed on the market. Fuente: U.S. Commercial Service CHINAMARKET
Sector Hair Care
China haircare market $USD billion 2010-­‐2015 The Chinese haircare market generated total revenues of XXX billion in 20 10 , representing a compound annual growth rate (CAGR) of XXX% for t h e p e r i o d s p a n n i n g 2006-­‐2010. CAGR
2010-2015
XXX%
2010 2011 2012 2013 2014 2015 Fuente: Elaboración propia con datos de Market Line CHINAMARKET
Sector Hair Care
China hair care market segment shampoo revenues $USD billion 2010 Shampoo sales proved the most lucrative for the Chinese hair care market in 2010, generating total revenues of $2.8 billion, equivalent to 75.2% of the market's overall value. China hair care market segment
shampoo revenues $USD billion
2010 Segment 2010 % Shampoo Others Total Shampoo Others -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ Total Fuente: Elaboración propia con datos de Market Line CHINAMARKET
Sector Hair Care
Market share of leading shampoo and condi+oner brands in China between 2011 and 2012 Market share of leading shampoo and
conditioner brands in China between 2011 and
2012 Brands 2011 2012 2011 Head & Shoulders (P&G)
2012 Pantene Pro-V (P&G) Rejoice (P&G) Clear (Unilever) Lux (Unilever) This statistics displays the market shares of leading shampoo, conditioner and 2 in 1 conditioning shampoo brands in China between 2011 and 2012. In 2011, the brand Rejoice from P&G reached a market share of about 12 percent in this subsector. Head & Shoulders (P&G) Pantene Pro-­‐V (P&G) Rejoice (P&G) Clear (Unilever) Lux (Unilever) Fuente: Elaboración propia con datos de StaIsta CHINAMARKET
Sector Hair Care
Highlights Rising hygiene awareness, improved living standards and a more diversified and specifically-­‐focused product range failed to insulate the industry from gradual economic slowdown in China. With a dominant value share of 40% in hair care, Procter & Gamble continued to lead the category in 2013. Hair care is a highly important market to Procter & Gamble in China, accounting for 50% of Procter & Gamble’s value sales in the beauty and personal care industry in China. Hair care products will be considered by more residents in remote areas as personal hygiene necessities, while the product diversification trend will keep urban residents interested in exploring different ranges of products. Different types of added fragrances and extracts will drive women consumers’ final buying decisions while products with herbal ingredients will remain attractive to health-­‐conscious consumers. Fuente: Euromonitor CHINAMARKET
Sector Salon Hair Care
China salon hair care market $USD million 2009-­‐2015 The professional hair care market in China reached CNY XXX billion (USD XXX million) in 2010, up XXX% from 2009 levels. China is the sixth-­‐largest market for salon hair care products in the world, up from seventh in 2007, and accounts for XXX% of the Asia-­‐
Pacific market. CAGR 2010-­‐2015 XXX% 2009 2010 2011 2012 2013 2014 2015 Fuente: Kline CHINAMARKET
Sector Salon Hair Care
Sales salon hair care in China 2010 China will perform well as demand for salon hair care products is driven by the increasing familiarity with professional products and growing penetration from the middle class. Fuente: Kline CHINAMARKET
Sector Salon Hair Care
XX% The market is highly fragmented with multinational players, as well as several local firms participating. L'Oréal and Procter & Gamble lead the market, while the top five players account for only 25% of overall sales. Fuente: Kline MAJOR BRANDS
PROFESSIONAL SHAMPOO
WORLDWIDE MARKET
P&G BRANDMARKET
Professional shampoo sold worldwide
Multinational manufacturer of product ranges including personal care, h o u s e h o l d c l e a n i n g , l a u n d r y detergents, prescription drugs and disposable nappies. Our market capitalization is greater than the GDP of many countries, and we market our products in more than 180 countries. W i t h t h i s s t a t u r e c o m e s b o t h responsibility and opportunity. Our responsibility is to be an ethical corporate citizen, but our opportunity is something far greater, and is embodied in our Purpose. Fuente: P&G P&G BRANDMARKET
Professional shampoo sold worldwide
NIOXIN Fuente: P&G P&G BRANDMARKET
Fekkai Professional shampoo sold worldwide
Fuente: P&G P&G BRANDMARKET
Professional shampoo sold worldwide
Wella Throughout the brand’s history, Wella has earned its title as the global authority on hair color. Wella Professionals has a strong heritage of outstanding leadership in the salon industry. For over 125 years, Wella Professionals has perfected the science and beauty of hair, working with scientists and colorists worldwide to drive innovation and inspiration for salon professionals. Wella Professional is available in salon all over the world and the brand just launched Wella Pro Series mid-­‐tier offering in Western Europe. Segments: Shampoo, Conditioner, Treatment, Styling. Price tier: Wella Professional: Premium/Salon/Expert Wella Pro Series: Mid-­‐tier Fuente: P&G P&G BRANDMARKET
Professional shampoo sold worldwide
Sebastian Sebastian offers professional Hair Care (Shampoo, Conditioners, Treatments, Styling) and Colour products and services around the world. Sebastian is distributed in North America, Western Europe and Asia. Segments: Shampoo, Conditioner, Treatment, Styling. Price tier: Premium/Salon/Expert Fuente: P&G P&G BRANDMARKET
Professional shampoo sold worldwide
Sassoon By the early 1980s, Vidal Sassoon, a recognized B r i t i s h h a i r-­‐ d r e s s e r, s o l d h i s n a m e t o manufacturers of haircare products and the multinational Procter & Gamble was applying his name to shampoos and conditioners sold worldwide. Entry-­‐tier products sold in mass markets were discontinued in the 1990s. Today, the brand offers salon hair care solutions, appliances and services in North America and Western Europe. Segments: Shampoo, Conditioner, Treatment, Styling. Price tier: Premium/Salon/Expert Fuente: P&G L’Oreal BRANDMARKET
Professional shampoo sold worldwide
Fuente: P&G L’Oreal BRANDMARKET
Professional shampoo sold worldwide
Garnier Fuente: P&G L’Oreal BRANDMARKET
Professional shampoo sold worldwide
Redken Fuente: P&G L’Oreal BRANDMARKET
Professional shampoo sold worldwide
Matrix L’Oréal Professional, Luxury and Active Divisions also offers the following brands: L’Oréal Professionel Kérastase Redken Matrix Pureology Mizani Shu uemura art of hair Kiehl`s Vichy The Body Shop Fuente: P&G UNILEVER BRANDMARKET
Professional shampoo sold worldwide
With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways. Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-­‐leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Fuente: P&G UNILEVER BRANDMARKET
Professional shampoo sold worldwide
Nexxus Fuente: P&G UNILEVER BRANDMARKET
Professional shampoo sold worldwide
TRESemmé Started in Salons in 1947, TRESemmé has now become a salon-­‐inspired brand sold in mass channels after it was bought by Alberto in 1968. Unilver acquired Alberto in 2011. Segments: Shampoo, Conditioner, 2in1, Styling Price tier: Mid-­‐tier Fuente: P&G DISTRIBUTION CHANNELS
DISTRIBUTIONCHANNELS
Levels
Distribution channels can be divided down into two channel levels: direct or indirect. Direct channels do not have any intermediaries between the company / supplier and the customer. Indirect channels contain one or more internal or external intermediaries that help a company “bring its product to final buyers”. The number of channel levels is also important because it can often drive the retail price for the end consumer. Wal-­‐Mart Stores, a US retailer, is widely popular with budget conscious consumers and is able to provide consumers with lower prices than its competitors due to the use of fewer intermediaries in its distribution channels. Fuente: Sweet Start Up DISTRIBUTIONCHANNELS
Behaviours
Channel behaviour can be thought of as the vertical, h o r i z o n t a l o r h y b r i d structuring of a company and its channel intermediaries. A company’s channel behaviour structures the way a firm and its intermediaries interact with one another. For vertical distribution s y s t e m s , t h e r e a r e t w o predominate types of channels: c o n v e n t i o n a l d i s t r i b u t i o n c h a n n e l a n d v e r t i c a l distribution system Fuente: Sweet Start Up DISTRIBUTIONCHANNELS
Behaviours
The horizontal distribution system consists of two or more companies working together in collaboration and is modelled by one system in its name. The third type of distribution channel, M u l t i -­‐ c h a n n e l d i s t r i b u t i o n systems, combines elements of both horizontal and vertical systems to form a hybrid model in which one single firm can set up multiple channels to reach multiple customers. Fuente: Sweet Start Up DISTRIBUTIONCHANNELS
Types
Fuente: Sweet Start Up DISTRIBUTIONCHANNELS
Partner
Companies must design and select channels with a select set of criteria that helps single out the most important and desirable aspects of a distribution channel. Here are a few considerations: Ø  Identify and analyse potential customer requirements / needs – whatever partner type you’re seeking, make sure your actions are consistent with improving value for customers. Ø  Identify competitors actions -­‐ are competitors using the same channel? What are the possible effects of using the same one? Ø  Set channel objectives – what do you intend to get out of the partnership? What are the KPIs? Ø  Determine organizational capabilities and resources – how much can you rely on them? Ø  Determine expected responsibilities of channel members – hold them accountable and responsible for selected tasks and outcomes. Ø  Abide by legal constraints – be mindful of existing contractual agreements at all times and make sure partners do the same. Ø  Evaluate and identify alternatives – keep track of KPIs, try to improve the working relationship. If things aren’t improving after remediation, start to look elsewhere. Fuente: Sweet Start Up DISTRIBUTIONCHANNELS
P&G typical distribution products
Fuente: P&G Market Strategies MARKET PRICES
MEXICO
MARKETPRICES
Mexico online
Productor L'Oréal L'Oréal
Descripción Tamaño L'Oréal Professionnel série experto Liss Ultime champú está formulado con aceite de Incell tecnología, que imita hábilmente ceramidas perdidas del cabello. Esto, 250 ml combinado con la adición de argán altamente nutritiva y aceites de oliva hace que este champú deja el cabello alisado, acondicionado y brillante con la salud. L'oreal Absolut repair, refuerza al cabello dañado. Enriquecido con ácido lactico, formula que deja al cabello sintiendose más fuerte, más suave y más liso con reflejo brillante. 1500 ml Imagen Precio MXN $XXX $XXX Fuente: Mercado Libre Mexico MARKETPRICES
Mexico online
Productor P&G P&G
Descripción Sebastian Volupt Champú Volumen Champú suave. Incrementa el volumen y brillo del cabello mientras lo lava. Con proteínas de seda para proteger el cabello. Ofrece protección óptima contra los daños medioambientales. Deja un aspecto suave y sedoso. Esencia delicada. Sebastian Hydre Champú Hidratante, Champú suave. Incrementa el volumen y brillo del cabello mientras lo lava. Con proteínas de seda para proteger el cabello. Ofrece protección óptima contra los daños medioambientales. Deja un aspecto suave y sedoso. Esencia delicada. Tamaño Imagen Precio MXN 1000 ml $XXX 250 ml $XXX Fuente: Oz CosmeIcs MARKETPRICES
Mexico online
Productor Descripción Tamaño Imagen Precio MXN L'Oréal Loreal Shampoo Absolut repair, refuerza al cabello dañado. Enriquecido con ácido lactico, formula que deja al cabello 500 ml sintiendose más fuerte, más suave y más liso con reflejo brillante. $XXX P&G
Nioxin Champú voluminizador diario. Elimina los residuos y DHT de forma suave del cabello y cuero cabelludo. Proporciona vitaminas nutrientes, proteinas y amino 1000 ml ácidos. Crea y mantiene la salud del cuero cabelludo. Mejora la apariencia del Cabello fino. $XXX Fuente: Oz CosmeIcs MARKETPRICES
Mexico online
Productor Descripción Tamaño Imagen Precio MXN Unilever Nexxus Therappe Shampoo Pump bottle NexxuSpheres technology -­‐ time released nutrient Luxury Moisturizing Shampoo Restores and maintains vital moisture 1300 ml needed for dry, brittle hait. $XXX L'Oréal
Kerastase Kerastase Biotic Bain Bio-­‐Recharge Champú Da energía al cuero cabelludo proporcionándole un aspecto saludable, bonito cabello. Contiene bioflorine proporcionando una acción purificante. Hidrata y aclara el 250 ml cabello y las raíces. Calma el cuero cabelludo de los picorres e irratación proporcionando frescura. Deja el cabello limpio, suave y flexible. Apto para cabello mixto. $XXX Fuente: Oz CosmeIcs, Traetelo.com