Beauty And Personal Care in Mexico
Euromonitor International's Beauty And Personal Care in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 161 | Publication date: Jul 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby Care; Bath and Shower; Colour Cosmetics; Deodorants; Depilatories; Fragrances; Hair Care; Men's Grooming; Oral Care; Oral Care Excl Power Toothbrushes; Premium Cosmetics; Sets/Kits; Skin Care; Sun Care
Executive summary
Mexican consumers adapting to limited budgets and sharp price increases
In 2009, with their more limited budgets, Mexicans clearly changed their purchasing patterns, forcing manufacturers and retailers to engage in more sophisticated distribution and marketing strategies. In general, purchasing patterns evolved to less volume and higher frequency of purchase, trading down to more convenient brands, the purchasing only of products considered as necessary, less usage of products and more products being shared by different family members, as well as more purchases done only when promotions and price discounts were available. Prices rose considerably in 2009, due to inflationary pressures and the devaluation of the peso. Consequently, the beauty and personal care market saw a lower rate of growth in current value and volume terms during the year. However, it is still one of the healthiest sectors within the Mexican consumer goods market, since women are highly influenced by global beauty trends, and consider beauty and personal care products as an “affordable luxury”.
Manufacturers and retailers develop strategies to increase consumption
As the economy slowed down in 2009, leading retailers developed their distribution strategies into more sophisticated schemes specifically designed to extend their reach and stimulate sales. This change in the distribution environment was due to the need to sustain sales and minimise the potential negative effects of a slowdown in the Mexican economy. The current strategy for most grocery retailers is to penetrate the lower income segment. The current retail expansion into smaller cities and rural communities offers companies the opportunity to reach new markets and drive sales. For department stores, the importing of more exclusive brands and geographical expansion have become important strategies to cover a wider spectrum of consumers. Retail expansion is expected to continue at a dynamic pace during the forecast period.
Direct selling shows most dynamic growth
In 2009, direct selling companies within beauty and personal care market posted the most dynamic growth. Prices for some products in this channel more affordable that those offered in store-based retail channels. Direct selling accounts for around 30% of total beauty and personal care sales, with over one million sales representatives. Mexican women, more than ever, feel the need of an additional source of income, due to high unemployment.
Piracy and counterfeits an increasing threat
The beauty and personal market faces a challenge from counterfeit products and piracy, as well as parallel trading, which overall increased by around 18% in 2009. It is estimated that 76% of Mexicans buy illegal products at some time. Lack of consumer education and unfavourable economic conditions are boosting demand for these products. The issue is serious; for example, it is estimated that sales of pirate fragrances and colour cosmetics amounted to around Mx$2 billion each in 2009. Even though government efforts to reduce piracy are evident, the issue poses a threat to the legitimate beauty and personal care market.
More sophisticated formulations to support future growth
More sophisticated formulations, including multipurpose formulations, at affordable prices are anticipated to drive growth in the coming years, as these products have the potential to create more loyalty amongst consumers. Complex formulations which emulate the technology offered by medicated formulations and cosmeceuticals will continue to be an effective way for manufacturers to differentiate themselves from other players in the market, including new entrants. To compete legitimately, however, manufacturers within the beauty and personal care industry need to be careful about the advertising of their products, clearly indicating the real benefits of their products.
Table of contents
BEAUTY AND PERSONAL CARE IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
Mexican consumers adapting to limited budgets and sharp price increases
Manufacturers and retailers develop strategies to increase consumption
Direct selling shows most dynamic growth
Piracy and counterfeits an increasing threat
More sophisticated formulations to support future growth
KEY TRENDS AND DEVELOPMENTS
Mexican consumers adapting to limited budgets and price increases
Retailers develop distribution strategies to increase beauty and personal care consumption
Direct selling shows most dynamic growth
Piracy and counterfeiting remains a problem
More sophisticated formulations at affordable prices to support future growth
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Sector: Value 2004-2009
Table 2 Sales of Beauty and Personal Care by Sector: % Value Growth 2004-2009
Table 3 Sales of Premium Cosmetics by Sector: Value 2004-2009
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2004-2009
Table 5 Beauty and Personal Care Company Shares by NBO 2005-2009
Table 6 Beauty and Personal Care Company Shares by GBO 2005-2009
Table 7 Beauty and Personal Care Brand Shares by GBN 2006-2009
Table 8 Penetration of Private Label by Sector 2004-2009
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2004-2009
Table 10 Sales of Beauty and Personal Care by Sector and by Distribution Format: % Analysis 2009
Table 11 Forecast Sales of Beauty and Personal Care by Sector: Value 2009-2014
Table 12 Forecast Sales of Beauty and Personal Care by Sector: % Value Growth 2009-2014
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2009-2014
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2009-2014
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MEXICO
AVON COSMETICS SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Avon Cosmetics SA de CV: Key Facts
Summary 3 Avon Cosmetics SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Avon Cosmetics SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Avon Cosmetics SA de CV: Competitive Position 2009
BDF MéXICO SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 BDF México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 BDF México SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 8 BDF México SA de CV: Competitive Position 2009
COLGATE-PALMOLIVE DE MéXICO SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Colgate-Palmolive de México SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Colgate-Palmolive de México SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 11 Colgate-Palmolive de México SA de CV: Competitive Position 2009
COSBEL SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Cosbel SA de CV: Key Facts
Summary 13 Cosbel SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Cosbel SA de CV: Competitive Position 2009
COSMéTICA SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Cosmética SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Cosmética SA de CV: Competitive Position 2009
JAFRA COSMETICS INTERNATIONAL SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Jafra Cosmetics International SA de CV: Key Facts
Summary 18 Jafra Cosmetics International SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Jafra Cosmetics International SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 20 Jafra Cosmetics International SA de CV: Competitive Position 2009
LABORATORIOS GRISI HERMANOS SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Laboratorios Grisi Hermanos SA de CV: Key Facts
Summary 22 Laboratorios Grisi Hermanos SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Laboratorios Grisi Hermanos SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 24 Laboratorios Grisi Hermanos SA de CV: Competitive Position 2009
PROCTER & GAMBLE DE MéXICO SA DE CV - BEAUTY AND PERSONAL CARE - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Procter & Gamble de México SA de CV: Key Facts
Summary 26 Procter & Gamble de México SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 27 Procter & Gamble de México SA de CV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 28 Procter & Gamble de México SA de CV: Competitive Position 2009
BABY CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 15 Sales of Baby Care by Subsector: Value 2004-2009
Table 16 Sales of Baby Care by Subsector: % Value Growth 2004-2009
Table 17 Baby Care Premium Vs Mass % Analysis 2004-2009
Table 18 Baby Care Company Shares 2005-2009
Table 19 Baby Care Brand Shares by GBN 2006-2009
Table 20 Baby Care Premium Brand Shares by GBN 2006-2009
Table 21 Baby Skin Care Brand Shares by GBN 2006-2009
Table 22 Baby Sun Care Brand Shares by GBN 2006-2009
Table 23 Forecast Sales of Baby Care by Subsector: Value 2009-2014
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2009-2014
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2009-2014
BATH AND SHOWER IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2004-2009
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2004-2009
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2004-2009
Table 29 Bath and Shower Products Company Shares 2005-2009
Table 30 Bath and Shower Products Brand Shares by GBN 2006-2009
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2009-2014
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2009-2014
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2009-2014
COLOUR COSMETICS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 34 Sales of Colour Cosmetics by Subsector: Value 2004-2009
Table 35 Sales of Colour Cosmetics by Subsector: % Value Growth 2004-2009
Table 36 Colour Cosmetics Company Shares 2005-2009
Table 37 Colour Cosmetics Brand Shares by GBN 2006-2009
Table 38 Facial Make-up Brand Shares by GBN 2006-2009
Table 39 Eye Make-up Brand Shares by GBN 2006-2009
Table 40 Lip Products Brand Shares by GBN 2006-2009
Table 41 Nail Products Brand Shares by GBN 2006-2009
Table 42 Colour Cosmetics Premium Brand Shares by GBN 2006-2009
Table 43 Forecast Sales of Colour Cosmetics by Subsector: Value 2009-2014
Table 44 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2009-2014
DEODORANTS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 45 Sales of Deodorants by Subsector: Value 2004-2009
Table 46 Sales of Deodorants by Subsector: % Value Growth 2004-2009
Table 47 Deodorants Premium Vs Mass % Analysis 2004-2009
Table 48 Deodorants Company Shares 2005-2009
Table 49 Deodorants Brand Shares by GBN 2006-2009
Table 50 Deodorants Premium Brand Shares by GBN 2006-2009
Table 51 Forecast Sales of Deodorants by Subsector: Value 2009-2014
Table 52 Forecast Sales of Deodorants by Subsector: % Value Growth 2009-2014
Table 53 Forecast Deodorants Premium Vs Mass % Analysis 2009-2014
DEPILATORIES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 54 Sales of Depilatories by Subsector: Value 2004-2009
Table 55 Sales of Depilatories by Subsector: % Value Growth 2004-2009
Table 56 Depilatories Company Shares 2005-2009
Table 57 Depilatories Brand Shares by GBN 2006-2009
Table 58 Forecast Sales of Depilatories by Subsector: Value 2009-2014
Table 59 Forecast Sales of Depilatories by Subsector: % Value Growth 2009-2014
FRAGRANCES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 60 Sales of Fragrances by Subsector: Value 2004-2009
Table 61 Sales of Fragrances by Subsector: % Value Growth 2004-2009
Table 62 Fragrances Company Shares 2005-2009
Table 63 Fragrances Brand Shares by GBN 2006-2009
Table 64 Men's Premium Fragrances Brand Shares by GBN 2006-2009
Table 65 Women's Premium Fragrances Brand Shares by GBN 2006-2009
Table 66 Forecast Sales of Fragrances by Subsector: Value 2009-2014
Table 67 Forecast Sales of Fragrances by Subsector: % Value Growth 2009-2014
HAIR CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 68 Sales of Hair Care by Subsector: Value 2004-2009
Table 69 Sales of Hair Care by Subsector: % Value Growth 2004-2009
Table 70 Hair Care Premium Vs Mass % Analysis 2004-2009
Table 71 Sales of Styling Agents by Type: % Value Breakdown 2005-2009
Table 72 Hair Care Company Shares 2005-2009
Table 73 Hair Care Brand Shares by GBN 2006-2009
Table 74 Styling Agents Brand Shares by GBN 2006-2009
Table 75 Colourants Brand Shares by GBN 2006-2009
Table 76 Salon Hair Care Company Shares 2005-2009
Table 77 Salon Hair Care Brand Shares by GBN 2006-2009
Table 78 Hair Care Premium Brand Shares by GBN 2006-2009
Table 79 Forecast Sales of Hair Care by Subsector: Value 2009-2014
Table 80 Forecast Sales of Hair Care by Subsector: % Value Growth 2009-2014
Table 81 Forecast Hair Care Premium Vs Mass % Analysis 2009-2014
MEN'S GROOMING IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 82 Sales of Men's Grooming Products by Subsector: Value 2004-2009
Table 83 Sales of Men's Grooming Products by Subsector: % Value Growth 2004-2009
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2009
Table 85 Men's Grooming Products Company Shares 2005-2009
Table 86 Men's Grooming Products Brand Shares by GBN 2006-2009
Table 87 Men's Razors and Blades Brand Shares by GBN 2006-2009
Table 88 Forecast Sales of Men's Grooming Products by Subsector: Value 2009-2014
Table 89 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2009-2014
ORAL CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 90 Sales of Oral Care by Subsector: Value 2004-2009
Table 91 Sales of Oral Care by Subsector: % Value Growth 2004-2009
Table 92 Sales of Manual and Power Toothbrushes by Type: Value 2004-2009
Table 93 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2004-2009
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2005-2009
Table 95 Oral Care Company Shares 2005-2009
Table 96 Oral Care Brand Shares by GBN 2006-2009
Table 97 Toothpaste Brand Shares by GBN 2006-2009
Table 98 Mouthwash/Dental Rinses Brand Shares by GBN 2006-2009
Table 99 Forecast Sales of Oral Care by Subsector: Value 2009-2014
Table 100 Forecast Sales of Oral Care by Subsector: % Value Growth 2009-2014
Table 101 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2009-2014
Table 102 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2009-2014
SKIN CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 103 Sales of Skin Care by Subsector: Value 2004-2009
Table 104 Sales of Skin Care by Subsector: % Value Growth 2004-2009
Table 105 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2009
Table 106 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2009
Table 107 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2009
Table 108 Nourishers/Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2009
Table 109 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2009
Table 110 Skin Care Company Shares 2005-2009
Table 111 Skin Care Brand Shares by GBN 2006-2009
Table 112 Facial Moisturisers Brand Shares by GBN 2006-2009
Table 113 Nourishers/Anti-agers Brand Shares by GBN 2006-2009
Table 114 Firming/Anti-cellulite Body Care Brand Shares by GBN 2006-2009
Table 115 General Purpose Body Care Brand Shares by GBN 2006-2009
Table 116 Skin Care Premium Brand Shares by GBN 2006-2009
Table 117 Forecast Sales of Skin Care by Subsector: Value 2009-2014
Table 118 Forecast Sales of Skin Care by Subsector: % Value Growth 2009-2014
SUN CARE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 119 Sales of Sun Care by Subsector: Value 2004-2009
Table 120 Sales of Sun Care by Subsector: % Value Growth 2004-2009
Table 121 Sun Care Company Shares 2005-2009
Table 122 Sun Care Brand Shares by GBN 2006-2009
Table 123 Sun Care Premium Brand Shares by GBN 2006-2009
Table 124 Forecast Sales of Sun Care by Subsector: Value 2009-2014
Table 125 Forecast Sales of Sun Care by Subsector: % Value Growth 2009-2014
SETS/KITS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 126 Sales of Sets/Kits: Value 2004-2009
Table 127 Sales of Sets/Kits: % Value Growth 2004-2009
Table 128 Sets/Kits Premium Vs Mass % Analysis 2004-2009
Table 129 Sets/Kits Company Shares 2005-2009
Table 130 Sets/Kits Brand Shares by GBN 2006-2009
Table 131 Forecast Sales of Sets/Kits: Value 2009-2014
Table 132 Forecast Sales of Sets/Kits: % Value Growth 2009-2014
Table 133 Forecast Sets/Kits Premium Vs Mass % Analysis 2009-2014