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Toiletries Market Report Plus 2007
Key Note Publications Ltd, June 2007, Pages: 152
This report focuses on the UK toiletries market, which comprises personal wash and bathroom toiletries, such as shower gel and deodorant; hair care products; skin care products; oral care products; and shaving preparations for both men and women. Growth in retail sales of these items was modest in 2006, with heavy discounting continuing to be a feature of the toiletries market, particularly as the involvement of the major supermarkets has increased. However, the skin care and men's toiletries sectors demonstrated strong growth. The report estimates that, in 2006, the total UK toiletries market was worth £4.17bn at retail selling prices (rsp).
Most of the product sectors covered in this report are regarded as necessities by the majority of households, and penetration levels of toiletries are high. As such, the overall market will benefit from a growing population, although the UK population is also an ageing one. This is a disadvantage to the toiletries market, as younger consumers are the heaviest users. However, there is also a benefit, as older consumers frequently have higher disposable incomes, which they may spend on premium-priced products that offer anti-ageing properties. The increase in the UK population is also accounted for by rising immigration, so manufacturers are developing products that are formulated for different skin, and hair colours and textures.
Although there are specialist personal care manufacturing companies, such as L'Oréal and Alberto-Culver, at the forefront of the market, the clear leaders are the multinational companies Unilever and Procter & Gamble, and their diversified interests include toiletries. In the UK, most sectors of the toiletries market are mature, and competition is intensive and aggressive. Considerable investment has to be made in research and development (R&D) and marketing, since, even when a brand is well established, there can be little let up in its promotion if it is to avoid being replaced by a rival brand with a higher profile. In fact, main media advertising expenditure on toiletries, as covered by this report, cost companies £389.8m in 2006, although this was slightly lower than the amount spent in 2005.
Between 2007 and 2011, the report forecasts that the UK toiletries market will grow between 2.1% and 2.9% year-on-year. Men's toiletries are expected to show the strongest growth, as more men become increasingly experimental and manufacturers introduce products other than the basics.
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