Cosmetics And Toiletries in Australia

Euromonitor International's Cosmetics And Toiletries in Australia 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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• 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

Steady growth in cosmetics and toiletries

2008 saw a steady performance of cosmetics and toiletries. Men’s grooming products performed well as consumers traded up to premium brands and were open to trying personal care products typically unconventional for male consumers, such as nourishers/anti-agers. Sun care sustained steady current value growth as a result of a strong performance of sun protection products, boosted by a continued focus of government bodies and community groups on the importance of protection against skin cancer. Baby care benefited from rising births in Australia, as well as consumers remaining loyal to established brands instead of trading down to lower-priced and private label products that are perceived to be inferior in quality, despite the economic downturn.

Consumers become more value conscious

With financial pressures resulting from high mortgage rates and rising fuel prices during the first half of 2008, followed by the tightening economy in the latter half, consumers displayed more value-conscious behaviour in their expenditure on cosmetics and toiletries. Consumers sought out products with additional benefits that lessen the need for purchasing multiple items, and home-based products similar to those used in by spa and salon specialists as they forego these luxury treatments. Consumers also traded down within the mass segments, which affected masstige brands that are positioned between mass and premium brands. However, private label products were still not regarded as a viable alternative in cosmetics and toiletries, as these non-branded products were perceived as inferior in quality compared to branded counterparts.

International companies continue to dominate

Cosmetics and toiletries in Australia remained dominated by multinational manufacturers such as L'Oréal Australia Pty Ltd, Unilever Australia Ltd and Procter & Gamble Australia Pty Ltd. Brands by leading international companies were found across product sectors and in both mass and premium segments, and were supported by strong marketing campaigns. Nonetheless, several local companies saw slight increases in value share, particularly Jurlique International Pty Ltd, as these players were able to provide unique product lines such as skin care based on natural and biodynamically grown ingredients.

Difficult retailing environment

2008 was particularly challenging for retailers, as the rising costs of operations coincided with consumers becoming more value conscious. Price competition and promotions like gifts with purchases were heavily adopted by department stores and supermarkets as well as some direct sellers, to compete with the emergence of chemists/pharmacies, parapharmacies/drugstores and mass merchandisers. Direct selling companies were particularly affected during 2008 due to heavy discounting adopted by store-based retailers and challenges in recruiting and retaining individual agents.

Modest performance during economic slowdown

With the slowdown of the economy expected to continue during the first half of the forecast period, cosmetics and toiletries is expected to grow at a lower CAGR compared to the review period. Several sectors, such as bath and shower products are likely to see modest increases as consumers switch to cheaper products and buy larger pack sizes to maximise the value of their purchases. Fragrances is expected to be particularly impacted by the financial pressures as these products are regarded as discretionary, which can be substituted with deodorant sprays or aftershaves.

Table of contents

COSMETICS AND TOILETRIES IN AUSTRALIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Steady growth in cosmetics and toiletries

Consumers become more value conscious

International companies continue to dominate

Difficult retailing environment

Modest performance during economic slowdown

KEY TRENDS AND DEVELOPMENTS

Competition intensifies with rising costs

Affordable indulgences perform well in cosmetics and toiletries during downturn

New products are packed with additional benefits

Products made from natural or organic ingredients gain popularity

Consumers seek to recreate the spa and salon experience at home

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 - AUSTRALIA

CREATIVE BRANDS PTY LTD - COSMETICS AND TOILETRIES - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Creative Brands Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Creative Brands Pty Ltd: Competitive Position 2008

JURLIQUE INTERNATIONAL PTY LTD - COSMETICS AND TOILETRIES - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Jurlique International Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Jurlique International Pty Ltd: Competitive Position 2008

PRIVATE FORMULA INTERNATIONAL PTY LTD - COSMETICS AND TOILETRIES - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Private Formula International Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Private Formula International Pty Ltd: Competitive Position 2008

PRO-MA SYSTEMS (AUSTRALIA) PTY LTD - COSMETICS AND TOILETRIES - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Pro-Ma Systems (Australia) Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Pro-Ma Systems (Australia) Pty Ltd: Competitive Position 2008

VITALITY BRANDS WORLDWIDE PTY LTD - COSMETICS AND TOILETRIES - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Vitality Brands Worldwide Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Table 15 Summary2 Vitality Brands Worldwide Pty Ltd: Competitive Position 2008

BABY CARE IN AUSTRALIA

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 AUSTRALIA

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 Bath and Shower Products Premium Brand Shares 2005-2008

Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013

Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013

Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013

DEODORANTS IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 35 Sales of Deodorants by Subsector: Value 2003-2008

Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008

Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008

Table 38 Deodorants Company Shares by Retail Value 2004-2008

Table 39 Deodorants Brand Shares by Retail Value 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 Sales of Deodorants by Subsector: Value 2008-2013

Table 43 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013

Table 44 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013

HAIR CARE IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 45 Sales of Hair Care by Subsector: Value 2003-2008

Table 46 Sales of Hair Care by Subsector: % Value Growth 2003-2008

Table 47 Hair Care Premium Vs Mass % Analysis 2003-2008

Table 48 Sales of Styling Agents by Type: % Value Breakdown 2005-2008

Table 49 Hair Care Company Shares by Retail Value 2004-2008

Table 50 Hair Care Brand Shares by Retail Value 2005-2008

Table 51 Styling Agents Brand Shares by Retail Value 2005-2008

Table 52 Colourants Brand Shares by Retail Value 2005-2008

Table 53 Salon Hair Care Company Shares by Retail Value 2004-2008

Table 54 Salon Hair Care Brand Shares by Retail Value 2005-2008

Table 55 Hair Care Premium Brand Shares 2005-2008

Table 56 Forecast Sales of Hair Care by Subsector: Value 2008-2013

Table 57 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013

Table 58 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013

COLOUR COSMETICS IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 59 Sales of Colour Cosmetics by Subsector: Value 2003-2008

Table 60 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008

Table 61 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008

Table 62 Colour Cosmetics Company Shares by Retail Value 2004-2008

Table 63 Colour Cosmetics Brand Shares by Retail Value 2005-2008

Table 64 Facial Make-up Brand Shares by Retail Value 2005-2008

Table 65 Eye Make-up Brand Shares by Retail Value 2005-2008

Table 66 Lip Products Brand Shares by Retail Value 2005-2008

Table 67 Nail Products Brand Shares by Retail Value 2005-2008

Table 68 Colour Cosmetics Premium Brand Shares 2005-2008

Table 69 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013

Table 70 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013

Table 71 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013

MEN'S GROOMING PRODUCTS IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 72 Sales of Electric Shavers by Volume 2004-2008

Table 73 Sales of Men's Grooming Products by Subsector: Value 2003-2008

Table 74 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008

Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008

Table 76 Men's Grooming Products Company Shares by Retail Value 2004-2008

Table 77 Men's Grooming Products Brand Shares by Retail Value 2005-2008

Table 78 Men's Razors and Blades Brand Shares by Retail Value 2005-2008

Table 79 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013

Table 80 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013

ORAL HYGIENE IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 81 Sales of Oral Hygiene by Subsector: Value 2003-2008

Table 82 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008

Table 83 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008

Table 84 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008

Table 85 Sales of Toothpaste by Type: % Value Breakdown 2005-2008

Table 86 Oral Hygiene Company Shares by Retail Value 2004-2008

Table 87 Oral Hygiene Brand Shares by Retail Value 2005-2008

Table 88 Toothpaste Brand Shares by Retail Value 2005-2008

Table 89 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008

Table 90 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013

Table 91 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013

Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013

Table 93 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013

FRAGRANCES IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 94 Sales of Fragrances by Subsector: Value 2003-2008

Table 95 Sales of Fragrances by Subsector: % Value Growth 2003-2008

Table 96 Fragrances Premium Vs Mass % Analysis 2003-2008

Table 97 Fragrances Company Shares by Retail Value 2004-2008

Table 98 Fragrances Brand Shares by Retail Value 2005-2008

Table 99 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008

Table 100 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008

Table 101 Forecast Sales of Fragrances by Subsector: Value 2008-2013

Table 102 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013

Table 103 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013

SKIN CARE IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 104 Sales of Skin Care by Subsector: Value 2003-2008

Table 105 Sales of Skin Care by Subsector: % Value Growth 2003-2008

Table 106 Skin Care Premium Vs Mass % Analysis 2003-2008

Table 107 Skin Care Company Shares by Retail Value 2004-2008

Table 108 Skin Care Brand Shares by Retail Value 2005-2008

Table 109 Facial Moisturisers Brand Shares by Retail Value 2005-2008

Table 110 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008

Table 111 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008

Table 112 General Purpose Body Care Brand Shares by Retail Value 2005-2008

Table 113 Skin Care Premium Brand Shares 2005-2008

Table 114 Forecast Sales of Skin Care by Subsector: Value 2008-2013

Table 115 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013

Table 116 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013

DEPILATORIES IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 117 Sales of Depilatories by Subsector: Value 2003-2008

Table 118 Sales of Depilatories by Subsector: % Value Growth 2003-2008

Table 119 Depilatories Company Shares by Retail Value 2004-2008

Table 120 Depilatories Brand Shares by Retail Value 2005-2008

Table 121 Forecast Sales of Depilatories by Subsector: Value 2008-2013

Table 122 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013

SUN CARE IN AUSTRALIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 123 Sales of Sun Care by Subsector: Value 2003-2008

Table 124 Sales of Sun Care by Subsector: % Value Growth 2003-2008

Table 125 Sun Care Premium Vs Mass % Analysis 2003-2008

Table 126 Sun Care Company Shares by Retail Value 2004-2008

Table 127 Sun Care Brand Shares by Retail Value 2005-2008

Table 128 Sun Care Premium Brand Shares 2005-2008

Table 129 Forecast Sales of Sun Care by Subsector: Value 2008-2013

Table 130 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013

Table 131 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013