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Toiletries Market Report Plus 2006
Key Note Publications Ltd, June 2006
This Market Report Plus on toiletries covers hair-care and skincare products, personal wash products, such as shower gels and soap, oral care and shaving preparations for both men and women. The total market for these products was worth £4bn in 2005, an increase of 1.7% on 2004. Growth in retail sales slowed in 2005 as consumers curbed their spending on many categories of goods, including toiletries. In addition, heavy discounting continued to be a feature of the toiletries market, particularly as the major supermarkets increased their foray into non-food markets.
Most sectors of the toiletries market in the UK are mature, and competition is intense and aggressive. Vast sums must be spent on advertising to maintain a brand's prime position and even more so to introduce new toiletries products to the overcrowded market. In fact, main media advertising of toiletries, as covered by this report, cost companies more than £396m in 2005, albeit down by 1.9% on 2004. Major competitors are Procter & Gamble and Unilever. The former's acquisition of The Gillette Company, which was completed in October 2005, elevated it to the world's largest consumer goods company and relegated Unilever to second place. Other recent corporate activity in the cosmetics and toiletries industry included the announcement in March 2006 that L'Oréal is to acquire The Body Shop International for £652m, subject to necessary clearance. The French cosmetics giant will operate the chain as a separate business from its own in what will be L'Oréal's first venture into retailing.
Most of the product sectors covered in this report are regarded as necessities by the majority of households and penetration levels are high. When they cannot increase volume sales, manufacturers must concentrate efforts to increase value sales by product innovation and persuading consumers to trade up to premium-priced products. In an ageing population, there is particular scope to increase sales of anti-ageing products. However, as well as an ageing population, the UK has a growing population, which will increase volume demand. The report forecasts that retail sales of toiletries will continue to show a steady annual increase in value and will grow by 16.1% between 2006 and 2010. Aside from the domestic market, some manufacturers and retailers alike have identified Eastern Europe and China as key growth areas where they can also increase sales.
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