Cosmetics And Toiletries in Chile
Euromonitor International's Cosmetics And Toiletries in Chile 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.
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Tables: 140 | Publication date: Aug 2009
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 products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Inflation underpins strong value growth in 2008
The cosmetics and toiletries market saw double-digit value growth in 2008, the best performance of the review period. An important part of this growth was due to the high level of inflation, especially rising fuel and energy costs during the first half of the year. Manufacturers and retailers passed these increased costs on to consumers. However, volume sales growth picked up during 2008 in some segments such as skin care, colour cosmetics and mass fragrances.
Chile starts to see impact of global financial crisis
Cosmetics and toiletries purchasing habits began to see a shift in the second half of the year as economic growth slowed and unemployment began to rise. For Chileans, many cosmetics and toiletry products are considered necessities and are also inexpensive. Therefore, the economic situation did not cause most consumers to forgo their purchase completely. Instead, they looked for ways to save money, such as switching to economy products or trading down to cheaper brands. Fragrances was one segment where this was evident as growth in mass fragrances outpaced that in premium fragrances for the first time in the review period. In hair care, some households switched to purchasing larger format economy brand shampoos and conditioners for the whole family to use.
Multinationals still lead but domestic companies benefit from the economy
The largest players in the cosmetics and toiletries market were the large multinationals that are present in many segments such as Unilever Chile HPC Ltda, Procter & Gamble Ltda, L’Oréal Chile SA and Cosméticos Avon SA. Local companies tended to participate in fewer segments and competed mainly on price, focusing on economy and mid-price products. This focus benefited domestic players in the latter part of 2008, as more consumers turned towards economy products as a result of the slowing economy. The three leading domestic companies, Laboratorios Durandin SAI, Laboratorio Ballerina Ltda, Cosmética Nacional Ltda, and the first two saw a slight increase in share as a result.
Direct sales increase
The direct sales channel saw an upturn in sales in 2008, reaching 23% of cosmetics and toiletries value sales. Yet again, the economic situation in the second half of the year was a factor. Direct sellers were starting to have a difficult time recruiting new saleswomen as more women entered the formal workforce. However, as unemployment rose, more women looked for work doing direct sales if they had been laid off or tried to supplement the household income if their partner experienced a layoff or salary cut. Another trend in distribution was that the major pharmacy chains pulled back from the drugstore format. This format had expanded so rapidly, especially in Santiago, that some new stores cannibalised sales from existing stores of the chain. Also, rents tended to be high and not always justified given the store sales. Therefore, new investment was mainly in small chemists that focused more on medications and carry a smaller selection of cosmetics and toiletries.
More difficult prospects for the market
The market is forecast to see slightly lower constant value growth in the forecast period. In 2009 and 2010, economic forecasts are quite discouraging and the inclination towards lower-priced products is likely to continue, with some manufacturers resorting to discounting in order to drive sales. In addition, some segments that drove growth in the review period such as skin care and premium fragrances are expected to be less dynamic as they became increasingly mature.
Table of contents
COSMETICS AND TOILETRIES IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Inflation underpins strong value growth in 2008
Chile starts to see impact of global financial crisis
Multinationals still lead but domestic companies benefit from the economy
Direct sales increase
More difficult prospects for the market
KEY TRENDS AND DEVELOPMENTS
Global credit crisis to have limited impact on market
Domestic companies could benefit from economic situation in the short term
Adolescents could become more important
Direct sales could see increase in the short term
Companies focus more attention on men’s grooming products
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 4 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 5 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 6 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 7 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 8 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 9 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 10 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 11 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 13 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 15 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CHILE
COSMéTICA NACIONAL LTDA - COSMETICS AND TOILETRIES - CHILE
STRATEGIC DIRECTION
Key Facts
Summary 2 Cosmética Nacional SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Cosmética Nacional SA: Competitive Position 2008
DURANDIN SAI, LABORATORIOS - COSMETICS AND TOILETRIES - CHILE
STRATEGIC DIRECTION
Key Facts
Summary 4 Durandin SAI, Laboratorios: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Durandin SAI, Laboratorios: Competitive Position 2008
LABORATORIO ARENSBURG SAIC - COSMETICS AND TOILETRIES - CHILE
STRATEGIC DIRECTION
Key Facts
Summary 6 Laboratorio Arensburg SAIC: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Laboratorio Arensburg SAIC: Competitive Position 2008
LABORATORIO BALLERINA LTDA - COSMETICS AND TOILETRIES - CHILE
STRATEGIC DIRECTION
Key Facts
Summary 8 Laboratorio Ballerina Ltda: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Laboratorio Ballerina Ltda: Competitive Position 2008
LABORATORIO PETRIZZIO SA - COSMETICS AND TOILETRIES - CHILE
STRATEGIC DIRECTION
Key Facts
Summary 10 Laboratorio Petrizzio SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 11 Laboratorio Petrizzio SA: Competitive Position 2008
BABY CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of Baby Care by Subsector: Value 2003-2008
Table 17 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 18 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 19 Baby Care Company Shares by Retail Value 2004-2008
Table 20 Baby Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Deodorants by Subsector: Value 2003-2008
Table 35 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 36 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 37 Deodorants Company Shares by Retail Value 2004-2008
Table 38 Deodorants Brand Shares by Retail Value 2005-2008
Table 39 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2003-2008
Table 43 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 44 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 45 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 46 Hair Care Company Shares by Retail Value 2004-2008
Table 47 Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Styling Agents Brand Shares by Retail Value 2005-2008
Table 49 Colourants Brand Shares by Retail Value 2005-2008
Table 50 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 51 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 52 Hair Care Premium Brand Shares 2005-2008
Table 53 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 59 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 60 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 61 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 62 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 63 Lip Products Brand Shares by Retail Value 2005-2008
Table 64 Nail Products Brand Shares by Retail Value 2005-2008
Table 65 Colour Cosmetics Premium Brand Shares 2005-2008
Table 66 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 67 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 68 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Electric Shavers by Value 2005-2008
Table 70 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 71 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 73 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 74 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 75 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 77 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Manual Toothbrushes by Type: % Value Analysis 2005-2008
Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2003-2008
Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 117 Depilatories Company Shares by Retail Value 2004-2008
Table 118 Depilatories Brand Shares by Retail Value 2005-2008
Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Care by Subsector: Value 2003-2008
Table 122 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 123 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 124 Sun Care Company Shares by Retail Value 2004-2008
Table 125 Sun Care Brand Shares by Retail Value 2005-2008
Table 126 Sun Care Premium Brand Shares 2005-2008
Table 127 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 128 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 129 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013