RUSSIA: The Jewel of the European Personal Care Market

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1 RUSSIA: The Jewel of the European Personal Care Market A presentation at: September 17, Kline & Company

2 Agenda About Kline Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 1

3 Agenda About Kline Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 2

4 About Kline We serve clients around the globe Global Headquarters Little Falls, NJ Kline Europe Brussels, Belgium Oxford, UK Milan, Italy Prague, Czech Republic Kline Asia Shanghai, China Tokyo, Japan New Delhi, India Dubai, UAE Kline Latin America São Paulo, Brazil 2009 Kline & Company 3

5 About Kline Kline has an extensive series of market research reports that cover various markets 2009 Kline & Company 4

6 Agenda Kline & Co. Global Market Overview Indian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 5

7 Global Market Review The global personal care market surpassed US $280 billion at the retail level in CAGR: 5.1% US$ Billion retail Kline & Company 6

8 Global Market Review Growth has slowed considerably due to the economic crisis Change, % a a- projected Kline & Company 7

9 Global Market Review Emerging markets are advancing at the fastest pace Canada France Germany Italy Japan Spain United Kingdom United States BELOW AVERAGE GROWTH India Mexico Poland South Korea MODERATE GROWTH Argentina Brazil China Russia DOUBLE- DIGIT GROWTH 2009 Kline & Company 8

10 Global Market Review Russia has been moving up the ranks 2003 Rank 2008 United States 1 United States Japan 2 Japan France 3 China Germany 4 Brazil United Kingdom 5 France China 6 Germany Italy 7 United Kingdom Brazil 8 Russia South Korea 9 South Korea Russia 10 Italy 2009 Kline & Company 9

11 Global Market Review The emerging markets have significant upside potential when it comes to per capita spending Country Per capita spending (US$) France Japan Spain United Kingdom Germany Italy Canada United States South Korea Brazil Poland Russia Mexico Argentina WORLD China India Kline & Company 10

12 Agenda Kline & Co. Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 11

13 Russian Cosmetics & Toiletries Market Macroeconomic developments High growth in GDP and real disposable income Russian consumers are now prepared to pay good money for good products Rising inflation is starting to slow down growth and resulting in price hikes Consumers have a higher purchasing power since the majority own a house without the burden of mortgage repayments, having inherited housing from the state following the collapse of communism The wealth of the Russian population has seen substantial growth in recent years Salaries have increased by 15% in the past two years and are forecast to continue double-digit growth for the next several years 2009 Kline & Company 12

14 Russian Cosmetics & Toiletries Market Drivers of the Russian personal care market Increasing prosperity Highly effective cosmetics becoming more affordable Marketing efforts undertaken by pharma companies HIGH GROWTH IN PERSONAL CARE Aging population Consumer expectation Societal pressures and increased desire to look good 2009 Kline & Company 13

15 Russian Cosmetics & Toiletries Market Russia s C&T usage is similar to the world, but skews slightly stronger toward basic toiletries and oral care 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% World Russia Fragrances Hair care Makeup Oral care Skin care Toiletries 2009 Kline & Company 14

16 Russian Cosmetics & Toiletries Market Russia s unique usage patterns Facial treatments World proportion: 19.4% Russia proportion: 8.1% Lipsticks and lip glosses World proportion: 3.8% Russia proportion: 7.8% Toothpastes World proportion: 5.6% Russia proportion: 10.3% 2009 Kline & Company 15

17 Russian Cosmetics & Toiletries Market Consumer dynamics Consumers are becoming less price sensitive, choosing quality over price As regional centers develop, consumers are actively switching from low cost generic products to higher cost branded products Consumers previously were drawn to colorful packaging but are now more interested in the ingredients and functional characteristics Consumers consistently choose locally made skin care as they believe they are more natural and better suited to Russian skin. This belief is slowly changing. Russian consumers can be characterized into two distinct segments: The older generation believes natural ingredients are more healthy, is skeptical of foreign-made products containing chemicals, and does not trust advertising or salespeople The younger generation tends to want the advice of retail store staff, is heavily influenced by western advertising campaigns, and buys popular brands as a status symbol There is increasing interest in health care, naturalness and new technologies 2009 Kline & Company 16

18 Russian Cosmetics & Toiletries Market The Russian C&T market reached $8.5 billion at the manufacturers level in Growth has been robust over the past five years $US Billion Mfr. 9,000 8,000 CAGR: CAGR: 13.2% 13.2% 7,000 6,000 5,000 4,000 3,000 2,000 1, Kline & Company 17

19 Russian Cosmetics & Toiletries Market Russia outpaces world growth in all categories by a substantial margin Percentage growth Fragrances Hair care Skin care Makeup Other toiletries Change, % 2007 vs 2008 Oral care Russia World 2009 Kline & Company 18

20 Russian Cosmetics & Toiletries Market Hot product trends and key new launches Products with natural ingredients are increasingly in demand Beauty salons and spas are becoming an increasingly important part of the market Major shift toward unscented deodorants, as consumers can now afford to also buy a luxury fragrance Value-added products in demand (e.g., color cosmetics, men s grooming products, baby care, anti-aging, and anticellulite products) More sophisticated and niche products are gaining market share (e.g., shampoo and bath and shower products for men) Baby fragrances from local manufacturers emerge as a new segment Lip balms containing a patented combination of ingredients claims to curb appetite and leads to weight loss Cosmeceuticals and nutricosmetics both gaining ground 2009 Kline & Company 19

21 Russian Cosmetics & Toiletries Market Products with natural and organic ingredients are growing in popularity 2009 Kline & Company 20

22 Russian Cosmetics & Toiletries Market HAIR CARE PRODUCTS: Snapshot SALES GROWTH BY CATEGORY Percentage growth SALES SHARE BY CATEGORY 0 Hair Coloring Products Hair styling products and sprays Change, % 2007 vs 2008 Conditioners Shampoos Shampoos Hair styling products and sprays LEADING PLAYERS Hair coloring products Conditioners Henkel Procter & Gamble Unilever L Oréal Oriflame 2009 Kline & Company 21

23 Russian Cosmetics & Toiletries Market Shampoos and hair coloring product represent 70% of sales in this product category Two-in-one products are declining in popularity and products addressing particular hair problems, such as dandruff and hair loss are growing in strength in terms of sales More than 50% of Russian women use colorants and have a preference for permanent colors Despite the fact that Russian consumers still consider imported to be of better quality than those produced locally, the hair coloring segment sees increased interest in local products due to new product launches, improvement in quality and increased production volumes The long Russian cold winters are an obstacle against the fast growth of the styling products as people spend around 6 months of the year wearing hats to protect themselves from cold Russian consumers in the cities like to buy modern sophisticated products such as gels, wax, cream and balm, whereas sprays are more preferred outside big cities There is little brand loyalty for hair care products among Russian consumers 2009 Kline & Company 22

24 Russian Cosmetics & Toiletries Market MAKEUP PRODUCTS: Snapshot Percentage growth SALES GROWTH BY CATEGORY SALES SHARE BY CATEGORY Lipsticks and lip glosses 0 Face makeup Lipsticks & lip Eye makeup glosses Change, % 2007 vs 2008 Nail polishes Nail polishes Eye makeup Face makeup LEADING PLAYERS Avon Oriflame L Oréal Faberlic 2009 Kline & Company 23

25 Russian Cosmetics & Toiletries Market Makeup is the second leading category in Russia Lipsticks and lip glosses account for more than 40% of category sales Lipstick is considered by Russian women as the main feature of all makeup; it is the most popular makeup product Russian women are becoming increasingly selective in choosing makeup products as quality and reputation became the most important criteria when choosing a particular brand of makeup products Direct sales companies like Avon, Oriflame and Faberlic lead the makeup market in Russia Growth is mainly fueled by the improvement in the income of the Russian consumers 2009 Kline & Company 24

26 Russian Cosmetics & Toiletries Market OTHER TOILETRIES: Snapshot SALES GROWTH BY CATEGORY Percentage growth SALES SHARE BY CATEGORY 0 Shaving Products Personal Cleansing Products Deodorants and antiperspirants Personal cleansing products Change, % 2007 vs 2008 Shaving products Deodorants and antiperspirants LEADING PLAYERS Evyap Procter & Gamble Unilever Beiersdorf 2009 Kline & Company 25

27 Russian Cosmetics & Toiletries Market Personal cleansing products is the leading product category while shaving products are the fastest growing Bar soaps are the most significant contributor to sales in the personal cleansing products category, however this market is already close to the saturation point and is growing at the slowest pace of all personal cleansing product segments Russian women comprise the largest group of consumers of deodorants and antiperspirants Aerosols, roll-ons, and solid sticks are the three product forms that are the most popular among Russian consumers Russia represents a large market for shaving products, as there are over 54 million males in Russia over the age of Kline & Company 26

28 Russian Cosmetics & Toiletries Market ORAL CARE PRODUCTS: Snapshot SALES GROWTH BY CATEGORY Percentage growth Toothpastes Mouthwashes Toothbrushes Change, % 2007 vs 2008 SALES SHARE BY CATEGORY Toothpastes Toothbrushes Mouthwashes LEADING PLAYERS Colgate-Palmolive Procter & Gamble Kalina 2009 Kline & Company 27

29 Russian Cosmetics & Toiletries Market The collaboration with dental experts and pharmacists in order to improve the awareness of dental issues helped to grow sales within the product class 2009 Kline & Company 28

30 Russian Cosmetics & Toiletries Market SKIN CARE PRODUCTS: Snapshot SALES GROWTH BY CATEGORY Percentage growth SALES SHARE BY CATEGORY 0 Men's skin care Sun care Facial treatments Change, % 2007 vs 2008 Hand/body lotions Baby care Facial treatments Men s skin care Hand/body lotions Baby care Sun care LEADING PLAYERS Kalina Johnson & Johnson L Oréal Beiersdorf Mary Kay 2009 Kline & Company 29

31 Russian Cosmetics & Toiletries Market Growth in income, an increase in the Russian birth rate, and the aging of the Russian population are the main factors of growth in this sector 2009 Kline & Company 30

32 Russian Cosmetics & Toiletries Market FRAGRANCES: Snapshot Percentage growth SALES GROWTH BY CATEGORY SALES SHARE BY CATEGORY 12 Fragrances for Men Fragrances for Women Fragrances for women Change, % 2007 vs Fragrances for men LEADING PLAYERS LVMH L Oréal Procter & Gamble Chanel 2009 Kline & Company 31

33 Russian Cosmetics & Toiletries Market Fragrances account for more than 10% of market sales in Russia Russian consumers purchase Western (particularly European) brands as a sign of affluence The luxury trade class is the largest with more than 75% of market share. Eau de toilette products are the most popular format among Russian consumers There is a continuing shift in the sales channels for fragrances in favor of specialized shops that position themselves as boutiques The markets in Moscow and St. Petersburg are the most important markets in Russia, although there is increasing development in other cities and regions 2009 Kline & Company 32

34 Agenda Kline & Co. Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 33

35 Competition On the competitive front Multinationals are increasing their presence in Russia, including in-country manufacturing Foreign companies report larger sales than Russian brands across all beauty segments, with the exception of skin care Local Russian manufacturers are fighting back against foreign companies Direct sales has traditionally had a strong position in the less developed regions As competition in both Moscow and Saint Petersburg intensifies, both specialty retail networks and manufacturers are seeing new growth opportunities open up over the coming five years in Russia s vast and often untapped regions 2009 Kline & Company 34

36 Competition Procter & Gamble is the leading player in the Russian market. Multinational companies account for more than 60% of industry sales L Oréal Schwarzkopf Henkel Avon Procter & Gamble Oriflame All other 2009 Kline & Company 35

37 Competition Local companies account for 38% of total market sales TOP 10 LOCAL MARKETERS Kalina Faberlic Svoboda Nevskaya Kosmetika Novaya Zarya Krasnaya Linia Fratti Rokolor Unicosmetic Arnest 2009 Kline & Company 36

38 Competition Local manufacturers compete in the mass market and middle market segments 2009 Kline & Company 37

39 Agenda Kline & Co. Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 38

40 Retail Distribution Retail development The Russian beauty retail market has been restructuring since the nineties Retails focus shifted to the regions as a new market to conquer, leading to fast expansion and many door opening especially in the last three years. Open markets are constantly losing their market share to other channels especially mass merchandisers Department stores are facing tough times especially the lower end ones Specialty stores channel reshuffles as giant Arbat Prestige left the market in 2008 New distribution channels for cosmetics and toiletries, such as the Internet and drogueries or drug stores, have appeared and are growing in popularity Pharmacies are increasing their focus on parapharmaceuticals, in particular skin care products, with non medical products reaching as much as 40% in some pharmaceutical chains Kline & Company 39

41 Retail Distribution Direct marketing: the biggest winner The bulk of sales is generated by person-to-person sales represented predominantly by Avon and Oriflame. Makeup is the leading product class in this channel followed by skin care. The economic crisis has had a positive effect on the direct sales channel as many manufacturers such as Avon and Faberlic have witnessed a significant increase in the number of their consultants. The boom in sales through the Internet as a way of direct marketing also played a role in the growth of the channel Kline & Company 40

42 Retail Distribution Specialty stores: fast expansion through the regions Second largest distribution channel for cosmetics and toiletries in Russia The big expansion in the regions and the increase in the income of the Russian consumer were the main drivers for the channel s growth Offer a special shopping experience as well as in-store beauty treatment corners and beauty institutes Professional aestheticians, consultants, and makeup artists provide clients expert advice on various products Big focus on online sales and loyalty programs Main channel for sale of prestige brands Share of mass brands is growing 2009 Kline & Company 41

43 Retail Distribution Department stores: interesting format but losing popularity Specialty department stores repositioned themselves as luxury destinations Traditional department stores are facing many difficulties in Russia mainly the lack of interest among the Russian consumers to such store formats as it reminds them of the Univermags of the Soviet era and the poor quality of products that these were offering Lower end department stores, Univermags, are facing increasing competition from shopping centers and mass merchandisers Other toiletries and hair care products are the dominating product categories in this channel and they are sold mainly in low end department stores 2009 Kline & Company 42

44 Agenda Kline & Co. Global Market Overview Russian Cosmetics & Toiletries Market Competition Retail Distribution Outlook 2009 Kline & Company 43

45 Outlook Plenty of potential left The increasing wealth and purchasing power of the Russian consumers will boost the sales of cosmetics and toiletries Beauty retailers will continue expanding in the regions and differentiating themselves Big opportunities in emerging channels of distribution such as drogueries and mass merchandisers Expansion of mass merchandisers and supermarkets in the regions will provide additional opportunities and convenience for consumers to purchase products More opportunities for private label, exclusive, and niche brands 2009 Kline & Company 44

46 Outlook Economic prosperity will drive further changes in buying patterns The aging of the Russian population will further boost the demand for anti-aging products Interest in niche brands will continue increasing Interest in natural and organic cosmetics will keep on growing Men s products will continue to grow as an important target segment across categories Demand for added value products at competitive prices will further grow With changes in the lifestyle, spa procedures and professional hair care and skin care products will become even more popular 2009 Kline & Company 45

47 Questions & Answers Kline & Company

48 Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for nearly 50 years. For more information, visit If you require additional information about the contents of this document or the services that Kline provides, please contact: Carrie Mellage Director, Consumer Products Phone: Kristy Altenburg Client Relations Supervisor, North America Phone: Americas Asia Europe Kline & Company, Inc. Overlook at Great Notch 150 Clove Road Little Falls, NJ Phone: Fax:

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