elton morimitsu, senior research analyst...
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IN-COSMETICS LATIN AMERICA 2017PRESS CONFERENCE
MEN´S GROOMING IN LATIN AMERICA
ELTON MORIMITSU, SENIOR RESEARCH ANALYST
SEPTEMBER 2017
© Euromonitor International
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Research ExpertiseABOUT EUROMONITOR INTERNATIONAL
Alcoholic Drinks
Apparel and Footwear
Automotive
Beauty and Personal Care
Consumer Appliances
Consumer Electronics
Eyewear
Fresh Food
Health and Wellness
Home and Garden
Home Care
Hot Drinks
Consumer Health
Luxury Goods
Nutrition
Packaged Food
Personal Accessories
Pet Care
Soft Drinks
Tobacco
Toys and Games
Tissue and Hygiene
Consumer Products
Services
Consumer Foodservice
Institutional Channels
Consumer Finance
Retailing
Travel
Supply
Ingredients
Packaging
Economies
Business Environment
Cities
Economy, Finance and Trade
Industrial
Consumers
Industry, Infrastructure and Environment
Consumer Trends and Lifestyles
Income and Expenditure
Population and Homes
Survey
Technology, Communications and Media
© Euromonitor International
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Categories coveredBEAUTY AND PERSONAL CARE IN LATIN AMERICA
Baby and Child Specific Products
Bath & Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men’s Grooming
Oral Care
Skin Care
Sun Care
Sets/Kits
GLOBAL BEAUTY AND PERSONAL CARE MARKET
MEN’S GROOMING IN LATIN AMERICA
THE MALE CONSUMER PROFILE
PROSPECTS: BEYONG SHAVING AND FRAGRANCES
© Euromonitor International
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US$ 444 billions
The 6th largest industry within global consumer goodsGLOBAL BEAUTY AND PERSONAL CARE MARKET
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The industry returns to a growth pathGLOBAL BEAUTY AND PERSONAL CARE MARKET
Note: Value RSP | USD million | Y-O-Y Exchange Rate |2016 Constant Prices
0,0%
0,5%
1,0%
1,5%
2,0%
2,5%
3,0%
Gro
th R
ate
%
Global Beauty and Personal Care Retail SalesY-O-Y Growth Rate
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Latin America will outpace other regionsGLOBAL BEAUTY AND PERSONAL CARE MARKET
Note: Value RSP | Y-O-Y Exchange Rate | Current Prices)
00,0
01,0
02,0
03,0
04,0
05,0
06,0
07,0
08,0
00,0
20,0
40,0
60,0
80,0
100,0
120,0
140,0
160,0
20
16
-20
21
CA
GR
%
Re
tail
Sa
les
| U
SD
Bil
lio
n|
20
16
Beauty and Personal Care Per Region
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Latin Americans chose different products than global consumersGLOBAL BEAUTY AND PERSONAL CARE MARKET
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
0,0
20.000,0
40.000,0
60.000,0
80.000,0
100.000,0
120.000,0
140.000,0
Gro
wth
%
US
D m
n
Global Beauty Sales, 2016
-7,0
-6,0
-5,0
-4,0
-3,0
-2,0
-1,0
0,0
1,0
0,0
2.000,0
4.000,0
6.000,0
8.000,0
10.000,0
12.000,0
14.000,0
Gro
wth
%
US
D m
n
Latin America Beauty Sales, 2016
Note: Current, Y-O-Y Exchange Rate
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Latin America | Beauty and Personal Care Sales Per Country 2016
Brazil Mexico Argentina Colombia Chile Peru Ecuador Other countries
Brasil and Mexico lead the industry’s sales in Latin America… GLOBAL BEAUTY AND PERSONAL CARE MARKET
Note: Value RSP | USD million
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GLOBAL BEAUTY AND PERSONAL CARE MARKET
0 20 40 60 80 100 120 140 160
Chile
Uruguay
Brazil
Argentina
Costa Rica
Panama
Ecuador
Peru
Mexico
Colombia
USD
Latin America |Top-10 countries | Per Capita Expenditure2016
…But Chileans and Uruguayans spend more per capita
GLOBAL BEAUTY AND PERSONAL CARE MARKET
MEN’S GROOMING IN LATIN AMERICA
THE MALE CONSUMER PROFILE
PROSPECTS: BEYONG SHAVING AND FRAGRANCES
© Euromonitor International 12
Why men’s grooming?MEN’S GROOMING IN LATIN AMERICA
Second fastest growing category
4 men’s categories among the beauty top 10 to watch
00 03 06 09 12
Deodorants
Sets/Kits
Bath and Shower
Fragrances
Men's Grooming
Depilatories
%
Latin America Top 5 Growing Categories
2011 - 2016 CAGR %
Note: USD | Fixed Exchange Rate |Current Prices
00 03 06 09 12
Intimate Hygiene
Deodorant Sprays
Baby and Child-…
Hair Removers/Bleaches
Men's Skin Care
Men's Bath and Shower
Tooth Whiteners
Men's Fragrances
Men's Deodorants
Lip Products
%
Latin AmericaTop 10 Categories to Grow
2016 - 2021 CAGR %
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The beard trend arrives in Latin AmericaMEN’S GROOMING IN LATIN AMERICA
63% of Latin American men have facial hair
groomed at salonsSource: Euromonitor International’s Beauty Survey, 2016
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Traditional categories still dominate men’s grooming salesMEN’S GROOMING IN LATIN AMERICA
Latin America | Men’s Grooming Sales by Category | 2016
Men's Fragrances Men's Deodorants Men's Shaving
Men's Hair Care Men's Bath and Shower Men's Skin Care
Note: Value RSP | USD
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… but there are regional differencesMEN’S GROOMING IN LATIN AMERICA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Argetina PuertoRico
Colombia Chile Mexico Ecuador Peru Brazil Venezuela
Men’s Grooming by Category | % of total sales | USD | 2016
Men's Shaving Men's Fragrances Men's Deodorants
Men's Hair Care Men's Bath and Shower Men's Skin Care
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Reliance on celebrities for
promotion
Multifunctional products
Discounts and smaller packs
Marketing and fashion: key to men’ purchasing decisionsMEN’S GROOMING IN LATIN AMERICA
Men are reluctant to try new products
GLOBAL BEAUTY AND PERSONAL CARE MARKET
MEN’S GROOMING IN LATIN AMERICA
THE MALE CONSUMER PROFILE
PROSPECTS: BEYONG SHAVING AND FRAGRANCES
© Euromonitor International 18
28 minutes daily
29% purchase beauty items 3x month or
more
8 grooming products
Men seek ease and comfort
42 minutes daily
42% purchase beauty items 3x month or
more
21 grooming products
Women shop on impulse
Men shop differently from womenTHE MALE CONSUMER PROFILE
Source: Euromonitor International’s Consumer Survey, 2016
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Men are still reluctant to categories perceived as feminineTHE MALE CONSUMER PROFILE
Source: Euromonitor International’s Beauty Survey, 2016
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
BB cream or CC cream
Nail polish or treatment
Untinted Lip Moisturisers
Facil Cleansers
Body Lotion
Hand Care
Sunscreen
Pre Shave Products
Hair Styling Products
Post Shave Products
Latin American Men’s Usage Frequency Of...
Daily 1-5 times per week 1-3 times per monthOnce every 6-8 weeks Occasionally Never
Facial
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Are male consumers ready to move beyond the basics?THE MALE CONSUMER PROFILE
MEN’S COSMETICS
FEW OPTIONS
TABOO
NICHE
GLOBAL BEAUTY AND PERSONAL CARE MARKET
MEN’S GROOMING IN LATIN AMERICA
THE MALE CONSUMER PROFILE
PROSPECTS: BEYONG SHAVING AND FRAGRANCES
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Latin America will lead global growth for Men’s GroomingPROSPECTS: BEYONG SHAVING AND FRAGRANCES
Note: Value RSP | Fixed 2016 Exchange Rate | Constant 2016 Prices
00
01
02
03
04
05
06
00
2.000
4.000
6.000
8.000
10.000
12.000
14.000
LatinAmerica
Asia Pacific MiddleEast and
Africa
EasternEurope
NorthAmerica
WesternEurope
Australasia
% C
AG
R
USD
Mil
lio
n
Men’s Grooming per Region
2016 2021 2016 - 2021 CAGR %
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Brazil will outpace others countriesPROSPECTS: BEYONG SHAVING AND FRAGRANCES
Note: Fixed 2016 Exchange Rate | Constant 2016 Prices
-02
-01
00
01
02
03
04
05
06
07
00
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
10.000
CA
GR
%
US
D M
illi
on
Top 10 Countries for Men’s Grooming | Retail Sales
2016 2016 - 2021 CAGR %
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Gender blurring opens opportunities for other categoriesPROSPECTS: BEYONG SHAVING AND FRAGRANCES
Source: Divulgação Campanha Avon #SintaNaPele
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Men´s skin care will post the highest ratePROSPECTS: BEYONG SHAVING AND FRAGRANCES
00
01
02
03
04
05
06
07
00
1.000
2.000
3.000
4.000
5.000
6.000
Men'sFragrances
Men'sDeodorants
Men'sShaving
Men'sHair Care
Men'sBath andShower
Men'sSkin Care
CA
GR
%
US
D M
illi
om
Latin America | Men’s Grooming by CategoryRetail Sales
2016 2016 - 2021 CAGR %
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Taboo will break as new brands and products enter the marketPROSPECTS: BEYONG SHAVING AND FRAGRANCES
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Industry needs to innovate focusing on the male consumerPROSPECTS: BEYONG SHAVING AND FRAGRANCES
EFFICIENCY
INNOVATION
LESS IS MORE
EFFICIENCY
INNOVATION
LESS IS MORE
