PERS D N A S C I T E COSM MARKET E N E I G Y H L A ON U R E P IN FLANDERS INVESTMENT & TRADE MARKET SURVEY
Cosmetics and personal hygiene market in Peru 19/03/2018 Pieter Embo: Economic and commercial adviser embassy of Belgium Esthefani Lopez: Assistant to the Investment & Trade Commissioner Representación Económica de Flandes c/o Embajada de Bélgica Avenida Angamos Oeste, 380 Miraflores 18 Lima Peru T: +51 1 237 44 94 E: lima@fitagency.com http://flandersinvestmentandtrade.com
INHOUD 1. Overview... 3 2. Product Category... 4 3. Channels of Consumption... 5 4. Premium vs. Mass products... 6 5. Trade statistics... 7 6. Market Trends... 8 7. Fair trades and events... 8 8. Related Institutions... 9 9. Sources of information... 9 pagina 2 van 10 Peru - Cosmetics and Personal hygiene market 19.03.2018
1. OVERVIEW In 2017, the cosmetics and personal hygiene market reached up to 7 167 1 million Sol, which represents a growth of 4% compared to the previous year. As to the categories that compound this industry, makeup was the one that highlighted, growing by 12%. The categories Fragrances and Personal hygiene grew by 8% and 6%, respectively. According to the Peruvian Committee of Cosmetics and Hygiene (COPECOH) of the Chamber of Commerce of Lima (CCL), this industry will grow in a range of 6% and 8% by 2018. Even though Lima is the main region in terms of cosmetics and personal hygiene products consumption, compared to the other 23 regions, it represents 49% of the total of consumption. Of the other 51%, the regions such as Arequipa, La Libertad and Cusco are the most attractive markets, representing 6.5%, 4.8% and 4.5%, respectively. According to COPECOH, the cosmetics sector is 33% larger than the pharmaceutical. While the pharmaceutical industry moves no less than US$ 1,500 million, the cosmetics moves US$ 2,000 million. The following charts shows the SWOT analysis of the cosmetic industry. SWOT analysis STRENGTHS Capacity for resilience Reinforces the well-being, health and self-esteem of the Population Brand competitiveness (National and International ones) Unit of the Sector throughout the chain WEAKNESSES Regulation as a part of the pharmaceutical Industry Lack of promotional of beauty-related activities Lack of training in economic and commercial agents, as well as the consumer Dependence on external supply Market concentrated in 8 brands, which concentrate 75% of the Market Difficulty of access to disruptive-digital systems OPPORTUNITIES Consumption per-capita in the average of the region to purchasing power parity Trade facilitation thanks to the Pacific Alliance Low Penetration in some categories Lack of development of organic and natural ingredients from the region Development of new concepts linked to nanotechnology, new product formats and marketing systems THREATS Confrontation between the powers of the State Decrease and depression of GDP and consumption Natural disasters, stoppage of private investment and the fall of exports and productivity Contradictions at the Andean Community (CAN) level Technical obstacles discourage initiatives Source of information: COPECOH 1 Please note that the exchange rate is 1 EUR = 3.9 PEN (1/1/2018) 19.03.2018 Peru - Cosmetics and Personal hygiene market pagina 3 van 10
2. PRODUCT CATEGORY As to categories within the cosmetics and hygiene market, most of Latin American countries have 3 major categories that comprise 75% of the market. Personal hygiene is the leading category within these countries, followed by fragrance and capillary. Participation by categories in Latin America (1S 2017) Latin 45% 17% 17% 11% 8% 2% Brasil 42% 20% 18% 9% 7% 3% Mexico 37% 18% 18% 1% Argentina 40% 16% 22% 7% 1% Colombia 45% 17% 10% 1% Chili 39% 15% 20% 15% 10% 2% Peru (H1) 22% 25% 25% 6% 8% Venezuela 24% 19% 11% 19% 26% 1% Ecuador 37% 16% 18% 1% Bolivia 41% 23% 9% 1% Personal Hygiene Fragrance Capillary Facial Treatment Makeup Body Treatment Source of information: Euromonitor International, COPECOH The peculiarity of Peru is that the leading category within the market is not personal hygiene but fragrance. The fragrance category in the Peruvian market represents a quarter of the total market. Participation by categories in Peru (1S 2017) Makeup Body Treatment 8% Personal Hygiene 22% Facial Treatment 6% Capillary 25% Fragrance 25% Source of information: Euromonitor International, COPECOH As shown above, 50% of the products consumed were capillaries and fragrances; 22% personal hygiene; and makeup products. pagina 4 van 10 Peru - Cosmetics and Personal hygiene market 19.03.2018
3. CHANNELS OF CONSUMPTION Regarding the preferred channels of consumption for cosmetics and hygiene products, there are three major groups: retail, direct selling and e-commerce. Even though direct selling has been the most preferred channel for many years, since 2014 the retail channel has outperformed the traditional channel (bodegas, market stands, pharmacies and salons and spas). This was due to the greater number of points of sale within urban areas. To the first half of 2017, 48% of cosmetics and hygiene products were sold through direct sale campaigns while 51% through the retail market. Consumption of cosmetics and hygiene products by channel 60% 56% 55% 55% 53% 50% 51% 50% 48,0% 40% 44% 45% 45% 47% 49% 48% 49% 51,0% 1% 1% 1% 1,0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 (H1) Retail Direct selling E-commerce Source of information: COPECOH 19.03.2018 Peru - Cosmetics and Personal hygiene market pagina 5 van 10
4. PREMIUM VS. MASS PRODUCTS Based on the research Premium products, growth potential in Latin America by Nielsen 2, the consumption of premium products is experiencing a strong growth in the region and continues to have significant potential. However, factors such as consumers' perception of a financial improvement could also have an impact on the purchase of certain products. The aforementioned research also states that there are different categories in which Latin Americans consider buying premium brands. However, the most relevant are the ones related to personal care and appearance, as well as food products. Within the cosmetics and hygiene industry, premium products have a 6% share in Latin America, but in Peru this products represent 5%, which means there is growth potential in this field and more in products for men where the average in Latin America is around 10% and in Peru only 8%. Premium and mass products market in Latin America 100% 95% 90% 85% 80% 75% 70% 65% 60% 55% 50% 6% 94% Latin America 87% 11% 10% 10% 89% 90% 90% 7% 7% 93% 93% 5% 4% 95% 96% Venezuela Chili Mexico Colombia Argentina Ecuador Peru Brasil Mass Premium Source of information: Euromonitor International 2 Nielsen, Premium products, growth potential in Latin America, from: http://www.nielsen.com/latam/es/insights/news/2017/productos-premium-potencial-decrecimiento-en-america-latina.html pagina 6 van 10 Peru - Cosmetics and Personal hygiene market 19.03.2018
5. TRADE STATISTICS In 2017, Peru imported around 520 million CIF USD of cosmetic and personal hygiene products (harmonized tariff codes HS 3301, 3302, 3303, 3304, 3305, 3306, 3307 and 3401). The largest suppliers are Colombia, Mexico and Brazil which, according to import statistics of 2017, together supply around 60% of all imports to Peru. As to the main importers, the 5 largest are Procter & Gamble, Unilever, Colgate-Palmolive Peru, Avon and Cetco. The following chart shows the participation of each of the aforementioned companies. Importers (based on CIF value 2017) PROCTER & GAMBLE PERU S.R.L. 11% UNILEVER ANDINA PERU S.A. 6% OTHERS 57% COLGATE-PALMOLIVE PERU S A 6% PRODUCTOS AVON S A 5% CETCO S.A. 5% NATURA COSMETICOS S.A. 5% UNIQUE S.A. 4% 19.03.2018 Peru - Cosmetics and Personal hygiene market pagina 7 van 10
6. MARKET TRENDS According to COPECOH, the forecast for the cosmetics and hygiene market revolves around two scenarios: the conservative and the optimistic. In the conservative scenario the sector is expected to grow by 6% in 2018; however, for the optimistic scenario the growth would be 8%. As to the forecast for 2022, the growth range would be between 9% and. Regarding the cosmetics industry, the main trends are: a greater interest in products containing natural ingredients, the use of smaller packages (e.g. shampoos and creams), immediacy, the rise of personalized products such as fragrances and the use of nanotechnology. Cosmetics and hygiene market: trends & forecast to 2022 (S/ Mlls.) 12% 3673 4038 4523 5157 6085 6424 6464 6500 6865 7167 8% 10% 12% 10% 12% 18% 6% 1% 1% 6% 4% 6% 7% 8% 8% 9% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Source of information: COPECOH 7. FAIR TRADES AND EVENTS 7.1 FIBELLA 2017 It is the largest event in the cosmetics and personal hygiene sector in Peru. This fair gathers the most important companies in the industry and is considered one of the largest in Latin America. Fibella is the meeting point of all people interested in knowing the advances and global trends of the beauty and cosmetics sector. Website: http://www.fibella.com.pe/en/ pagina 8 van 10 Peru - Cosmetics and Personal hygiene market 19.03.2018
8. RELATED INSTITUTIONS - Committee of Cosmetics and Hygiene of Lima Chamber of Commerce (CCL) http://www.copecoh.com - General Directorate of Medicines, Supplies and Drugs (DIGEMID) - http://www.digemid.minsa.gob.pe/ - National Institute for the Defense of Free Competition and the Protection of Intellectual Property (INDECOPI) https://www.indecopi.gob.pe/ 9. SOURCES OF INFORMATION - Chamber of Commerce of Lima (CCL) https://www.camaralima.org.pe/principal/noticias/noticia/sector-cosmeticos-e-higiene-proyecta-uncrecimiento-entre-4-y-7-para-el-2018/897 - NEWSPAPER DIARIO GESTIÓN https://gestion.pe/economia/ccl-peruanos-gastan-cosmeticos-salud-personal-143561 https://gestion.pe/economia/gastan-mujeres-peruanas-cosmeticos-ano-148937 https://gestion.pe/economia/empresas/sector-cosmetico-e-higiene-proyecta-aumento-10-2017-100727 - RETAIL https://www.peru-retail.com/peru-industria-cosmeticos-higiene-creceria-entre-el-6-y-8-2018 - NIELSEN http://www.nielsen.com/latam/es/insights/news/2017/productos-premium-potencial-decrecimiento-en-america-latina.html - APEIM http://www.apeim.com.pe/wp-content/themes/apeim/docs/nse/apeim-nse-2017.pdf 19.03.2018 Peru - Cosmetics and Personal hygiene market pagina 9 van 10
Pieter Embo: Economic and commercial adviser embassy of Belgium Esthefani Lopez: Assistant to the Investment & Trade Commissioner Representación Económica de Flandes c/o Embajada de Bélgica Avenida Angamos Oeste, 380 Miraflores 18 Lima Peru T: +51 1 237 44 94 E: lima@fitagency.com http://flandersinvestmentandtrade.com Disclaimer The information in this publication is provided for background information that should enable you to get a picture of the subject treated in this document. It is collected with the greatest care based on all data and documentation available at the moment of publication. Thus this publication was never intended to be the perfect and correct answer to your specific situation. Consequently it can never be considered a legal, financial or other specialized advice. Flanders Investment & Trade (FIT) accepts no liability for any errors, omissions or incompleteness, and no warranty is given or responsibility accepted as to the standing of any individual, firm, company or other organization mentioned. pagina 10 van 10 Peru - Cosmetics and Personal hygiene market 19.03.2018