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: 127 | Publication date: Aug 2007
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
Double-digit value growth due to economic growth
Throughout 2006, cosmetics and toiletries companies benefited from Venezuela’s strong economic growth driven by high oil prices. In addition, the presidential election campaign and increased spending on social programs improved the purchasing power of the lowest socio-economic groups. The combination of these factors led to double-digit growth for most cosmetics and toiletries.
Demand for fragrances remains strong
Improvements in the purchasing power of Venezuelans drove higher purchases of fragrances, making it the fastest growing in current value terms in 2006. Fragrances are commonly given as gifts for popular celebrations such as Mother’s Day, Father’s Day, Valentine’s Day and birthdays. Leading companies capitalised on increased spending power, positioning fragrances as thoughtful and personal gifts. Fragrances also posted significant price increases resulting from higher import duties and higher taxes on luxury and premium products. Manufacturers and importers simply passed the higher cost of doing business in Venezuela on to the consumer. The combination of these factors produced high growth rates in current value terms.
Shortages limited performance despite economic bonanza
In 2006, consumers and manufacturers were affected by shortages of imported goods such as razors and blades and fragrances, with brands often disappearing temporarily from shelves. Restrictions from CADIVI, a government agency that controls currency exchange, produced an increase in prices for imports. In addition, the high cost of local manufacturing and price regulations affected domestic companies.
Direct sales the favourite channel for Venezuelans
Direct sales represents the main sales channel for cosmetics and toiletries. For the majority of consumers, brands such as Avon or Corporación Belcorp’s Ebel offer an attractive way to acquire technologically advanced products. Direct sales representatives typically extend credit to loyal customers and provide one-on-one consultations to assist in the selection of the best products for the desired results. This resulted in direct sales posting sales increases in constant value terms even through the severe economic times of the review period. In 2006, however, direct sellers were affected by strong branding activity from iconic brands such as Beiersdorf’s Nivea and Unilever’s Dove, which attracted mid- and low-income consumers. This was particularly true in skin care, where direct sellers derive a large portion of their revenues.
Venezuelan government inadvertently assists global brands
In 2006, the Venezuelan government increased its control of informal street markets or buhoneros, as part of its policy to decrease tax evasion. Leading cosmetics and toiletries brands such as Procter & Gamble’s Pantene Pro-V, which are priced at the high end of the mass-market, were commonly sold to the lowest-income groups at much reduced prices via informal markets. However, thanks to stricter controls and the improved purchasing power of lower-income consumers, sales of this and other leading global brands improved considerably through legitimate channels.
Uncertain future despite better purchasing power for low-income groups
Statements were made by the Venezuelan government hinting at greater regulation over cosmetics and toiletries towards the end of the review period. This, along with difficulties in obtaining foreign exchange from CADIVI for imports of finished goods and raw materials, will increase the risks of doing business in Venezuela during the forecast period. This will cause multinationals to reassess their product strategy and focus their efforts on marketing only high-margin products, which in turn will lead to the disappearance of less profitable brands. For domestic firms, on the other hand, government support will create opportunities to increase sales and improve their ranking.
Table of contents
COSMETICS AND TOILETRIES IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Double-digit value growth due to economic growth
Demand for fragrances remains strong
Shortages limited performance despite economic bonanza
Direct sales the favourite channel for Venezuelans
Venezuelan government inadvertently assists global brands
Uncertain future despite better purchasing power for low-income groups
KEY TRENDS AND DEVELOPMENTS
Macro-economic distortions affect prices and product availability
Shopping malls bridge leading cosmetics brands and consumers
Leading companies try different strategies to reach lower-income consumers
Socialist reforms challenge Venezuelan beauty stereotype
Private label fails to gain significant penetration
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - VENEZUELA
AROMA COSMETICS CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Aroma Cosmetics CA: Key Facts
Summary 2 Aroma Cosmetics CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Aroma Cosmetics CA: Competitive Position 2006
CORPORACIóN BELCORP DE VENEZUELA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Corporación Belcorp de Venezuela CA: Key Facts
Summary 5 Corporación Belcorp de Venezuela CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Corporación Belcorp de Venezuela CA: Competitive Position 2006
COSMéTICOS MELENITA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Cosméticos Melenita CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Cosméticos Melenita CA: Competitive Position 2006
COSMéTICOS ROLDA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Cosméticos Rolda CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Cosméticos Rolda CA: Competitive Position 2006
DROCOSCA SA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Drocosca SA: Key Facts
Summary 12 Drocosca SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Drocosca SA: Competitive Position 2006
LABORATORIOS FISA CA - COSMETICS AND TOILETRIES - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Laboratorios Fisa CA: Key Facts
Summary 15 Laboratorios Fisa CA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Laboratorios Fisa CA: Competitive Position 2006
BABY CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 18 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 19 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 20 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 21 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 22 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 23 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
Table 25 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Deodorants by Subsector: Value 2001-2006
Table 27 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 28 Deodorants Company Shares by Retail Value 2002-2006
Table 29 Deodorants Brand Shares by Retail Value 2003-2006
Table 30 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 31 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 32 Deodorants Premium Vs Mass % Analysis 2001-2006
Table 33 Deodorants Premium Brand Rankings 2006
HAIR CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Hair Care by Subsector: Value 2001-2006
Table 35 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 36 Hair Care Company Shares by Retail Value 2002-2006
Table 37 Hair Care Brand Shares by Retail Value 2003-2006
Table 38 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 40 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 41 Hair Care Premium Brand Rankings 2006
Table 42 Styling Agents by Type 2001-2006
Table 43 Styling Agents Brand Shares by Retail Value 2003-2006
Table 44 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 45 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 47 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 48 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 49 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 50 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 51 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 52 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
Table 53 Colour Cosmetics Premium Brand Rankings 2006
MEN'S GROOMING PRODUCTS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 55 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 56 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 57 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 58 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 59 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 61 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 62 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 63 Retail Sales of Toothpaste by Type: % Analysis 2002-2006
Table 64 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 65 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 66 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 67 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 68 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 69 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 70 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 71 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Fragrances by Subsector: Value 2001-2006
Table 73 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 74 Fragrances Company Shares by Retail Value 2002-2006
Table 75 Fragrances Brand Shares by Retail Value 2003-2006
Table 76 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 77 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Skin Care by Subsector: Value 2001-2006
Table 79 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 80 Sales of Facial Care by Subsector: Value 2001-2006
Table 81 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 82 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 83 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 84 Sales of Body Care by Subsector: Value 2001-2006
Table 85 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 86 Skin Care Company Shares by Retail Value 2002-2006
Table 87 Skin Care Brand Shares by Retail Value 2003-2006
Table 88 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 89 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 90 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 91 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 92 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 93 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 94 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 95 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 96 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 97 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2001-2006
Table 99 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 100 Depilatories Company Shares by Retail Value 2002-2006
Table 101 Depilatories Brand Shares by Retail Value 2003-2006
Table 102 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Sun Care by Subsector: Value 2001-2006
Table 105 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 106 Sun Care Company Shares by Retail Value 2002-2006
Table 107 Sun Care Brand Shares by Retail Value 2003-2006
Table 108 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 109 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 110 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 111 Sun Care Premium Brand Rankings 2006