Sie sind auf Seite 1von 6

SETS/KITS IN THE PHILIPPINES

Euromonitor International
July 2014

SETS/KITS IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Category Data .............................................................................................................................. 2
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9

Sales of Sets/Kits: Value 2008-2013 ............................................................ 2


Sales of Sets/Kits: % Value Growth 2008-2013 ........................................... 2
Sales of Sets/Kits by Premium vs Mass: % Value 2008-2013...................... 2
NBO Company Shares of Sets/Kits: % Value 2009-2013 ............................ 2
LBN Brand Shares of Sets/Kits: % Value 2010-2013 ................................... 3
LBN Brand Shares of Premium Sets/Kits: % Value 2010-2013 .................... 3
Forecast Sales of Sets/Kits by Premium vs Mass: % Value: Value
2013-2018 .................................................................................................... 4
Forecast Sales of Sets/Kits by Premium vs Mass: % Value: % Value
Growth 2013-2018 ....................................................................................... 4
Forecast Sales of Sets/Kits by Premium vs Mass: % Value 2013-2018 ....... 4

Euromonitor International

Passport

SETS/KITS IN THE PHILIPPINES

SETS/KITS IN THE PHILIPPINES


HEADLINES
Sets/kits sales increases by 41% in current retail value terms to Ps561 million in 2013
Sets/kits are often used as promotional items
Sets/kits unit prices increase by 1%
Avon Cosmetics Inc leads sets/kits with 42% of retail value sales
Sets/kits is expected to register a CAGR of 2% at constant 2013 prices over the forecast
period

TRENDS
In 2013, sets/kits experienced a spike in growth at 41% due to the strong marketing efforts of
direct sellers such as Avon Cosmetics, Nu Skin Enterprises and UHS Essential Health. Due to
the strong economic growth experienced during the year, consumers were able to purchase
items in sets/kits instead of the usual sachet packaging.
Manufacturers often use sets/kits as promotional and limited-edition items. One important way
of convincing consumers to buy particular sets/kits is the cost saving associated by
purchasing the whole set instead of buying products individually. This is especially true for
mass brands where the target consumers are often price sensitive. Aside from boosting sales,
offering sets/kits allows manufacturers to encourage consumers to try items in the product line
which are marketed to have better results. This is especially true for skin care products.
Fragrances sets are more popular in premium fragrances than in mass fragrances.
Fragrances sets are often limited edition and gender specific. Meanwhile, bath and shower
sets, hair care sets, and make-up kits/sets are dominated by mass brands. Frequently,
manufacturers of mass brands will offer gift/sets with packaging that informs consumers of the
discount associated with the purchase. Thus, most sets/kits are often priced lower compared
to individual products.
Trial packs and starter kits are more popular in skin care, where manufacturers try to market
their whole product line. Trial packs often include smaller packages than regular ones. In
colour cosmetics, make-up kits which include lip products, eye make-up and facial make-up in
one box are gaining popularity, especially among first-time make-up users such as teens and
students. These products are retailed as low as Ps100 and appeal to price-sensitive
consumers.
Avon Cosmetics Inc is the largest sets/kits manufacturer in the Philippines. The company
shares 42% to total category sales in 2013. The companys capitalises on wide range of
brand in beauty and personal care and its leadership in numerous categories. Nu Skin
Philippines Inc, ranked second with 9% of retail value sales, mostly derived from its skin care
line. It should be noted that Nu Skins skin care lines are often purchased in sets/kits to
guarantee best results.
Domestic players, which often compete on price, have little influence on sets/kits. The only
local player with a significant share is Ever Bilena Cosmetics Inc, which offers cheap make-up
kits. Most local players offer their products in smaller packages, making them affordable and
attractive to lower- and middle-income buyers.
L'Oral Philippines Inc introduced a skin care set/kit in 2013 called the L'Oral Paris Revitalift
Laser X3 Set, which claimed to prevent the signs of ageing through its wrinkle corrector, neo-

Euromonitor International

Passport

SETS/KITS IN THE PHILIPPINES

Passport

collagen stimulator and tissue re-tightening agent. In order to make the product more
appealing, it offered a 25% discount during the third quarter.
Sets/kits is expected to register a CAGR of 2% at constant 2013 prices over the forecast
period. The availability of and consumers preference for more affordable sachet packaging
could hinder growth in sets/kits. Demand will continue to be limited to middle-income
consumers who are more concerned about the cost savings from buying in larger quantities
instead of buying them individually.
With the expected increase in disposable income in the Philippines due to the more vibrant
economic landscape, manufacturers can work on augmenting demand for sets/kits by
emphasising the savings attained through the purchase of more products. It should be noted
that some middle-income Filipinos are starting to recognise the cost savings associated with
bulk purchases. Meanwhile, sets/kits of products in sachets can also be pushed by
companies in order to ensure consumers loyalty to the entire product line.

CATEGORY DATA
Table 1

Sales of Sets/Kits: Value 2008-2013

PHP million

Sets/Kits
Source:

2008

2009

2010

2011

2012

2013

298.6

279.2

342.0

361.8

398.0

561.2

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Sales of Sets/Kits: % Value Growth 2008-2013

% current value growth

Sets/Kits
Source:

2012/13

2008-13 CAGR

2008/13 Total

41.0

13.5

88.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Sales of Sets/Kits by Premium vs Mass: % Value 2008-2013

% retail value rsp

Premium
Mass
Total
Source:

2008

2009

2010

2011

2012

2013

5.7
94.3
100.0

9.1
90.9
100.0

8.0
92.0
100.0

6.2
93.8
100.0

6.0
94.0
100.0

5.5
94.5
100.0

2012

2013

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

NBO Company Shares of Sets/Kits: % Value 2009-2013

% retail value rsp


Company

Euromonitor International

2009

2010

2011

SETS/KITS IN THE PHILIPPINES

Passport

Avon Cosmetics Inc


Nu Skin Enterprises
Philippines Inc
Procter & Gamble
Philippines Inc
L'Oral Philippines Inc
JVS Worldwide Inc
Ever Bilena Cosmetics Inc
UHS Essential Health
Philippines Inc
Shiseido Co Ltd
Johnson & Johnson
(Philippines) Inc
Others
Total
Source:

6.3
12.7

16.1
12.0

41.9
9.2

14.6

13.2

13.1

12.7

8.3

14.5
12.8
5.8
4.6

12.4
10.9
4.5
4.2

12.2
10.8
4.0
2.6

10.1
10.3
3.5
2.5

7.8
7.1
2.5
1.8

2.7
1.3

2.3
1.1

2.3
1.0

2.2
0.7

1.6
0.5

39.0
100.0

34.4
100.0

34.9
100.0

30.0
100.0

19.4
100.0

LBN Brand Shares of Sets/Kits: % Value 2010-2013

% retail value rsp


Brand
AVON Color
Nu Skin
Pond's
L'Oral Paris
The Body Shop
Ever Bilena
Sens
Shiseido
Avon Anew
Johnson & Johnson
Avon Baby
Others
Total

Company

2010

2011

2012

2013

Avon Cosmetics Inc


Nu Skin Enterprises
Philippines Inc
Procter & Gamble
Philippines Inc
L'Oral Philippines Inc
JVS Worldwide Inc
Ever Bilena Cosmetics Inc
UHS Essential Health
Philippines Inc
Shiseido Co Ltd
Avon Cosmetics Inc
Johnson & Johnson
(Philippines) Inc
Avon Cosmetics Inc

17.0

12.7

7.9
12.0

9.2
9.2

13.2

13.1

12.7

8.3

12.4
10.9
4.5
4.2

12.2
10.8
4.0
2.6

10.1
10.3
3.5
2.5

7.8
7.1
2.5
1.8

2.3
1.1

2.3
4.7
1.0

2.2
6.9
0.7

1.6
0.9
0.5

34.4
100.0

1.6
34.9
100.0

1.2
30.0
100.0

0.1
51.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

LBN Brand Shares of Premium Sets/Kits: % Value 2010-2013

% retail value rsp


Brand
Sens
Shiseido
Others
Total
Source:

17.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Source:

0.7
3.9

Company

2010

2011

2012

2013

UHS Essential Health


Philippines Inc
Shiseido Co Ltd

53.0

42.0

40.9

33.5

29.1
18.0
100.0

36.5
21.6
100.0

36.1
23.0
100.0

29.3
37.3
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Euromonitor International

SETS/KITS IN THE PHILIPPINES

Table 7

Passport

Forecast Sales of Sets/Kits by Premium vs Mass: % Value: Value 2013-2018

PHP million

Sets/Kits
Source:

2013

2014

2015

2016

2017

2018

561.2

667.6

697.8

693.5

664.1

618.1

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 8

Forecast Sales of Sets/Kits by Premium vs Mass: % Value: % Value Growth


2013-2018

% constant value growth


2013-18 CAGR

2013/18 TOTAL

2.0

10.1

Sets/Kits
Source:

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9

Forecast Sales of Sets/Kits by Premium vs Mass: % Value 2013-2018

% retail value rsp

Premium
Mass
Total
Source:

2013

2014

2015

2016

2017

2018

5.5
94.5
100.0

5.5
94.5
100.0

5.5
94.5
100.0

5.6
94.4
100.0

5.7
94.3
100.0

5.8
94.2
100.0

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International