Pulse Report Personal Care Q4 2012

7/28/2019 Pulse Report Personal Care Q4 2012

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www.SymphonyIRI.eu

Personal Care

SymphonyIRI

Welcome to the Pulse Q4 2012 edition for Personal

Care. We hope you find it useful. Please do not

hesitate to contact us if you have any questions orcomments at [email protected]

Pulse


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Personal Care SymphonyIRI Pulse Q4 2012

www.SymphonyIRI.eu

About the Report

This Personal Care report is one of 10 super category reports designed to

show high-level comparison and analysis for retail markets across major

countries in Europe.

This report contains data gathered from around Europe. This market was split

into the following categories: Deodorants, Haircare, Hair Dye, Body Care,

Insect Repellent, Oral Care, Body Cleansing, Facial Care, Sun Care, Sanitary

Products, Feminine Hygiene, Cosmetics, Fragrances and Shaving/Hair

Removal.

The report highlights key metrics such as total sales figures, market trends,

category shares, winners and losers for Europe and for individual countries.

The data has been sourced from SymphonyIRI Group retail databases and

Eurostat the statistical branch of administration for the European

Commission.

The countries included in the report are: France, Germany, Italy, Netherlands,

Spain and the UK.

The market channels used for each country in this report are as follows:

For analytical purposes the data sourced from available retail databases has

been consolidated to provide consistent results. However, for some countries ithas not been possible to source data pertaining to certain categories. When

this has occurred it has been documented in the Notes section found at the end

of the report.

Country Channels used

UKHypermarkets, Supermarkets, Drugstores and

Impulse Outlets

ESHypermarkets, Supermarkets, Hard Discounters,

Drugstores and includes the Canary Islands

DEHypermarkets, Supermarkets, Hard Discounters

and Drugstores

NLHypermarkets, Supermarkets, Hard Discounters

and Drugstores

ITHypermarkets, Supermarkets, Small Self Service,

Hard Discounters and Drugstores

FRHypermarkets and Supermarkets


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In the Radar

Economic figures influencing consumer behavior

2012 is another bad year for Personal Care inEurope : only +0.1% of value growth when it was

+1% in 2011. And even in countries where turnover

is more dynamic it is only a value effect : volumes

are decreasing.

First 2013 results show that the context is harder for

Personal Care. Our department seems to befaltering during this structural recession.

However successes are still possible : oral care is a

very good example => if products answer to

shoppers needs, results are immediate.

Emily Mayer

Business Unit Director, France, SymphonyIRI Group

Contact: [email protected]

Tel : +33 (0)130 06 26 56

Source Eurostats, December 2012

Population in Millions Unemployment (%)

Average 12 Months

Inflation Rate GDP in Millions ()

January

2011

January

2012

Dec

2011

Dec

2012

Dec.

2011

Average

2012

2011

(Estimate)

2012

(Estimate)

France 65.0 65.3 9.7 10.2 +2.3 +2.2 1,987,699 2,029,877

Germany 81.7 81.8 5.9 5.5 +2.5 +2.1 2,567,000 2,643,900

Italy 60.6 60.8 8.4 10.7 +2.9 +3.3 1,586,209 1,565,916

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 601,086

Spain 46.1 46.1 21.6 25.0 +3.1 +2.4 1,074,940 1,048,490

United

Kingdom 62.4 62.9 8.4 8.0 +4.4 +2.8 1,747,315 1,898,520


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Global Trends

-3.0%

+1.1%

+0.6%

+1.8%

TOTAL EUROPE +0.1%

Value Sales in Millions ()

Total EU 36,346

DE 12,368

FR 6,046

UK 5,899*

ES 4,947

IT 4,793

NL 2293

1,317 1,253 1,206 1,252 1,294 1,195

566 560 522 613 587 572

1,318 1,128 1,1231,259 1,309

1,102

2,984 3,3082,960

3,153 2,9983,256

1,522 1,4641,443

1,576 1,559 1,468

1,509

1,373

1,533 1,5501,4441,434

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12 30-Dec-12

Millions

Period Ending

UK

France

Germany

Italy

Netherlands

Spain

*based on an exchange rate of 1.150 to the pound

-0.3%

-0.7%

Positive Trend

Static Trend

Negative Trend

Value sales and growth and decline in the last year

Value sales for the last six quarters

Source: SymphonyIRI Retail Databases; Period Ending 30 Dec, 12


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Europe

4,604 4,5044,312

3,554

3,023 2,987 2,8982,564

2,396.102,060.90

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Haircare Oral Care Facial Care

Body Cleansing Fragrances Shaving / Hair Removal

Cosmetics Deodorants Body Care

Sanitary Products

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

MillionsEuros

Category Value Sales and Share of Value in the Last Year

Top 10

Key Trends With a +0.1% of value evolution, 2012 is not a

good year at all for Personal Care across Europe

Even if some countries show better results (the

UK, Germany and France) than others (Spain, the

Netherlands and Italy), everywhere in Europe

Personal Care trend is inferior to FMCG trend

There are multiple reasons for this bad result and

each country has its specificities. However,

Personal Care department is for surely suffering

from the choices that shoppers have to make in adifficult global economic context

For Spain, the Netherlands and Italy, economic

recession is stronger and shoppers, especially in

Spain are down trading their consumption

In France, the UK and Germany, Personal Care is

still developing but it is only a value effect (price

increase in the UK and Germany and valorisation

in France) because volumes are decreasing


Haircare 12.67%

Oral Care 12.39%

Facial Care 11.86%

Body Cleansing 9.78%

Fragrances 8.32%

Shaving / Hair Removal 8.22%

Cosmetics 7.97%

Deodorants 7.05%

Body Care 6.59%

Sanitary Products 5.67%

Hair Dye 3.80%

Feminine Hygeine 2.75%

Sun care 2.56%

Insect Repellent 0.36%


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Europe

Top 5 Losers: Value Sales

chg vs. Yr Ago ()

Top 5 Winners: Value Sales

chg vs. Yr Ago ()

132.4

40.0

33.3

27.1

22.7

0 20 40 60 80 100 120 140

Oral Care

Sun care

Haircare

Feminine

Hygeine

Body Cleansing

Millions

-15.7

-24.9

-26.5

-49.5

-115.2

-140 -120 -100 -80 -60 -40 -20 0

Cosmetics

Facial Care

Body Care

Shaving / Hair

Removal

Fragrances

Millions

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

4,604

3,554

3,023

4,504

4,312

-1.4

0.7 -0.6 065

3.0

Haircare Oral Care Facial Care Body

Cleansing

Fragrances

Millions

Total Sales % vs. YA

Top 5 Categories Evolution

Value Sales () and % Change vs. Yr Ago

Category Insights

The potential of Oral care is definitively real

in Europe. Except in Italy, Oral Care is one

of the most dynamic categories.

Mouthwash is particularly dynamic within

oral care

Hair Care is performing well thanks to

France, Germany, Spain and the UK and it

is particularly true in value : price increase

for the UK / good innovations for France

and Spain

On the contrary, fragrance trends are very

much negative over Europe : lack of

innovation in France or bad performance of

gift pack in Germany.



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France

930

714686

649

592

500463

376

275.21 254

0

100

200

300

400

500

600

700

800

900

1,000

Haircare Oral Care Body Cleansing

Shaving / Hair Removal Facial Care Cosmetics

Deodorants Sanitary Products Feminine Hygeine

Hair Dye

MillionsEuros


Top 10

Key Trends

With just 1.1% of value growth, 2012 islow growth year for Personal Care inFrance and it is the 9th year of smallgrowth,

Personal Care is again under the level ofgrowth of FMCG (around 2.5%),

Personal Care is however still dynamic inFrance and not that badly oriented

regarding other European countriesthanks to 2 factors :

very powerful innovations :more numerous / morevalorised

and an important promotionalpush

Unit sales are slightly decreasing even ifthere is no price increase : Personal Care

is impacted by inflation on Fooddepartments and the choices thatshoppers have to make,


Haircare 15.39%

Oral Care 11.82%



Facial Care 9.79%

Cosmetics 8.27%

Deodorants 7.67%



Hair Dye 4.55%

Body Care 4.21%

Fragrances 3.37%

Sun care 1.97%



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France


chg vs. Yr Ago ()


chg vs. Yr Ago ()

15.5

12.8

12.6

11.8

8.8

0 5 10 15 20

Oral Care

Body Care

Haircare

Feminine

Hygeine

Body Cleansing

Millions

-2.9

-6.0

-7.8

-10.0 -8.0 -6.0 -4.0 -2.0 0.0

Sanitary Products

Fragrances

Shaving / Hair

Removal

Millions

930

649

592

714

686

0.91.4 1.3-1.2

2.2

Haircare Oral Care Body

Cleansing

Shaving /

Hair

Removal

Facial Care

Millions



Top 5 Categories EvolutionCategory Insights

Oral Care is still the most dynamic

department especially thanks to

mouthwash (promotion / more offer &

shelf space for the category). Toothpaste

is pushed by innovations (sensitive

products) and toothbrushes is dynamic

thanks to electric systems.

A very good year also for body care

thanks to the 2 big segments:

slimming&firming (oil innovations) and

moisturisers (innovations),

At last, 2012 shows very good results

for Hair Care, mostly for Care with the

success of innovations and especially

Oils,

On the other side, 2012 was a very bad

year for fragrances: less innovations and

a demand which is decreasing,



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Germany

1 786

1 502 1 4611 417

1 355

1 081

964

791

670.10

480.11

0

200

400

600

800

1 000

1 200

1 400

1 600

1 800

2 000

Facial Care Fragrances Haircare

Oral Care Cosmetics Body Cleansing

Body Care Shaving / Hair Removal Deodorants

Sanitary Products

MillionsEuros


Top 10

Key Trends

In Germany, especially Oral Care and SunCare drive the positive value development ofPersonal Care.

Growth across all categories is generallydriven by the increase of average prices. OralCare Category is among the few categoriesthat also grew in volume.

As in total FMCG, Hypermarkets achievedynamic growth rates in Personal Care.

Despite the Schlecker market exit mid 2012,Drugstores manage to compensate thelosses and grow slightly.

As in previous quarters, Harddiscounterssuch as Lidl or Aldi keep on losing share andvalue. However, Softdiscounters manage togrow, e.g. Penny driven by its relaunch.

Along with the price increase within PersonalCare, branded products outperform privatelabels.


Facial Care 14.44%

Fragrances 12.15%

Haircare 11.81%

Oral Care 11.46%

Cosmetics 10.95%


Body Care 7.80%


Deodorants 5.63%


Hair Dye 2.73%

Sun care 1.92%




10/2010


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Germany

Top 5 Losers: Value Saleschg vs. Yr Ago ()

Top 5 Winners: Value Saleschg vs. Yr Ago ()

-2.6

-3.0

-10.0

-34.1

-39.3

-45.0 -40.0 -35.0 -30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0

Sanitary Products

Shaving / Hair

Removal

Feminine Hygeine

Body Care

Fragrances

Millions

70.3

32.2

14.4

14.3

12.6

0 20 40 60 80

Oral Care

Sun care

Hair Dye

Haircare

Cosmetics

Millions


1 786

1 502 1 4611 355

1 417

1.0 0.95.2

0.4-2.6

Fac ial Care Fragrances Haircare Oral Care Cosmetics

Millions

vs. YA % vs. YA


Category Insights

Oral Care gains additional value driven by

dynamic volumes increases in Mouthwash

and a positive price development in Electric

Toothbrushes.

Sun Care benefits from a positive price

development, especially regarding promotion

prices. Likewise, the promotion efficiency

improves as well.

Hair Dye is driven by successful launches.

These innovations can compensate lower

average prices.

The growth of Hair Care is driven by market

valorisation. Strong launches of premium

offerings (e.g. oil treatments), decreasing

volume sales of bigger pack size brands and

price increases especially in Shampoo drive

growth.

Fragrances negative development is driven

by the segment for women. Gift packs do not

perform well, prices tend to erode and the

entire category cannot compensate Schleckerlosses.



11/2011


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Italy

669 660

548

473 468 446

317277

250.14 228.07

0

100

200

300

400

500

600

700

800

Oral Care Haircare Body Cleansing

Shaving / Hair Removal Sanitary Products Facial Care

Deodorants Feminine Hygeine Cosmetics

Body Care

MillionsEuros


Top 10

Key Trends

FMCG closed 2012 with negative trend in

volume and a small increase in value due to

price increase of 1,6%.

The reduction of volume sales is higher in

the south part of Italy.

Despite price deflation, volume sales in

Personal care are shrinking.

Private Labels in Personal care reached

9,2% of market share +0,5 pt. Higher share

in paper markets as :paper towel, sanitary

towels, napkins and baby wipes.

Promotional sales are still increasing.

Drugstore and Super are more aggressive

than Hyper with deeper price cuts.

Superstores are still providing a positive

contribution to sales.

Drugstores are driving Personal markets

growth on the contrary Hyper +Super +SSSand Discount slowing down the

performance.


Oral Care 13.96%

Haircare 13.77%




Facial Care 9.31%

Deodorants 6.61%


Cosmetics 5.22%

Body Care 4.76%

Hair Dye 3.56%

Fragrances 2.57%

Sun care 2.33%



12/2012


www.SymphonyIRI.eu

Italy


chg vs. Yr Ago ()


chg vs. Yr Ago ()

5.12

3.73

3.35

1.33

0.97

0 1 2 3 4 5 6

Feminine

Hygeine

Sun care

Insect

Repellent

Cosmetics

Deodorants

Millions

-4.6

-4.6

-6.3

-7.0

-19.7

-25.0 -20.0 -15.0 -10.0 -5.0 0.0

Haircare

Body Care

Oral Care

Fragrances

Shaving / Hair

Removal

Millions



669 660

548

473468

-4.0-0.9-0.7 -0.7 0

Oral Care Haircare Body

Cleansing

Shaving /

Hair

Removal

Sanitary

Products

Millions


Category Insights

As in previous months Shaving/Hair Remover:

showed a negative performance almost due toShaving Blade. On the contrary Cosmetics and

Feminine Hygeine performed very well; the first

due to the high weight in drugstore channel

(more than 50%) and the second due to the

sanitary towels (silver generation)

Deo is one of the 5 winners in 2012 thank to an

increase of promotional activity and higher cut

prices.

Oral Care: Monthwash is still increasing both in

value and unit, on the contrary toothpasteclosed 2012 with a negative trend in value and

an increase in unit due to high promo activity,

deeper price cuts and fewer new launches.

Toothbrushes even if an increase on promo

activity showed a negative performance in unit

sales.

Hair Care: negative Performance in 2012

above all due to shampoo and styling;

Colorant is still performing well due to the

innovation: thank to the introduction ofprofessional brands at affordable prices.



13/2013


www.SymphonyIRI.eu

Netherlands

317300

269256

233

194

158 151 145.69

104.48

0

50

100

150

200

250

300

350

Cosmetics Haircare Facial Care

Oral Care Fragrances Body Cleansing

Body Care Deodorants Shaving / Hair Removal

Sanitary Products

MillionsEuros


Top 10


Cosmetics 13.82%

Haircare 13.09%

Facial Care 11.72%

Oral Care 11.18%

Fragrances 10.14%


Body Care 6.90%

Deodorants 6.60%



Hair Dye 3.25%

Sun care 2.84%



Key Trends

The Dutch economy is still in a recessionand we have the highest unemploymentrate for 20 years. However, TheNetherlands still shows one of the lowestunemployment rates in the EU.

The recession leads to a decline inconsumer consumption of 1%.

The Non-Food channel continues to

decline in volume and value and promopressure increases to 22% in the Drugchannel.

PL is still gaining share in the Netherlands.Fragrances is the only major categorywhere A-brands still show significantgrowth.

The personal market for men is nowlosing, after year on year growth. Thisimplies that the market is becoming more

and more mature.


14/2014


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Netherlands


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-3.67

-3.81

-4.42

-9.66

-5.72

-12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Body Care

Facial Care

Hair Dye

Haircare

Shaving / Hair

Removal

Millions

9.1

7.4

6.6

2.4

0.6

0 2 4 6 8 10

Fragrances

Oral Care

Body Cleansing

Sun care

Insect

Repellent

Millions



317300

256

233

269

-1.93.0

- 1.40.1

4.1

Cosmetics Hai rcare Facial Care Oral Care Fragrances

M

illions



Category Insights

Q4 in 2012 we see a dramaticdecline of Consumer Trust in theNetherlands. No signs of an end ofthe recession yet.

Fragrances grow because shoppersare highly involved in an A-brandpurchase and are willing to spendmore. PL does not gain share in thiscategory as a result.

In Oral Care, Oral-B (P&G) andbrands of Unilever (Prodent) andGSK (Paradontax, Aquafresh,Sensodyne and Zendium) createmedia attention and develop highpromo pressure especially in the drugchannel.

Within Oral Care (mouthwash), thebrand CB12 quickly gains share,focusing on fresh breath. Its price isextremely high (four times higherthan the average price).


15/2015


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Spain

961

612 591

476

382 353 336 303 273.38 247.32

0

200

400

600

800

1 000

1 200

Fragrances Haircare Facial Care

Cosmetics Oral Care Shaving / Hair Removal

Body Cleansing Sanitary Products Deodorants

Body Care

MillionsEuros


Top 10

Key Trends

Spain is the country with the worse

evolution of Personal Care products.

The end of the year has been very bad,

because of a VAT increase (from 18% to

21%). Even though most manufacturers

have not increased the final price of their

products, a frightened shopper has

reduced its consumption of personal

care, or moved to private label brands.

Despite of the bad performance of these

categories, some chains are investing on

them: launching new Private Label

products, or improving the section, by the

introduction of shopping assistants.


Fragrances 19.43%

Haircare 12.38%

Facial Care 11.95%

Cosmetics 9.63%

Oral Care 7.72%




Deodorants 5.53%

Body Care 5.00%

Hair Dye 3.73%

Sun care 3.05%




16/2016


www.SymphonyIRI.eu

Spain


chg vs. Yr Ago ()


chg vs. Yr Ago ()

8.3

6.2

4.8

3.4

1.0

0 2 4 6 8 10

Feminine

Hygeine

Oral Care

Body Care

Hair Dye

Haircare

Millions

-11.6

-18.2

-29.4

-31.7

-72.0

- 80.0 - 70.0 - 60.0 - 50.0 -40.0 - 30.0 - 20.0 - 10.0 0.0

Deodorants

Shaving / Hair

Removal

Facial Care

Cosmetics

Fragrances

Millions



961.19

612.30 591.23

476.45

381.99

1.7

-7.0

-4.7

0.2

-6.2

Fragrances Haircare Facial Care Cosmetics Oral Care

Millions

-8

-7

-6

-5

-4

-3

-2

-1

0

1

2

3


Category Insights

FRAGRANCES: present a very bad

evolution, mainly due to a bad

Christmas campaign. Low price brands

have been developed, which copy the

fragrance of the top ones. This kind of

products have increased distribution

among medium and small

supermarkets. Increase of classic

brand sales instead of new launches

and movement to low price products:

small formats and less sales of sets.

Flat evolution of HAIR CARE, with an

increase of the share of private label

brands.

FACIAL CARE and COSMETICS

damaged by a shopper with a smaller

budget (unemployment, and VAT and

other taxes increase).



17/20


18/2018


www.SymphonyIRI.eu

708.43662.59 640.35 627.78

1 064.99

2.52 1.30.0

3.8

Oral Care Body

Cleansing

Deodorants Haircare Facial Care

Mil

lions


United Kingdom


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.9

-2.1

-4.1

-4.5 -4.0 -3.5 -3.0 -2.5 -2.0 -1.5 -1.0 -0.5 0.0

Facial Care

Body Care

Hair Dye

Millions

39.4

15.8

13.8

11.5

8.8

0 10 20 30 40 50

Oral Care

Haircare

Body Cleansing

Feminine

Hygeine

Shaving / Hair

Removal

Millions

Data for the United Kingdom does not include Northern Ireland


Top 5 Categories EvolutionCategory Insights

Oral care has performed very well in

2012. There have been several big new

launches across the various categories.

These launches have been of premium

products, so despite volume losses by

toothpaste and toothbrushes, value sales

are up. Mouthwash has increased in

both value and volume, brands are

moving more to alcohol free varieties.

Shower Gel and Liquid Soap both grew

in volume sales, Bar Soap lost volume

as usual but price increases pushed

value sales higher.

After an enormously strong year in 2011,

Deodorants was fairly stable, with only a

moderate amount of new product activity

this year.

Price rises pushed the value of Haircare

higher but Colorants lost sales after theboom in 2011.



19/20


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Resources

To gain insight into opportunities across specific categories, segments, channels or retailers, contact

your SymphonyIRI client service representative regarding custom analyses leveraging the following

resources:

InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers to

acquire industry insights used to make better business decisions. InfoScan Census utilizes the data

that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the

most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods

(FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time

period, clients have the tools needed to develop marketing and sales strategies based on product

performance, distribution, and promotion responsiveness. All data about frozen foods are coming from

InfoScan Census.

SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources,

predictive analytics, enabling technologies, and business analyses to help FMCG manufacturers andretailers address significant sales and marketing issues effectively

Contact: SymphonyIRI Group, [email protected], Tel: +33 1 30 26 81 00

About SymphonyIRI Group

SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in

innovative solutions and services for driving revenue and profit growth in FMCG, retail andhealthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for market

measurement and symphony advantage solutions for enabling new growth opportunities in

marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely

combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps

companies create, plan and execute forward-looking, shopper-centric strategies across every level

of the organization.

For more information, visit www.SymphonyIRI.eu

Documents

Pulse Report Personal Care Q4 2012