Beauty and Personal Care in Hungary,2011

Transcription

1 Beauty and Personal Care in Hungary,2011 Customer Service Hotline: Page 1 of 22

2 一 调研说明中商情报网全新发布的 Beauty and Personal Care in Hungary,2011 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Beauty and Personal Care in Hungary,2011 出版日期 Jul/2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Beauty and Personal Care industry in Hungary. With this market report, you ll be able to explore in detail the changing shape an d potential of the industry. You will now be able to plan and build strategy on real industry data and pr ojections. The Beauty and Personal Care in Hungary market research report includes: Analysis of key supply-side and demand trends Customer Service Hotline: Page 2 of 22

3 Detailed segmentation of international and local products Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Beauty and Personal Care in Hungary? What are the major brands in Hungary? How are sales of mass versus premium beauty products evolving? What are the key shifts in retail channel distribution? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Slowing downturn in beauty and personal care Beauty and personal care performed similarly well in 2010 as in the previous year. Although the globa l economic downturn marginally affected sales in a negative way, new product launches and massive promotions maintained consumer interest, with only minor volume sales decline in Low househ old incomes helped cheaper products, e.g. private label brands to strengthen their position on the mark et, while premium segments suffered from further declines. The volume decrease slowed down in and sales started to grow once more in several categories. However, current value sales growth was mainly driven by marginally increasing unit prices. Innovation is key element of company strategies Innovation had a key role in company strategies during the economic crisis. Leading manufacturers la unched numerous new products to prepare themselves for an improved economic climate, when consu mers could afford moresophisticated products as well. Most new products were clearly segmented targeting men, teenagers, p eople who have specific needs or like to purchase new fragrances under a well- Customer Service Hotline: Page 3 of 22

4 known umbrella brand. New products were frequently advertised on television, in magazines and in o nline advertisements; thus manufacturers spent 11% more on advertising compared to the previous yea r. Multinationals dominate Beauty and personal care is dominated by multinationals, while domestic companies held only margin al value share in sales. There are several traditional domestic brands available in Hungary, such as Ba ba, Gabi, and Caola that were acquired by multinationals, and now belong to international company br ands. Domestic players are small companies with a narrower selection of products that mostly lost sale s during the crisis. As domestic players cannot afford costly advertising and significant discounts, they can compete if they can target a niche segment or base it on good price-to-value ratio. Parapharmacies/drugstores gain share of distribution Parapharmacies/drugstores continued to expand in 2010, thus its value share increased further in beaut y and personal care. This channel offers the widest selection of beauty and personal care products incl uding lesser known brands that target consumers with specific needs and a large assortment of private label products, that are not only affordable to Hungarians, but also represent good quality. Parapharma cies/drugstores invested a lot in promotion through loyalty card systems that offer significant discount s to loyal consumers who frequently visit outlets. Stable growth expected over the forecast period Beauty and personal care is predicted to experience stable growth over the forecast period due to an i mproving economic situation in Hungary. According to the latest forecasts, the Hungarian GDP will c ontinue to increase and household incomes will also grow due to new personal tax rules that were intr oduced from Nevertheless, growth in beauty and personal care will be limited by consumer attit udes that significantly changed during the economic downturn; namely that they were more careful ab out spending money and chose to purchase discounted products whenever possible. Table of Contents : Beauty and Personal Care in Hungary - Industry Overview EXECUTIVE SUMMARY Slowing downturn in beauty and personal care Innovation is key element of company strategies Multinationals dominate Customer Service Hotline: Page 4 of 22

5 Parapharmacies/drugstores gain share of distribution Stable growth expected over the forecast period KEY AND DEVELOPMENTS Beauty and personal care is still stricken by the crisis Innovation and promotion play key role in company strategies Health comes to the fore Changing rules of advertising Expanding parapharmacies/drugstores drives growth of private label share MARKET DATA Table 1 Sales of Beauty and Personal Care by Category: Value Table 2 Sales of Beauty and Personal Care by Category: % Value Growth Table 3 Sales of Premium Cosmetics by Category: Value Table 4 Sales of Premium Cosmetics by Category: % Value Growth Table 5 Beauty and Personal Care Company Shares by NBO Table 6 Beauty and Personal Care Company Shares by GBO Table 7 Beauty and Personal Care Brand Shares by GBN Table 8 Penetration of Private Label by Category Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis Table 11 Forecast Sales of Beauty and Personal Care by Category: Value Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth Table 13 Forecast Sales of Premium Cosmetics by Category: Value Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth DEFINITIONS Summary 1 Research Sources Beauty and Personal Care in Hungary - Company Profiles Caola-Alfa Zrt in Beauty and Personal Care (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 4 Caola-Alfa Zrt: Competitive Position 2010 Customer Service Hotline: Page 5 of 22

6 Egyesült Vegyi Muvek Zrt in Beauty and Personal Care (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 6 Egyesült Vegyi Muvek Zrt: Competitive Position 2010 Herbária Gyógynövényfeldolgozó és Kereskedelmi Zrt in Beauty and Personal Care (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 9 Herbária Zrt: Competitive Position 2010 Soliteint Kft in Beauty and Personal Care (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 12 Soliteint Kft: Production Statistics 2010 COMPETITIVE POSITIONING Summary 13 Soliteint Kft: Competitive Position 2010 Baby Care in Hungary - Category Analysis Baby care saw moderate value sales growth in 2010, while volume sales stagnated. Although baby c are saw numerous new product launches over the review period, consumer demand did not increase si gnificantly, moreover a proportion of consumers turned to cheaper alternatives such as private label br ands. In 2010, value sales of baby care marginally increased due to increasing prices. Johnson & Johnson Hungary Kft led sales with a value share of 35% in 2010 due to the stable popula rity of Johnson s Baby products. Johnson & Johnson is a leader of baby hair care, baby skin care and b aby toiletries, the largest segments of baby care. Teva Magyarország Rt was ranked second accounting for 16% share of value sales. Teva Magyarország Rt s Neogranormon is a traditionally popular Hung Customer Service Hotline: Page 6 of 22

7 arian product used as nappy rash treatment. Beiersdorf Kft held the third position in baby care with a v alue share of 13% due to Nivea Baby and Nivea Sun products that represent the company in most cate gories of baby care. Baby care is expected to stagnate in constant terms over the forecast period. Volume sales are likely t o increase moderately over the forecast period, due to the strengthening trend that mothers buy babyspecific products. Nevertheless, the sales increase will probably not be dynamic, as the number of birt hs has been decreasing for years in Hungary, and this negative trend is unlikely to change over the for ecast period. Table 15 Sales of Baby Care by Category: Value Table 16 Sales of Baby Care by Category: % Value Growth Table 17 Baby Care Premium Vs Mass % Analysis Table 18 Baby Care Company Shares Table 19 Baby Care Brand Shares by GBN Table 20 Baby Skin Care Brand Shares by GBN Table 21 Baby Sun Care Brand Shares by GBN Table 22 Forecast Sales of Baby Care by Category: Value Table 23 Forecast Sales of Baby Care by Category: % Value Growth Table 24 Forecast Baby Care Premium Vs Mass % Analysis Bath and Shower in Hungary - Category Analysis Current value sales of bath and shower increased by 1% in 2010, while volume sales decreased in m ost segments. Although bath and shower was less affected by the economic crisis than other fastmoving consumer goods retail value sales growth slowed down in 2008, and this trend continued into Different growth rates of certain segments within bath and shower strengthened the idea that co nsumer habits have been changing for years; namely people prefer to take a shower rather than a bath. Therefore, sales growth of bath additives lagged behind that of body wash/shower gel in 2010 too. Unilever Magyarország Kft led sales in 2010 with a value share of 26% due to the unbroken populari ty of Baba, Dove and Axe brands. Colgate- Palmolive Kft was ranked second in 2010 with 11% value share, since Palmolive is the second bestselling brand in the category, and it is among the leaders in most segments. Beiersdorf Kft maintained Customer Service Hotline: Page 7 of 22

8 its third position in bath and shower claiming a value share of 9%. Beiersdorf Kft greatly invested in i nnovation under its main umbrella brand, Nivea. Procter & Gamble Magyarországi Nagykereskedelmi KKt remained in fourth position with a value share of 7% due to Camay, Old Spice and Gillette Serie s brands. Value sales of bath and shower are predicted to increase slowly at a constant CAGR of 1% over the f orecast period. Growth of segments which have greater potential to grow will be limited by low house hold incomes, while other segments reached maturity and growth is naturally slower for these than it was over the review period. Mass products are likely to continue to dominate sales, and multinationals most advertised brands are likely to lead sales. Table 25 Sales of Bath and Shower by Category: Value Table 26 Sales of Bath and Shower by Category: % Value Growth Table 27 Bath and Shower Premium Vs Mass % Analysis Table 28 Bath and Shower Company Shares Table 29 Bath and Shower Brand Shares by GBN Table 30 Forecast Sales of Bath and Shower by Category: Value Table 31 Forecast Sales of Bath and Shower by Category: % Value Growth Table 32 Forecast Bath and Shower Premium Vs Mass % Analysis Colour Cosmetics in Hungary - Category Analysis Colour cosmetics had yet to recover from the negative effects of the global economic crisis at the en d of the review period, as value sales growth in 2010 lagged behind growth rates of the years precedin g the crisis. Sales decreased by - 2% in constant terms indicating that value growth was driven by increasing prices and not by strength ening consumer interest. Most women remained loyal to tried brands although they had to reduce the f requency of their purchases to save money for more important items as household incomes limited the ir possibilities. Avon Cosmetics Hungary Kft led sales in 2010 with 21% value share. Avon offers good quality prod ucts to consumers at affordable prices; thus these products are available for the average consumer in H ungary. Being a direct selling company, Avon greatly invests in promotions instead of many television spots, and the company is especially active in the fight against breast cancer. L Oréal Magyarország Customer Service Hotline: Page 8 of 22

9 Kft was ranked second accounting for 15% value share due to massive advertising. Coty Hungary Kft maintained its third position claiming a value share of 12% due to the stable performance of its afforda ble brands, Margaret Astor, Rimmel and Miss Sporty. Colour cosmetics is likely to recover from the crisis by the end of the forecast period and value sales are predicted to increase by a constant value CAGR of 1%. Sales growth will probably be slow, as ma ny consumers have serious financial problems and they will have to save money for essential items. C onstant sales will probably increase from 2012 due to hopefully increasing household incomes. Table 33 Sales of Colour Cosmetics by Category: Value Table 34 Sales of Colour Cosmetics by Category: % Value Growth Table 35 Colour Cosmetics Premium Vs Mass % Analysis Table 36 Colour Cosmetics Company Shares Table 37 Colour Cosmetics Brand Shares by GBN Table 38 Facial Make-up Brand Shares by GBN Table 39 Eye Make-up Brand Shares by GBN Table 40 Lip Products Brand Shares by GBN Table 41 Nail Products Brand Shares by GBN Table 42 Colour Cosmetics Premium Brand Shares by GBN Table 43 Forecast Sales of Colour Cosmetics by Category: Value Table 44 Forecast Sales of Colour Cosmetics by Category: % Value Growth Deodorants in Hungary - Category Analysis Deodorants continued to suffer from volume decline in 2010 with only increasing unit prices helped retail value growth and thus value sales increased by 1%. Most new products in deodorants targeted m en, thus men s deodorant performed significantly better than women s products reporting 5% value sal es growth in In spite of decreasing demand, manufacturers continued to invest in product develo pment and launched numerous new products that not only offered antiperspirant qualities but groomed the skin as well. Unilever Magyarország Kft led deodorant sales in 2010 with a value share of 29%. Unilever Magyar ország Kft manufactures numerous successful brands, such as Rexona, Axe and Dove, and in 2010 the company introduced a new product in deodorants under the Baba umbrella brand. Procter & Gamble Customer Service Hotline: Page 9 of 22

10 Magyarországi Nagykereskedelmi Kft maintained its second position accounting for 23% share of val ue sales due to Old Spice which is the category leader, and other popular brands such as Secret Key an d Gillette Series. Beiersdorf Kft held the third position with 16% value share. Beiersdorf Kft s Nivea a nd Nivea For Men were among the top brands in most segments of deodorants and Nivea Deodorant le ads deodorant pumps with 48% value share. Value sales of deodorants are predicted to increase slowly over the forecast period. Constant growth is likely to remain negative in 2011, but from 2012 is expected to turn positive which will last up until the end of the forecast period, resulting in a 1% constant value CAGR. Although deodorants was not r emarkably affected by the economic crisis, the general recovery of the economy, and increasing house hold incomes will probably influence sales positively, but this improvement is unlikely to be significa nt. Table 45 Sales of Deodorants by Category: Value Table 46 Sales of Deodorants by Category: % Value Growth Table 47 Deodorants Premium Vs Mass % Analysis Table 48 Deodorants Company Shares Table 49 Deodorants Brand Shares by GBN Table 50 Forecast Sales of Deodorants by Category: Value Table 51 Forecast Sales of Deodorants by Category: % Value Growth Table 52 Forecast Deodorants Premium Vs Mass % Analysis Depilatories in Hungary - Category Analysis Depilatories was unable to expand in neither volume nor value terms in Category growth slow ed down although manufacturers launched several new products. Women razors suffered the most fro m decreasing demand as women tend to use methods of depilation which have longer lasting results. S ome women carry out depilation at home, although a significant proportion of them visit a beautician because they want to entrust doing this painful job to an expert. Reckitt Benckiser (Hungary) Kft led sales in 2010 accounting for 30% share. Reckitt Benckiser s Ve et brand was the best-selling product in hair removals/bleaches and it was the second bestperforming brand in women s preshave. Procter & Gamble maintained its second position with a value share of 28% due to its Gillette b Customer Service Hotline: Page 10 of 22

11 rand offering numerous products for shaving. Pfizer Inc was ranked third claiming a value share of 11 %, as its Wilkinson Sword Lady Protector holds strong positions in women s preshave and in razors and blades. Value sales of depilatories are predicted to increase at a constant CAGR of 1% over the forecast peri od. The strengthening trend of removing hair from different parts of the body will help the category to grow which is bound to be supported by manufacturers frequent innovations. With hopefully improvi ng economic conditions, women will be able to spend more on depilatories and they will be more ope n to trying new products. Table 53 Sales of Depilatories by Category: Value Table 54 Sales of Depilatories by Category: % Value Growth Table 55 Depilatories Company Shares Table 56 Depilatories Brand Shares by GBN Table 57 Forecast Sales of Depilatories by Category: Value Table 58 Forecast Sales of Depilatories by Category: % Value Growth Fragrances in Hungary - Category Analysis Current value sales of fragrances increased by 2% in 2010 due to increasing prices. Volume sales co ntinued to decrease especially in the mass segments. Category growth rates indicate that fragrances co ntinued to suffer from the negative effects of the economic crisis, and most consumers spent their mon ey on more important items and reduced spending on nonessential goods, like fragrances. Nevertheless, sales of premium fragrances increased both in volume a nd value, as the narrow group of wealthy people could afford to buy expensive premium fragrances, si nce they were less affected by the crisis. Avon Cosmetics Hungary Kft led sales in fragrances with a value share of 17% in Avon Cosm etics Hungary is a key innovator in fragrances and fragrances is also the company s most successful pr oduct category. The company s brands such as Far Away, Outspoken by Fergie, Always, Ungaro or In Bloom are wellknown among consumers due to the wide network of advisors. Coty Hungary Kft was ranked second c laiming a value share of 12% due to a number of popular brands, such as adidas, Esprit, Playboy and Calvin Klein. Procter & Gamble held the third position with 8% value share as the company is the lea Customer Service Hotline: Page 11 of 22

12 der in mass men s fragrances with Gillette Aftershave Splash and Old Spice. Value sales of fragrances are predicted to increase at a constant CAGR of 1% over the forecast perio d. As the Hungarian economy will hopefully recover from the crisis and household incomes will incre ase, Hungarians will probably spend more on fragrances. Premium and mass fragrances are likely to p erform similarly well with a constant value CAGR of 1%. Table 59 Sales of Fragrances by Category: Value Table 60 Sales of Fragrances by Category: % Value Growth Table 61 Fragrances Company Shares Table 62 Fragrances Brand Shares by GBN Table 63 Men's Premium Fragrances Brand Shares by GBN Table 64 Women's Premium Fragrances Brand Shares by GBN Table 65 Forecast Sales of Fragrances by Category: Value Table 66 Forecast Sales of Fragrances by Category: % Value Growth Hair Care in Hungary - Category Analysis Hair care sales continued to decrease in volume terms in 2010, as the category continued to be negati vely affected by the economic downturn. Most Hungarians spent money on the most important produc t segments such as shampoos, and reduced their spending on more sophisticated products like conditio ners or styling agents. Antidandruff products remained the most popular; therefore manufacturers invested in developing new ant i-dandruff products to satisfy this need. L Oréal Magyarország Kft led hair care in 2010 with a value share of 24%. L Oréal Magyarország K ft has numerous wellknown brands that are present in the biggest segments of hair care, namely Elsève, Garnier, Kérastase, L Oréal Excellence, and Garnier Belle Color. Henkel Magyarország Kft held the second position in ra nking claiming a value share of 20% due to Schauma, Gliss Kur, Taft, Pallette brands. Henkel Magyar ország is present in the largest segment of standard shampoos and the company leads conditioners and styling agents. Procter & Gamble ranked third with 15% value share. Procter & Gamble manufactures the most popular shampoo, Head & Shoulders and the company is present in the most important segm ents through its Pantene brand. Customer Service Hotline: Page 12 of 22

13 Hair care is predicted to perform modest growth over the forecast period as value sales are expected t o increase by a total of 4% in constant terms. Retail volume sales are predicted to marginally increase in most segments. As the hair care culture of Hungarians will develop, more and more people will turn to more sophisticated, premium products, and manufacturers are likely to launch new products to satis fy these needs. However, general economic conditions will influence demand, and will limit sales gro wth of hair care if household incomes will not increase significantly. Table 67 Sales of Hair Care by Category: Value Table 68 Sales of Hair Care by Category: % Value Growth Table 69 Hair Care Premium Vs Mass % Analysis Table 70 Sales of Styling Agents by Type: % Value Breakdown Table 71 Hair Care Company Shares Table 72 Hair Care Brand Shares by GBN Table 73 Styling Agents Brand Shares by GBN Table 74 Colourants Brand Shares by GBN Table 75 Salon Hair Care Company Shares Table 76 Salon Hair Care Brand Shares by GBN Table 77 Hair Care Premium Brand Shares by GBN Table 78 Forecast Sales of Hair Care by Category: Value Table 79 Forecast Sales of Hair Care by Category: % Value Growth Table 80 Forecast Hair Care Premium Vs Mass % Analysis Men's Grooming in Hungary - Category Analysis In 2010, the dynamic development of men s grooming which was experienced throughout the preced ing years slowed down, and most segments faced marginal volume sales decline. Although the econo mic downturn did not seriously influence men s grooming sales before 2010, the lengthening effects o f the crisis, and low household incomes limited category growth. Volume sales marginally declined or stagnated in most segments, with only men s deodorants achieving remarkable growth. As men s deod orants is the largest segment in men s grooming its good performance significantly balanced the negat ive performance of other segments. Procter & Gamble Magyarországi Nagykereskedelmi KKt was category leader in 2010 claiming a va Customer Service Hotline: Page 13 of 22

14 lue share of 34%. Procter & Gamble s Old Spice and Gillette brands were among the top three brands of men s grooming, together accounting for 30% share of total sales. Beiersdorf Kft was ranked secon d with 16% value share due to the general popularity of Nivea for Men products. Unilever Magyarorsz ág Kft held the third position with 12% value share due to Axe and Rexona for Men. Other players hel d much weaker positions in men s grooming holding only one-digit shares. Men s grooming is likely to develop steadily over the forecast period and value sales are predicted to increase by a constant CAGR of 2% to total HuF24.3 billion in Hungarian men are likely to tak e more care of their bodies over the forecast period, and with improving income conditions they will b e able to spend more on men s grooming products. However, growth will not be dynamic as the categ ory is close to maturity and is likely to slow down by the end of the forecast period. Table 81 Sales of Men s Grooming by Category: Value Table 82 Sales of Men s Grooming by Category: % Value Growth Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown Table 84 Men s Grooming Company Shares Table 85 Men s Grooming Brand Shares by GBN Table 86 Men's Razors and Blades Brand Shares by GBN Table 87 Forecast Sales of Men s Grooming by Category: Value Table 88 Forecast Sales of Men s Grooming by Category: % Value Growth Table 89 Sales of Body Shavers by Type: % Value Analysis Oral Care in Hungary - Category Analysis Value sales of oral care increased by a significant 4% in 2010 due to the good performance of toothp aste. Toothpaste accounted for 68% share of total value sales of oral care, and therefore its remarkably increasing sales positively affected the overall category. Nevertheless, category growth was mainly d ue to significant price increases in toothpaste, and not to remarkable increase in demand. Manufacture rs continued to launch numerous new products, especially in toothpaste offering additional benefits su ch as whitening, and antibacterial effect. However, oral hygiene remains underdeveloped in Hungary, and therefore more sophisticated products continued to face low demand and their sales decreased. Oral care was led by GlaxoSmithKline Kft with a value share of 24% due to its bestselling toothpaste brand Aquafresh and the fast- Customer Service Hotline: Page 14 of 22

15 developing Sensodyne. GlaxoSmithKline invested a great deal in promotion in Colgate- Palmolive Kft was ranked second holding 18% value share with the popular Colgate family, which hol ds good positions in toothpaste and toothbrushes. Procter & Gamble held the third position accounting for 16% value share due to Blend-a-Med and Braun Oral- B. Unilever Magyarország Kft held 13% value share with its popular toothpaste brands, Signal and A modent. Although oral hygiene is likely to play a more important role in Hungarians lives over the forecast p eriod, value sales of oral care are predicted to stagnate. Manufacturers are likely to launch new produc ts in basic segments in order to gain from interest of average consumers. Table 90 Sales of Oral Care by Category: Value Table 91 Sales of Oral Care by Category: % Value Growth Table 92 Sales of Manual and Power Toothbrushes by Category: Value Table 93 Sales of Manual and Power Toothbrushes by Category: % Value Growth Table 94 Sales of Toothpaste by Type: % Value Breakdown Table 95 Oral Care Company Shares Table 96 Oral Care Brand Shares by GBN Table 97 Toothpaste Brand Shares by GBN Table 98 Mouthwash/Dental Rinses Brand Shares by GBN Table 99 Forecast Sales of Oral Care by Category: Value Table 100 Forecast Sales of Oral Care by Category: % Value Growth Table 101 Forecast Sales of Manual and Power Toothbrushes by Category: Value Table 102 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth Table 103 Sales of Manual Toothbrushes by Type: % Value Analysis Sets/Kits in Hungary - Category Analysis Sets/kits remained popular in Hungary in 2010, as volume sales did not change significantly. Howev er, unit prices marginally decreased, as price competition was fierce during the Christmas season and manufacturers focused on keeping consumers with low prices. Players continued to offer sets with two, three, or more units, and most consumers chose the cheapest two unit sets. Customer Service Hotline: Page 15 of 22

16 Unilever Magyarország Kft was category leader of sets/kits accounting for 23% share of value sales i n Unilever offered numerous types of sets/kits with its most popular brands, Axe, Baba and Dov e. Beiersdorf Kft lagged behind Unilever with marginal share claiming 22% value share due to the suc cess of Nivea. Avon Cosmetics Hungary Kft was third in ranking holding a value share of 15% offerin g sets in less demanded categories such as make-up sets and fragrance sets. Sets/kits is likely to remain a popular category over the forecast period, as value sales are expected to increase by a constant CAGR of 2%. Sales of sets/kits will come down during the Christmas season, when most Hungarians seek these products. As the unit price of sets/kits will probably be lower than t hat of individual products, pricesensitive Hungarians will choose them especially for their attractive packaging. Table 104 Sales of Sets/Kits: Value Table 105 Sales of Sets/Kits: % Value Growth Table 106 Sets/Kits Premium Vs Mass % Analysis Table 107 Sets/Kits Company Shares Table 108 Sets/Kits Brand Shares by GBN Table 109 Forecast Sales of Sets/Kits: Value Table 110 Forecast Sales of Sets/Kits: % Value Growth Table 111 Forecast Sets/Kits Premium Vs Mass % Analysis Skin Care in Hungary - Category Analysis Skin care continued to face decline in demand, as economic conditions did not improve in 2010 in H ungary. The high rate of unemployment, and low household incomes made Hungarians more frugal wi th their money, and thus they did not want to spend on expensive, dispensable products. Although an i ncreasing proportion of consumers take care of their health and beauty of their skin, in most cases it m eans using general creams for the face and for the hands. There is low demand for more sophisticated products although specialities can be successful in the short-term. Beiersdorf Kft led skin care sales in 2010 with a value share of 23% due to the success of the Nivea brand line. Nivea offers products for both women and men, and Beiersdorf Kft builds on the traditiona l popularity of Nivea in its promotion. L Oréal Magyarország Kft held the second position claiming a value share of 18%. Its bestselling brand Garnier accounted for 5% share of total value sales of skin ca Customer Service Hotline: Page 16 of 22

17 re. Avon Cosmetics Hungary Kft was ranked third with a value share of 14% due to the company s in novative role in skin care. Skin care is likely to suffer from decreasing demand in 2011; however constant growth is likely to tu rn positive from With very slow growth, skin care is expected to display a 2% constant value C AGR by the end of the forecast period. Most segments will perform better, as hopefully increasing inc omes will motivate consumers to spend more on skin care. Table 112 Sales of Skin Care by Category: Value Table 113 Sales of Skin Care by Category: % Value Growth Table 114 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 115 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 116 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 117 Nourishers/Anti-Agers: Skin Whitening vs Non- Skin Whitening: % Value Breakdown Table 118 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 119 Skin Care Company Shares Table 120 Skin Care Brand Shares by GBN Table 121 Facial Moisturisers Brand Shares by GBN Table 122 Nourishers/Anti-agers Brand Shares by GBN Table 123 Firming/Anti-cellulite Body Care Brand Shares by GBN Table 124 General Purpose Body Care Brand Shares by GBN Table 125 Skin Care Premium Brand Shares by GBN Table 126 Forecast Sales of Skin Care by Category: Value Table 127 Forecast Sales of Skin Care by Category: % Value Growth Sun Care in Hungary - Category Analysis Sun care continued to grow both in volume and value sales terms indicating that Hungarians are incr easingly aware of the importance of protecting their skin against the unhealthy effects of overexposure to the sun. Consumers are turning to products that offer increasingly higher levels of protection, and t hey are especially concerned about their children s skin. In line with the changing structure of demand Customer Service Hotline: Page 17 of 22

18 , manufacturers offer sun protection products with higher factors to gain from consumer interest. Beiersdorf Kft maintained its leading position in sun care holding a value share of 29% due to the po pularity of Nivea Sun. Beiersdorf Kft continued to invest in innovation in 2010 and it also helped its p roducts with effective promotion. L Oréal Magyarország Kft ranked second accounting for 18% share of value sales. L Oréal s Garnier Ambre Solaire was the second bestperforming brand in sun care, and the company was also represented by premium products such as Vic hy Capital Soleil or Lancôme Soleil. Avon Cosmetics Hungary Kft held the third position with 16% v alue share in Avon offers a wide selection of products at affordable prices that makes the compa ny s position in sun care stable. Sun care is predicted to grow steadily over the forecast period and reach a significant 3% constant va lue CAGR. As Hungarians are increasingly aware of the possible dangers of sunbathing, they will pro bably increase their spending on sun care products, and will seek the highest level or protection, espec ially for their children. More sophisticated products such as with antiageing ingredients will probably gain share in the longer term. Table 128 Sales of Sun Care by Category: Value Table 129 Sales of Sun Care by Category: % Value Growth Table 130 Sun Care Premium Vs Mass % Analysis Table 131 Sun Care Company Shares Table 132 Sun Care Brand Shares by GBN Table 133 Sun Care Premium Brand Shares by GBN Table 134 Forecast Sales of Sun Care by Category: Value Table 135 Forecast Sales of Sun Care by Category: % Value Growth Table 136 Forecast Sun Care Premium Vs Mass % Analysis Table 137 Sales of Sun Protection by Factor: % Value Analysis Table 138 Sales of Sun Protection by Formulation: % Value Analysis Table 139 Sales of Self-Tanning by Formulation: % Value Analysis 访问中商情报网 : 报告在线阅读 : Customer Service Hotline: Page 18 of 22

19 三 研究机构 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务 研究咨询 内容 行业研究报告 行业投资咨询报告 市场调查 Customer Service Hotline: Page 19 of 22

20 项目咨询投行咨询专项咨询竞争情况调研数据库咨询 项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称 联系人 部门 联系电话 Customer Service Hotline: Page 20 of 22

21 地址 邮编 手机 传真 报告名称 : Beauty and Personal Care in Hungary,2011 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 款到后, 发票随后寄发 此账号为唯一指定账号 Customer Service Hotline: Page 21 of 22

22 电话 : 传真 :(0755) 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 22 of 22