Green Future: Natural Cosmetics Market

Transcription

1 Green Future: Natural Cosmetics Market in Thailand by Zachary Ferrara, Senior Consultant, Kline & Company A presentation at: October 29, Kline & Company

2 Kline & Company is a leading management consulting and market research firm One-way flow of people, ideas and information MARKET RESEARCH REPORTS CUSTOM RESEARCH MANAGEMENT CONSULTING Providing industry information and insights to help clients identify market opportunities and create action plans Customized service providing accurate, cost effective and expert business intelligence within tight timeframes Working with individual clients to resolve tough business issues and help implement solutions Project examples Assessment of trade classes, competition, regional differences, opportunities and sales forecasts. Analysis of opportunities in specific product category Detailed information on the chief competitors, covering a specific type of marketing program, product procurement, and distribution. We work with large multinational and mid-sized companies in the industries we serve. Our clients demand insights and solutions and expect integrity Kline & Company 1

3 We serve clients around the globe We execute local research assignments or global consulting engagements Global Headquarters Parsippany, NJ Kline Asia Shanghai, China Tokyo, Japan New Delhi, India Hyderabad, India Kline Europe Brussels, Belgium London, UK Milan, Italy Prague, Czech Republic Kline Latin America São Paulo, Brazil 2013 Kline & Company 2

4 Natural Personal Care: Global Market Brief Natural Personal Care: Global Market Brief is an analysis of the global market for natural personal care products, focusing on key trends, developments, challenges, business opportunities, and natural ratings. The research addresses such issues as: What is the definition of "natural"? How big is the market for truly natural products? Who are the market leaders? Where are the opportunities for personal care marketers? Features: ingredient analysis and natural ratings NEW! Plus, two optional in-depth companion reports, with comprehensive details and deep insights on the natural personal care market in China and Japan Kline & Company 3

5 Please meet the presenter Zachary Ferrara, Senior Consultant at Kline s China office With over three years of focus on diverse consumer markets across China. Fluent in both written and spoken Mandarin, he has most recently overseen market research projects for professional skin care and natural personal care products, among other segments Kline & Company 4

6 We define natural as all brands that are positioned as natural, and then further segment the market into truly natural vs. natural-inspired NATURAL PERSONAL CARE Truly natural brands/products Natural-inspired brands/products Skin care products Hair care products Makeup Fragrances Oral care products Other toiletries Excludes: Back-bar products Prescription products All sales figures reported at the manufacturers level l (factory/net t shipments) unless otherwise noted 2013 Kline & Company 5

7 Asia accounts for over 35% of the global natural and organic personal care market Sales of Natural Personal Care Products by Region, 2013 Rest of world United States Asia Brazil Europe Global Sales: USD 29.5 billion (2013 manufacturers level) 2013 Kline & Company 6

8 In 2013, sales of natural cosmetics in Asia are estimated to reach over USD 10 billion USD Billion mfr 11 Growth of the Natural and Organic Cosmetics Market in the Asia, 2012 to % Growth: 15% 2013 Kline & Company 7

9 Many factors have influenced the segment in the last five years Increased disposable incomes Increased urbanization Increased health concerns New channels of distribution Consumers become more well-informed 2013 Kline & Company 8

10 Kline s proprietary natural ratings Kline assesses naturally positioned cosmetic and toiletry brands in the global market by analyzing the ingredients of an assortment of products from each brand. Each brand is rated on a scale of 1 to 10, with 1 being highly synthetic and d10b being completely l natural or organic. Kline has segmented the global market based on two categories: Brands with 1 to 4 ratings are defined as natural-inspired. Truly natural brands include brands rated 5 to 10. These are formulated with a high proportion of ingredients that are considered natural/organic Kline & Company 9

11 Definition of Natural Kline assesses naturally positioned cosmetic and toiletry brands in the global market by analyzing the ingredients of an assortment of products from each brand. Each brand is rated on a scale of 1 to 10, with 1 being highly synthetic and 10 being completely natural or organic Kline & Company 10

12 In Asia, natural-inspired products account for 79% of the total market share of natural personal care products Japan China Truly natural, 42% Natural inspired, 58% Truly natural, 3% Natural inspired, 97% Asia Truly natural, 21% Natural Inspired, 79% 2013 Kline & Company 11

13 Certifying associations and organizations worldwide are working hard to regulate the naturals market In Asia, a harmonized standard does not exist. Some of the brands are certified by certification bodies, such as BDIH and ECOCERT 2013 Kline & Company 12

14 In 2013, the market for natural personal care products in Japan experiences solid sales growth in relatively flat economic conditions Leading Companies 1. L Occitane 2. Saishunkan 3. Noevir 4. Lush 5. The Body Shop Sales by Product Hair care Other Toiletries Skin care Make-up Fragrances Oral Care 2013 Kline & Company 13

15 China is leading the way with the highest increase in 2013 Growth almost 24%! Leading Companies 1. Chando 2. Inoherb 3. Herborist 4. Peichoin 5. Longrich Sales by Product Hair care Other Toiletries Skin care Make-up Fragrances Oral Care 2013 Kline & Company 14

16 Trends in Product Categories In terms of value, skin care is the leading product category in the natural personal care market in Asia in Fragrances Oral care Makeup Hair care Other Toiletries Skin care Asia natural cometics market, est Kline & Company 15

17 Hair care is the best performing product category in 2013 Hair care is estimated to increase by over 18%. Oral care is one of the least dynamic product categories but still shows solids sales growth at almost 9% Kline & Company 16

18 Market trends in Asia Consumers switching from naturally inspired to truly natural products Local brands beginning to market their products as natural Consumers starting to purchase more naturally positioned hair care products Foreign branded natural products continue to experience high growth Traditional Chinese Medicine (TCM) based products continue to dominate the market 2013 Kline & Company 17

19 Channels of distribution Pharmacies Department stores Specialty stores Mass outlets Direct sales General stores All other 0% 5% 10% 15% 20% 25% 30% % Breakdown Total: USD 10.4 Billion 2013 Kline & Company 18

20 Trends in the distribution channels Mass outlets, specialty stores, and department stores continue to be the major channels of distribution.. Direct sales via e- commerce websites are becoming increasingly important sales channel. Core users of natural Health stores are still a products will continue to negligible distribution of buy their personal care natural personal care products from trusted products. outlets Kline & Company 19

21 Trends in distribution channels (Continued) Many brands who aim to develop higher brand value continue to sell through Department stores such as Pacific, Wanda, and Seibu. A few brands in the luxury naturals market continue to rely heavily on distribution though specialty retail stores, boutiques, and spas. Local and smaller brands tend to distribute more heavily through mass market channel in stores such as Walmart and Carrefour, among others Kline & Company 20

22 Product Trends What s hot in natural personal care? Natural brands changing product formulations to become more truly natural Increasing demand for hair care products Whitening skin care and anti-aging most popular skin care products Makeup with natural ingredients 2013 Kline & Company 21

23 The Asian market for natural personal care products is expected to show moderate growth, with a CAGR almost 13% through 2018 USD Billion mfr Kline & Company 22

24 Outlook and Opportunities Increasing consumers interest in natural personal care will continue through the forecast period Strong economic growth in emerging markets in Asia will continue to propel natural personal care product sales Consumers will continue more educated the difference between truly natural and natural inspired, opting for the former TCM products will continue to dominate the market in China but foreign branded natural products will continue to gain market share Mass positioned natural brand will continue to increase their market presence in the mass merchandising channel Anti-aging and whitening skin care products will continue to generate the highest demand in the natural personal care space in Asia 2013 Kline & Company 23

25 Related research NATURAL PERSONAL CARE INGREDIENTS: Multi-Regional Market Analysis and Opportunities Focuses on natural personal care ingredients and investigates the supply and procurement practices operating within this developing market. This program is specifically designed to assist suppliers and distributors of personal care ingredients, addressing such questions as: What is the size of the natural personal care ingredients market by product category? What are the pricing differences for natural and synthetic ingredients? Who are the leading natural ingredient suppliers and what products they offer? What are the current unmet needs for manufacturers of natural finished products? What is the outlook for natural finished products? 2013 Kline & Company 24

26 Thank you! 2013 Kline & Company 25

27 Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for over 50 years. For more information, visit If you require additional information about the contents of this document or the services that Kline provides, please contact: Americas Asia Europe Zachary Ferrara Senior Consultant Phone: Zach.Ferrara@klinegroup.com Anamaria Bulmaga Account Executive Anamaria.Bulmaga@klinegroup.com Nikola Matic Industry Manager, Chemicals & Materials Nikola.Matic@klinegroup.com