Haircare in Australia.pdf
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1、 Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE
2、 t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: Australia - Haircare 0125 - 2242 - 2010 Datamonitor. This profile is a licensed product and is not to be photocopied Page
3、 1 INDUSTRY PROFILE Haircare in Australia Reference Code: 0125-2242 Publication Date: November 2011 EXECUTIVE SUMMARY Australia - Haircare 0125 - 2242 - 2010 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The Australian haircare mar
4、ket grew by 1.9% in 2010 to reach a value of $767.2 million. Market value forecast In 2015, the Australian haircare market is forecast to have a value of $863.2 million, an increase of 12.5% since 2010. Market volume The Australian haircare market grew by 1.4% in 2010 to reach a volume of 199 millio
5、n units. Market volume forecast In 2015, the Australian haircare market is forecast to have a volume of 214.7 million units, an increase of 7.9% since 2010. Market segmentation I Shampoo is the largest segment of the haircare market in Australia, accounting for 33.7% of the markets total value. Mark
6、et segmentation II Australia accounts for 4.5% of the Asia-Pacific haircare market value. Market share Procter however, some market players are entering the retail market with specialized services, for example Schwarzkopf and LOreal not only offer a wide range of specialized haircare products but al
7、so have many salons. Furthermore, the main players have developed broad portfolios of brands targeted at different consumer segments and price points. High differentiation of the products in the market, together with vertical forward integration takes from buyer power. End-user loyalty to manufactur
8、er brands tends to weaken the buyer power of retailers even further. The fact that buyers offer a wide range of products, with the haircare segment constituting only a small part of their business, strengthens buyer power. Overall, buyer power is moderate. FIVE FORCES ANALYSIS Australia - Haircare 0
9、125 - 2242 - 2010 Datamonitor. This profile is a licensed product and is not to be photocopied Page 17 Supplier power Figure 8: Drivers of supplier power in the haircare market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R Suppliers in the haircare market include manufacturers of chem
10、ical ingredients, such as foam boosters, thickeners, conditioning agents, preservatives, modifiers, and special additives, and packaging materials. The main active ingredients of haircare products are surfactants, which are typically derived from petrochemicals. However the increasing scarcity of oi
11、l and subsequent increases in the prices of surfactants have led some players to increase their use of palm oil as an alternative raw material. It is important for market players to focus on environmentally friendly ingredients which perform well whilst at the same time follow the latest trends. Thi
12、s heightens the need for research, which is costly, decreasing supplier power. Plastic, glass and metal (aerosol) packaging is an additional input for the industry; companies offering these products are generally small in comparison to major personal products companies, and their supplier power is c
13、orrespondingly reduced. Haircare products constitute a relatively small part of the chemical and packaging companies total market, strengthening supplier power. Overall, supplier power is moderate. FIVE FORCES ANALYSIS Australia - Haircare 0125 - 2242 - 2010 Datamonitor. This profile is a licensed p
14、roduct and is not to be photocopied Page 18 New entrants Figure 9: Factors influencing the likelihood of new entrants in the haircare market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R The main manufacturers are large, international companies. These players sell their products on a
15、global scale and invest heavily in both product innovation and building wide brand portfolios. Thus, new entrants face formidable competition. New entrants may be able to start on a small scale as niche companies, selling e.g. handmade products. However, major players, by applying the strategies of
16、micro- segmentation, are able to launch niche products into new markets and narrow down the opportunities for new entrants. Entering the market requires new players to establish production facilities, which means significant capital outlay on machinery and factories. Potential new entrants will also
17、 need to persuade stores, aware of their importance in the distribution chain, to stock their products. Haircare products are generally sold in high volume to virtually all consumers, which suggest that scale economies in manufacturing are likely to be important to the margins of players in the Aust
18、ralia. Overall, there is a weak likelihood of new entrants. FIVE FORCES ANALYSIS Australia - Haircare 0125 - 2242 - 2010 Datamonitor. This profile is a licensed product and is not to be photocopied Page 19 Substitutes Figure 10: Factors influencing the threat of substitutes in the haircare market in
19、 Australia, 2010 Source: Datamonitor D A T A M O N I T O R Substitutes for consumer haircare products include soaps and traditional or homemade hair cleaning agents. However, any substitutes prepared at home, are relatively time-consuming, and may have unpredictable results. But this kind of substit
20、ute may be significant in some undeveloped markets. Furthermore the use of domestically made haircare products may prevent the consumer from exposure to some potentially allergic ingredients. Overall, the threat of substitutes is assessed as very weak. FIVE FORCES ANALYSIS Australia - Haircare 0125
21、- 2242 - 2010 Datamonitor. This profile is a licensed product and is not to be photocopied Page 20 Rivalry Figure 11: Drivers of degree of rivalry in the haircare market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R The Australian haircare market is fairly concentrated with P grooming
22、; health care; snacks and pet care; fabric care and home care; and baby care and family care. The beauty and grooming comprises the beauty, grooming and healthcare businesses while the household care GBU consists of snacks and pet care; fabric care and home care; baby care and family care businesses
23、. The beauty segment includes cosmetics, deodorants, hair care, skin care, prestige fragrances and personal cleansing. The hair care sub-segment consists of conditioner, hair colorants, salon products, shampoo and styling agents. The key brands offered by the segment include Head and home care produ
24、cts, including dish care, surface cleaners and air fresheners; and batteries. The segment markets its products under Ace, Ariel, Dawn, Downy, Duracell, Gain, Tide and Febreze brands. The baby care and family care segment offers baby wipes, diapers, tissues, paper towels and paper tissues under the f
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