Beauty - cosmetics - personal care category review february 2013

2013 JAN - FEBR VS 2012 JAN - FEBR

Category ReviewPersonal care & Beauty & Cosmetics


PCS = picture/insertionWU = Weighted UnitSKU = SKU

How do we count, taking as example the picture on the left:1 PCS (picture/insertion)3 WU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave cream)

Analyzed markets:- PERSONAL CARE (body care,

hair care, DEO, face care)- MAKEUP

ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: PCS


Personal care & Beauty & Cosmetics split by Retailer 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)

YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13% Val. % Val. %

METRO 8.50% 100 7.00% 91 -9.00%SELGROS 11.30% 132 9.30% 121 -8.30%LIDL 1.30% 15 1.20% 15PENNY MARKET 3.70% 43 6.50% 84 95.30%XXL MEGA DISCOUNT 4.20% 54PENNY XXL 4.10% 48 0.80% 11 -77.10%CARREFOUR 9.10% 107 7.50% 97 -9.30%CORA 11.20% 131 9.30% 121 -7.60%KAUFLAND 5.10% 60 5.60% 73 21.70%REAL 9.10% 106 7.10% 93 -12.30%BILLA 5.30% 62 4.70% 61 -1.60%CARREFOUR M 0.10% 1MEGA IMAGE 4.20% 49 4.30% 56 14.30%PROFI 0.40% 5 0.50% 7 40.00%Other Retailers 26.70% 312 32.00% 416 33.30%

Retailers


Personal care & Beauty & Cosmetics category split by Producer 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)


PROCTER & GAMBLE 14.30% 167 14.10% 183 9.60%HENKEL KGAA 14.40% 168 10.50% 137 -18.50%UNILEVER 7.90% 92 8.80% 115 25.00%BEIERSDORF AG 11.50% 134 11.60% 151 12.70%L'OREAL GROUP 9.70% 113 7.80% 101 -10.60%COLGATE-PALMOLIVE 8.00% 94 7.90% 103 9.60%OTHERS 34.40% 402 39.40% 512 27.40%

Brands


How Producers split their promotions between Retailers in Personal care & Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR

(PCS)

YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13% Val. % Val. % % Val. % Val. % % Val. % Val. %

TOTAL 100% 167 100% 183 100% 168 100% 137 100% 92 100% 115

METRO 15.60% 26 9.30% 17 -34.60% 6.50% 11 4.40% 6 -45.50% 7.60% 7 12.20% 14 100.00%SELGROS 23.40% 39 14.80% 27 -30.80% 15.50% 26 13.10% 18 -30.80% 19.60% 18 14.80% 17 -5.60%LIDL 1.10% 1 0.90% 1PENNY MARKET 1.20% 2 8.70% 16 700.00% 8.30% 14 11.70% 16 14.30% 3.30% 3 10.40% 12 300.00%XXL MEGA DISCOUNT 9.80% 18 4.40% 6 7.00% 8PENNY XXL 7.20% 12 3.30% 6 -50.00% 13.70% 23 0.70% 1 -95.70% 2.20% 2 -100.00%CARREFOUR 7.80% 13 11.50% 21 61.50% 8.30% 14 5.10% 7 -50.00% 14.10% 13 7.80% 9 -30.80%CORA 7.80% 13 7.70% 14 7.70% 7.70% 13 9.50% 13 15.20% 14 12.20% 14KAUFLAND 5.40% 9 3.80% 7 -22.20% 5.40% 9 5.10% 7 -22.20% 4.30% 4 7.80% 9 125.00%REAL 9.60% 16 7.10% 13 -18.80% 10.10% 17 7.30% 10 -41.20% 12.00% 11 4.30% 5 -54.50%BILLA 4.80% 8 5.50% 10 25.00% 5.40% 9 6.60% 9 7.60% 7 9.60% 11 57.10%CARREFOUR MMEGA IMAGE 4.20% 7 3.30% 6 -14.30% 1.80% 3 3.60% 5 66.70% 9.80% 9 5.20% 6 -33.30%PROFI 0.60% 1 0.50% 1 1.50% 2 0.90% 1Other Retailers 12.60% 21 14.80% 27 28.60% 17.30% 29 27.00% 37 27.60% 3.30% 3 7.00% 8 166.70%

Retailers / BrandsPROCTER & GAMBLE HENKEL KGAA UNILEVER


YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13% Val. % Val. % % Val. % Val. % % Val. % Val. %

TOTAL 100% 134 100% 151 100% 113 100% 101 100% 94 100% 103

METRO 6.00% 8 4.60% 7 -12.50% 11.50% 13 5.00% 5 -61.50% 9.60% 9 10.70% 11 22.20%SELGROS 13.40% 18 16.60% 25 38.90% 7.10% 8 7.90% 8 9.60% 9 8.70% 9LIDLPENNY MARKET 6.70% 9 6.60% 10 11.10% 4.40% 5 7.90% 8 60.00% 4.30% 4 11.70% 12 200.00%XXL MEGA DISCOUNT 6.00% 9 2.00% 2 2.90% 3PENNY XXL 2.20% 3 1.30% 2 -33.30% 1.80% 2 -100.00% 3.20% 3 1.00% 1 -66.70%CARREFOUR 11.90% 16 11.30% 17 6.30% 15.00% 17 14.90% 15 -11.80% 16.00% 15 11.70% 12 -20.00%CORA 13.40% 18 9.90% 15 -16.70% 10.60% 12 14.90% 15 25.00% 12.80% 12 10.70% 11 -8.30%KAUFLAND 6.00% 8 6.60% 10 25.00% 2.70% 3 7.90% 8 166.70% 1.90% 2REAL 6.70% 9 6.60% 10 11.10% 10.60% 12 11.90% 12 13.80% 13 9.70% 10 -23.10%BILLA 3.70% 5 2.60% 4 -20.00% 2.70% 3 1.00% 1 -66.70% 9.60% 9 9.70% 10 11.10%CARREFOUR M 0.70% 1MEGA IMAGE 2.20% 3 2.60% 4 33.30% 5.30% 6 3.00% 3 -50.00% 11.70% 11 11.70% 12 9.10%PROFI 1.00% 1 2.10% 2 -100.00%Other Retailers 27.60% 37 24.50% 37 28.30% 32 22.80% 23 -28.10% 7.40% 7 9.70% 10 42.90%

Retailers / BrandsBEIERSDORF AG L'OREAL GROUP COLGATE-PALMOLIVE

How Producers split their promotions between Retailers in Personal care & Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR

(PCS)


Share of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)






















Brands Typology distribution Personal care & Beauty & Cosmetics Category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCSM2)


NATIONAL BRAND 93.40% 1093 92.90% 1209 11.10%PRIVATE LABEL 6.60% 77 7.10% 92 19.50%

Brands



TOP 5 most promoted SKU in Personal care & Beauty & Cosmetics category (sorted by qty. of promotions)


Producer Brand Article Packaging Qty.

article CARREF

OURCORA KAUFLAND REAL METRO SELGROS OTHERS

PROCTER & GAMBLE HEAD & SHOULDERS SAMPON ANTIMATREATA 1 BUC. 400 ML 14 2 3 1 2 1 2 3PROCTER & GAMBLE WASH & GO SAMPON 1 BUC. 400 ML 13 1 2 1 2 7UNILEVER DOVE DEODORANT SPRAY 1 BUC. 150 ML 10 2 1 7HENKEL KGAA FA DEODORANT SPRAY 1 BUC. 150 ML 10 1 1 1 7L'OREAL GROUP ELSEVE SAMPON 1 BUC. 250 ML 9 1 1 2 5


SAMPON ATIMATREATA – HEAD&SHOLDERS – 400 ML

PRODUCT SESONALITYThis SKU was promoted 97 times in the last 12 months, in 13 Retailers, 5 different distribution channels.

Price evolution during the last 12 months

MARCH 2012 – FEBRUARY 2013


SAMPON – WHASH & GO – 400 ML





DEO SPRAY – DOVE – 150 ML





DEO SPRAY – FA – 150 ML

PRODUCT SESONALITY



This SKU was promoted 53 times in the last 12 months, in 15 Retailers, 7 different distribution channels.


SAMPON – ELSEVE – 250 ML





Thank you for your attention

Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282

I remain at your disposal for further information or a life demo

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Beauty - cosmetics - personal care category review february 2013