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Toiletries Market Report Plus 2003
Key Note Publications Ltd, June 2003
This report covers such toiletries as personal wash and bathroom products, hair care products, skin care products (excluding cosmetics), oral care products and shaving preparations (including wet razors). Combined retail sales of toiletries were worth £3.37bn in 2002, having increased by 2.7% from the previous year. Penetration levels are high, with consumers considering many products to be necessities. However, expenditure on toiletries, cosmetics, etc. varies considerably depending on a household's disposable income - the 10% of households enjoying the highest gross income spend around six times the amount of those on the lowest income.
Advertising expenditure is high in order to maintain the profile of well-known brands, of which there are many. Product innovation is continual as manufacturers strive to encourage consumers to try new products while, at the same time, maintaining brand loyalty to established products. Leading competitors in the toiletries industry are the global consumer groups. Most companies have products in more than one sector, but the oral care sector is unusual in that Colgate-Palmolive and GlaxoSmithKline control more than half the sector by value, a share which increases further in the toothpaste subsector, where they own the leading four brands.
On the retail side, the grocery multiples continue to make inroads into the toiletries market at the expense of others. Tesco and Asda lead the field and, in fact, by March 2003, Tesco was claiming to have overtaken Boots as the market leader in toiletries penetration. The latter's problems have been well documented and it is withdrawing from some of its ventures, including its trial of `shops within shops' in Sainsbury's supermarkets and abandoning ambitious plans to expand its Pure Beauty concept. Other developments on the retail side are the planned merger of the two high-street chains Superdrug and Savers, following the sale of Superdrug in October 2002 to AS Watson, an international retailer and manufacturer that is wholly owned by the Hong Kong conglomerate Hutchison Whampoa, which owns the Savers chain.
The industry is subject to legislation and directives concerning such issues as the safety of ingredients, labelling and animal testing. However, the media and other bodies are quick to question the safety and efficacy of toiletries and cosmetics, with sunscreen and talcum powder currently in the firing line. According to the European trade association Colipa, around 5 billion toiletry and cosmetic products are sold every year to 380 million consumers in the EU, but only one in every million results in allegations about its safety.
Population estimates have been revised to be significantly higher than previously thought and, given that many toiletries are regarded as necessities, this can only benefit the market. The fact that it is an ageing population is better for some categories than others, but demand is also growing from young people, as ever-younger children become interested in their appearance and hygiene. We therefore anticipates that retail sales of toiletries will continue to steadily increase in value, despite the high level of promotional activity, particularly `buy one, get one free' offers.
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