Cosmetics And Toiletries in Venezuela
Euromonitor International's Cosmetics And Toiletries in Venezuela 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
Positive value growth achieved in 2008, but lags behind previous years’ performance
Venezuelans faced challenges continuing their strong consumption increases in 2008, mostly due to rapidly rising prices that resulted in an annual inflation rate of 26%. Although still positive in constant terms, value growth in the cosmetics and toiletries market was moderate compared with earlier years in the review period. The Venezuelan Government maintained social programmes focused on the low-income population, but a less-favourable oil price scenario limited the funding and impact of those policies. Nevertheless, the country’s strong beauty culture propelled Venezuelans to persist and purchase a wide range of cosmetics and toiletries products, even as the economic boom faded.
Anti-ageing concerns fuel innovation and consumer interest
The anti-ageing trend grew strongly in 2008 and extended beyond the initial facial care niche. Some body care products now offer anti-ageing properties, and additional products such as deodorants and bath and shower products have also entered this trend. Supported by strong consumer demand, firms felt confident regarding launching products targeting women over 35, since they tend to be highly worried about ageing signs, and are often able to pay a premium for such products. These consumers also generally have decision power regarding most average family spending.
Competition remains strong with Avon leading
Multinational direct seller Avon Cosmetics de Venezuela CA benefited from its long-standing presence and widespread network to maintain the leading position in 2008, despite the presence of numerous competitors in both store-based and non-store channels. Avon enjoys strong positions in colour cosmetics, fragrances and skin care – three of the four largest categories in the industry. New players entered the market during the review period, including direct sellers such as Natura, NU Skin and Tiens, but their scope is still very limited compared with the extension of Avon’s operations. Other leading firms in 2008 included Colgate-Palmolive CA, Corporación Belcorp de Venezuela CA, Unilever Andina de Venezuela SA and Procter & Gamble de Venezuela CA.
Both store-based and non-store channels benefit from increased sales
Distribution of cosmetics and toiletries is divided among several channels, depending on the type of product. On one hand, direct selling brands clearly dominate fragrances and skin care, and hold a high value share in colour cosmetics. Venezuelans are social people who make many decisions based on social networking. In this context, products offered by relatives, friends and neighbours have many advantages over brands sold through stores. As many direct selling firms positioned their brands as technology-advanced products, many consumers felt confidence regarding the quality of these relatively low-priced goods. At the same time, well-recognised store-based brands such as Colgate in oral hygiene and Gillette in men’s grooming products maintained strong leadership over competitors. These brands benefited from continued innovation and expanding retailing in the country.
Positive but moderate forecast in context of low oil prices
Venezuelans’ preference for up-to-date cosmetics and toiletries as well as recognised brands will remain over the forecast period, boding well for future sales. However, dramatic changes in the international economy occurred in 2008. Most importantly for Venezuela, the international price of oil saw a major decline, which will negatively affect the economy, which is heavily dependent on oil revenues. As a result, the forecast value growth estimates are lower than previous figures. Socialist policies by the government will continue to encourage consumption, but if oil prices remain low through the forecast period the government’s ability to offer transfers and subsidies to the large number of poorer Venezuelans will be greatly limited. This will limit consumption and growth in the cosmetics and toiletries industry.
Table of contents
COSMETICS AND TOILETRIES IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive value growth achieved in 2008, but lags behind previous years’ performance
Anti-ageing concerns fuel innovation and consumer interest
Competition remains strong with Avon leading
Both store-based and non-store channels benefit from increased sales
Positive but moderate forecast in context of low oil prices
KEY TRENDS AND DEVELOPMENTS
High inflation in 2008 results in moderate industry growth
Cosmetics and toiletries players use local celebrities to promote brands
Anti-ageing trend strengthened through new offerings and products
Manufacturers apply “below-the-line” marketing strategies to catch consumer attention
Non-store retailing plays major role thanks to direct selling
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 Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - VENEZUELA
AROMA COSMETICS CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 2 Aroma Cosmetics CA: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Aroma Cosmetics CA: Competitive Position 2008
CORPORACIóN BELCORP DE VENEZUELA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 4 Corporación Belcorp de Venezuela CA: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Corporación Belcorp de Venezuela CA: Competitive Position 2008
COSMéTICOS MELENITA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 6 Cosméticos Melenita CA: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Cosméticos Melenita CA: Competitive Position 2008
COSMéTICOS ROLDA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 8 Cosméticos Rolda CA: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Cosméticos Rolda CA: Competitive Position 2008
DROCOSCA SA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 10 Drocosca SA: Key Facts
Company Background
ProduCtion
Competitive Positioning
Summary 11 Drocosca SA: Competitive Position 2008
LABORATORIOS FISA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
Key Facts
Summary 12 Laboratorios Fisa CA: Key Facts
Company Background
Production
Competitive Positioning
Summary 13 Laboratorios Fisa CA: Competitive Position 2008
BABY CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Bath and Shower Products Premium Brand Shares 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 VENEZUELA
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 Deodorants Premium Brand Shares 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 53 Hair Care Premium Brand Shares 2005-2008
Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 64 Lip Products Brand Shares by Retail Value 2005-2008
Table 65 Nail Products Brand Shares by Retail Value 2005-2008
Table 66 Colour Cosmetics Premium Brand Shares 2005-2008
Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Retail Sales of Electric Shavers 2004-2008
Table 71 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 72 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 73 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 74 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 75 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 76 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 77 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 78 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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 VENEZUELA
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 VENEZUELA
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 VENEZUELA
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
SUN CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Sun Care by Subsector: Value 2003-2008
Table 120 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 121 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 122 Sun Care Company Shares by Retail Value 2004-2008
Table 123 Sun Care Brand Shares by Retail Value 2005-2008
Table 124 Sun Care Premium Brand Shares 2005-2008
Table 125 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 126 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 127 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013