Identifying Growth Opportunities for Plastic Closures in Beauty and Home Care

May 2013

Closures in beauty and home care packaging maintained a strong position in 2012. The growing popularity of premium hair and skin care has brought new opportunities for closures, especially lotion and spray pumps. Developing regions, such as Asia Pacific and Latin America, are driving usage of hand dishwashing with plastic dispensing caps. Concentrated detergents require more accuracy of dosage, leading to innovation in closures, such as lotion pumps.

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2012 is another good year for closures

In 2012, beauty and home care closures recorded 3% unit volume growth, and reached almost 95 billion units globally. Closures are benefiting from the shift towards more goods being packaged.

Plastic screw caps: between shampoo and toothpaste

Globally, plastic screw caps are losing share in shampoo due to a growing preference for dispensing caps and pumps. However, Asia is driving usage of screw caps for toothpaste.

Premium hair care brings new opportunities for closures

Lotion and sprays pumps are expected to lead in terms of growth in conditioners globally. These closures convey a premium brand image and ensure correct protection of the expensive content of the package.

Growing popularity of lotion pumps in liquid soap and beyond

Lotion pumps are gaining share in liquid soap due to their functionality and convenience. Pump closures will continue to benefit from the rise in presence of airless technology, and will penetrate skin care to a greater extent.

Dispensing caps post positive performance in hand dishwashing

Asia Pacific and Latin America are expected to lead growth in dispensing cap usage in hand dishwashing, due to changing consumption habits and new product developments.

Lotion pumps are benefiting from concentrated laundry care

The usage of concentrated laundry detergents and fabric softeners requires precise dosing of the product. Lotion pumps are expected to grow at a CAGR of 7% in laundry detergents over 2012-2016.

Triggers are used for shelf presence in air care

Spray/aerosol air fresheners is a concentrated category, with metal aerosol cans being the dominant pack type fitted with sprays. However, trigger closures can help to make a brand stand out on the retail shelves, as seen with new launches in PET bottles.


Key findings

The State of the Industry

Packaging is on the road to recovery
Demographics and income – watch out for Asia Pacific
2012 a good year for spending on beauty and home care
The importance of beauty and home care in closure consumption
Beauty packaging determined by flexibles and folding cartons
Bottles and tubes in beauty underpin plastic closure growth
Rise of PET brings potential for closures in home care
Home care is dominated by various types of bottles

Beauty and Personal Care Closures

Dispensing caps are important but lotion pumps lead growth
Hair and oral care core to dispensing caps, skin care adds value
Emerging markets are key to fortunes for dispensing in shampoo
" Tottles " design brings added value to basic hygiene products
With plastic screw closures watch out for developing regions
Global future decline for screw closures for shampoo…
…though toothpaste in Asia Pacific favours plastic screw caps
Western Europe, a focus for aerosol sprays
Case study: Deodorant sprays size depends on the region
Aerosol halves pack size for deodorant users in the UK
Aerosol can in India as a practical pack for sharing
Packaging size as tool to increase market penetration
Premium hair care provides new opportunities for closures
Pumping convenience of liquid soap
Premium lotion pump functionality in anti-agers
Reclosable eco-pouches advancing position in personal care

Home Care Closures

Plastic screw closures: Big, but still very dynamic in home care
Developing countries lead closures in hand dishwashing
Dispensing stability in hand dishwashing across all regions
Concentrated softeners drive sales of traditional plastic screw caps
Importance of dosing and dispensing to future opportunities
Positive outlook for functional pouches with zip/press closures
Triggers are a fresh breeze in air care
Pumps upgrade product positioning in US surface cleaners


Toothpaste to lead closures in beauty and personal care 2012-2016
Closures on beauty products expected to see diverse applications
Watch out for zip/press closures in home care towards 2016
Convenience, dosing and differentiation are key to home care

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