natural & organic cosmetics industry monitor 2020
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Natural & Organic Cosmetics Industry Monitor 2020- Data, Facts and Outlook
Mirja Eckert I THE NEWAnna Scheepers I GfKMeike Sommer I IRi
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This content is a selective information of the„Natural and Organic Cosmetics Industry Monitor 2020“. The use is intended for peronal use only .
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Bei diesen Inhalten handelt es sich um selektive Informationen aus dem Branchenmonitor 2020.Die Nutzung ist lediglich für den persönlichen Gebrauch zur Nachbereitung des eSPECIALVIVANESS bestimmt.
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AGENDA
❯❯ Total Market / Big Picture
❯❯ Consumer Insights
❯❯ Market Insights – Deep Dive Drugstores and Mass Market
❯❯ Conclusion and Brainfood
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THE NEW: Classification / Market Size
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Natural & Organics Cosmetics Industry Monitor 2020- Market research concept THE NEW
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Natural & Organic Cosmetics+ 5,7%
Nature-inspiredCosmetics+ 0,4%
ConventionalCosmetics- 0,1%
2007 2020
Total Market
2020
Big Picture: The German Cosmetics Market
New Customers
5,7%
1,3> Mio.
SalesGrowth
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* Based on IKW / Prognosis total German Cosmetics Market 2020 (total value 14,04 Mrd. €)
Big Picture: The German Cosmetics Market by Segment
10,3%
8,7%
81,0%
Market share by segment 2020 in % (value)
Natural & Organic Cosmetics(certified and non-certified)
Nature-inspired Cosmetics
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Big Picture: Distribution Channels
New Customers
5,7%
1,3> Mio.
SalesGrowth
• Drugstores
• Pharmacy Officin & Online
• Health shops (Reformhaus)
• Organic specialty Shops (Bio-Fachhandel)
• Beauty Institutes and OrganicCosmetic speciality stores
• Perfumery
• Hypermarkets, Traditional Grocery,Discounters
• Department stores
• Mail order, Online shops andOthers
Drugstores & Mass Market Others
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Big Picture: Market Key Drivers
HOME SPA2.0
UPCYCLING
INNER BEAUTY
CONSCIOUS BEAUTY
DIVERSITYSKIN-
TELLECTUALS
NEWTRENDS
Vivaness 2021GfK Consumer Insights for Natural & Organic Cosmetics
Anna Scheepers
GfK Consumer Panels & Services
© GfKVivaness 2021 11
The GfK Individual Panel is a representative sample and equals „Little Germany“
GfK consumer Panel Individual
68,4 Mio. people (all residents in Germany) 18 years +
Projection
© GfK
For what?
Which products?
When?
Where?How much?
WHO?
With the GfK Consumer Panel, you get to know your customers
Vivaness 2021 12
© GfK© GfKVivaness 2021 13
Consumer InsightsNatural & Organic Cosmetics
© GfK
NOC: Value Change + 8 % in 2020Change is mainly driven by additional buyers and more packs per trip
+ 7 %
Quelle: GfK SE | ConsumerScan Individual | ab 18 Jahren | 32 Personal Care Categories 14
(+1,4 Mio
Buyers)
+ 8 % Value Change in 2020
≈ 2 packs
per trip
Vivaness 2021
© GfKQuelle: GfK SE | ConsumerScan Individual | ab 18 Jahren | 32 Personal Care Categories 15
NOC growth in pandemic timesBut individual development of the categories is very different
2738
92
2940
92
+1% -6%
84,284,5
+2% -4%Loyalty (value) in %
Spend per buyer in €
Penetration in %
2019 2020 2019 2020 2019 2020
Key Purchase Indicators2020 vs. 2019
Natural & OrganicCosmetics
Nearly Natural Cosmetics
Conventional
Cosmetics
Vivaness 2021
© GfKVivaness 2021 17
Staying at home and hand hygiene lead to…… different development in “inner” and “outer” categories
Source: GfK ConsumerScan Individual | Germans and foreigners aged 18 and above | Natural and Organic Cosmetics
Strong growth within soap
High loss in colour cosmetics
+55 %Value in 2020
-16 %Value in 2020
© GfKVivaness 2021 18
More than a third of all shoppers surveyed say that sustainability has become more important due to Corona!
GfK Consumer Panel Individual | all surveyed | MAT Juni 2020 (non rp)
To what extent have the issues of climate protection, protection of species, avoidance of plastics lost or gained in importance for you as a result of the corona pandemic?
36%of the respondents,
sustainability issues have gained in importance due to the corona pandemic.
For
WonEqualsLost
© GfK 19
A comparison of the two “green segments”
Convinced natural cosmetics fans
Green beauty enthusiasts
Eco > Ego Ego > Eco
Personal care value (segment size according to buyers)
Personal care value (segment size according to value)
28%
17%17%
19%
Show a very high willingness to pay for NOC products and would like a wider range of NOC products
Spend more money than average on natural cosmetics across all categories
Selectively decide which NC products they spend a lot of money on
GfK Consumer Panel Individual | Personal care overall | MAT June 2020
GfK Consumer Panel & Services | Beauty goes green | Multi-Client Studie 2020 | DeutschlandVivaness 2021
© GfK
Refill
20
What would Shoppers like to see from manufacturers?
GfK Consumer Panel & Services | Beauty goes green | Multi-Client Studie 2020 | Deutschland
…but shoppers expect MORE
– and different activities depending on the
target group!
Information
about ingredients
Solid products
Information on
recyclability
Clear/standardised
seals
Higher invest in
research
Sustainable packaging is the lowest common denominator & a good start...
Beauty goes green
Market insights– selected product groups of the Drugstore and Mass Market
Meike SommerDirector Home & Beauty – IRi
Natural & Organic Cosmetics 2020
VIVANESS eSPECIAL 2021
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 22
Within the selected market view of Grocery including drugmarkets, growth of NOC slows down while near natural cosmetics outperforms NOCValue Share Total Market
VALUE SHARE IN % and EVOL IN %
EVOL TOTAL MARKET2020 vs. 2019
Evol in %
Natural andOrganicCosmetics
Near NaturalCosmetics
ClassicCosmetics
Source: IRI Handelspanel Infoscan Retailer; Grocery≥200qm+drug; 2019/20
Total market: Face care, cleansing & masks, body care, hand & nail care, shower baths, bath additivesDivision of the market according to THE NEW into natural and organic cosmetics (green), natural (yellow) and classic cosmetics (grey).
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 23
VALUE SHARE IN % and EVOL IN %
Since the outbreak of the pandemic, food retail has been growing faster than drugstores – especially hypermarkets are overperformingChannel Value Share in %
Source: IRI Handelspanel Infoscan Retailer; Grocery≥200qm+drug; 2019/20
2019 2020 2019 2020 2019 2020 2019 2020
Total Market Natural andorganic
Cosmetics
Near NaturalCosmetics
Classic Cosmetics
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 24
Growing interest in hand hygine is also stimulating demand for Hand & Nail CareCategory Share Natural & Organic Cosmetics
VALUE SHARE IN % and EVOL IN %
Source: IRI Handelspanel Infoscan Retailer; Grocery≥200qm+drug; 2019/20
Evol Total Market2020 vs. 2019
Evol in %
Face Care
Facial Cleansing
Face Masks
Body Care
Hand & Nail Care
Shower
Bath Additives
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 25
VALUE SHARE IN %
While brands could mostly grow value sales, Private Label has performed ratherweak in Natural & Organic CosmeticsCategory Share Natural & Organic Cosmetics
Source: IRI Handelspanel Infoscan Retailer; Grocery≥200qm+drug; 2019/20
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 26
Summary: Covid has led to changes of shopper behavior which has affected the in-store performance of natural & organic cosmetics
Shift from drug stores to
hypermarkets (and online)
Blurring lines between natural & organic and nature
inspired brands
Decline of Private Label
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 27
ABOUT IRI
IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses across sales and marketing. Move your business forward at IRIworldwide.eu.
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Thank you for your attention!
FOR FURTHER INFORMATION
Meike SommerDirector Home & Beauty
Client Growth [email protected]
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AGENDA
❯❯ Total Market / Big Picture
❯❯ Consumer Insights
❯❯ Market Insights – Deep Dive Drugstores and Mass Market
❯❯ Conclusion and Brainfood
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Conclusion
ChangingMarket
ChangingConsumerBeahviour
Check yourexisting
Business Model!
Lots of newtrends
andcategories
Sustainabilityin a wider
context
MoreKey Players
Impact ofMegatrends
Improvingavailability
More regulations
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Brainfood
SELF-DETERMINATIONHYGIENE & SAFETY
INNOVATIONTRADITION
BRAND LABELPRIVATE LABEL
HIGH TEC PRUDUCTSNATURE PRODUCTS
DIALOGANALOG
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Aktuelles Angebot 2021
THANK YOU!
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