Hair Care in the Philippines

Transcription

1 in the Euromonitor International June 2011

2 List of Contents and Tables Headlines... 1 Trends... 1 Competitive Landscape... 2 Prospects... 3 Category Data... 4 Table 1 Sales of Hair Care by Category: Value Table 2 Sales of Hair Care by Category: % Value Growth Table 3 Hair Care Premium Vs Mass % Analysis Table 4 Sales of Styling Agents by Type: % Value Breakdown Table 5 Hair Care Company Shares Table 6 Hair Care Brand Shares by GBN Table 7 Styling Agents Brand Shares by GBN Table 8 Colourants Brand Shares by GBN Table 9 Salon Hair Care Company Shares Table 10 Salon Hair Care Brand Shares by GBN Table 11 Hair Care Premium Brand Shares by GBN Table 12 Forecast Sales of Hair Care by Category: Value Table 13 Forecast Sales of Hair Care by Category: % Value Growth Table 14 Forecast Hair Care Premium Vs Mass % Analysis Euromonitor International Page i

3 HAIR CARE IN THE PHILIPPINES HEADLINES Hair care increases in value by 6% in 2010 to Ps28.8 billion Manufacturers launch products designed to treat common hair care problems 2-in-1 products records fastest growth in 2010 as value sales increase by 10% Hair care products sees stable unit prices during 2010 Unilever Philippine Inc continues to lead with a 41% value share in 2010 Hair care is set to increase in constant value at a CAGR of 3% over the forecast period TRENDS During 2010, the need for hair care companies to offer a complete product portfolio of individual brands which address common hair care issues become even more apparent than before. The vast majority of hair care manufacturers in the strove to offer products which specifically address dandruff, hair loss, dry damaged hair and frizzy hair. In addition to maintaining their current positioning, the majority of hair care brands aimed to deliver value added features so as to engender a better image and enlarge their consumer base. An example of this Procter & Gamble s is Head and Shoulders, which is well known for its capacity to treat and prevent dandruff. During 2010, Procter & Gamble ventured into offering products for those who suffer alopecia and hair loss through its Head and Shoulders Anti-Dandruff Hair Retain Shampoo. In conditioners, Unilever launched its Sunsilk Damage Repair Conditioner, which aimed to cater to consumers with damaged hair as a result of the excessive use of styling products. The 6% value growth recorded in hair care during 2010 was higher than the 5% value growth recorded during In addition to the turnaround in value sales registered in salon hair care, the major contributor to the positive value growth in 2010 was the more rapid increase in unit prices compared to during It should be noted that volume growth was relatively slow in hair care during 2010, with the exception of salon hair care. Hair care in the is by now relatively mature as almost every Filipino washes his or her hair nearly every single day. 2-in-1 products recorded the highest growth in hair care in the during 2010 as value sales increased by 10%. The entry of Unilever s Vaseline brand and Colgate-Palmolive s Palmolive brand into 2- in-1 products was the main reason for the very strong increase in demand among Philippine consumers. Both Vaseline and Palmolive benefit from a very loyal base of middle income and lower income consumers who are attracted to the 2-in-1 hair care products of brands by the high quality of the shampoo and conditioner contained within the products as well as the convenience offered by 2-in-1 products. Unilever in particular was very aggressive in promoting its Vaseline brand by targeting families who seek to maximise the cost effectiveness of their regular hair care purchases through the introduction of refill packs which cost less and come with free pump bottles. In second position behind 2-in-1 products in 2010 was styling agents, which increased in value by 9% during Rising from what is still a small volume base, styling agents cater to the devotees of the emerging metrosexual lifestyle. Adhering to the metrosexual aesthetic is leading many Filipino men to maintain a keener awareness of their appearances which is boosting demand for beauty and personal care products overall, including hair care. The wide array of hair care variants which were launched in the specifically for men during 2010 further bolstered the burgeoning value sales of styling agents. As in other categories such as skin care and oral care, hair care in the is dominated by products in single serve sachet packaging. These smaller packaging units are most often employed by manufacturers as a way of reaching out to more price sensitive low income consumers who purchase their hair care products from traditional sari-sari stores. The increasing proportion of hair care products in the being purchased in single-serve sachet packaging is leading to more rapid increases in average unit prices. However, this trend is being countered by the efforts of the leading players in hair care to add value to their products by boosting the quantity of product contained within each sachet. Limited edition shampoos which contain 33% and 50% more volume than standard packaging units largely mitigated the negative effects of Euromonitor International Page 1

4 widespread rises in unit prices during This led to limited unit price growth during 2010 as the average unit price in hair care is estimated to have increased by only 1%. Hair care in the is dominated by mass brands, which account for 99% of value sales. Aside from salon hair care, premium hair care brands have very limited availability in the and are more or less insignificant in terms of influence over demand for hair care in the. With the high frequency of use of hair care products, premium hair care tends to suffer from an image of being excessively expensive for regular use. The majority of styling agents in the come in gel format at 32% of total while wax accounted for 31% and followed by mousse with 27%. It should be noted that ease of application remains to be a major concern for Philippine hair care consumers. The use of hairsprays/lacquers has long been in decline in the as gel and wax has come to be widely recognised as more convenient to use and more affordable. The proportion of overall hair care value sales accounted for by salon hair care remained low in the during 2010 at just 1% of total hair care value sales. Even though the majority of chained hair salon brands such as David s Salon, Ricky Reyes, Bench FIX and Jun Encarnacion offer their own private label lines of premium professional hair care products, sales of these products remained very low during 2010 as the majority of customers prefer retail brands which carry much lower retail prices. The increasing availability of professional variants under mainstream brands such as Sunsilk Co-Creation is set to further hinder any potential increases in value sales of salon hair care, especially as mass brands have much better advertising and promotion than the more exclusive products available through salon hair care. COMPETITIVE LANDSCAPE Unilever Inc continued to lead hair care in the during 2010 with 41% value share. Unilever s value sales in hair care increased to Ps11.8 billion during 2010 as its highly recognised brands such as Sunsilk, Cream Silk, Clear and Vaseline continued to attract vast numbers of Philippine consumers. Unilever maintains a very strong position in hair care categories such as standard shampoo, 2-in-1 products and conditioners. It should be noted that aside from its intensive and extensive high profile advertising campaigns, Unilever Inc is also able to capitalise on its high level of research and development efficiency, which allows it to introduce innovative products at regular intervals. Unilever s new policy of offering its products in tri-sachets allowed it to achieve greater penetration among lower income Philippine consumers during Local player Fine Beauty Co Inc recorded the most buoyant growth in hair care during 2010 as its value sales increased by 16%. Fine Beauty Co s robust performance highlights the increasing concern developing among Filipinas about their hair which now goes beyond shampooing and conditioning. Fine Beauty Co distributes multinational brands such as Wella Salon, Wellaform and Newwave, all of which offer colour protection for those consumers who use colourants. This is significant as colour highlights continued to be a major hair fashion trend among Philippine women during The strong financial muscle of multinational companies enables them to secure larger value shares within hair care in the. It is estimated that multinational companies accounted for 90% of total value sales in hair care in the during The top three companies in hair care during 2010 were Unilever Inc, Procter & Gamble Inc and Colgate-Palmolive Inc, all of which are multinational companies. Instead of competing head-on with these established giants, local companies opted to focus on smaller categories such as perms and relaxants, colourants and styling agents. The need to maintain nationwide marketing campaigns and endorsements from high-profile celebrities also deterred many smaller local players from entering the larger volume hair care categories during The year 2010 was marked by the entry of the newest line of Unilever s Sunsilk brand of shampoos into the. The Sunsilk Co-Creations line features different shampoo variants, each designed by a wellknown global hair expert including: Thomas Taw (a damaged hair expert from London); Yuko Yamashita (a hair strengthening expert from Tokyo); Francesca Fusco (a scalp and hair loss expert); Ouidad (a curly and wavy hair expert from New York); Teddy Charles (a shape and style expert); Jamal Hammadi (a hair shine expert from Hollywood); and Rita Hazan (a colourants expert from New York). Capitalising on the reputation of these personalities, the Sunsilk Co-Creations range boast that it provides consumers with expert-touched hair. Aside from its intensive advertising campaigns, Unilever also attempted to increase demand for the Sunsilk brand through social networking sites such as Facebook. Euromonitor International Page 2

5 In its quest to improve its competitive position in hair care in the, Procter & Gamble Inc launched its Pantene Total Care brand in 2010 through its 14-Day Challenge. This promotion asked a number of ordinary Philippine women to try Pantene Total Care shampoo for 14 days in order to record the transformation that would occur in their hair as a result of using the brand. Participants in the challenge included its brand ambassadors, all of whom are known to be leading Philippine actresses including Claudine Baretto, Angel Aquino, Carla Abellana, Andi Eigenmann, and Erich Gonzales. Aside from these celebrity users, various ordinary members of the public were invited to become bloggers and share their experiences of using Pantene through online communication. A Pantene fan page was set up on Facebook and this has since become a forum for Philippine women who want to share their positive experiences of using Pantene shampoo. In line with its reputation as a mid-priced hair care brand in the, L Oreal reached out to more middle income consumers during 2010 through its single-serve sachet packaging. The brand s new product developments in hair care categories such as shampoos and conditioners can now be purchased through sari-sari stores as well as larger format chained grocery retailers such as supermarkets/hypermarkets. Venturing beyond the popular tri-sachet packaging format, Unilever s Vaseline brand and Procter & Gamble s Rejoice brand both introduced sachet packaging with four compartments in 2010, which allowed consumers to obtain four washes from a single purchase. PROSPECTS The maturity of hair care in the will combine with declining population growth to limit growth in hair care during the forecast period. Hair care is expected to increase in constant value at a CAGR of 3% over the forecast period, which is higher than the 1% constant value CAGR recorded during the review period, as value sales will settle on Ps32.7 billion in Major hair care categories such as shampoo and 2-in-1 products are considered to already be highly mature in the as the level of penetration of these products is close to 100%. Culturally speaking, Filipinos are very concerned with maintaining proper personal hygiene, which includes daily hair washing and shampooing. With population growth projected to fall to low single-digit rates during the forecast period, a deceleration in demand for shampoo and 2-in-1 products is likely to occur. The ongoing slowdown in sales of shampoos is set to have a deleterious effect on growth in hair care overall during the forecast period as shampoos accounts for 34% of total hair care value sales. Increasing per capita consumption of shampoo among Philippine consumers will be possible only if Filipinos can be tempted away from buying shampoo in small packaging units. It should be noted that the decision to make several purchases of hair care products in smaller sachets rather than a single large bottle is taken not only due to the lower retail price of small packaging units but also as single-serve sachet packaging allows more effective control over the level of shampoo usage among household members. The threat of slump in major hair care categories such as shampoos and conditioners is set to challenge manufacturers over the forecast period, forcing them to look towards engaging in smaller hair care categories which are subject to lower demand and could possibly prove more profitable and lucrative over the longer term. In absence of the possibility to promote higher frequency of usage in categories such as shampoos, conditioners and 2-in-1 products, hair care companies are expected to focus on convincing Filipino customers to purchase a wider variety of hair care products and incorporate more steps into their hair care regimens. The use of conditioners, which currently still holds comparatively high growth potential, should be pushed in the, especially among middle income consumers. Home treatments could also be promoted as an alternative to salon-based styling procedures as a potentially lucrative niche, especially among middle income working women. 2-in-1 products is expected to record the highest growth in hair care during the forecast period. 2-in-1 products volume sales will increase at a CAGR of 4% during the forecast period, while constant value sales will increase at a CAGR of 5% to Ps6.2 billion by end of Demand for 2-in-1 products will be buoyed by higher consumer demand for convenience and value-for-money. Unit prices in hair care are set to increase faster during the forecast period than during the review period. The threat coming from higher logistics costs due to increases in toll fees, transportation costs and the global price of oil will combine to bring about overall increases in the national inflation rate in the, thereby boosting the prices of major grocery items including hair care. The increase in the Euromonitor International Page 3

6 average unit price in hair care will also stem from the increasing penetration of hair care products sold in single-serve sachets. Unilever s newly launched Sunsilk Co-Creations brand will gain a stronger following among Philippine women during the forecast period due to the prevalence of its intensive advertising campaigns. As Filipinas continue to desire perfect hair through the use of professional hair care products, demand for these types of products will continue to increase during the forecast period. Meanwhile, Pantene Total Care will continue to cater to a clear segment of middle income Filipinas due to its higher pricing strategy. Palmolive Cool Dude, which caters to teenage boys, is also expected fare well over the forecast period, as is Palmolive Fashion Girl, which remains focused on teenage girls. The segmentation of demand for hair care in the is set to remain highly delineated during the forecast period. Assessing the predominant demographic patterns will be the key factor in achieving successful segmentation in hair care as competition will be largely based on gender and age-specific products. The release of higher numbers of hair care products for teenagers might also lead to significantly higher demand among this consumer group. Meanwhile, the rapid growth being experienced in men s grooming products in the is expected to lead to higher numbers of male-specific shampoo brands, a trend foreshadowed by the 2010 introduction of a male-specific variant for Procter & Gamble s Head and Shoulders brand. The venture of Unilever s Sunsilk, Procter & Gamble s Pantene, and L Oreal into social networking site Facebook has opened many doors for these companies and brands to engage in direct interaction between themselves and their customers. More fans are expected to join in the discussions and debates and participate in the contests which are conducted over Facebook. This social networking strategy is seen to particularly beneficial for companies targeting younger consumers as the youth of the are the largest users of social networking in the country. CATEGORY DATA Table 1 Sales of Hair Care by Category: Value Ps million in-1 Products 3, , , , , ,992.8 Colourants Conditioners 4, , , , , ,710.4 Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos 9, , , , , , Medicated Shampoos Standard Shampoos 8, , , , , ,875.3 Styling Agents 3, , , , , ,902.2 Hair Care 21, , , , , ,848.7 Table 2 Sales of Hair Care by Category: % Value Growth % current value growth 2009/ CAGR 2005/10 TOTAL 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos Euromonitor International Page 4

7 - Medicated Shampoos Standard Shampoos Styling Agents Hair Care Table 3 Hair Care Premium Vs Mass % Analysis Premium Mass Total Table 4 Sales of Styling Agents by Type: % Value Breakdown Gel Hairspray/lacquers Mousse Others Total Table 5 Hair Care Company Shares Company Unilever Inc Procter & Gamble Inc Colgate-Palmolive Inc L'Oréal Inc Splash Corp Johnson & Johnson () Inc Fine Beauty Care Co Inc Dermpharma Inc Henkel Inc Bico Co Mandom Corp Rogemson Co Inc, The Avon Cosmetics Inc Straight Arrow Products Inc Manila Swallow Corp Glenmark Inc JVS Worldwide Inc Revlon Consumer Products Inc Pagoda Enterprises Inc Abbott Laboratories Euromonitor International Page 5

8 (Phils) Inc Chattem Inc Diamond Products Inc Private Label Others Total Table 6 Hair Care Brand Shares by GBN Brand Company Cream Silk Unilever Inc Palmolive Naturals Colgate-Palmolive Inc Sunsilk Unilever Inc Pantene Procter & Gamble Inc Vaseline Unilever Inc Head & Shoulders Procter & Gamble Inc Clear Unilever Inc Finesse Unilever Inc L'Oréal Studio Line L'Oréal Inc Rejoice Procter & Gamble Inc Nizoral Johnson & Johnson () Inc Kolours Splash Corp Vitress Splash Corp Dep Henkel Inc Regroe Dermpharma Inc Wellaform Fine Beauty Care Co Inc Bigen Bico Co Gatsby Mandom Corp Suave Unilever Inc New Wave Fine Beauty Care Co Inc Gard Colgate-Palmolive Inc L'Oréal Excellence L'Oréal Inc Avon Avon Cosmetics Inc L'Oréal Professional L'Oréal Inc Hair Works Rogemson Co Inc, The Mane 'n' Tail Straight Arrow Products Inc L'Oréal Casting L'Oréal Inc Minoxidil ISAC Dermpharma Inc Swallow Manila Swallow Corp Kérastase L'Oréal Inc Hydro Gel Rogemson Co Inc, The Scalpex Glenmark Inc The Body Shop JVS Worldwide Inc Wella Salon Fine Beauty Care Co Inc Exclusiv Fine Beauty Care Co Inc Tricks Splash Corp Raven Rogemson Co Inc, The Palmolive Colgate-Palmolive Inc Lux Super Rich Unilever Inc Wella Vitawell Fine Beauty Care Co Inc Private label Private Label Others Euromonitor International Page 6

9 Total Table 7 Styling Agents Brand Shares by GBN Brand Company L'Oréal Studio Line L'Oréal Inc Finesse Unilever Inc Vitress Splash Corp Dep Henkel Inc Wellaform Fine Beauty Care Co Inc Gatsby Mandom Corp Sunsilk Unilever Inc Suave Unilever Inc New Wave Fine Beauty Care Co Inc Hair Works Rogemson Co Inc, The Hydro Gel Rogemson Co Inc, The Exclusiv Fine Beauty Care Co Inc Tricks Splash Corp Tancho Mandom Corp Hair Glow Rogemson Co Inc, The Dep for Men Henkel Inc Raven Rogemson Co Inc, The Dippity-Do Diamond Products Inc White Rain Diamond Products Inc LA Looks Henkel Inc Free Style L'Oréal Inc Invisible L'Oréal Inc G-Long Keep Mandom Corp Boss by Babes Rogemson Co Inc, The Private label Private Label Others Total Table 8 Colourants Brand Shares by GBN Brand Company Kolours Splash Corp Bigen Speedy Bico Co L'Oréal Excellence L'Oréal Inc Bigen Bico Co L'Oréal Casting L'Oréal Inc Colorsilk Revlon Consumer Products Inc Clairol Nice 'n' Easy Procter & Gamble Inc Wella Color Fine Beauty Care Co Inc Bellady Fine Beauty Care Co Inc Wella Soft Color Fine Beauty Care Co Inc Wella New Wave Fine Beauty Care Co Inc Swallow Manila Swallow Corp Wash 'N' Tint Nutra Care Inc Others Total Euromonitor International Page 7

10 Table 9 Salon Hair Care Company Shares Company L'Oréal Inc Fine Beauty Care Co Inc Splash Corp Others Total Table 10 Salon Hair Care Brand Shares by GBN Brand Company L'Oréal Professional L'Oréal Inc Kérastase L'Oréal Inc Wella Salon Fine Beauty Care Co Inc Profix Splash Corp Others Total Table 11 Hair Care Premium Brand Shares by GBN Brand Company L'Oréal Professional L'Oréal Inc Kérastase L'Oréal Inc Wella Salon Fine Beauty Care Co Inc Aquamarine Revlon Inc Profix Splash Corp Revlon Flex Revlon Inc Others Total Table 12 Forecast Sales of Hair Care by Category: Value Ps million in-1 Products 4, , , , , ,248.3 Colourants Conditioners 6, , , , , ,274.5 Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos 9, , , , , , Medicated Shampoos Standard Shampoos 8, , , , , ,839.5 Styling Agents 5, , , , , ,105.1 Euromonitor International Page 8

11 Hair Care 28, , , , , ,697.7 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 13 Forecast Sales of Hair Care by Category: % Value Growth % constant value growth CAGR 2010/15 TOTAL 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos Medicated Shampoos Standard Shampoos Styling Agents Hair Care Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 14 Forecast Hair Care Premium Vs Mass % Analysis Premium Mass Total Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Euromonitor International Page 9