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KN24056 KEY NOTE TOILETRIES NOVEMBER 1996

ISBN 1-85765-626-1

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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: UK Average Weekly Household Expenditure on Toiletries (£ per week), 1994/1995

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 2: The Total Toiletries Market (£m), Years to August 1995 and 1996

Table 3: The Shampoo, Conditioner and Styling Aids Markets by Product Sectors (£m), Years to August 1995 and 1996

Table 4: Segmentation of the Shampoos Market by Value ( percent), MAT to July 1995

Table 5: Manufacturers' Shares of the Shampoos Market by Value ( percent), MAT to July 1995

Table 6: Manufacturers' Shares of the Conditioners Market by Value ( percent), MAT to July 1995

Table 7: Manufacturers' Shares of the Hairspray Market by Value ( percent), MAT to July 1995

Table 8: Manufacturers' Shares of the Styling Aids Market by Value ( percent), MAT to July 1995

Table 9: Manufacturers' Shares of the Total Skin Care Market by Value ( percent), MAT to July 1995

Table 10: The Bath and Shower Products, Soaps, Deodorants/Bodysprays and Talcum Powder Markets (£m), Years to August 1995 and 1996

Table 11: Manufacturers' Shares of the Combined Deodorants and Bodysprays Market by Value ( percent), MAT to July 1995

Table 12: Manufacturers' Shares of the Total Personal WashÎ Market by Value ( percent), MAT to July 1995

Table 13: The Oral Care Market by Product Sectors (£m), Years to August 1995 and 1996

Table 14: Manufacturers' Shares of the Oral Care Market by Value ( percent), MAT to July 1995

Table 15: The Shaving Preparations and Razors and Blades Market (£m), Years to August 1995 and 1996

Table 16: Manufacturers' Shares of the Shaving Preparations Market by Value ( percent), MAT to July 1995

Table 17: Manufacturers' Shares of the Male Toiletries Market by Value ( percent), MAT to July 1995

Industry Background

RECENT HISTORY AND INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 18: Retail Distribution of Toiletries by Value ( percent), 12 Months to August 1996

Brands

MARKET SECTORS

ADVERTISING OF BRANDS

Table 19: A-Z of Hair Care Brands by Manufacturer, 1996

Table 20: A-Z of Skin Care Brands by Manufacturer, 1996

Table 21: A-Z of Personal Wash Products and Other Bathroom Toiletries by Manufacturer, 1996

Table 22: A-Z of Oral Care Products by Manufacturer, 1996

Table 23: A-Z of Shaving Preparations and Male Toiletries by Manufacturer, 1996

Table 24: Toiletry Products Receiving the Highest Levels of Main Media Advertising Expenditure (£000), 1995

Competitor Analysis

THE MARKETPLACE

SELECTED PLAYERS IN THE TOILETRIES MARKET

ADVERTISING AND PROMOTION

Table 25: The Boots Company PLC: Financial Results (£m), 12 Months to April 1992-1995

Table 26: Main Media Advertising Expenditure on Toiletry Products by Sector (£000), 1995

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 27: Usage of Shampoo by Age and Social Grade ( percent of all adults), 1996

Table 28: Usage of Conditioners by Age and Social Grade ( percent of all adults), 1996

Table 29: Usage of Hairsprays by Age and Social Grade ( percent of all adults), 1996

Table 30: Usage of Hair Styling Gels, Mousses and Sprays by Age and Social Grade ( percent of all adults), 1996

Table 31: Usage of Hair Colourants, Bleaches and Lighteners by Age and Social Grade ( percent of women), 1996

Table 32: Usage of Hair Colour Restorers for Men by Age and Social Grade ( percent of all men), 1996

Table 33: Usage of Home Perms by Age and Social Grade ( percent of all women), 1996

Table 34: Usage of Hairdressings for Men by Age and Social Grade ( percent of all men), 1996

Table 35: Usage of Hand Creams and Lotions by Age and Social Grade ( percent of all women), 1996

Table 36: Usage of Bath Oils, Liquids and Additives by Age and Social Grade ( percent of all adults), 1996

Table 37: Usage of Shower Gels by Age and Social Grade ( percent of all adults), 1996

Table 38: Usage of Talcum Powder by Age and Social Grade ( percent of all adults), 1996

Table 39: Usage of Deodorants by Age and Social Grade ( percent of all adults), 1996

Table 40: Usage of Shaving Foam, Gel, Cream and Sticks by Age and Social Grade ( percent of all men), 1996

Table 41: Usage of Sun Tan Lotions, Oils and Creams by Age and Social Grade ( percent of all adults), 1996

Outside Suppliers to the Industry

DISTRIBUTORS

PACKAGING

Current Issues

ELIDA FABERG CHANGES ADVERTISING AGENCY

CO-OP SURVEY INTO ANIMAL TESTING

ELIDA FABERG TEST MARKET CONCENTRATED DEODORANT

Forecasts

MARKET SECTORS

RETAILING

FORECASTS 1996 TO 2000

Table 37: Forecast Size of the UK Toiletries Market (£m), 1996-2000

Market Growth

Figure 1: Value of the UK Toiletries Market (£m), 1990-2000

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Company Financials

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The toiletries market was valued at £2.73bn in the year to August 1995 and increased to £2.81bn in the same period to 1996.

The market is comprised of toiletry requisites, such as toothpaste and shampoos, as well as premium products offering added-value related benefits, such as skin care products with ultraviolet (UV) ray protection.

The market has become increasingly competitive with a number of major product launches in most sectors of the market. Technological advancements in product formulations have played a key role in new product innovation within the toiletries market. New product launches by the major players have become increasingly costly, with major launches supported by very large advertising spends, such as those for the Pantene and Organics hair care ranges.

While the market continues to be fragmented in terms of branding, the market remains dominated by the major multinational manufacturers, such as Procter & Gamble and Unilever. The Boots Company remains the leading single most important retailer in the market and a key manufacturer of toiletries.

While the market will continue to gain from increased usership by men and technological advancements in product development, overall sales will be adversely affected by the continuing lack of consumer confidence in the economy.

Further polarisation of the market is predicted and only limited market growth by value. Key Note also predicts further corporate activity in the form of acquisitions and mergers, while more key players look to rationalise brand portfolios. Key Note forecasts the market to be worth £3.3bn by the year 2000.

Text © 1996 Key Note

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