Beauty - cosmetics - personal care category review february 2013

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Beauty - cosmetics - personal care category review february 2013

  1. 1. 2013 JAN - FEBR VS 2012 JAN - FEBR
  2. 2. 2013 JAN - FEBR VS 2012 JAN - FEBR PCS = picture/insertion WU = Weighted Unit SKU = SKU How do we count, taking as example the picture on the left: 1 PCS (picture/insertion) 3 WU (we have 3 type of products, from 3 different families) 7 SKU ( 3 color cream, 3 shampoo, 1 shave cream)Analyzed markets: ALL RETAILERS = 100%-PERSONAL CARE (body care, hair ALL BRANDS = 100%care, DEO, face care) INDEX USED: PCS-MAKEUP
  3. 3. 2013 JAN - FEBR VS 2012 JAN - FEBR Personal care & Beauty & Cosmetics split by Retailer 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS) YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 Retailers % Val. % Val. %METRO 8.50% 100 7.00% 91 -9.00%SELGROS 11.30% 132 9.30% 121 -8.30%LIDL 1.30% 15 1.20% 15PENNY MARKET 3.70% 43 6.50% 84 95.30%XXL MEGA DISCOUNT 4.20% 54PENNY XXL 4.10% 48 0.80% 11 -77.10%CARREFOUR 9.10% 107 7.50% 97 -9.30%CORA 11.20% 131 9.30% 121 -7.60%KAUFLAND 5.10% 60 5.60% 73 21.70%REAL 9.10% 106 7.10% 93 -12.30%BILLA 5.30% 62 4.70% 61 -1.60%CARREFOUR M 0.10% 1MEGA IMAGE 4.20% 49 4.30% 56 14.30%PROFI 0.40% 5 0.50% 7 40.00%Other Retailers 26.70% 312 32.00% 416 33.30%
  4. 4. 2013 JAN - FEBR VS 2012 JAN - FEBR Personal care & Beauty & Cosmetics category split by Producer 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS) YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 Brands % Val. % Val. %PROCTER & GAMBLE 14.30% 167 14.10% 183 9.60%HENKEL KGAA 14.40% 168 10.50% 137 -18.50%UNILEVER 7.90% 92 8.80% 115 25.00%BEIERSDORF AG 11.50% 134 11.60% 151 12.70%LOREAL GROUP 9.70% 113 7.80% 101 -10.60%COLGATE-PALMOLIVE 8.00% 94 7.90% 103 9.60%OTHERS 34.40% 402 39.40% 512 27.40%
  5. 5. 2013 JAN - FEBR VS 2012 JAN - FEBR How Producers split their promotions between Retailers in Personal care & Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS) PROCTER & GAMBLE HENKEL KGAA UNILEVER Retailers / Brands YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 % Val. % Val. % % Val. % Val. % % Val. % Val. % TOTAL 100% 167 100% 183 100% 168 100% 137 100% 92 100% 115METRO 15.60% 26 9.30% 17 -34.60% 6.50% 11 4.40% 6 -45.50% 7.60% 7 12.20% 14 100.00%SELGROS 23.40% 39 14.80% 27 -30.80% 15.50% 26 13.10% 18 -30.80% 19.60% 18 14.80% 17 -5.60%LIDL 1.10% 1 0.90% 1PENNY MARKET 1.20% 2 8.70% 16 700.00% 8.30% 14 11.70% 16 14.30% 3.30% 3 10.40% 12 300.00%XXL MEGA DISCOUNT 9.80% 18 4.40% 6 7.00% 8PENNY XXL 7.20% 12 3.30% 6 -50.00% 13.70% 23 0.70% 1 -95.70% 2.20% 2 -100.00%CARREFOUR 7.80% 13 11.50% 21 61.50% 8.30% 14 5.10% 7 -50.00% 14.10% 13 7.80% 9 -30.80%CORA 7.80% 13 7.70% 14 7.70% 7.70% 13 9.50% 13 15.20% 14 12.20% 14KAUFLAND 5.40% 9 3.80% 7 -22.20% 5.40% 9 5.10% 7 -22.20% 4.30% 4 7.80% 9 125.00%REAL 9.60% 16 7.10% 13 -18.80% 10.10% 17 7.30% 10 -41.20% 12.00% 11 4.30% 5 -54.50%BILLA 4.80% 8 5.50% 10 25.00% 5.40% 9 6.60% 9 7.60% 7 9.60% 11 57.10%CARREFOUR MMEGA IMAGE 4.20% 7 3.30% 6 -14.30% 1.80% 3 3.60% 5 66.70% 9.80% 9 5.20% 6 -33.30%PROFI 0.60% 1 0.50% 1 1.50% 2 0.90% 1Other Retailers 12.60% 21 14.80% 27 28.60% 17.30% 29 27.00% 37 27.60% 3.30% 3 7.00% 8 166.70%
  6. 6. 2013 JAN - FEBR VS 2012 JAN - FEBR How Producers split their promotions between Retailers in Personal care & Beauty & Cosmetics category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS) BEIERSDORF AG LOREAL GROUP COLGATE-PALMOLIVE Retailers / Brands YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 % Val. % Val. % % Val. % Val. % % Val. % Val. % TOTAL 100% 134 100% 151 100% 113 100% 101 100% 94 100% 103METRO 6.00% 8 4.60% 7 -12.50% 11.50% 13 5.00% 5 -61.50% 9.60% 9 10.70% 11 22.20%SELGROS 13.40% 18 16.60% 25 38.90% 7.10% 8 7.90% 8 9.60% 9 8.70% 9LIDLPENNY MARKET 6.70% 9 6.60% 10 11.10% 4.40% 5 7.90% 8 60.00% 4.30% 4 11.70% 12 200.00%XXL MEGA DISCOUNT 6.00% 9 2.00% 2 2.90% 3PENNY XXL 2.20% 3 1.30% 2 -33.30% 1.80% 2 -100.00% 3.20% 3 1.00% 1 -66.70%CARREFOUR 11.90% 16 11.30% 17 6.30% 15.00% 17 14.90% 15 -11.80% 16.00% 15 11.70% 12 -20.00%CORA 13.40% 18 9.90% 15 -16.70% 10.60% 12 14.90% 15 25.00% 12.80% 12 10.70% 11 -8.30%KAUFLAND 6.00% 8 6.60% 10 25.00% 2.70% 3 7.90% 8 166.70% 1.90% 2REAL 6.70% 9 6.60% 10 11.10% 10.60% 12 11.90% 12 13.80% 13 9.70% 10 -23.10%BILLA 3.70% 5 2.60% 4 -20.00% 2.70% 3 1.00% 1 -66.70% 9.60% 9 9.70% 10 11.10%CARREFOUR M 0.70% 1MEGA IMAGE 2.20% 3 2.60% 4 33.30% 5.30% 6 3.00% 3 -50.00% 11.70% 11 11.70% 12 9.10%PROFI 1.00% 1 2.10% 2 -100.00%Other Retailers 27.60% 37 24.50% 37 28.30% 32 22.80% 23 -28.10% 7.40% 7 9.70% 10 42.90%
  7. 7. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  8. 8. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  9. 9. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  10. 10. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  11. 11. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  12. 12. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  13. 13. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  14. 14. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  15. 15. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  16. 16. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  17. 17. 2013 JAN - FEBR VS 2012 JAN - FEBRShare of Producers inside retailers in the Personal care & Beauty & Cosmetics category split by 2013 JAN - FEBR VS 2012 JAN - FEBR (PCS)
  18. 18. 2013 JAN - FEBR VS 2012 JAN - FEBRBrands Typology distribution Personal care & Beauty & Cosmetics Category 2013 JAN - FEBR VS 2012 JAN - FEBR (PCSM2) YTD 12 YTD 12 YTD 13 YTD 13 Evol. YTD 13 Brands % Val. % Val. % NATIONAL BRAND 93.40% 1093 92.90% 1209 11.10% PRIVATE LABEL 6.60% 77 7.10% 92 19.50%
  19. 19. 2013 JAN - FEBR VS 2012 JAN - FEBR
  20. 20. 2013 JAN - FEBR VS 2012 JAN - FEBR TOP 5 most promoted SKU in Personal care & Beauty & Cosmetics category (sorted by qty. of promotions) 2013 JAN - FEBR VS 2012 JAN - FEBR Qty. CARREF Producer Brand Article Packaging CORA KAUFLAND REAL METRO SELGROS OTHERS article OURPROCTER & GAMBLE HEAD & SHOULDERS SAMPON ANTIMATREATA 1 BUC. 400 ML 14 2 3 1 2 1 2 3PROCTER & GAMBLE WASH & GO SAMPON 1 BUC. 400 ML 13 1 2 1 2 7UNILEVER DOVE DEODORANT SPRAY 1 BUC. 150 ML 10 2 1 7HENKEL KGAA FA DEODORANT SPRAY 1 BUC. 150 ML 10 1 1 1 7LOREAL GROUP ELSEVE SAMPON 1 BUC. 250 ML 9 1 1 2 5
  21. 21. 2013 JAN 2012 – VS 2012 JAN - FEBR MARCH - FEBR FEBRUARY 2013 SAMPON ATIMATREATA – HEAD&SHOLDERS – 400 ML PRODUCT SESONALITYThis SKU was promoted 97 times in the last 12months, in 13 Retailers, 5 differentdistribution channels.Price evolution during the last 12 months
  22. 22. 2013 JAN 2012 – VS 2012 JAN - FEBR MARCH - FEBR FEBRUARY 2013 SAMPON – WHASH & GO – 400 ML PRODUCT SESONALITYThis SKU was promoted 55 times in the last 12months, in 14 Retailers, 6 different distributionchannels.Price evolution during the last 12 months
  23. 23. 2013 JAN 2012 – VS 2012 JAN - FEBR MARCH - FEBR FEBRUARY 2013 DEO SPRAY – DOVE – 150 ML PRODUCT SESONALITYThis SKU was promoted 51 times in the last 12months, in 14 Retailers, 5 different distributionchannels.Price evolution during the last 12 months
  24. 24. 2013 JAN 2012 – VS 2012 JAN - FEBR MARCH - FEBR FEBRUARY 2013 DEO SPRAY – FA – 150 ML PRODUCT SESONALITYThis SKU was promoted 53 times in the last 12months, in 15 Retailers, 7 different distributionchannels.Price evolution during the last 12 months
  25. 25. 2013 JAN 2012 – VS 2012 JAN - FEBR MARCH - FEBR FEBRUARY 2013 SAMPON – ELSEVE – 250 ML PRODUCT SESONALITYThis SKU was promoted 46 times in the last 12months, in 13 Retailers, 5 different distributionchannels.Price evolution during the last 12 months
  26. 26. 2013 JAN - FEBR VS 2012 JAN - FEBRThank you for your attention I remain at your disposal for further information or a life demo Florentina Vasile Leaflet Monitor Director Romania florentina.vasile@hiper-com.com +40 (0) 743 216 282Follow us on social networks for more Markets Intelligence

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