REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS IN-COSMETICS 2014 ORU MOHIUDDIN SENIOR BEAUTY AND PERSONAL CARE ANALYST #Incos14 @Euromonitor @incosmetics
REVIEW OF THE INDUSTRY BRAZIL: KEY OPPORTUNITY ZONE INNOVATION STRATEGIES FUTURE PROSPECTS
US$ million % Value Growth REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Second Leading Category in Beauty 3 120,000 100,000 10 9 8 80,000 60,000 40,000 20,000 0 7 6 5 4 3 2 1 0 Skin Care Hair Care Colour Cosmetics Fragrances Oral Care Bath and Shower Men's Grooming Deodorants Sets/Kits Baby and Child-specific Products 2013 US$mn 2011-12 % growth 2012-13% growth Sun Care Depilatories
US$ million % Value Growth REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Benefits from Innovations 4 7 80,000 6 60,000 5 4 40,000 3 20,000 2 1 0 2008 2009 2010 2011 2012 2013 0 Market Size % Hair Care Growth % Beauty Growh Linear (% Hair Care Growth) Linear (% Beauty Growh)
Value Size US$ mn REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Segmentation Drives Growth Across Hair Care Categories 5 30,000 25,000 Hair Care Growth by Category 29% 20,000 15,000 10,000 5,000 0 17% 32% 38% 17% 23% 3% 5% Styling Agents Shampoos Salon Hair Care Perms and Relaxants Hair Loss Treatments Conditioners Colourants 2-in-1 Products 2008 2013
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Increased Penetration Drives Growth in Emerging Markets 6 3.1% 1.8% 1.7% 5.3% 13.5% 9.4% 0.9% <US$20 bn US$6-16 bn US$3-6 bn >US$3 bn
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Shampoos Benefit from Deeper Regional Penetration 7 Western Europe Eastern Europe North America Asia Pacific Africa & Middle East Latin America Australasia Shampoos Conditioners Colourants Other Hair Care
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Top Markets Hold Highest Revenue Potential 8 Top 10 Hair Care Markets Top Growth Markets 2013 Rank Country 2012-13 US$ mln growth USA 1 Brazil 723 2 China 447.6 India Russia Other United Kingdom France Brazil China Japan Germany Mexico 3 India 331.3 4 Argentina 266.8 5 Iran 265.3 6 USA 195.2 7 Venezuela 129.2 8 Turkey 117.9 9 United Kingdom 94.2 10 Mexico 88.4
REVIEW OF THE INDUSTRY BRAZIL: KEY OPPORTUNITY ZONE INNOVATION STRATEGIES FUTURE PROSPECTS
Per Capita Market Size REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Brazil Drives Global Hair Care Growth 10 Brazil Hair Care by Segments Conditioners 20% Of Global Hair Care Growth in 2013 Came from Brazil Colourants Shampoos Perms and Relaxants Other 2013 2012 0 1,000 2,000 3,000 4,000 Value US$ million Top 3 Markets for Conditioners in Per Capita Market Size 20 10 0 Brazil Japan Finland
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Local Players Benefit from Brazil s Hair Care Growth 11 Companies Leading Market Share Gains Phitoteraphia Biofitogenia Niely do Brasil Natura JBS SA Colgate- Palmolive Nasha Intercontinen tal Unilever -0.4 Avon -0.2 0 0.2 0.4 0.6 Percentage Points Market Share Gain
% Market Share REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Multinationals Feel the Pressure from Local Players 12 25-10 bps 20-10 bps 15 No Change 10 5 + 40 bps + 50 bps -20 bps 0 Unilever L'Oréal Procter & Gamble 2012 2013 Niely do Brasil Phitoteraphia Biofitogenia Colgate-Palmolive
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Expansion Strategies Intensify 13 Local production Joint collaborations Acquisitions Local collaborations Brand expansion
Absolute Value Growth 2013-2018 US$ mn REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Brazil to Lead Absolute Growth in Hair Care 14 3,500 US$ 3.1 bn 3,000 2,500 2,000 1,500 US$ 2.1 bn US$ 1.4 bn 1,000 500 0
Value size US$ million* REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Brazil to Outpace US in Hair Care in 2017 15 16,000 14,000 Forecast Sales* 12,000 10,000 8,000 6,000 4,000 2,000 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Brazil USA * Forecast sales represented in nominal terms
US$ Per Capita REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Strategic Importance of Developed Market 16 Hair Care Market: Developed vs Emerging 45 Consumer Spending on Hair Care by Region Emerging Markets 52% Developed Markets 48% 40 35 30 25 20 15 10 5 0 2013 ME&A AP EE LA WE NA Aus
REVIEW OF THE INDUSTRY BRAZIL: KEY OPPORTUNITY ZONE INNOVATION STRATEGIES FUTURE PROSPECTS
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS The Symbiotic Cycle of Innovations 18 Novelty Innovation Competitive Niche White Space Value for Money More for Money s Worth
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Innovation Drives Increasing Segmentation 19 Unhealthy Hair Damage Brittle Dry Limp Thinning Healthy Hair Shine No Breakage Moisture Bounce Volume
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS 3 Big E s Dominate Hair Care Innovations 20 Efficacy Experience Expense
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Innovations Inspired from Beyond Efficacy 21 Skin Care Expense Oral Care Colour Experience Fragrances Experience
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Products Emulate Skin Care Claims 22 Scalp health Ingredients Organix Keratin Shampoo Targeted Customisation Dr. Dennis Gross Anti-Aging Scalp Serum Format Serum Mask Hollywood Beauty Hair Mask Multistep routine Hair Treatment BC Fibre Hair Treatment
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Oil Forms Key Part of Multi-Step Hair Care Routine 23 Hair Oil for Mature Hair Natural/Organic Hair Oil Hair Oil for Frizzy Hair Hair Oil for Damaged Hair
Volume Tonnes Volume Tonnes REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Overlapping Trends Between Skin Care and Hair Care Ingredients 24 Protein Volume Usage Vitamin E Volume Usage 5,000 500 4,500 450 4,000 3,500 Hair Care 400 350 Skin Care 3,000 2,500 2,000 1,500 Skin Care 300 250 200 150 1,000 100 500 50 Hair Care 0 2010 2011 2012 0 2007 2008 2009 2010 2011 2012
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Product Experience Drives Colour Cosmetics Inspired Innovation 25 Convenience Excitement Packaging Time Application Value for Money Novelty Fashion Connection
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Fragrances Inspire Sensorial Experience in Hair Care 26. Fragrance Fragrance + Other Hair Benefits In Shower Experience.
Value Share US$ mn % Y-O-Y Growth REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Scopes for Fragrances in Dry Shampoo 27 Clean 70 60 Batiste Value Sales and % Growth 23 23 50 22 40 22 Dry Shampoo 30 20 21 21 10 20 Fresh Feel Nourishing 0 20 2011 2012 2013 Value Sales US$ mn % Y-O-Y Growth
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Witnesses Premiumisation Akin to Oral Care Price 28 Aveda Invati Targeted Oral B Pro Expert Pantene BB Cream Multifunctional Colgate Total Clean Standard Mass Products Clean
% Y-O-Y Growth REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Premiumisation Pushes Hair Care Value Growth 29 7 6 5 4 3 2 Growth Rate Trends Line 2008-09 2009-10 2010-11 2011-12 2012-13 Value Growth Volume Growth Linear (Value Growth) Linear (Volume Growth) * Value Growth in Current Price (Includes Inflation)
% Y-O-Y Growth REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Targeted Product Innovations Lead Premium Hair Care 30 Hair Care: Mass vs Premium Split Western Europe North America Middle East and Africa Latin America Eastern Europe Australasia 9 8 7 6 5 4 3 2 1 0 Hair Care: Mass vs Premium Growth 2010-11 2011-12 2012-13 Premium Mass Asia Pacific World 0% 20% 40% 60% 80% 100% % Breakdown Premium vs Mass Premium Mass
% of Total Retailing % of Total Retailing REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Hair Care Increases Presence in the Digital World 31 Hair Care Distribution Channels Internet Retailing for Hair Care 60 3.0 50 2.5 40 2.0 30 1.5 20 1.0 10 0.5 0 Grocery Retailers Non-Grocery Retailers Non-Store Retailing 0.0 2008 2009 2010 2011 2012 2013 2008 2013 Internet Retailing
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS More Scopes to Engage Online Consumers in Hair Care 32 Hair Care Website Colour Cosmetics Website Hair Care in Social Media Colour Cosmetics in Social Media
REVIEW OF THE INDUSTRY BRAZIL: KEY OPPORTUNITY ZONE INNOVATION STRATEGIES FUTURE PROSPECTS
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Despite Innovations Skin and Colour Overtake Hair Care 34 32% 32% 36% 36% 35% 32% 25% 25% 42% 40% Colour Cosmetics Hair Care Skin Care 48% 48% 28% 27% *Inner circle represents 2008; Outer circle represent 2013
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS More Cross Benefits and Segmentations to Drive Innovations 35 Grey Hair Ethnic Hair Future Growth Segments Hair Loss Mature Hair
REVITALISING HAIR CARE: EXPLORING FUTURE GROWTH PROSPECTS Three Key Factors for Future Success 36 Price Segmentation Innovation
THANK YOU FOR LISTENING Oru Mohiuddin, Senior Beauty and Personal Care Analyst Oru.mohiuddin@euromonitor.com