STARBRANDS // BUILT TO SHINE: Krótka analiza rynku nutrikosmetyków / nutricosmetics market

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Krótka analiza rynku nutrikosmetyków i obecnych tam marek i komunikacji marek. Our quick view on the nutricosmetics market, key players, brands, brand communication..

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STARBRANDS // BUILT TO SHINE: Krótka analiza rynku nutrikosmetyków / nutricosmetics market

  1. 1. Nutricosmetics market (Oral Beauty Products)
  2. 2. EXECUTIVE SUMMARY • Nutricosmetics market already represents $1,5bn* worldwide but it is still a small part of beauty industry. • It is very dynamically growing, especially in US and Europe. • The market is expected to double its size within next five years*. • In Europe France is the biggest market while UK the most dynamically growing (by approx. 18%). • Nutricosmetics market is a purely incremental business for beauty players targeted as a complementary category to traditional beauty segments. • The category capitalizes upon growth of cosmeceuticals as well as consumers` more holistic approach to health and beauty. • Consumers use skincare nutricosmetics to target or prevent specific beauty issues that need high efficacy solutions (wrinkles, cellulite, body shape). • Women aged 35-64 y.o. who are the most health and beauty-aware is the core target. • Market offer is growing with Inneov as the best known brand copied by industries and brands from mass and value price tiers. • Results validation seems to be a key driver of success.
  3. 3. WHAT ARE NUTRICOSMETICS? • Ingestible products that are formulated and marketed specifically for beauty purposes. • Typical forms: pill, tablet, liquid, food.
  4. 4. NUTRICOSMETICS COME AS AN INTERSECTION BETWEEN PERSONAL CARE, PHARMACY AND NUTRITION
  5. 5. EVOLUTION OF NUTRICOSMETICS • • • • • • Intersection between cosmetics and pharmaceuticals. Concept created in 1961 by Raymond Reed, a member of the US Society of Cosmetic Chemists Term cosmeceuticals created in 1980 by Dr. Albert Kligman. Products that have drug-like benefits and perform some transformative change to human. Examples: anti-aging products, skin whiteners, acne aids, whitening toothpastes, anti-cellulite products, anti-perspirants Value $55bln in 2007 worldwide*. Source: *Kline & Company
  6. 6. EXAMPLES OF COSMECEUTICALS
  7. 7. EVOLUTION OF NUTRICOSMETICS • Term coined in 1989 by Dr. Stephen DeFelice, founder and chairman of the Foundation for Innovation in Medicine. • A subject of great focus of the food and pharmaceutical companies in 1990s. • Examples: cholesterol-lowering diabetes management, tartar control, digestive aid and energizing products.
  8. 8. EXAMPLES OF NUTRACEUTICALS
  9. 9. EVOLUTION OF NUTRICOSMETICS • Emerged as a segment of nutraceuticals. • First gained interest in Japan, then more and more popular in Europe. Right now trickled into US. • Dominated by beauty and pharma firms. • Only few entrants from food industry.
  10. 10. SIZE OF NUTRICOSMETICS MARKET • The nutricosmetics market amounts to $1,5bln worldwide with Europe as a largest region. Source: *Kline & Company
  11. 11. SIZE OF NUTRICOSMETICS MARKET • The nutricosmetics market is still relatively small vs Personal Care or Skin Care and perceived by a beauty companies as a niche to generate incremental sales. Source: *Kline & Company
  12. 12. GROWTH OF NUTRICOSMETICS MARKET • The nutricosmetics market is smaller than Personal Care or Skin Care but growing much faster. Source: *Kline & Company
  13. 13. SIZE OF NUTRICOSMETICS MARKET $2,5 bn $1,5 bn • The nutricosmetics market is expected to double its size by 2012. Source: Kline & Company
  14. 14. NUTRICOSMETICS MARKET IS A GROWING NICHE IN DEVELOPED MARKETS Total nutricosmetics market value by country (USD$mm) • • The nutricosmetics market is dynamically growing especially in UK, US, Germany and France. France – Inneov`s home market – shows growth potential of new, incremental skincare category across Europe benefiting from more and more popular concept of „beauty from within”. Source: Datamonitor
  15. 15. MARKET OFFER IS GROWING • The market is still very fragmented with growing number of brands in mass and value segments.
  16. 16. NUTRICOSMETICS FOCUS ON 3 KEY AREAS: FACE, BODY AND HAIR FACIAL SKIN CARE SUN CARE HAIR CARE BODY CARE
  17. 17. NUTRICOSMETICS - EUROPE • Largely concentrated in France, Italy, Germany, UK and Spain. • Strong growth across numerous markets with UK as the most dynamically growing. • Driven by anti-aging and body care products. • Pharmacy is a key selling channel, which is considered as the most trusted intermediary. • Legal framework established under food and medicinal law, but decisions as to which applies to nutricosmetics varies by country. • Price tier: premium (20-40 EUR).
  18. 18. NUTRICOSMETICS - EUROPE • Key market players
  19. 19. MARKET LEADER - INNEOV FACIAL SKIN CARE •Focuses on skin firmness, which heavily depends on firmness and density of deeper skin layers •Targeted at women aged 40+ as this is a time when female skin starts loosing density and firmness due to hormonal changes •RTB: •Innovative formula incl. Lakto-Liponem active ingredients that reaches all body cells to stimulate their regeneration and protection of collagen, vit. C & soya isoflawons •83% of women noticed improvement of firmness of face and body skin •Cells regeneration +79% •Collagen production +64% •After 3 months skin is significantly firmer •Recommended as a supplement to a cream •Recommended intake 2-3 pills/day for min. 3 months
  20. 20. SUCCESS OF THE INNEOV RESULTED IN COPYING THE CONCEPT BY OTHER INDUSTRIES FACIAL SKIN CARE SUN CARE HAIR CARE
  21. 21. AND PRICE TIERS - MASS • Beiersdorf entered the nutricosmetics industry launching the Nivea Good-Bye Cellulite Body Beauty Program that pairs Nivea Good-bye Cellulite GelCream and new dietary supplements to deliver firmer skin in 2 weeks and reduce the appearance of cellulite in 4 weeks. • Supplement contains linoleic acid, Lcarnitine, gelatin, glycerol, mate leaf extract, soybean oil, vit. E and soy lecithin.
  22. 22. AND PRICE TIERS - VALUE
  23. 23. GROWTH OF NUTRICOSMETICS IS DRIVEN BY CONSUMERS` MORE HOLISTIC APPROACH TO HEALTH • Health became key purchase driver across many categories and countries. • Datamonitor reports that 76% of Europeans and US consumers is conscious of health and wellness issues on a daily basis. • 2006 Health & Food Study by Eurobarometer revealed that 43% of EU25 citizens pointed better hydration as the fourth most important behavioral change to their lifestyle and dietary habits. • Consumers perceive health and beauty as inter-related.
  24. 24. AND AGING OF THE BABY BOOMERS GENERATION AS WELL AS A FEAR TOWARDS CLINICAL PROCEDURES
  25. 25. ADDITIONALLY, OBP, AS A COMPLIMENTARY CATEGORY, CAPITALIZES UPON COSMECEUTICALS MARKET GROWTH Total cosmeceuticals market value by country (USD$`mm) • • Cosmeceuticals market will grow in both Europe and US. France and Spain will be the two fastest growing, European markets. Source: Datamonitor
  26. 26. TO TARGET SPECIFIC CONSUMER NEEDS Why do you use cosmeceuticals? • Over 56% of consumers use cosmeceuticals to target specific skincare problem. Source: Datamonitor, Europe and US, July 2005
  27. 27. RELATED TO TOOTH WHITENING, BODY CARE AND ANTI-AGING Popularity of cosmeceuticals product categories Source: Datamonitor, Europe and US, July 2005
  28. 28. WITH FACIAL MOISTURIZERS AS THE BIGGEST CATEGORY BENEFITING FROM A NEED FOR LOOKING YOUNG AS LONG AS POSSIBLE Cosmeceuticals penetration of the European skincare market by product category • • Facial moisturizers will remain the biggest category with a solid growth. Although body care is the second smallest category it will experience the fastest growth. Source: Datamonitor
  29. 29. CURRENT PRODUCTS DO NOT FULLY MEET THE NEED • Dissatisfaction from the current product offer creates a potential for new, more sophisticated and of higher efficacy products, such as nutricosmetics. Source: Datamonitor
  30. 30. WOMEN AGED 35-64 CONSTITUTE A KEY TARGET GROUP % of consumers who are willing to buy cosmeceuticals • • Women aged 35-64 are the most health and beauty-aware. Among all age groups they spend the most time on personal care and have the lowest satisfaction with their appearance. Women aged 25-34 is the extended target group. Source: Datamonitor, Europe and US, July 2005
  31. 31. THEY BUY AND USE OBPs AND COSMECEUTICALS BECAUSE PREVENTATIVE AND CORRECTIVE REASONS YOUNGER CONSUMERS (25-34) ELDER CONSUMERS (50+) PREVENT TARGET BODY CARE FACIAL CARE BODY CARE •Body modeling •Dry skin hydration •Body modeling •Body shaping •Anti-wrinkle •Body shaping •Cellulite •Skin discoloration •Cellulite •Acne FACIAL CARE •Deep lines and wrinkles •Skin discoloration •Eye shadows
  32. 32. RESULTS VALIDATION IS KEY DRIVER TO WIN IN NUTRICOSMETICS • Clearly documented and independent scientific research findings should be publicized. • Endorsement of the products by doctors to increase credibility behind offer and fight consumer skepticism. • Endorsement of the products by celebrities to encourage trial/usage. • Key claims featured on product literature and/or product packaging (clinical and consumer). • Before and after shots should be used in communication to visualize the results. • Consumer product testimonials.
  33. 33. INNOVATION IS ALSO CRITICAL FOR SUCCESS • True novelty e.g. Imedeen Time Perfection contains a powerful antioxidant • Active ingredients e.g. Lacto-lycopene in Inneov Fermete • New delivery systems e.g. Lipocap employed in Imedeen Tan Optimizer offers max encapsulation and protection of the active ingredients
  34. 34. BUT KEEP IT SIMPLE FOR CONSUMERS • Products should not require an extra step/effort. Why? Changing of a consumer habits too much of a hurdle. Fit in current behavior to gain interest.
  35. 35. NUTRICOSMETICS OFFER A GREAT OPPORTUNITY NOT ONLY FOR BEAUTY BUT ALSO FOOD, BEVERAGE AND SUPPLEMENT MANUFACTURERS • Many consumers will prefer to buy ingestible products from nutrition brands rather than cosmetics ones. • Thus, companies with established credibility in nutrition category could be successful. • Good examples of that is Inneov and Danone Essensis and Activa. • To succeed companies from different industries will merge their competences e.g. L`Oreal and Coca-Cola partnership to launch health&beauty beverage called Lumae (2008).
  36. 36. Thank you www.starbrandsagency.com
  37. 37. NUTRICOSMETICS – PRODUCT INNOVATION • Medish tablets for oral health
  38. 38. NUTRICOSMETICS – PRODUCT INNOVATION • Shiseido Collagen Update
  39. 39. NUTRICOSMETICS – PRODUCT INNOVATION • Imedeen – Skin Age Minimizer
  40. 40. NUTRICOSMETICS – PRODUCT INNOVATION • Doctor. Gi – Total Beauty Support
  41. 41. NUTRICOSMETICS – PRODUCT INNOVATION • Kyupurun drink for soft and supple skin
  42. 42. NUTRICOSMETICS – PRODUCT INNOVATION • Belly Reducing Midnight Yoghurt
  43. 43. NUTRICOSMETICS – PRODUCT INNOVATION • Asashi Collagen Water
  44. 44. NUTRICOSMETICS – PRODUCT INNOVATION • Asashi Collagen Water
  45. 45. Back-ups

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