Cosmetics And Toiletries in New Zealand
Euromonitor International's Cosmetics And Toiletries in New Zealand 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: Sep 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
Slower growth for cosmetics and toiletries
Growth slowed slightly for overall cosmetics and toiletries in 2008 compared to 2007. This was mainly due to a poor economy, with buyers becoming more price-conscious and increasingly shopping only as required. Notably, some products managed to achieve a more robust performance in 2008 against 2007. Riding on consumers’ increasing awareness of the importance of sun protection, sun care enjoyed a stronger current value growth in 2008 over 2007. Similarly, hair care experienced a healthier current value growth in 2008 against 2007. As the economic recession sets in, more consumers cut down on the frequency to hair salons and begin to purchase hair care products of a higher quality for use at home.
Change of government may mean changes
2008 was an election year for New Zealand. After several terms in government, 2008 saw a change of government from Labour to a National government-led party. With this changeover, it is likely that some reforms and regulations will impact cosmetics and toiletries in New Zealand. The Cosmetics, Toiletries and Fragrances Association entered discussions with the new government over some key issues in 2008. These included sun protection regulatory standards and toothpaste labelling, in particular with regard to fluoride content. The issues discussed also included proposed anti-dandruff products de-regulation and a draft guideline for green/organic and eco-friendly cosmetics and toiletries with regards to suggested labelling and advertising.
International players still dominate
International players continued to dominate cosmetics and toiletries in New Zealand at the end of the review period. Procter & Gamble New Zealand remains the top player in cosmetics and toiletries overall. In June 2008, Shiseido was the last of the premium cosmetics companies manufacturing in New Zealand to exit. All international premium cosmetics are now made overseas and imported. This will impact pricing in New Zealand, as all products will be imported, often at an unfavourable exchange rate against the New Zealand dollar, in particular those imported from the US or Europe. Interestingly, some domestic and regional companies dominated some niche areas. Continuing its core focus on the niche men’s hair care, local manufacturer Mix Ltd maintains its leading position in men’s hair care in 2008, surpassing its international competitors.
Distribution channels offering lower prices attract consumers
Supermarkets/hypermarkets remained the main distribution channel for most product areas within cosmetics and toiletries in New Zealand at the end of the review period. Due to the economic slowdown, consumers began shopping at channels which provided more competitive prices such as mass merchandisers and internet retailing. As such, both channels saw a rise in its current value share of cosmetics and toiletries in 2008. Fortunately, despite its higher price points, department stores managed to maintain its current value share as per 2007. This is predominantly contributed by the steady sales performance of leading department store, Farmers.
Recovery of the economy will boost performance over the forecast period
Over the forecast period, it is anticipated that the economy will recover gradually. As the economy enters the stage of recovery, consumer sentiments are likely to be more positive, inducing a stronger willingness to spend. As the masstige trend continues to manifest, products such as colour cosmetics are expected to see a healthier growth over the forecast period. Consumers using mass colour cosmetics can be expected to trade up to the stream of more expensive masstige brands delivering a higher quality.
Table of contents
COSMETICS AND TOILETRIES IN NEW ZEALAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Slower growth for cosmetics and toiletries
Change of government may mean changes
International players still dominate
Distribution channels offering lower prices attract consumers
Recovery of the economy will boost performance over the forecast period
KEY TRENDS AND DEVELOPMENTS
Private label grows in face of the economy slowdown
Regional brands enjoy opportunities for growth in 2008
Masstige trend blurs product positioning
Consumer differentiation grows stronger
Beauty specialist retailers increase their presence
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 - NEW ZEALAND
CANCER SOCIETY OF NEW ZEALAND INC - COSMETICS AND TOILETRIES - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cancer Society of New Zealand Inc: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Cancer Society of New Zealand Inc: Competitive Position 2008
ECOSTORE LTD - COSMETICS AND TOILETRIES - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ecostore Company Ltd: Key Facts
Company Background
ProduCtion
Competitive Positioning
EGO PHARMACEUTICALS PTY LTD - COSMETICS AND TOILETRIES - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Ego Pharmaceuticals Pty Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Ego Pharmaceuticals Pty Ltd: Competitive Position 2008
LIVING NATURE NEW ZEALAND - COSMETICS AND TOILETRIES - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Living Nature New Zealand: Key Facts
Company Background
ProduCtion
Competitive Positioning
MIX LTD - COSMETICS AND TOILETRIES - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mix Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Mix Ltd: Competitive Position 2008
BABY CARE IN NEW ZEALAND
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 NEW ZEALAND
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 NEW ZEALAND
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 NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
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 NEW ZEALAND
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 NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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 NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2008
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 NEW ZEALAND
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 NEW ZEALAND
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 NEW ZEALAND
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 NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Sun Protection by Factor: % Value Analysis 2004-2008
Table 123 Sales of Sun Protection by Formulation: % Value Analysis 2004-2008
Table 124 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2008
Table 125 Sales of Sun Care by Subsector: Value 2003-2008
Table 126 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 127 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 128 Sun Care Company Shares by Retail Value 2004-2008
Table 129 Sun Care Brand Shares by Retail Value 2005-2008
Table 130 Sun Care Premium Brand Shares 2005-2008
Table 131 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 132 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 133 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013