Cosmetics And Toiletries in Canada
Euromonitor International's Cosmetics And Toiletries in Canada 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: 142 | Publication date: May 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
Beauty is recession-proof
In 2008 the Canadian economy showed signs of slowdown, and GDP growth decelerated to turn negative by the end of the year. At the same time, unemployment edged up, and consumer confidence declined significantly, negatively affecting retail sales across various consumer goods. Yet, Canadians were not prepared to compromise their beauty care routine, and retail sales of cosmetics and toiletries in Canada continued to do comparatively well, growing in both value and volume terms. In fact, some retail products, such as colourants and depilatories, benefited from consumers searching for cheaper alternatives to salon treatments.
Trading down affects the premium segment
Although on the whole recession-proof, value sales growth did slow down compared with previous years, primarily reflecting a consumer shift to cheaper mass beauty care products. Anticipating and encouraging such a shift, mass market brands intensified their marketing campaigns, emphasising not only the supreme quality of their products, but also their affordable pricing. This trend was particularly pronounced in skin care, in which, for instance, advertising for the Olay brand positioned its anti-ageing products directly against the premium segment, openly questioning the need to pay over C$100 dollars for a cream. Towards the end of 2008, retail sales of premium products decelerated, and many prestige brands and high end retailers saw weaker performances.
Competition behind new approach to marketing and product positioning
Although taken together, Procter & Gamble Inc and L’Oréal Canada Inc accounted for over a third of all retail sales of cosmetics and toiletries in Canada in 2008, on the whole sales of beauty care products in the country are divided between a large number of mass and premium brands. In a highly developed and competitive market, manufacturers increasingly turned to innovative marketing campaigns and product positioning to drive sales. Thus, ethical marketing became more pronounced and aggressively promoted, with new products featured in these campaigns, an example being Procter & Gamble’s Pantene Beautiful Length campaign, which helped to drive sales of the Pantene brand in hair care. Moreover, product repositioning increasingly took place in categories which were traditionally seen as merely utilitarian, such as depilatories and sun care, with growing emphasis on the beauty aspects and the extra benefits of the products, rather than their pure functional qualities.
Parapharmacies/drugstores respond to the challenge from specialists
Parapharmacies/drugstores still accounted for the leading share of sales of cosmetics and toiletries in Canada, with a further increase in share in 2008. However, in the later years of the review period, specialised retailers challenged the predominance of drugstores, illustrated by the example of the expansion of Sephora, and the entry of Bath & Body Works into Canada in 2008. In response, drugstore operators took actions to ensure their positions in the market, and the latest and most drastic development included the unveiling of a new beauty retail concept by Shoppers Drug Mart (the largest drugstore chain in Canada) in late 2008. Its new stores are called Murale, and focus strongly on premium beauty care and spa services, featuring a wide selection of prestige and niche brands and a staff of professionally-trained cosmeticians. More Murale stores are set to open in the coming years.
Modest growth in the coming five years
The Canadian cosmetics and toiletries market is expected to grow modestly in constant value terms over the forecast period, which will mirror the effects of economic recession and consumer spending cuts. Slower growth will be explained by many Canadians choosing cheaper mass beauty care products. Some product types, however, are likely to benefit from the recession, as some consumers are expected to reduce their salon visits and look for cheaper alternatives in retail, particularly in 2009 and 2010, as these two years are projected to be the hardest hit by the recession.
Table of contents
COSMETICS AND TOILETRIES IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Beauty is recession-proof
Trading down affects the premium segment
Competition behind new approach to marketing and product positioning
Parapharmacies/drugstores respond to the challenge from specialists
Modest growth in the coming five years
KEY TRENDS AND DEVELOPMENTS
Beauty is recession-proof, but trading down affects the premium segment
Manufacturers further advance the development of natural and organic products
Anti-ageing still defines trends in skin care
Competition encourages new approaches to product positioning and marketing strategies
Leading drugstore responds to the challenge from specialist retailers
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 - CANADA
CANDERM PHARMA INC - COSMETICS AND TOILETRIES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Canderm Pharma Inc: Key Facts
Summary 3 Canderm Pharma Inc: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Canderm Pharma Inc: Competitive Position 2008
CANUS GOAT’S MILK INC - COSMETICS AND TOILETRIES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Canus Goat’s Milk Inc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
FRUITS & PASSION BOUTIQUE INC - COSMETICS AND TOILETRIES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Fruits & Passion Boutique Inc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Fruits & Passion Boutique Inc: Competitive Position 2008
KENMEN INC - COSMETICS AND TOILETRIES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 KenMen Inc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
LISE WATIER COSMETIQUES INC - COSMETICS AND TOILETRIES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Lise Watier Cosmetiques Inc: Key Facts
Summary 10 Lise Watier Cosmetiques Inc: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Lise Watier Cosmetiques Inc: Competitive Position 2008
BABY CARE IN CANADA
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 Care Premium Brand Shares 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 CANADA
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 CANADA
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 Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN CANADA
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 CANADA
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 CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Electric Shavers by Volume 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 CANADA
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 CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Concentration: % Value Analysis 2004-2008
Table 93 Sales of Fragrances by Subsector: Value 2003-2008
Table 94 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 95 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 96 Fragrances Company Shares by Retail Value 2004-2008
Table 97 Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 101 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 102 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Skin Care by Subsector: Value 2003-2008
Table 104 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 105 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 106 Skin Care Company Shares by Retail Value 2004-2008
Table 107 Skin Care Brand Shares by Retail Value 2005-2008
Table 108 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 109 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 110 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 111 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 112 Skin Care Premium Brand Shares 2005-2008
Table 113 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 114 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 115 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Depilatories by Subsector: Value 2003-2008
Table 117 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 118 Depilatories Company Shares by Retail Value 2004-2008
Table 119 Depilatories Brand Shares by Retail Value 2005-2008
Table 120 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 121 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Sun Protection by Factor: % Value Analysis 2003-2008
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