Beruflich Dokumente
Kultur Dokumente
Table of Contents
Executive Summary Global Findings Category and Segment Growth Fastest Growing Categories Key Consumer Trends Regional Growth Product Area Highlights Private Label Trends Methodology 2 7 10 14 17 28 35 45 48
The information contained in this report has been collected from Nielsen in 69 markets around the world. For questions or to obtain more detailed information by market please contact your local Global Services representative or via email at GlobalServices@ACNielsen.com. The information contained in this report is not to be used with sources outside of your company without the express written permission of Nielsen Global Services. Copyright 2007 The Nielsen Company. All rights reserved. ACNielsen is a trademark or registered trademark of AC Nielsen (US), Inc. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other brand and product names are trademarks or registered trademarks of their respective companies.
Executive Summary
This 2007 edition of Whats Hot around the Globe Insights on Growth in Personal Care Products looks at the fastest-growing categories and product areas across 69 key markets around the world, based on their value sales increases from 2005 to 2006. The consumers and these markets make up more than 75% of the worlds population, contributing more than 90% of the worlds GDP. Through our series of Whats Hot studies, Nielsen has identified some general trends relating to consumer purchases: A Continued Focus on Health The Need for Convenience The Continuing Need for Value
Consumers seek products that are healthful and beneficial to them, and that make their lives easierall offered at a good value. These trends again surface when studying Personal Care items in the following ways.
Health
A concern for healthy skin is seen to be a global trend. With an aging population and more information about the long-term effects of the sun, there has been much growth in products aimed at taking care of consumers skin. Examples include items such as face moisturizing, hand and body moisturizing, and sun protection products. This follows previous Whats Hot studies, which also found consumers reaching for healthy items. The recent food & beverage report showed increases in purchases of yogurt, salads and fresh fish. The study on household products also centered on keeping the home healthy, with disinfectants and sanitizing products showing growth.
Convenience
Time continues to be a precious commodity for much of the developed world, and consumer products that help save time are always popular. Examples in the area of Personal Care include disposable diapers and changing pads for babies. Also, personal and baby wipes have been showing strong growth, reinforcing the concept of making our lives more convenient. Another consumer nod towards convenience is the fact that bath and shower gels are growing faster than standard toilet soap globally, and within every region except Asia Pacific.
Value
When looking at the concept of value, it is important to remember that value is not based on price alone but rather a combination of elements that enhance the consumers perception of what they are receiving for the money. Many times this is expressed in terms of sales of private label items. To be sure, Personal Care items are showing growth, and in many cases private label is growing at similar rates. This report includes information on private label items where relevant.
Other Fast-Growing Categories There were 16 additional categories growing faster than the global average, some of which were also over US $1 billion in sales. When looking at these categories it is interesting to note that they also echo many of the themes that consumers desire health, convenience, and value. Throughout this study, we see the desire of consumers to have the products that improve and enhance their lives.
Global Findings
Overall, Personal Care grew globally by 5% though 2006
Across the markets and categories analyzed for this study, the combined sales of Personal Care items grew by five percent in the 12 months ending December 2006. This growth rate is slightly higher than the recent studies focusing on Food & Beverages and Household Products, which showed growth of four percent. Growth rates within regions did fall within a similar pattern to previous studies, with year-over-year growth in Latin America and in the Eastern Europe, Middle East and Africa (EEMEA) regions showing higher growth rates than other regions. Perhaps as expected, the more developed markets of Europe and North America showed a net growth slower than the global average.
Year over year growth of Personal Care products by region* (2005 2006)
12%
11%
10%
9%
8%
7% 5% 4% 3%
6%
4%
2%
0%
Global
Europe (19)
EEMEA (21)
Global Findings
The largest share of value sales in Personal Care products came from Europe, followed by North America. Asia Pacific and Latin America both had double-digit share of the overall sales, while EEMEA had only 7% of the overall sales. When looking at the contribution to year over year growth, which takes into account both value sales and growth rates, we see that Asia Pacific, Latin America and EEMEA all contribute more than their share of total sales would indicate. This highlights the impact these regions have on new growth in Personal Care categories.
Europe 30%
EEMEA 7%
EEMEA 14%
In addition to looking at individual category growth, Personal Care items were also grouped into nine larger product areas. All but one of these had growth rates at or above the global average. The product area growing the fastest overall was Sun Care/Skin Coloring, while Body Cleansing & Moisturizing contributed the largest value. Contrary to recent studies on Food & Beverages and Household Care products, the largest categories in terms of total value sales showed growth at or near the global average. The top three largest categories, Toilet Tissue, Disposable Diapers and Shampoo all grew at five percent. The following sections detail these findings.
10
US$ (mill)
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Total Personal Care Baby Care Group Cosmetics Group Hair Care Group Personal Paper Group Dental Care Group Body Cleansing & Moisturizing Group Face Cleansing & Moisturizing Group Sun Care / Skin Coloring Group Hair Removal Group
5% 5% 4% 5% 5% 6% 6% 7% 9%
Fastest-Growing Area Largest Value Growth
5%
2006 2005
11
Toilet Soap
4% 5% 4%
2006
Tooth Cleaning
Sanitary Protection
+$425 mm
Shampoo
5% 5% 5%
0 5,000 10,000 15,000
+$621 mm
Disposable Diapers
+$684 mm
Toilet Tissue
US$ (mill)
+$750 mm
20,000
12
NOTE: Bath Additives were only slightly down, at - 0.1% Markets measured in parentheses
13
Fastest Growing Category Massage Creams / Oils ** Specialist Cleansing Hand Skin Lightening ** Mouthwash/Oral Rinses/Antiseptics Sun Protection ** Incontinence Pads/Pants Face & Eye Moisturizers **
Product Area Body Cleansing & Moisturizing Body Cleansing & Moisturizing Sun Care / Skin Coloring Dental Care Sun Care / Skin Coloring Personal Paper Face Cleansing & Moisturizing
Category Growth Rate 26% 22% 21% 12% 11% 10% 10%
Private Label Growth Rate 91% 25% 287% 7% 12% 10% 13%
15
Category Baby Moist Wipes Conditioners Hand Sanitizers Hand/Body/All Purpose Moisturizers Powered Shavers Eye Cosmetics - Eyebrow/Mascara/Shadow Diaper/Nappy Rash Cream Personal Moist Wipes Toothbrushes Face Cleansing / Toning Denture Fixatives Soothers - Pacifiers/Dummies Deodorants (includes body sprays) Dental Floss/Tape Body Cleansing Shower Gel Razors & Blades
Product Area Baby Care Hair Care Body Cleansing & Moisturizing Body Cleansing & Moisturizing Hair Removal Cosmetics Baby Care Personal Paper Dental Care Face Cleansing & Moisturizing Dental Care Baby Care Body Cleansing & Moisturizing Dental Care Body Cleansing & Moisturizing Hair Removal
16
17
18
Sun Care / Skin Hair Removal Coloring 7% 2% Face Cleansing & Moist. 7%
19
Shampoo
5% 9% 3% 3% 4% 1%
2006 2005
Conditioners
Anti-Baldness
5%
20
Sun Care / Skin Hair Removal Coloring 7% 2% Face Cleansing & Moist. 7%
21
Sun Protection
Skin Lightening
21%
2005
22
Global
Massage Creams / Oils 26% Specialist Cleansing - Hand 22% Skin Lightening 21% Disposable Changing Mats 15% Mouthwash/Oral Rinses/ Antiseptics 12% Sun Protection 11% Incontinence Pads/Pants 10% Face & Eye Moisturizers 10% Baby Moist Wipes 9% Conditioners 9%
Greece
Self-Tanning 375% Skin Lightening 31% Incontinence Pads/Pants 17% Cotton Wool 15% Conditioners 13% Aftersun 11% Mouthwash/Oral Rinses/ Antiseptics 10% Baby Moist Wipes 10% Depilatories 10% Lip Moisturizers 8%
Portugal
Lip Moisturizers 60% Denture Fixatives 26% Depilatories 22% Facial CosmeticsBlush/Concealer/Found 17% Face & Eye Moisturizers 15% Sun Protection 12% Conditioners 11% Incontinence Pads/Pants 10% Perfume/Cologne 10% Mouthwash/Oral Rinses/ Antiseptics 9%
Brazil
Depilatories 22% Personal Moist Wipes 19% Sun Protection 14% Diaper/Nappy Rash Cream 14% Mouthwash/Oral Rinses/ Antiseptics 13% Disposable Diapers 12% Colorants 11% Sanitary Protection 10% Face Cleansing / Toning 10% Aftershave 10%
23
New Zealand
Cosmetic Removers Eye/Face/Nail 61% Denture Fixatives 25% Soothers - Pacifiers/Dummies 17% Tooth Stain Removers/ Whiteners 17% Hand/Body/All Purpose Moisturizers 17% Mouthwash/Oral Rinses/Antiseptics 15% Lip Cosmetics 13% Face & Eye Moisturizers 11% Diaper/Nappy Rash Cream 10% Baby Moist Wipes 10%
Norway
Cosmetic Removers Eye/Face/Nail 25% Denture Cleansers 25% Colorants 15% Sun Protection 12% Facial Cosmetics 9% Toilet Tissue 8% Body Cleansing Shower Gel 8% Personal Moist Wipes 6% Razors & Blades 6% Toothbrushes 6%
US
Massage Creams / Oils 80% Disposable Changing Mats 60% Specialist Cleansing - Hand 55% Body Cleansing Shower Gel 35% Soothers - Pacifiers/Dummies 15% Baby Moist Wipes 12% Conditioners 10% Sun Protection 9% Eye Cosmetics 8% Hand/Body/All Purpose Moisturizers 7%
24
Perfume/Cologne
8%
-14%
Colorants
5%
9%
Powered Shavers
10%
Total Category Male Female
25
Global Thailand Saudi Arabia United Arab Emirates Morocco Egypt Czech Republic United States Greece Slovakia
US$ (mill)
26
-4%
60
-2%
North America
2%
Asia Pacific
-36%
Europe 50
0% Global -5%
46 43
50 40
40
-10%
-15% 30 -20%
-25%
20
-30% 10 -35%
-40%
27
28
Regional Growth
Overall growth is positive and is higher in smaller regions
The regional trends in Personal Care products are fairly consistent with what has been seen in other studies. The larger regions such as Europe and North America spend the most on Personal Care items from year to year, but are growing at a slower rate. In contrast, the Latin America and EEMEA markets show smaller annual value sales, but a larger year-over-year increase, demonstrating their potential. Asia Pacific is a mix of developed markets (such as Japan and Australia) and newer, developing markets (China, India), which provides a mix of high and low growth.
80,000
4%
70,000 60,000 50,000 40,000 30,000 20,000 10,000 0
2006
2005
3% 7% 9% 11%
Europe (19)
US$ (mill)
EEMEA (21)
29
4% 7% 8% 5% 5% 3% 3% 5% 2% 4%
70,000
2005 2006
80,000
30
5% 7% 4% 3% 2% 3% 4% 3% 0%
2005 2006
3%
500,000
31
Hair Removal Group Sun Care / Skin Coloring Group Face Cleansing & Moisturizing Group Body Cleansing & Moisturizing Group Dental Care Group Personal Paper Group Hair Care Group Cosmetics Group Baby Care Group Total Personal Care
0
5% 16% 7% 8% 8% 9% 6% 0% 9% 7%
5,000 10,000 15,000 20,000 25,000 30,000
35,000
32
2005 2006
9%
20,000
33
2005 2006
11%
140,000
34
6% 15% 8%
2005 2006
9% 5% 7% 5%
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
36
5% 3% -2% 5% 8% 1% 6%
2005 2006
4%
14,000 16,000
37
1% 4% 3% 3% 9% 5%
2005 2006
5%
35,000
38
Cotton Wool Personal Moist Wipes Facial Tissues Toilet Tissue Incontinence Pads/Pants Sanitary Protection Personal Paper Group
0
3% 7% 3%
2005 2006
5% 10% 4% 5%
5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
39
-4% 7% 1% 2% 12% 6% 7% 5% 6%
2005 2006
25,000
40
8% 22% 4% 6% 0% 26% 8% 7%
2005 2006
6%
320,000
41
4% 7% 1% 10% 7%
0 2,000 4,000 6,000 8,000 10,000 12,000
2005 2006
Lip Moisturizers
14,000
42
Skin Lightening
2005 2006
9%
500 1,000 1,500 2,000 2,500 3,000
43
8%
2005 2006
Depilatories
5% 3% 6% 5%
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
Shaving Bars/Cream/Foam/Gel
44
45
Product Area Personal Paper Baby Care Personal Paper Personal Paper Personal Paper Body Cleansing / Moisturizing Sun Care / Skin Coloring Dental Care Personal Paper Sun Care / Skin Coloring Baby Care Personal Paper Dental Care Dental Care Body Cleansing / Moisturizing Dental Care Personal Paper Cosmetics Dental Care Sun Care / Skin Coloring
Category Cotton Wool Baby Moist Wipes Toilet Tissue Facial Tissues Personal Moist Wipes Hand Sanitizers Skin Lightening ** Manual toothbrushes Panty liner Aftersun Disposable Diapers Incontinence Pads/Pants ** Toothbrushes Dental Floss/Tape Bath Additives Denture Cleansers Tampon Cosmetic Removers Mouthwash/Oral Rinses/Antiseptics Sun Protection **
46
Private Label Share Baby Care Group Cosmetics Group Hair Care Group Personal Paper Group Dental Care Group Body Cleansing & Moisturizing Group Face Cleansing & Moisturizing Group Sun Care / Skin Coloring Group Hair Removal Group
Manufacturer brands growing faster than Private Label
Manufacturer Growth 5% 4% 5% 5% 6% 6% 7% 9% 5%
47
Methodology
Markets
This Nielsen study focused on the following 69 markets across five regions. These markets account for more than 90% of the worlds real GDP and over 75% of the worlds population.
Europe (19) Austria Belgium Switzerland Germany Denmark Spain Finland France Great Britain Ireland Italy Netherlands Norway Portugal Sweden Czech Republic Slovakia Hungary Poland Asia Pacific (14) Australia China Hong Kong Indonesia India Japan South Korea Malaysia New Zealand Singapore Thailand Taiwan Vietnam Philippines North America (2) Canada United States Eastern Europe, Middle East & Africa (EEMEA) (21) United Arab Emirates Bulgaria Estonia Egypt Greece Croatia Israel Kazakhstan Lithuania Latvia Morocco Romania Russia Saudi Arabia Slovenia Turkey South Africa Belarus Serbia & Montenegro Kenya Ukraine Latin America (13) Argentina Brazil Chile Colombia Costa Rica Guatemala Honduras Nicaragua Panama El Salvador Mexico Puerto Rico Venezuela
49
50
Coverage
As with our other studies, this report is based on purchasing information from grocery and mass merchandise retailers and generally excludes such channels as department stores and home improvement centers. In some markets, sales from convenience stores, pharmacies, and specialty stores are also included. It is important to note that Nielsen consumer panel data has been included as the source for US Wal-Mart information, which is included in the totals for North America. Since coverage can differ significantly across markets, we have cited in our findings the actual number of markets included in this study where relevant. In cases where products were segmented into different categories across markets, we have aligned the products and categories in order to provide the most consistent view available.
Time Period
Information was collected for the 12-month periods ending year-end 2005 and 2006. Due to differences in timing of data collection in some locations around the world, the actual year-ending date could vary among different markets; however, each market compared consistent 12-month year-over-year figures.
51
0.7557722 1.21295 20.8789998 5.63235 0.5070737 191.2800161 6.1737 2.88365 6.8124 26.3299999
Latin America Argentine Peso Brazil Real Chilean Peso Colombian Peso Costa Rican Colon El Salvadorian Colon Guatemalan Quetzal Honduran Lempira Mexican Peso Nicaraguan Cordoba Panamanian Balboa Venezuelan Bolivar EEMEA Belarus Rouble Bulgarian Lev Estonian Kroon Egyptian Pound Croatian Kuna Israeli Shekel Kazakhstan Tenge Kenyan Shilling Lithuanian Lit Latvian Lat Moroccan Dirham Romanian Leu (new) Russian Ruble Saudi Riyal Serbian Dinar Slovenia Tolar Turkish Lira (new) South African Rand Ukraine Hryvna United Arab Emirates
3.0575 2.1606 527.0499321 2243.35313185 515.7601361 8.752 7.595 18.8950001 10.8350001 17.9740001 1 2147.2997522
2141.5012878 1.485 11.8251499 5.7125 5.56755 4.1805 127.7500027 69.6499991 2.60955 0.5271 8.4238 2.58435 26.2634999 3.75035 60.3757486 181.1250175 1.4285 6.997 5.04 3.67285
52