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Toiletries Market Report Plus 2010
Key Note Publications Ltd, June 2010, Pages: 180
In this Market Report Plus on toiletries, the market is divided into five sectors: personal wash and bathroom products, skincare products, hair care products, oral care products and shaving products (for men and women). Expenditure on such slowed in 2009, as consumers curbed their spending on many categories of goods in the long and arduous recession, while heavy discounting continued to be a feature of the market. Nevertheless, while consumers are encouraged to trade down in times of economic hardship, the toiletries market generally fares comparatively well at such times, as many items are often viewed as affordable treats, compared with, say, an expensive holiday. The market also benefits from consumers using premium products in their own homes as an alternative to more expensive salon treatments.
New launches of products that contain ingredients claimed to influence the biological performance of the skin, in addition to improving appearance, abound. These expensive `cosmeceuticals' are also sometimes seen as cheaper and safer alternatives to cosmetic surgery and non-surgical procedures. The marketing of such products is changing. Traditionally, cosmetics and toiletries have been promoted using glamorous models, in an attempt to persuade the public that, by using certain items, they will be transformed into more beautiful creatures resembling those advertising the product. However, there is now a discernible trend towards educating consumers to take a more holistic approach — to adopt healthy lifestyles and generate beauty from within. Manufacturers are also increasingly backing up their products' claims with clinical trials and scientific evidence. Such products can command premium prices. For example, Milbar Laboratories' Anti-Ageing Treatment Day Cream retails at £100 for 59 millilitres (ml), while Lancôme's Génifique Youth Activating Concentrate, which costs more than £50 for 30ml, has become the brand's most successful skincare product in Lancôme's 75-year history.
However, while some consumers are willing and able to indulge in such luxuries, household expenditure varies significantly according to gross income decile group, with the 10% of households enjoying the highest gross income spending more than five times as much on cosmetics, toiletries, etc. as the 10% on the lowest income. Most sectors in the UK market have reached maturity, thus competition is intense and aggressive. Major competitors are Procter & Gamble and Unilever. In late 2009, the latter acquired the brands of the US company Sara Lee, which include Radox and Brylcreem (although the European Commission is now investigating the deal amid competition concerns), while Procter & Gamble had already completed the acquisition of the Zirh men's skincare line and the Art of Shaving retail chain, in order to grow its male-grooming business. Other recent corporate activity has included Avon Cosmetics' acquisition of the UK's natural skincare company Liz Earle Cosmetics Ltd in March 2010 and the sale of the Solihull-based skincare company Simple to US-based Alberto-Culver.
With the UK now officially, if tenuously, out of recession, manufacturers will continue to concentrate efforts on increasing value sales through product innovation and by persuading consumers to trade up to premium-priced products. The ageing population offers such scope, while the steadily increasing size of the population will aid growth in volume sales in those product sectors regarded as necessities by the majority of households.
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