Beauty and Personal Care in Mexico - pdf.askci.compdf.askci.com/2011/07/131045575049.pdf · urther market segmentation. ... and Oriflame de México SA, and private label brands are

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Beauty and Personal Care in Mexico


一、调研说明

中商情报网全新发布的《Beauty and Personal Care in Mexico

》主要依据国家统计局、国家发改委、商务部、中国海关、国务院发展研究中心、行业协会、

工商、税务、海关、国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料，

结合深入的市场调研资料，由中商情报网的资深专家和研究人员的分析。首先，报告对本行业

的特征及国内外市场环境进行描述，其次，对本行业的上下游产业链，市场供需状况及竞争格

局等进行了细致的详尽剖析，接着报告中列出数家该行业的重点企业，并分析相关经营财务数

据。最后，对该行业未来的发展前景，投资风险及投资策略给出科学的建议。本报告是行业生

产、贸易、经销等企业在激烈的市场竞争中洞察市场先机，根据市场需求及时调整经营策略，

为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学

的决策依据。

报告名称 Beauty and Personal Care in Mexico

出版日期 May/2011

报告格式 PDF电子版或纸介版

交付方式 Email发送或EMS快递

中文价格印刷版0元

电子版0元

中文印刷版+电子版0 元

订购热线 400-666-1917

二、报告目录

【About this report】：

This market report provides market trend and market growth analysis of the Beauty and Personal Care

industry in Mexico. With this market report, you’ll be able to explore in detail the changing shape and

potential of the industry. You will now be able to plan and build strategy on real industry data and pro

jections.

The Beauty and Personal Care in Mexico market research report includes:

§Analysis of key supply-side and demand trends

§Detailed segmentation of international and local products

§Historic volumes and values, company and brand market shares


§Five year forecasts of market trends and market growth

§Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

§What is the market size of Beauty and Personal Care in Mexico?

§What are the major brands in Mexico?

§How are sales of mass versus premium beauty products evolving?

§What are the key shifts in retail channel distribution?

Why buy this report?

§Gain competitive intelligence about market leaders

§Track key industry trends, opportunities and threats

§Inform your marketing, brand, strategy and market development, sales and supply functions

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Post-recession landscape in the Mexican beauty and personal care market

Mature categories, such as bath and shower and oral care, were less affected during the economic slu

mp in 2008 and 2009, as consumers still needed to wash themselves and brush their teeth. In 2010, pos

itive signs of growth in the beauty and personal care industry were more apparent in discretionary ite

ms in categories such as fragrances, men’s grooming and sun care, mainly boosted by product innovati

on, and changing demographics and lifestyles.

Changing consumer habits in bath and shower

In 2010, water availability became a significant issue, as the public authorities urged the population to

take measures to reduce consumption by adopting new bath and shower habits. The bar soap category

reported a decline in volume terms in that year, while substitutes for body washing, including liquid so

ap, became more popular among Mexican consumers.

Sun protection turning into an essential personal care item

In 2010, rising concerns regarding the damage to the skin that can be done by exposure sunlight led to

sun protection becoming a part of the daily routine for many Mexicans. However, slow penetration am

ong low-

income consumers remains an important challenge for the public authorities and manufacturers, which


have been unable to create a sun care culture and affordable product options for this consumer segme

nt. Sun protection nevertheless posted healthy growth in volume terms in 2010, driven mainly by more

affluent consumers, who increasingly regard sun protection as essential.

Specialist beauty shops underperformed in 2010

Due to relative higher prices, specialist beauty retailers underperformed in 2010. Direct selling on the

other hand took of some of this market by offering newer and specific attributes and ingredients which

are very attractive for consumers. These, sometimes exotic, ingredients are available across whole pro

duct lines of skin care products, bath and shower and colour cosmetics, amongst others. In addition, fr

ee demonstrations of products, in-

store aromas and eye catching displays are common practices amongst specialist retailers, increasing t

heir appeal to consumers.

Product innovation remains an important industry driver

The performance of the beauty and personal care industry is expected to be driven by innovation and f

urther market segmentation. The forecast period is likely to see the introduction of new formulas with

enhanced benefits, as well as innovation in containers, packaging and image. In terms of market segm

entation, there is likely to be an increase in the number of products targeting consumers with social an

d environmental concerns, as well as a wider range of products aimed at specific ages and lifestyles.

【Table of Contents】：

Beauty and Personal Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Post-recession landscape in the Mexican beauty and personal care market



Specialist beauty shops underperformed in 2010

Product innovation remains an important industry driver

KEY TRENDS AND DEVELOPMENTS

Natural active ingredients more widely used in beauty and personal care

Environmental and social responsibility on the agenda of all major players

Post-crisis dynamism in the industry driven by urban lifestyles and gender




MARKET INDICATORS

· Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010

· Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010

· Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010

· Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010

· Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010

· Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010

· Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010

· Table 8 Penetration of Private Label by Category 2005-2010

· Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010

· Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 20

10

· Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015

· Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015

· Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015

· Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015

DEFINITIONS

· Summary 1 Research Sources

Beauty and Personal Care in Mexico - Company Profiles

Arabela SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

· Summary 3 Arabela SA de CV: Competitive Position 2010

Cosbel SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 5 Cosbel SA de CV: Competitive Position 2010


Cosmética SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 7 Cosmética SA de CV: Competitive Position 2010

Cosmetobelleza SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 9 Cosmetobelleza Natural IM SA de CV: Competitive Position 2010

Jafra Cosmetics International SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 12 Jafra Cosmetics SA de CV: Production Statistics 2010


· Summary 13 Jafra Cosmetics SA de CV: Competitive Position 2010

Laboratorios Grisi Hermanos SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 16 Laboratorio Hermanos Grisi SA de CV: Production Statistics 2010


· Summary 17 Laboratorios Hermanos Grisi: Competitive Position 2010

Probelco SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND


PRODUCTION


· Summary 19 Probelco SA de CV: Competitive Position 2010

Sanchez y Martin SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 21 Sánchez y Martín SA de CV: Production Statistics 2010


· Summary 22 Sánchez y Martín SA de CV: Competitive Position 2010

Summa Co SA de CV in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

· Summary 24 Summa Co SA de CV: Production Statistics 2010


· Summary 25 Summa Co: Competitive Position 2010

The Body Shop Mexico in Beauty and Personal Care (Mexico)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

· Summary 28 The Body Shop: Private Label Portfolio


· Summary 29 The Body Shop: Competitive Position 2010

Baby Care in Mexico - Category Analysis

HEADLINES

TRENDS

· According to the National Population Council (CONAPO) the number of births in Mexico will conti

nue to show a decline of 1% per year over the next five years, resulting in there being less than two mi

llion births annually. This will be an important contributing factor to the general slowdown in the baby


care category. However, it is likely that the increasing care and attention given by parents to each chil

d in families with fewer children could act as a counterweight to this.

COMPETITIVE LANDSCAPE

· The competitive landscape in baby care saw little movement in 2010. Colgate-

Palmolive continued to be the leader in terms of value sales, through the Mennen, Palmolive Kids and

Baby Magic brands, followed by Johnson & Johnson de México SA de CV, with the Johnson’s Baby

brand. Johnson’s Baby has benefited from the development of three-

step combination products, with shampoo, conditioner and hair styling creams.

PROSPECTS

· Intense competition between companies may lead to the offering of products with multiple benefits t

hat can command higher prices, such as baby and children’s skin care products with sun protection or

medical properties, or beauty and personal care items which also serve as toys. In an effort to increase

sales, companies will not only focus on adapting to new trends but also on including medical propertie

s in their products. Similarly, pharmaceutical companies may extend their well-

known brands and further develop their consumer lines, taking advantage of their extensive research a

nd expertise in skin care. Direct sellers, such as Avon Cosmetics SA de CV, Arabela SA de CV, Jafra

and Oriflame de México SA, and private label brands are likely to continue their efforts to develop the

market further, particularly among the lower income segment.

CATEGORY DATA

· Table 15 Sales of Baby Care by Category: Value 2005-2010

· Table 16 Sales of Baby Care by Category: % Value Growth 2005-2010

· Table 17 Baby Care Premium Vs Mass % Analysis 2005-2010

· Table 18 Baby Care Company Shares 2006-2010

· Table 19 Baby Care Brand Shares by GBN 2007-2010

· Table 20 Baby Care Premium Brand Shares by GBN 2007-2010

· Table 21 Baby Skin Care Brand Shares by GBN 2007-2010

· Table 22 Baby Sun Care Brand Shares by GBN 2007-2010

· Table 23 Forecast Sales of Baby Care by Category: Value 2010-2015

· Table 24 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015

· Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015

Bath and Shower in Mexico - Category Analysis

HEADLINES

TRENDS

· Concerns about water consumption persist in Mexico. In recent years, Conagua (National Water Co


mmission) has urged the population to take care in the use of water and to adopt measures such as taki

ng short showers and re-

using water as much as possible. As a result, Mexican bath and shower habits have been affected main

ly in two directions: first of all, showers are now typically of shorter duration, meaning that people are

looking for quick and effective body washing products; and secondly, many people who used to have

three or four showers a day are reducing the frequency of showering.


· In 2010, Procter & Gamble de México SA de CV continued to hold the largest value share in bath an

d shower products of 37%, mainly supported by the leading bar soap brand Zest. This brand not only h

as strong awareness among Mexican consumers, but has also been able to create innovative product li

ne extensions, such as Zest Natura, introduced in late 2009, featuring natural ingredients with moisturi

sing effects, like avocado and olive oil. Colgate-

Palmolive de México SA de CV was second, with Palmolive bar soap strongly supporting its performa

nce. Palmolive has developed three different brand extensions: Natura, featuring natural ingredients;

Nutri-Milk, with skin moisturising claims; and Aroma, with energy and relaxing effects.

PROSPECTS

· Although changes in shower habits suggest there will be a decrease in consumption of bath and show

er products, population growth and the ability of companies to develop new personal care formulas tha

t accompany other skin treatments will maintain growth in the category in terms of constant value, wit

h a predicted CAGR of 1% between 2010 and 2015.

CATEGORY DATA

· Table 26 Sales of Bath and Shower by Category: Value 2005-2010

· Table 27 Sales of Bath and Shower by Category: % Value Growth 2005-2010

· Table 28 Bath and Shower Premium Vs Mass % Analysis 2005-2010

· Table 29 Bath and Shower Company Shares 2006-2010

· Table 30 Bath and Shower Brand Shares by GBN 2007-2010

· Table 31 Forecast Sales of Bath and Shower by Category: Value 2010-2015

· Table 32 Forecast Sales of Bath and Shower by Category: % Value Growth 2010-2015

· Table 33 Forecast Bath and Shower Premium Vs Mass % Analysis 2010-2015

Colour Cosmetics in Mexico - Category Analysis

HEADLINES

TRENDS

· 2010 saw product innovation from manufacturers and a significant increase in advertising. Direct sal

es companies like Avon invested in packaging innovation and heavy advertising in order to improve th


eir current customers’ experience, and to attract new customers who have traded down from premium

brands, as a result of the economic downturn. Manufacturers launched several new products with spec

ific benefits, such as make-

up with luminescence, extra volume and length in mascaras, and long lasting lipstick.


· In 2010, Jafra (Jafra Cosmetics International SA de CV) was leader in three out of the four colour co

smetics categories. Jafra’s overall value share was 18%, ahead of Avon (Avon Cosmetics SA de CV)

and Mary Kay (Mary Kay Cosméticos de México SA de CV) with 12% and 10% value shares, respect

ively. These three companies use the direct sales channel. In terms of manufacturers using store-

based retailing, the leader is L’Oréal Groupe, which is present in both the premium and mass segment

s. In 2010, the GBO L'Oréal Groupe accounted for 10% of value sales of colour cosmetics. 2010 saw a

ggressive strategies from manufacturers and retailers to gain market share. There were many in-

store promotions with offers such as two products for the price of one for nail polish and 30% discoun

ts for eye make-up. Despite store-

based retailers’ efforts, the direct sales channel still dominates the colour cosmetics category. Compan

ies like Jafra, Avon, Mary Kay, Fuller and, more recently, Natura have benefited from the economic d

ownturn in two ways: from trading down from more expensive colour cosmetics and from the need for

households to increase their income. Direct sales represents an attractive alternative for housewives w

ho want to contribute to household expenses, which has helped direct sales’ companies to increase thei

r sales forces and therefore their sales.

PROSPECTS

· The colour cosmetics category is expected to grow at a CAGR of 2% in constant value terms betwee

n 2010 and 2015, to reach almost Mx$14 billion at constant 2010 prices. This growth will be aided by

demographics, as Mexico has a significant number of young women who have made a habit of wearin

g make-

up. These consumers are likely to continue the habit as they get older, thus increasing the colour cosm

etics consumer base.

CATEGORY DATA

· Table 34 Sales of Colour Cosmetics by Category: Value 2005-2010

· Table 35 Sales of Colour Cosmetics by Category: % Value Growth 2005-2010

· Table 36 Colour Cosmetics Company Shares 2006-2010

· Table 37 Colour Cosmetics Brand Shares by GBN 2007-2010

· Table 38 Facial Make-up Brand Shares by GBN 2007-2010

· Table 39 Eye Make-up Brand Shares by GBN 2007-2010


· Table 40 Lip Products Brand Shares by GBN 2007-2010

· Table 41 Nail Products Brand Shares by GBN 2007-2010

· Table 42 Colour Cosmetics Premium Brand Shares by GBN 2007-2010

· Table 43 Forecast Sales of Colour Cosmetics by Category: Value 2010-2015

· Table 44 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2010-2015

Deodorants in Mexico - Category Analysis

HEADLINES

TRENDS

· 2010 saw a return to healthy growth in the deodorants category in Mexico, after a period of almost t

wo years when the reduced purchasing power of consumers and the rising price of inputs served to ha

mper growth. Deodorant roll-

ons continues to be the largest category in terms of volume, while deodorant sprays lead in value term

s. Sales of sprays returned to growth in 2010, having declined in the previous year.


· Pond’s de Mexico SA de CV continues to be the leader in deodorants, accounting for 37% of value s

ales in 2010, and increased its share in that year, despite strong competition. Pond’s de México’s value

share was more than double that of second placed Colgate-

Palmolive de México SA de CV. Pond’s de México maintains its leadership through the very popular

brands Axe and Rexona, which are targeted at teenagers and young adults.

PROSPECTS

· Deodorant sprays are predicted to see the most dynamic growth in both constant value and volume te

rms over the forecast period. Deodorant roll-

ons and deodorant sticks will also see growth. Some consumer segments, especially in rural and low-

income households, will continue to prefer deodorant roll-

ons due to their lower prices, while many middle-

income consumers are likely to prefer deodorant sticks, as they consider these products to be less irrita

ting than deodorant sprays. Functional variants and natural ingredients will continue to see sales expan

d over the forecast period.

CATEGORY DATA

· Table 45 Sales of Deodorants by Category: Value 2005-2010

· Table 46 Sales of Deodorants by Category: % Value Growth 2005-2010

· Table 47 Deodorants Premium Vs Mass % Analysis 2005-2010

· Table 48 Deodorants Company Shares 2006-2010

· Table 49 Deodorants Brand Shares by GBN 2007-2010


· Table 50 Deodorants Premium Brand Shares by GBN 2007-2010

· Table 51 Forecast Sales of Deodorants by Category: Value 2010-2015

· Table 52 Forecast Sales of Deodorants by Category: % Value Growth 2010-2015

· Table 53 Forecast Deodorants Premium Vs Mass % Analysis 2010-2015

Depilatories in Mexico - Category Analysis

HEADLINES

TRENDS

· Many Mexican women have thick and dark hair, due to genetics, and are willing to engage in hair re

moval to show off their body. Not only beauty but new fashion trends in clothing, especially during ho

t months, accentuate the importance of a depilated body to enhance physical appearance and femininit

y. Women living in cities are the most important consumers of depilatories, and younger women are p

articularly influenced by the hair removal options in the market. For this reason, products targeted at t

his consumer segment continue to gain importance. Most hair removers/bleaches manufacturers contin

ue to focus on younger women, highlighting the convenience and importance of hair removing, but stil

l need to convince older women about the need for this type of product. Mature women and lower inco

me segments tend to use razors and waxes due to habit, their low prices and widespread availability.


· Church & Dwight S de RL de CV, Gillette de México SA de CV and Reckitt Benckiser México SA

de CV continue to be the category leaders. Brand awareness among Mexican consumers is very high.

Further product line extensions and new formulations with added benefits have enabled the market lea

ders to maintain relatively stable value shares. However, leaders experience a decline favouring other

competitors, mainly emerging companies that started to figure out in the depilatory scene in the revie

w period.

PROSPECTS

· The gradual economic recovery should help hair removers/bleaches to grow at a faster pace in the ne

ar future. Growth will also depend on manufacturers’ ability to develop better formulations and easy-

to-

use products at competitive prices. Direct sellers, such as Avon, might seek to establish a position in h

air removers/bleaches by developing new product lines. However, it is expected that the bulk of consu

mers will continue to regard razors and blades as the most affordable option to remove skin hair.

CATEGORY DATA

· Table 54 Sales of Depilatories by Category: Value 2005-2010

· Table 55 Sales of Depilatories by Category: % Value Growth 2005-2010

· Table 56 Depilatories Company Shares 2006-2010


· Table 57 Depilatories Brand Shares by GBN 2007-2010

· Table 58 Forecast Sales of Depilatories by Category: Value 2010-2015

· Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2010-2015

Fragrances in Mexico - Category Analysis

HEADLINES

TRENDS

· Although economic conditions have not been favourable for Mexican households in recent years, dur

ing 2010 fragrances in Mexico remained one of the more dynamic categories within beauty and person

al care. While Mexico is a country which experiences high levels of piracy and contraband in fragranc

es, there is still a wide variety of brands being sold on the market, covering almost every socioeconom

ic level. Intense promotion, strong mass media advertising campaigns, direct sellers pricing and innov

ation strategies, and increased product availability at grocery stores and pharmacies are the main reaso

ns for the positive sales performance of the category.


· Jafra Cosmetics International SA de CV continues to lead fragrances, with a 28% value share in 201

0. Avon Cosmetics SA de CV remains in second place, with15%, followed closely by House of Fuller

SA, with 12%. All three are present in mass fragrances.

PROSPECTS

· Mass fragrances will continue developing in a highly competitive environment in which direct sellin

g companies are likely to seek to improve their strategies in terms of innovation, quality and pricing. F

urthermore, it is likely that these companies will seek to address the premium segments, using their ca

pacity to develop new high quality products. Premium brands are expected to continue to create produ

ct line extensions, developing innovative packaging and using famous people as brand ambassadors, w

ith strong advertising campaigns and in-store marketing activities.

CATEGORY DATA

· Table 60 Sales of Fragrances by Concentration: % Value Analysis 2005-2010

· Table 61 Sales of Fragrances by Category: Value 2005-2010

· Table 62 Sales of Fragrances by Category: % Value Growth 2005-2010

· Table 63 Fragrances Company Shares 2006-2010

· Table 64 Fragrances Brand Shares by GBN 2007-2010

· Table 65 Men's Premium Fragrances Brand Shares by GBN 2007-2010

· Table 66 Women's Premium Fragrances Brand Shares by GBN 2007-2010

· Table 67 Forecast Sales of Fragrances by Category: Value 2010-2015

· Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2010-2015


Hair Care in Mexico - Category Analysis

HEADLINES

TRENDS

· In 2010, hair care products continued to see strong gender segmentation and functional benefits as th

e key market trends. Standard and 2-in-

1 shampoos aimed at women continue to feature formulas which enhance styling effects. At the same t

ime, products designed for a specific type of hair, such as long, straight, curly, damaged, coloured or o

ily hair, are more widely available, as are products specially designed for particular age segments, suc

h as teens, young and mature women. Other consumer needs are being met through formulations that

offer solutions to specific hair problems, such as repairing dry or damaged hair, moisturise the scalp, v

olume definition, and colour preservation. Men’s formulas focus more on hair loss, enhancing thickne

ss and dandruff control, while offering deep cleaning.


· In 2010, Procter & Gamble de Mexico continued to be the leader in hair care, with a 24% value shar

e, aided by its extensive line of products, including the most popular women’s shampoo, Sedal. Secon

d place is held by Cosbel SA de CV, with the popular brand Fructis Garnier and other hair care brands

from L’Oréal. In third place is Colgate-

Palmolive de México SA de CV, with a wide range of brands characterised by socioeconomic, age an

d gender segmentation strategies.

PROSPECTS

· New formulations to improve the health and appearance of hair, to prevent hair loss and hair damage

, and to maintain and enhance colour with long-

lasting effects are anticipated to drive sales over the forecast period. Demanding lifestyles and less tim

e for taking care of hair styling are likely to encourage consumers to prefer those products that are tim

e-efficient and can provide them with real functional benefits for their specific needs. Anti-

dandruff formulations will continue to be important, and are expected to become more popular among

women. Natural ingredients and naturally-

based products are likely to become a standard option rather than a means to offer a functional benefit.

CATEGORY DATA

· Table 69 Sales of Hair Care by Category: Value 2005-2010

· Table 70 Sales of Hair Care by Category: % Value Growth 2005-2010

· Table 71 Hair Care Premium Vs Mass % Analysis 2005-2010

· Table 72 Sales of Styling Agents by Type: % Value Breakdown 2006-2010


· Table 73 Hair Care Company Shares 2006-2010

· Table 74 Hair Care Brand Shares by GBN 2007-2010

· Table 75 Styling Agents Brand Shares by GBN 2007-2010

· Table 76 Colourants Brand Shares by GBN 2007-2010

· Table 77 Salon Hair Care Company Shares 2006-2010

· Table 78 Salon Hair Care Brand Shares by GBN 2007-2010

· Table 79 Hair Care Premium Brand Shares by GBN 2007-2010

· Table 80 Forecast Sales of Hair Care by Category: Value 2010-2015

· Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015

· Table 82 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015

Men's Grooming in Mexico - Category Analysis

HEADLINES

TRENDS

· In 2010, the more mature categories of men’s grooming, especially mass shaving products, continue

d to show positive growth, supported by demographics and increased interest among men in personal

care. Within the upper and middle socioeconomic segments in particular, the interest of men in improv

ing their appearance has developed dramatically, as increasing female participation in the workplace h

as created a much more competitive environment, resulting in a new consumer profile among men. Ex

clusive department stores, like El Palacio de Hierro, have undertaken major advertising campaigns hig

hlighting the essential characteristics of products to men in search of solutions to improve their image.

In addition, international brands, such as Vichy Homme (Frabel SA de CV) and L’Oréal Men Expert

(Cosbel SA de CV), have made ??significant marketing efforts to communicate the potential uses and

benefits of their brands. However, the penetration of some of these products in lower socioeconomic s

egments continues to face cultural barriers associated with a loss of masculinity in the use of personal

care by men.


· In 2010, Gillette de México SA de CV remained the most important player in men’s grooming produ

cts, with substantial value sales of men’s razors and blades under brands such as Gillette Prestobarba a

nd Gillette Mach3. Strong advertising and constant product innovation has been a successful strategy f

or the company in maintaining growth. For instance, during 2010, the new razor Gillette Match 3 Sens

itive was launched, back by a campaign featuring Mexican international soccer player Rafael Marquez

. The product has a lubricating strip with aloe vera, and a handle that provides a secure grip to prevent

cuts and skin irritation. The Fifa World Cup South Africa 2010 served as an important showcase to ad

vertise the brand through mainstream media.


PROSPECTS

· Men’s toiletries are predicted to post the most dynamic growth in the men’s grooming category, as th

e growing middle class will continue to trade up from deodorant roll-

ons to deodorant sprays, and hair care companies will continue developing segmentation strategies by

creating special men’s formulations featuring functional benefits, such as hair loss control. Men’s post

-shave and pre-shave are also likely to post positive growth but to a lesser extent. Both post-

shave and pre-

shave products still have significant opportunities to establish themselves as complements to shaving f

or greater effectiveness and less skin irritation.

CATEGORY DATA

· Table 83 Sales of Body Shavers by Type 2005-2010

· Table 84 Sales of Men’s Grooming by Category: Value 2005-2010

· Table 85 Sales of Men’s Grooming by Category: % Value Growth 2005-2010

· Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2006-2010

· Table 87 Men’s Grooming Company Shares 2006-2010

· Table 88 Men’s Grooming Brand Shares by GBN 2007-2010

· Table 89 Men's Razors and Blades Brand Shares by GBN 2007-2010

· Table 90 Forecast Sales of Men’s Grooming by Category: Value 2010-2015

· Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2010-2015

Oral Care in Mexico - Category Analysis

HEADLINES

TRENDS

· All categories of the oral care industry saw positive growth in terms of volume in 2010. The more m

ature categories, such as toothbrushes and toothpaste, registered only moderate volume increases, driv

en primarily by continuing age segmentation by manufacturers and growth in the population. Meanwh

ile, the other categories showed slightly faster growth, due to increasing concern among consumers to

keep their teeth in good condition, and extending oral care activities beyond simple tooth brushing.


· In 2010, Colgate-

Palmolive de México SA de CV led oral care sales in 2010, with a 54% value share. The company do

minates sales of toothpaste, with 80% of value. However, in other categories, such as mouth washes/d

ental rinses, competition is stronger, and brands such as Listerine (Grupo Warner-

Lambert México SA de CV), Astring-O-Sol (GlaxoSmithKline México) and Oral-

B (Gillette de México SA de CV) maintained their value shares through the introduction of new flavo


urs and functional benefits.

PROSPECTS

· Oral care is anticipated to post healthy growth over the forecast period, through more sophisticated p

roducts with multifunctional properties and greater segmentation, supported by rising middle-

income segments and their growing concern about oral care and physical appearance. The high and mi

ddle-income segments are likely to favour products with a higher degree of segmentation and value-

added benefits, and will be more willing to pay premium prices. Low-

income segments will continue to share products among all family members, and will mostly base thei

r purchasing decisions on price.

CATEGORY DATA

· Table 92 Sales of Manual Toothbrushes by Type: % Value Analysis 2005-2010

· Table 93 Sales of Oral Care by Category: Value 2005-2010

· Table 94 Sales of Oral Care by Category: % Value Growth 2005-2010

· Table 95 Sales of Manual and Power Toothbrushes by Category: Value 2005-2010

· Table 96 Sales of Manual and Power Toothbrushes by Category: % Value Growth 2005-2010

· Table 97 Sales of Toothpaste by Type: % Value Breakdown 2006-2010

· Table 98 Oral Care Company Shares 2006-2010

· Table 99 Oral Care Brand Shares by GBN 2007-2010

· Table 100 Toothpaste Brand Shares by GBN 2007-2010

· Table 101 Mouthwash/Dental Rinses Brand Shares by GBN 2007-2010

· Table 102 Forecast Sales of Oral Care by Category: Value 2010-2015

· Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2010-2015

· Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2010-2015

· Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2010-

2015

Sets/Kits in Mexico - Category Analysis

HEADLINES

TRENDS

· In 2010, personal care companies continued to use sets/kits as a marketing strategy. For many years,

companies have sought to boost sales by offering smaller package sizes at lower prices and including s

pecial gifts or promotional items. This strategy has proven to be successful, and sets/kits saw healthy s

ales growth of 8% in current value terms in 2010.


· Jafra Cosmetics International led in terms of value share in sets/kits in 2010, slightly ahead of Avon


Cosmetic International, both with around 21% of value sales. Jafra has an extended line of skin care, h

air care and colour cosmetics products, and is thus able to offer a wide array of sets/kits. These are a g

ood option for consumers who like to buy all their products from the same product line, such as shamp

oos, conditioners, styling creams or other styling agents, and for whom sets/kits offer considerable sav

ings. Avon renewed completely its fragrances lines in 2010, and during the year offered a whole packa

ge of sets and kits combining cosmetics, fragrances and in some cases special gifts, such as Christmas

bags. Avon also created sets including fragrances and deodorants featuring the same image and type o

f scent. Many of Avon’s sets/kits allow consumers to choose between different cosmetic colours to fit

their needs best.

PROSPECTS

· As competition in the beauty and personal care industry continues to increase, leading manufacturers

will encourage sales by selling smaller packages at discounted prices and bundling complementary pr

oducts at reduced prices, in order that consumers feel they are getting a good deal for their money. Sta

rter kits will continue to be successful as long as pricing is affordable and consumers feel the need try

products; otherwise, companies may continue to engage in free sampling as the best way to create awa

reness of a new launch.

CATEGORY DATA

· Table 106 Sales of Sets/Kits: Value 2005-2010

· Table 107 Sales of Sets/Kits: % Value Growth 2005-2010

· Table 108 Sets/Kits Premium Vs Mass % Analysis 2005-2010

· Table 109 Sets/Kits Company Shares 2006-2010

· Table 110 Sets/Kits Brand Shares by GBN 2007-2010

· Table 111 Forecast Sales of Sets/Kits: Value 2010-2015

· Table 112 Forecast Sales of Sets/Kits: % Value Growth 2010-2015

· Table 113 Forecast Sets/Kits Premium Vs Mass % Analysis 2010-2015

Skin Care in Mexico - Category Analysis

HEADLINES

TRENDS

· During 2010, facial treatments continued offering anti-

ageing, whitening and regenerating formulations. In addition to standard facial creams, these formulas

are now offered in different presentations, such as cleansing foams, concentrated oil and eye contour

creams. Body care has also evolved to offer solutions to specific skin problems. Anti-

cellulite and firming creams continued to drive growth in 2010.



· Pond’s de Mexico SA de CV led the skin care category in 2010, with a share of 12% in terms of valu

e. It was followed by Avon Cosmetics SA de CV, with 10%, and Mary Kay Cosméticos de México S

A de CV, with 7%. Pond’s is a well-

established brand in the Mexican market, and is trusted by many consumers. Direct sales companies, s

uch as Avon and Mary Kay, experienced healthy growth during 2010, aided to some extent by increas

es in their sales forces.

PROSPECTS

· Constant innovation in terms of formulas and packaging drove the skin care category during the revi

ew period. Given increasing competition, this trend is likely to gain steam during the forecast period, e

ncouraging further innovation in formulas, packaging and advertising strategies.

CATEGORY DATA

· Table 114 Sales of Skin Care by Category: Value 2005-2010

· Table 115 Sales of Skin Care by Category: % Value Growth 2005-2010

· Table 116 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

· Table 117 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-

2010

· Table 118 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-

2010

· Table 119 Nourishers/Anti-Agers: Skin Whitening vs Non-

Skin Whitening: % Value Breakdown 2007-2010

· Table 120 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

· Table 121 Skin Care Company Shares 2006-2010

· Table 122 Skin Care Brand Shares by GBN 2007-2010

· Table 123 Facial Moisturisers Brand Shares by GBN 2007-2010

· Table 124 Nourishers/Anti-agers Brand Shares by GBN 2007-2010

· Table 125 Firming/Anti-cellulite Body Care Brand Shares by GBN 2007-2010

· Table 126 General Purpose Body Care Brand Shares by GBN 2007-2010

· Table 127 Skin Care Premium Brand Shares by GBN 2007-2010

· Table 128 Forecast Sales of Skin Care by Category: Value 2010-2015

· Table 129 Forecast Sales of Skin Care by Category: % Value Growth 2010-2015

Sun Care in Mexico - Category Analysis

HEADLINES

TRENDS

· In 2010, companies continued to create segmentation in sun care according to age group, lifestyles, p


rotection levels and types of benefit. Sun protection has started to become a daily habit rather than a su

mmer beach vacation practice, as consumer awareness of sunlight exposure damage is causing signific

ant concern among Mexicans. Innovation has started to play a more important role, as consumers are l

ooking for easy-to-

use formulas that are suitable for daily use. Sun protection sprays seem to fulfil this need, and brands s

uch as Coppertone (Schering-

Plough SA de CV) continue to expand product lines featuring this format.


· Schering-

Plough SA de CV maintained its lead in 2010, with a 27% value share, supported by the well-

established and strong brand Coppertone. Coppertone is very active in new product launches and mass

advertising campaigns, and it also has strong brand awareness at different point of sales, such as super

markets and pharmacies.

PROSPECTS

· All three categories in sun care are expected to see a positive performance over the forecast period. S

un protection will continue to drive the category’s performance, mainly through manufacturers accessi

ng the low-

income socioeconomic segments and, at the same time, adopting a niche positioning for certain produ

cts. Sun care is predicted to post a 5% CAGR in constant value terms over the 2010-2015 period.

CATEGORY DATA

· Table 130 Sales of Sun Protection by Factor: % Value Analysis 2005-2010

· Table 131 Sales of Sun Protection by Formulation: % Value Analysis 2005-2010

· Table 132 Sales of Self-Tanning by Formulation: % Value Analysis 2005-2010

· Table 133 Sales of Sun Care by Category: Value 2005-2010

· Table 134 Sales of Sun Care by Category: % Value Growth 2005-2010

· Table 135 Sun Care Company Shares 2006-2010

· Table 136 Sun Care Brand Shares by GBN 2007-2010

· Table 137 Sun Care Premium Brand Shares by GBN 2007-2010

· Table 138 Forecast Sales of Sun Care by Category: Value 2010-2015

· Table 139 Forecast Sales of Sun Care by Category: % Value Growth 2010-2015

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Beauty and Personal Care in Mexico - pdf.askci.compdf.askci.com/2011/07/131045575049.pdf · urther market segmentation. ... and Oriflame de México SA, and private label brands are