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2 LIST OF CONTENTS AND TABLES Baby Care in the United Arab Emirates - Category analysis... 1 Headlines... 1 Trends... 1 Competitive Landscape... 2 Prospects... 3 Category Data... 3 Table 1 Sales of Baby Care by Category: Value Table 2 Sales of Baby Care by Category: % Value Growth Table 3 Baby Care Premium Vs Mass % Analysis Table 4 Baby Care Company Shares Table 5 Baby Care Brand Shares by GBN Table 6 Baby Sun Care Brand Shares by GBN Table 7 Baby Care Premium Brand Shares by GBN Table 8 Forecast Sales of Baby Care by Category: Value Table 9 Forecast Sales of Baby Care by Category: % Value Growth Table 10 Forecast Baby Care Premium Vs Mass % Analysis Beauty and Personal Care in the United Arab Emirates - Industry Overview... 7 Executive Summary... 7 Economy Slow To Recover From Crisis... 7 New Products and Promotions Stimulate Demand... 7 Domestic Manufacturers Fall Further Behind International Brands... 7 Supermarkets/hypermarkets Remain in Control of Distribution... 7 A Delayed Recovery... 7 Market Data... 7 Table 11 Sales of Beauty and Personal Care by Category: Value Table 12 Sales of Beauty and Personal Care by Category: % Value Growth Table 13 Sales of Premium Cosmetics by Category: Value Table 14 Sales of Premium Cosmetics by Category: % Value Growth Table 15 Beauty and Personal Care Company Shares by NBO Table 16 Beauty and Personal Care Company Shares by GBO Table 17 Beauty and Personal Care Brand Shares by GBN Table 18 Sales of Beauty and Personal Care by Distribution Format: % Analysis Table 19 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis Table 20 Forecast Sales of Beauty and Personal Care by Category: Value Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth Table 22 Forecast Sales of Premium Cosmetics by Category: Value Table 23 Forecast Sales of Premium Cosmetics by Category: % Value Growth Definitions... 16
3 Sources Summary 1 Research Sources... 16
4 BABY CARE IN THE UNITED ARAB EMIRATES - CATEGORY ANALYSIS HEADLINES Baby care registers current value growth of 5% to reach AED44 million in 2010 The year-round sunny weather drives demand for baby sun care, which is up by 5% to AED3 million Unit price movements during the year are minimal as growth and inflation slow Johnson & Johnson (Middle East) leads baby care with a 28% value share Baby care is expected to post a constant value CAGR of 3% over the forecast period TRENDS Current value sales of baby care grew by 5% in 2010 to AED44 million. Growth was lower than the 8% CAGR experienced during the review period of , reflecting the stagnation in population growth as expatriates left the country, taking families with them. Remaining families adopted cautious spending approaches and traded down to cheaper brands, negatively impacting upon volume and value growth. Baby sun care recorded growth of 5% on 2009, baby hair care 5%, baby skin care 5% and baby toiletries 4% products all deemed essential amongst most consumers. Growth in baby sun care lost some ground on 2009 following a significant number of campaigns that year that were followed to the same extent in Baby hair care and nappy (diaper) rash treatments were the most dynamic categories in Baby skin care posted a slightly lower growth rate compared to that of 2009 on account of trading down to cheaper brands like Himalaya, which elicits strong customer loyalty amongst the Asian population. Baby skin care also managed to stave off competition from cheaper substitute products like talcum powder, which is not recommended by most paediatricians and pharmacists as a skin care product. Baby care products are generally purchased by middle- and high-income earners, albeit with some variations. Baby hair, skin and sun care products are common amongst both, whilst baby toiletries are mostly purchased by high-income households. Historically, baby sun care products were not popular in the United Arab Emirates, but given the growing awareness of the dangers of sunlight, parents are becoming remarkably cautious. Speciality baby care brands were traditionally available in chemists/pharmacies, and typically have small sales shares. However, as baby care products started making their way into supermarkets and hypermarkets, brand awareness of these products have gradually increased. Unit prices remained stable in 2010 as inflation rate remained low. There was also some pressure from the United Arab Emirates Ministry of the Economy to prevent price hikes, working with supermarkets to monitor prices and prevent manipulators from maintaining the high prices experienced in Premium baby care brands struggled in 2010 in light of the low consumer spending during the year. Although the United Arab Emirates has been historically known for its high disposable
5 incomes and consumer purchasing power, both have been hit by economic hardship. Many middle-income earners have resorted to trading down to cheaper brands like Himalaya in a bid to weather the low consumer confidence. Mothercare, which sells a number of premium baby care products in the United Arab Emirates, reported lower volume growth during the year. The majority of products available fall under the shampoo, baby oil and baby lotion categories, which are deemed as the essentials amongst most households. Other products like sun protection, aftersun and conditioner are still niche products for many consumers. COMPETITIVE LANDSCAPE Johnson & Johnson (Middle East) led baby care with a retail value share of 28% in 2010 as the brand continues to elicit strong customer loyalty in the United Arab Emirates. Historically, expatriates hailing from Europe, the US and Asia have been the ones behind transferring their entrenched loyalty to Johnson s to the United Arab Emirates. Content removed from sample
6 labl products are becoming popular at certain retailers like Carrefour, Géant, Spinneys and Union Cooperative Society. PROSPECTS Content removed from sample CATEGORY DATA Table 1 Sales of Baby Care by Category: Value
7 AED '000 Baby Hair Care Baby Skin Care Baby Sun Care Baby Toiletries Medicated Baby Care Nappy (Diaper) Rash Treatments Baby Care Table 2 Sales of Baby Care by Category: % Value Growth % current value growth Baby Hair Care Baby Skin Care Baby Sun Care Baby Toiletries Medicated Baby Care Nappy (Diaper) Rash Treatments Baby Care 2009/ CAGR 2005/10 Total Table 3 Baby Care Premium Vs Mass % Analysis Premium Mass Total Table 4 Baby Care Company Shares Company
8 Table 5 Baby Care Brand Shares by GBN Brand Company Table 6 Baby Sun Care Brand Shares by GBN Brand Company Table 7 Baby Care Premium Brand Shares by GBN Brand Company Table 8 Forecast Sales of Baby Care by Category: Value
9 AED '000 Baby Hair Care Baby Skin Care Baby Sun Care Baby Toiletries Medicated Baby Care Nappy (Diaper) Rash Treatments Baby Care Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Baby Care by Category: % Value Growth % constant value growth Baby Hair Care Baby Skin Care Baby Sun Care Baby Toiletries Medicated Baby Care Nappy (Diaper) Rash Treatments Baby Care CAGR 2010/15 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Baby Care Premium Vs Mass % Analysis Premium Mass Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
10 BEAUTY AND PERSONAL CARE IN THE UNITED ARAB EMIRATES - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Economy Slow To Recover From Crisis The economic slowdown that hit the UAE in mid 2008 continues to dampen demand as population growth remains constrained and consumer spending is lower due to the uncertain climate. Nonetheless, all categories are forecasted to grow at higher rate than of the review period in constant terms, reflecting the expected recovery of the economy over the next five years. New Products and Promotions Stimulate Demand Manufacturers responded to lower consumer demand by stimulating the market with new products and promotional activities. New products were rife in skin care with anti-aging and antiwrinkle creams leading new launches. Promotions in oral care and in soap helped keep sales buoyant and were led by the major manufacturers keen to keep hold of market share. Domestic Manufacturers Fall Further Behind International Brands Domestic manufacturers continued to struggle in most areas of beauty and personal care, with little presence in baby care, bath and shower products, deodorants and oral care. Cosmetics and fragrances fared better, with stronger representation and competitive products from Kamal Osman Jamjoon (cosmetics), Ajmal International and Rasasi Perfumes (both fragrances). Supermarkets/hypermarkets Remain in Control of Distribution In addition to being positioned as the domain of weekly shopping, supermarkets/hypermarkets are reinforcing their lead in the distribution of beauty and personal care products. The low consumer confidence has clearly come to benefit these channels, particularly due to their regular promotions and growing interest in their private label beauty and personal care lines. A Delayed Recovery Although the global economy had showed signs of recovering by the second half of 2009, the United Arab Emirates has remained mired in recession. The Dubai debt crisis, which erupted in November 2009, has continued to slow economic recovery, and has accordingly fed through into the beauty and personal care industry. Nonetheless, this is expected to be reversed as forecast growth rates are higher than the review period reflecting the expected economic recovery. MARKET DATA Table 1 Sales of Beauty and Personal Care by Category: Value
11 AED million Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care Note 1: Note 2: Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Sum of categories is greater than market size because the four men s toiletries categories are included in men s grooming as well as in bath and shower, deodorants, hair care and skin care. Table 2 Sales of Beauty and Personal Care by Category: % Value Growth % current value growth Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care 2009/ CAGR 2005/10 Total Note 1: Note 2: Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Sum of categories is greater than market size because the four men s toiletries categories are included in men s grooming as well as in bath and shower, deodorants, hair care and skin care. Table 3 Sales of Premium Cosmetics by Category: Value AED million
12 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics Note: Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Table 4 Sales of Premium Cosmetics by Category: % Value Growth % current value growth Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics 2009/ CAGR 2005/10 Total Note: Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Table 5 Beauty and Personal Care Company Shares by NBO Company
13 Total Table 6 Beauty and Personal Care Company Shares by GBO Company
14 Total Table 7 Beauty and Personal Care Brand Shares by GBN Brand Company
15 Total Table 8 Sales of Beauty and Personal Care by Distr bution Format: % Analysis Store-Based Retailing - Grocery - - Discounters - - Small Grocery Convenience Stores Forecourt Independent Small Grocers - - Supermarkets/ Hypermarkets - - Other Grocery - Non-Grocery - - Health and Beauty Beauty Specialist Chemists/Pharmacies
16 - - - Parapharmacies/ Drugstores Other Health and Beauty - - Mixed Department Stores Mass Merchandisers Variety Stores Warehouse Clubs - - Outdoor Markets - - Other Non-Grocery Non-Store Retailing - Direct Selling - Homeshopping - Internet Retailing - Vending Total Table 9 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010 BC BS CC D DP F Store-Based Retailing Grocery Discounters Small Grocery Convenience Stores Forecourt Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Non-Grocery Health and Beauty Beauty Specialist Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Mixed Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
17 HC MG OC SC SU SK Store-Based Retailing Grocery Discounters Small Grocery Convenience Stores Forecourt Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Non-Grocery Health and Beauty Beauty Specialist Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Mixed Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total Key: BC = baby care; BS = bath and shower; CC = colour cosmetics; D = deodorants; DP = depilatories; F = fragrances; HC = hair care; MG = men s grooming; OC = oral care; SC = skin care; SU = sun care; SK = sets/kits Table 10 Forecast Sales of Beauty and Personal Care by Category: Value AED million Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care
18 Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care Note 1: Note 2: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Sum of categories is greater than market size because the four men s toiletries categories are included in men s grooming as well as in deodorants, skin care, bath and shower and hair care. Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth % constant value growth Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushe Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care CAGR 2010/15 TOTAL Note 1: Note 2: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care, sun care and sets/kits. Sum of categories is greater than market size because the four men s toiletries categories are included in men s grooming as well as in deodorants, skin care, bath and shower and hair care. Table 12 Forecast Sales of Premium Cosmetics by Category: Value AED million Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
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