Table of Contents
Introduction
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- Definitions
- Consumer research
- Abbreviations
Executive Summary
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- Growth slowing down
- Bath products decline while shower products register dynamic growth
- Bodysprays and liquid soap put on a good performance
- Grocery multiples dominate distribution
- Multinationals take the lion’s share
- New product development ranges from technological developments to natural ingredients
- High penetration rates for deodorants and toilet soap
Market Drivers
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- Increased PDI has not benefited commoditised toiletries
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- Figure 1: UK PDI and consumer expenditure, at current and constant prices, 2000-10
- UK consumers have become more thrifty when shopping for toiletries
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- Figure 2: UK adult population, by socio-economic group, 2000-10
- Ageing population needs encouragement to maintain grooming habits
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- Figure 3: Trends and projections in UK adult male population, by age group, 2000-10
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- Figure 4: UK adult female population, by age group, 2000-10
- Employment is a major driver of much C&T usage
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- Figure 5: UK workforce, by gender and employment status, 2000-10
- Move to smaller households means less demand for family-sized products
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- Figure 6: Trends in UK household size, by number of persons, 1998-2007
Market Size and Trends
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- Sales growth has slowed since 2003 as consumers hunt out the bargains
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- Figure 7: UK retail value sales of toiletries, at current and constant prices, 2000-05
- Figure 8: UK retail value sales of toiletries, by type, 2000-05
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- Figure 9: Indexed UK retail value sales of toiletries, by sector, 2000-05
- Figure 10: Annual UK per capita expenditure on toiletries through retail, by adults, by type, 2000-05
- Product positioning – scientific developments aid deodorant efficiency
- Bath and shower products offer skin caring benefits
- “Natural” ingredients
- Male-specific is a strong positioning claim
Market Segmentation
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- Deodorant products
- Discounting has led to slower growth in value sales
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- Figure 11: UK retail value sales of deodorants, at current and constant prices, 2000-05
- Women’s products is the largest sector, but men’s is growing faster
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- Figure 12: UK retail value sales of deodorants, by type, 2002-05
- Aerosols still the preferred option
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- Figure 13: UK retail value sales of deodorants and antiperspirants, by format, 2002-05
- Improved or greater efficacy is a key product positioning…
- …as is gentleness
- Bath and shower products
- Overall growth
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- Figure 14: UK retail value sales of bath and shower products, at current and constant prices, 2000-05
- Figure 15: UK retail value sales of bath and shower products, by type, 2000-05
- Dynamic bodywashes
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- Figure 16: UK retail value sales of shower products, by type, 2002-05
- Skin-caring benefits drive NPD in shower products
- Shower products also offer “indulgence” as well as “invigoration”
- Bath products offer a chance for “quality me-time”
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- Figure 17: UK retail value sales of bath products, by type, 2002-05
- Turning the bathroom into a spa
- Soap
- Liquid soap the only segment to see growth
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- Figure 18: UK retail value sales of soap, at current and constant prices, 2000-05
- Figure 19: UK retail value sales of soap, by type, 2002-05
Distribution
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- Commodity nature of toiletries makes grocery multiples main distributors
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- Figure 20: UK retail value sales of toiletries, by outlet type, 2002-05
- Trading base
- Grocery multiples
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- Figure 21: UK retail value sales of toiletries, by outlet, 2005
- Chemists
- Drugstores
- Other
The Supply Structure
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- Manufacturers’ shares
- Unilever ranks number-one in deodorant products
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- Figure 22: Manufacturers’ retail value shares in deodorant products, 2002-05
- Figure 23: Brands’ retail value shares in women’s deodorants and antiperspirants, 2002-05
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- Figure 24: Brands’ retail value shares in women’s bodysprays, 2002-05
- Figure 25: Brands’ retail value shares in men’s deodorants and antiperspirants, 2002-05
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- Figure 26: Brands’ retail value shares in men’s bodysprays, 2002-05
- Sara Lee is number-one in bath and shower products
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- Figure 27: Manufacturers’ retail value shares in bath and shower products, 2002-05
- Figure 28: Brands’ retail value shares in bath and shower products, 2002-05
- PZ Cussons leads soap sales
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- Figure 29: Manufacturers’ retail value shares in soap, 2002-05
- Figure 30: Brands’ retail value shares in bar soap, 2002-05
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- Figure 31: Brands’ retail value shares in liquid soap, 2002-05
- Companies and brands
- Beiersdorf
- Boots the Chemist
- Colgate-Palmolive
- Johnson & Johnson
- Procter & Gamble
- PZ Cussons UK
- Revlon
- Sara Lee
- Unilever
New Product Development
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- Product innovation in key position
- “Technological” and “natural” deodorant products
- Men in focus
- Added value in bath and shower products
- New product launches 2005
The Consumer
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- European comparison of product use
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- Figure 32: Penetration of toiletries, by women, by country, 2004
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- Figure 33: Penetration of toiletries, by men, by country, 2004
- Trends in product use by type – winners and losers
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- Figure 34: Trends in penetration of toiletries, by women, 2002-04
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- Figure 35: Trends in penetration of toiletries, by men, 2002-04
- Penetration and frequency of using toiletries
- Shower gels have a younger consumer base than bath products
- Deodorants have similar usage amongst both men and women
- Liquid soap more attractive than bar soap to younger consumers
The Consumer – Detailed Demographics
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- Figure 36: Penetration and frequency of using bath and shower gels, by women, by demographic sub-group, 2004
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- Figure 37: Penetration and frequency of using bath and shower gels, by men, by demographic sub-group, 2004
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- Figure 38: Penetration and frequency of using bath oils, liquids and additives, by women, by demographic sub-group, 2004
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- Figure 39: Penetration and frequency of using bath oils, liquids and additives, by men, by demographic sub-group, 2004
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- Figure 40: Penetration and frequency of using deodorants, by women, by demographic sub-group, 2004
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- Figure 41: Penetration and frequency of using deodorants, by men, by demographic sub-group, 2004
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- Figure 42: Penetration and frequency of using liquid soap, by women, by demographic sub-group, 2004
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- Figure 43: Penetration and frequency of using liquid soap, by men, by demographic sub-group, 2004
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- Figure 44: Penetration and frequency of using toilet soap, by women, by demographic sub-group, 2004
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- Figure 45: Penetration and frequency of using toilet soap, by men, by demographic sub-group, 2004
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Prospects
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- Increasing maturity
- Added benefits will remain a key feature
- Further potential in male-specific toiletries
Forecast
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- The toiletries capital
- Signs of maturity?
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- Figure 46: Forecast of UK retail value sales of toiletries, by sector, at current prices, in sterling terms, 2005-10
- Still some life in the market – at least in the short term
- Better economic prospects will help
- Chance to introduce price rises
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- Figure 47: Forecast of UK retail value sales of toiletries, by sector, at current prices, in euro terms, 2005-10
- Smelling sweet
- Scrubbing up well
- Soap to develop luxury end
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- Figure 48: Forecast of UK retail value sales of toiletries, by sector, at constant prices, in sterling terms, 2005-10
- Return of some inflation…
- …means lower real forecasts …
- …but not in euro terms
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- Figure 49: Forecast of UK retail value sales of toiletries, by sector, at constant prices, in euro terms, 2005-10
- Truly mass-market
- Less dynamic economy will have an effect
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