Cosmetics And Toiletries in Israel
Euromonitor International's Cosmetics And Toiletries in Israel 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: 129 | Publication date: Jun 2008
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; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries market continues to see healthy growth in 2007
Cosmetics and toiletries continued to show healthy growth rates in 2007. Though many categories have extremely high penetration levels (hair care, sun care and oral hygiene) there is still considerable scope to expand less mature product areas such as men’s grooming products and baby care. Premium products, particularly within fragrances, remain strong due to increased competition and discounting by retailers. Deodorant sales have benefited from the introduction of Axe by Unilever Israel Ltd in late 2005, which stimulated growth and interest in the category. Cosmetics and toiletries sales are set to grow at over 4% annually over the forecast period.
Natural ingredients are the year’s hottest trend
Growing interest in natural ingredients was the key trend in 2007. The categories where this was most apparent were baby toiletries, skin care and toothpaste. In 2007, more skin care companies found it necessary to highlight their use of natural ingredients. Consumers are now increasingly aware of the potentially harmful effects of chemical-based products on skin. Companies such as L’Oréal Israel Ltd, with its recent launch of the True Match Minerals series, have begun to emphasise the natural elements of their products. Toothpastes containing various herbal extracts, such as Colgate Propolis by S Schestowitz Ltd, are becoming ever more popular with Israeli consumers. In 2007 most companies that were able to highlight their natural credentials benefited from this trend. This interest in natural products or natural-based products is set to increase in 2008.
Increased competition characterises the cosmetics and toiletries market
Increased competition and aggressive and more frequent marketing campaigns characterised the cosmetics and toiletries market in 2007. Many categories are highly fragmented with several brands competing for dominance. Only three categories are different, in the sense that one company holds a significant share. Within toothpastes, S Schestowitz Ltd has built a value share of 44%. In shampoo Procter & Gamble Israel MOD Ltd has a value share of 44%, while the company also monopolises men’s and women’s razors and blades.
Store-based retail remains the key distribution channel
There was little change in distribution channels for 2007. Store-based retailing still accounts for 100% of retail sales. Pharmacies/drugstores and department stores maintained their position as favourites for buying premium items, particularly fragrances and colour cosmetics. The range of products sold in most national chained supermarkets/hypermarkets now also includes premium items such as premium fragrances and leading colour cosmetics brands. Competition between retailers is fierce with New-Pharm Drugstores Ltd (the second largest pharmacy/drugstore chain) and Hamashbir Lezarchan (Israel’s leading department store) merging their fragrances and colour cosmetics departments into one business unit. Sales of cosmetics and toiletries through convenience stores are set to increase over the forecast period due to increased demand for wider product availability.
Unit prices projected to continue to drop due to increased competition
Cosmetics and toiletries sales in 2007 reached almost NIS3.6 billion and are forecast to keep growing at over 4% annually over the forecast period. This rapid expansion is based on the strong economy with economic growth set to continue at a healthy rate. Domestic and regional volatility and a global economic slowdown could hamper growth for the Israeli economy and the cosmetics and toiletries market. Unit prices are expected to continue their gradual decline over the forecast period as companies will need to offer heavier discounting in a market becoming ever more saturated with competing brands. Overall, the prospects for companies able to entice Israel’s increasingly discerning consumers to purchase their products are good. Spending per capita, particularly on premium goods, is extremely high in Israel. With disposable income set to increase over the forecast period, consumer spending on cosmetics and toiletries is likely to grow.
Table of contents
COSMETICS AND TOILETRIES IN ISRAEL : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries market continues to see healthy growth in 2007
Natural ingredients are the year’s hottest trend
Increased competition characterises the cosmetics and toiletries market
Store-based retail remains the key distribution channel
Unit prices projected to continue to drop due to increased competition
KEY TRENDS AND DEVELOPMENTS
Stronger economic indicators boost sales
Duty free sales drop as conventional retailers reduce prices
Stronger advertiser focus on children and youth
Growing demand for natural ingredients in cosmetics and toiletries
Celebrity promotions: a key trend in advertising
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ISRAEL
COSMOPHARM LTD - COSMETICS AND TOILETRIES - ISRAEL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cosmopharm Ltd: Key Facts
Summary 3 Cosmopharm Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Cosmopharm Ltd: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 5 Cosmopharm Ltd: Competitive Position 2007
DIPLOMAT LTD - COSMETICS AND TOILETRIES - ISRAEL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Diplomat Ltd: Key Facts
Summary 7 S. Schestowitz Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Diplomat Ltd: Competitive Position 2007
INTERCOSMA LTD - COSMETICS AND TOILETRIES - ISRAEL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Intercosma Ltd: Key Facts
Summary 10 Intercosma Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Intercosma Ltd: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 12 Intercosma Ltd: Competitive Position 2005
NEW-PHARM DRUGSTORES LTD - COSMETICS AND TOILETRIES - ISRAEL
STRATEGIC DIRECTION
KEY FACTS
Summary 13 New-Pharm Drugstores Ltd: Key Facts
Summary 14 New-Pharm Drugstores Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
S SHESTOWICH LTD - COSMETICS AND TOILETRIES - ISRAEL
STRATEGIC DIRECTION
KEY FACTS
Summary 15 S. Schestowitz Ltd: Key Facts
Summary 16 S. Schestowitz Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 S. Schestowitz Ltd: Competitive Position 2006
BABY CARE IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 27 Bath and Shower Products Premium Brand Shares 2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Deodorants Premium Brand Shares 2007
Table 37 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Retail Sales of Styling Agents by Type 2003-2007
Table 41 Sales of Hair Care by Subsector: Value 2002-2007
Table 42 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 43 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 44 Hair Care Company Shares by Retail Value 2003-2007
Table 45 Hair Care Brand Shares by Retail Value 2004-2007
Table 46 Styling Agents Brand Shares by Retail Value 2004-2007
Table 47 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 48 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 49 Hair Care Premium Brand Shares 2007
Table 50 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 51 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 52 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 54 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 55 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 56 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 57 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 58 Colour Cosmetics Premium Brand Shares 2007
Table 59 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 60 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 61 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Electric Shavers 2003-2007
Table 63 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 64 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 65 Sales of Men's Razors and Blades by Type 2005-2007
Table 66 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 67 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 68 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 69 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2002-2007
Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 84 Fragrances Company Shares by Retail Value 2003-2007
Table 85 Fragrances Brand Shares by Retail Value 2004-2007
Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Skin Care by Subsector: Value 2002-2007
Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 92 Skin Care Company Shares by Retail Value 2003-2007
Table 93 Skin Care Brand Shares by Retail Value 2004-2007
Table 94 Skin Care Premium Brand Shares 2007
Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2002-2007
Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 100 Depilatories Company Shares by Retail Value 2003-2007
Table 101 Depilatories Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN ISRAEL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Sun Care by Subsector: Value 2002-2007
Table 105 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 106 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 107 Sun Care Company Shares by Retail Value 2003-2007
Table 108 Sun Care Brand Shares by Retail Value 2004-2007
Table 109 Sun Care Premium Brand Shares 2007
Table 110 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 111 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 112 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012