Executive Summary

Feb 2019
PROSPECTS
Consumers continue to place a low priority on personal care appliances

The outlook for personal care appliances is unfavourable and negative growth is expected in the category over the forecast period. This is mainly due to low consumer confidence, which in turn is the result of the long and arduous presidential campaign and the ongoing devaluation of the Mexican peso, which is partially because of lingering trade disputes with the US.

Many alternatives to personal care appliances are available

Personal care appliances faces strong competition from other types of products and services. Recently, a new trend has emerged of “old school salons” that are dedicated to men’s hairdressing and barbering and it is becoming far more common for Mexican men to have their hair, beards and moustaches professionally trimmed and styled.

Electric facial cleansers records a positive performance

2018 saw electric facial cleansers remain the highest growth category in personal care appliances, registering double-digit volume and current value growth over the course of the year. The most important brands in the category are Clarisonic and Clinique and the electric facial cleansers of these brands can be found on sale in department stores such as Liverpool and Palacio de Hierro as well as beauty specialist retailers.

COMPETITIVE LANDSCAPE
Corporación Milenium continues to lead the category

Corporación Milenium maintained its position as the most important player in personal care appliances in 2018, well ahead of its closest rival Helen of Troy. Corporación Milenium’s most important brands in the category include hair care appliances brand BaByliss and the leading brand Conair, which is present in hair care appliances and other personal care appliances.

Most important channel for the category

Hypermarkets remains the most important retail distribution channel for sales of personal care appliances, followed quite closely by discounters. It is important however to note that there are significant differences between each category of personal care appliances.

Dyson Supersonic recently launched in Mexico

Dyson recently introduced its new model of hair dryer named the Dyson Supersonic and this launch represents a major step forward in hair dryer technology. While a normal hair dryer draws its air from the back of the appliance, the Dyson Supersonic draws its air through the middle of its thick cylinder and then expels it through openings located in the upper part of the appliances.

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Personal Care Appliances in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Care Appliances industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Care Appliances industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Personal Care Appliances in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Personal Care Appliances in Mexico?
  • What are the major brands in Mexico?
  • What is the share for hair care appliances?
  • Is an increased focus on health and beauty driving electric tooth brush sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Personal Care Appliances in Mexico - Category analysis

HEADLINES

PROSPECTS

Consumers continue to place a low priority on personal care appliances
Many alternatives to personal care appliances are available
Electric facial cleansers records a positive performance

COMPETITIVE LANDSCAPE

Corporación Milenium continues to lead the category
Most important channel for the category
Dyson Supersonic recently launched in Mexico

CATEGORY DATA

Table 1 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 2 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 3 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Body Shavers by Format: % Volume 2013-2018
Table 6 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 7 NBO Company Shares of Personal Care Appliances 2014-2018
Table 8 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 9 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 10 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 11 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 12 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Mexico - Industry Overview

EXECUTIVE SUMMARY

Various negative influences fail to suppress growth as sales continue to rise
Consumer appliances performance in Mexico
Mabe continues to lead major appliances, while Sunbeam leads in small appliances
Distribution channels, e-commerce continue gaining relevance
What to expect from consumer appliances during the forecast period

MARKET INDICATORS

Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources