Haircare in Australia.pdf
www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfodatamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfodatamonitor.com Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena datamonitor.com Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: apinfodatamonitor.com Australia - Haircare 0125 - 2242 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 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 market 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 million 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 market's total value. Market 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 L'Oreal not only offer a wide range of specialized haircare products but also 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 manufacturer 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 0125 - 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 chemical 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 oil 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. This 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 correspondingly 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 product 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 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 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 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 Australia. 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 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 substitute 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 - 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; 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. 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 products, 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 following brands: Bounty, Charmin and Pampers. The companys family care business primarily operates in North America. The global operations group consists of the market development organization (MDO). The MDO comprises retail customer, trade channel and country-specific teams. It is organized along five geographic regions: North America, Western Europe, Central fabric care LEADING COMPANIES Australia - Haircare 0125 - 2242 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 23 and home care products at 52; baby care and family care products at 31; snacks and pet care products at 11 and health care products at 35. In March 2011, Procter and Gamble signed a joint venture with Teva, a producer of generic drugs to create a new company dealing in over-the-counter drug. Key Metrics The company recorded revenues of $82.6 billion in the financial year (FY) ended June 2011, an increase of 4.6% over FY2010. The net profit of the company was $11.8 billion in FY2011, a decrease of 7.4% over FY2010. During FY2011, the beauty division recorded revenues of $20.2 billion, an increase of 3.4% over 2010. International accounted for 63.1% of the total revenues in FY2011. Revenues from International reached $52.1 billion in FY2011, an increase of 6.5% over FY2010. Table 7: Procter the Americas; and Western Europe. Although Unilever's operations are managed on a geographical basis, the group manages its products under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and home care and other operations. These categories are Unilevers principal product areas. The savory, dressings and spreads product category includes products like soups, bouillons, sauces, snacks, mayonnaise, salad dressings, olive oil, margarines, spreads and cooking products such as liquid margarines, and frozen food products. Unilever's major brands in this segment includes: Knorr, Hellmann's, Becel/Flora (Healthy Heart), Rama/Blue Band (Family Goodness), Calve, Wish-Bone, Amora, Ragu and Bertolli. The company markets its frozen food products under the Findus, Sagit, Cogesal and Iglo brand names among others. LEADING COMPANIES Australia - Haircare 0125 - 2242 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 27 The ice cream and beverages product category includes sales of ice cream, tea-based beverages, weight management products, and nutritionally enhanced staples sold in developing markets. Unilever's major brands in ice cream are sold under the international Heart brand which includes Cornetto, Magnum, Carte dOr and Solero, Walls, Kibon, Algida and Ola. Its tea-based beverage brands include Lipton, Brooke Bond and PG Tips. In addition, Unilever has weight management products such as Slim Fast, and nutritionally enhanced products include Annapurna and AdeS brands. The personal care product category offers skin care and hair care products; deodorants and antiperspirants; and oral care products. The company offers six global brands which are the core of the company's business in the mass skin care, daily hair care and deodorants product areas that includes Dove, Lux, Rexona (including Sure and Degree), Sunsilk (including Seda/Sedal), Axe/Lynx and Ponds. Other key brands include Suave, Clear, Lifebuoy and Vaseline, along with Signal and Close Up in the oral care category. Home care and other operations include household products, such as laundry tablets, powders and liquids, soap bars and cleaning products. Unilever's global brands in home care products include Cif, Comfort, Domestos, Omo, Radiant, Surf and Sunlight brands. Other brands marketed by this segment include Omo Surf, Comfort, Radiant and Skip. Unilever also announced plans to expand its Asia Pacific operations within its home care division. In line with this, Unilever Sri Lanka made an offer to acquire the trademark of Wonderlight Consumer Products Company, in February 2009. Wonderlight Consumer Products Company is a Sri Lankan-based manufacturer of laundry soaps, baby soap, herbal soap, toilet soap, washing powder, scouring powder, and dish powder. In December 2010, the company acquired the personal care business of the Sara Lee Corporation, which was announced in September 2009. The Sara Lee brands include Sanex, Radox and Duschdas. In May 2011, Unilever acquired Alberto Culver, the US based manufacturer and distributor of branded beauty care products and the hair care products. Alberto Culvers hair care brands include Alberto VO5, Nexxus, Just For Me, TRESemme, Soft surface treatment products for industrial applications in the automotive, packaging, aircraft, electronics, durable consumer goods and metal sectors, and for maintenance, repair and overhaul applications. The segment also offers adhesives and sealants for craftsmen and consumers and for applications in home, school and office. The products are marketed under the Loctite, Teroson and Ceresit brands. The segment serves a large clientele from major multi-national corporations to small and medium-sized industrial companies and from professional craftsmen to private households. The laundry and home care segment offers heavy-duty detergents; fabric softeners; laundry conditioning products; dishwashing products; all-purpose cleaners; scouring agents; and floor and carpet care products. It also offers bath and WC cleaners, glass cleaners, kitchen cleaners, specialty cleaning products, and air fresheners and insecticides for household applications. The segments products are marketed under brands such as Pril, Purex and Persil. The segment distributes its products to retail groups such as supermarkets, mass merchandisers/hypermarkets, discount stores and drug stores. The company markets its dishwashing products under the brand names Pril, and Somat. LEADING COMPANIES Australia - Haircare 0125 - 2242 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 32 The cosmetics and toiletries segment offers hair shampoos and conditioners; hair colorants; hair styling and permanent wave products; toilet soaps; shower gels, body wash and bath products; and deodorants. The segment also offers skin creams; skin care products like Aok, Diadermine; dental care and oral hygiene products and hair salon products. These products are offered under the brands Schwarzkopf, Fa and Dial. Henkel offers salon brands as well as retail hair products for the consumer. The company offers hair color, hair care, hair styling and hair form products under brands like Schwarzkopf Professional, Indola and Clynol. It offers its hair care products in two segments retail and the professional range. In 2008, Henkel dissolved its corporate research division and distributed the resources to three business sectors. The company owned 8,000 patents as of December 2009. Henkel manufactures its products at four sites in France, which are located in Chalons, Cosne, Louviers and Nemours. Dial is a wholly owned subsidiary of Henkel. Dial products include soaps, foam based hand washes, liquid soaps, hand sanitizers and body washes. On May 5, 2011 Jyothy Laboratories bought a 50.97% stake in Henkel India. It has offered to buy 20% more in Henkel India through a compulsory open offer mandated by SEBI norms. Key Metrics The company recorded revenues of $20 billion in the financial year (FY) ended December 2010, an increase of 11.2% over FY2009. The net profit of the company was $1.5 billion in FY2010, an increase of 85.7% over FY2009. The cosmetics/toiletries division recorded revenues of $4.3 billion in FY2010, an increase of 8.6% over 2009. Asia Pacific accounte
