Cosmetics retail market in Central Europe 2013 Market analysis and development forecasts for 2013-2015

Cosmetics retail market in Central Europe 2013

Market analysis and development forecasts for 2013-2015

This publication presents a thorough examination of the retail cosmetics markets in Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia.

 

It offers detailed profiles of the leading specialised cosmetic retailers in each country and provides data on the value of the market and each of its key segments, while analysing purchasing and retail marketing trends in the markets and estimating their effects on sales in the years ahead.

 

Forecasts for the period to 2015 are also provided, along with descriptive consumer profiles and details on the structure and value of the distribution channels that make up the Central European retail cosmetics network.

 

Critical market topics explored in this publication include

  • The macroeconomic and demographic conditions, current and projected, in Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia
  • Current value of the Central European retail cosmetics market and the direction and degree of growth that will take place in the next two years
  • The most successful specialist retailers of cosmetics in each of the six CE countries with their store counts and revenues
  • Recent, current and upcoming retail trends in CE cosmetics and their resultant effects on market operations
  • Distribution networks: specific channels and their market shares in each country
  • Retail cosmetic categories: overviews of product lines for face and body care
  • Profiles of top players operating in the cosmetics markets in each Central European country
  • Buying habits of Polish consumers, along with recent changes in purchasing power and preferred shopping outlets.

 

This report answers the key questions asked by industry professionals

  • What opportunities and challenges will be presented in the cosmetics retail market in Central Europe over the coming years?
  • What are the possibilities for significant growth in the industry in the future?
  • What are the values of the markets in each of the six Central European countries covered by this report? What are the value forecasts for 2015?
  • Which retailers are having the most success in this market? What are their key strategies?
  • What is the total number of domestic and global retail chain cosmetics stores in each of the six countries?
  • What is the value and structure of the retail cosmetics distribution network in each of the six covered Central European countries? Which channels shows the highest growth potential?
  • Which influential trends have recently been spotted in the retail cosmetics market in Central Europe?

 

Benefit from the observations of the experienced market analysts at PMR

  • Many cosmetic consumers in Central Europe have adjusted their buying habits to compensate for reduced buying power due to economic conditions
  • Consumers seek for special promotions and discounts in order to get more for their money
  • Chain cosmetics stores and online shopping have lured business away from direct sales, hypermarkets and supermarkets
  • Domestic and international cosmetics chains are expanding in Central Europe.

 

This document contains valuable features you won’t find anywhere else

  • A comprehensive collection of data depicting the value of the entire Central European retail cosmetics market, along with total values of each separate country and distribution channel
  • Consumer profiles and other tools used to present all the facts about and analysis of market conditions in each of the six covered countries.
  • Extensive retailer profiles that contain the financial details and strategic outlooks of leading companies operating in each country.
  • Full market reporting and analysis for six CE countries: Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia – in a single, affordable document.
  • Capacity to assess markets in separate countries as well as the overall regional market
  • Macroeconomic and demographic details for each country, along with analysis of the effects on cosmetic sales
  • Reliable and in depth forecasts for market growth in the years ahead.

 

With this publication as part of your business reference library, you’ll be prepared to

  • Initiate business ventures in the retail cosmetics industry in any of the six covered Central European countries
  • Begin or expand the operations of businesses that supply essential services and products that support the retail sale of cosmetics
  • Observe the market and stay updated on changes in conditions that might affect your business operations
  • Compare and analyse the leading cosmetic retailers in Central Europe and in any of the six CE countries: Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia
  • Develop accurate estimates of corporate market share and rankings based on earnings and performance
  • Build a successful strategy for corporate growth on a reliable foundation of sales data, forecasts and opportunity assessments included in this report.

 

Selected companies analysed in this report

 

101 Drogerie, A’propos, Ambra, Amway, Auchan, Avon, B&B Collection, Beautik Haute Parfumerie, Bebelan, Belladona, Biedronka, Blysk, Brodr. Jorgensen, Carespot.ro, Catena, Centrofarm, Cesky narodni podnik, City Pharma, CosmeticeOnline.ro, D&P Perfumum, Davi, Dayli, DayliVertriebs, Delko, Diva Center, dm, dm drogerie markt, Dodo, Dona, Douglas, Dr. Max, Dr. Og, Drog Store, Drogerie Aster, Drogerie Jasmin, Drogerie Laboo.

 

This report is particularly valuable to professionals whose businesses engage in

  • The manufacture and distribution of retail cosmetics in Bulgaria, the Czech Republic, Hungary, Poland, Romania and Slovakia
  • Supplying products and services to cosmetic retail businesses in Central Europe
  • Providing financial, research, consulting and analysis services to clients operating in the market in a sales, investment or manufacturing capacity
  • Tracking market activity and progress, such as government agencies and industry, trade, educational and research organizations.

 

Extract from this report

  • The top ten cosmetics retailers provided almost €3.4bn of revenues in 2012, that is almost 40% of the total cosmetics market in the CE region.
  • The largest regional chain is Czech’s Teta with more than 1,000 cosmetics stores operating in the Czech Republic and Slovakia.
  • After two years of declining sales in 2009 and 2010, the value of the Hungarian cosmetics market improved for the second consecutive year in 2012. It grew by almost 1% year on year, thus reaching €1bn in 2012.

Market commentary by expert

 

In 2012, the Central European cosmetics retail market experienced 2% growth (based on constant exchange rates), thus resulting in the market value of almost €8.6bn. It was a slight decrease in growth rate, and a result of the decrease in net household income as well as in consumption in many CE countries. However, the market is expected to grow in 2013 at a faster rate.

 

Jarosław Frontczak, Head Retail market Analyst

 

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  1. Methodology p. 15

  2. Executive summary p. 21

  3. Key macroeconomic and demographic indicators p. 31

    1. Macroeconomic overview p. 31
      1. Gross domestic product p. 31
      2. Gross fixed capital formation p. 34
      3. Private consumption p.  36
      4. Inflation p. 38
      5. Unemployment p. 39
      6. Wages p. 40
    2. Demographics p. 42
  4. Cosmetics retail market in Central Europe p.  45

    1. Market value p. 45
    2. Largest cosmetics retailers in Central Europe p. 49
    3. Current trends on the cosmetics market in CE p. 50
  5. Cosmetics retail market in Bulgaria p. 57

    1. Market size and development p. 57
    2. General trends p. 59
      1. Most popular categories p. 59
      2. Small and competitive market p. 59
      3. Grey market p. 59
      4. Promotions p. 59
      5. Advertising p. 60
      6. Local brands vs imported brands p. 60
      7. Advanced cosmetics p. 60
    3. Cosmetics consumer profile p. 60
    4. Market segments p. 61
      1. Price segments p. 61
      2. Face cosmetics p. 61
      3. Cosmetics for men p. 61
      4. Dermatological cosmetics p. 61
      5. Natural cosmetics p. 62
      6. Fragrances p.  62
      7. Deodorants p. 63
      8. Baby care products p. 64
    5. Top cosmetics retailers p. 64
    6. Profiles of largest retailers p. 66
      1. dm p. 66
      2. Avon p. 67
      3. Douglas p. 67
      4. Oriflame p. 68
      5. Lilly Drogerie p. 69
      6. Refan p. 70
      7. Pretty shop p. 71
      8. Ivis p. 71
    7. Distribution channels p. 72
      1. Large-area grocery stores p. 72
      2. Cosmetics stores p. 73
      3. Direct selling p. 73
      4. Pharmacies p. 73
      5. Internet p. 74
  6. Cosmetics retail market in the Czech Republic p. 75

    1. Market size and development p. 75
    2. General trends       77
    3. Cosmetics consumer profile p. 78
    4. Market segments p. 79
      1. Hair care p. 79
      2. Deodorants p. 79
      3. Female paper hygiene p. 80
      4. Body care and shower gels p. 80
      5. Private labels p. 81
    5. Top cosmetics retailers p. 82
    6. Profiles of largest retailers p. 83
      1. dm drogerie p. 83
      2. Teta p. 84
      3. Rossmann p. 85
      4. Sephora p. 86
      5. Marionnaud p. 87
      6. Yves Rocher p. 87
      7. FAnn p. 88
      8. Douglas p. 89
      9. L’Occitane p. 90
      10. Manufaktura p. 91
      11. Selected other retailers p. 91
    7. Distribution channels p. 92
      1. Cosmetics stores p. 93
      2. Large-area grocery stores p.  94
      3. Direct selling p. 94
      4. Internet p. 96
      5. Pharmacies p. 98
  7. Cosmetics retail market in Hungary p.  101

    1. Market size and development p. 101
    2. General trends p. 103
      1. Discounts, promotions and coupons p. 103
      2. Communication with the customer p. 103
      3. Private labels p. 103
      4. Growing demand for natural cosmetics p. 104
      5. Corporate social responsibility campaigns p. 104
    3. Cosmetics consumer profile p. 104
    4. Market segments p. 105
      1. Personal hygiene      105
      2. Oral care p. 105
      3. Feminine hygiene p. 106
      4. Hair colour p. 106
    5. Top cosmetics retailers p. 106
    6. Profiles of selected retailers p. 108
      1. dm p. 108
      2. Rossmann p. 109
      3. Mueller p. 110
      4. Avon p. 111
      5. Douglas p. 111
      6. Oriflame p. 112
      7. Vianni p. 113
    7. Distribution channels p. 114
      1. Cosmetics stores p. 114
      2. Large-area grocery stores p. 115
      3. Direct selling p. 115
      4. Pharmacies p. 115
      5. Online sales p. 116
  8. Cosmetics retail market in Poland p. 117

    1. Market size and development p. 117
    2. General trends      119
      1. Offer p. 119
      2. Price as important but not the only factor p. 120
      3. Cosmetics are the most popular gifts p. 120
      4. Strong domestic brands, growing exports p. 121
      5. Business consolidation p. 121
      6. Company changes on the market p. 121
      7. Expansion p. 122
      8. New concepts and trade names p. 122
      9. Reduced advertising spending in the cosmetics industry p. 123
    3. Cosmetics consumer profile p. 123
    4. Market segments p. 125
      1. Hair care p. 125
      2. Face and body care p. 126
      3. Personal hygiene p. 126
      4. Intimate care p. 127
      5. Private labels p. 128
      6. Dermocosmetics p. 129
    5. Top cosmetics retailers p. 130
    6. Profiles of largest retailers p. 132
      1. Rossmann p. 132
      2. Avon p. 134
      3. Super-Pharm p. 135
      4. Polbita-Interchem Group (Drogerie Natura and Drogerie Aster) p. 136
      5. Sephora p. 138
      6. Douglas p. 139
      7. Oriflame p. 141
      8. Yves Rocher p. 141
      9. Schlecker/Dayli p. 142
      10. Marionnaud p. 143
    7. Distribution channels p. 144
      1. Cosmetics stores p. 145
      2. Large-area stores p. 146
      3. Direct selling p. 147
      4. Pharmacies p. 148
      5. Internet p. 149
  9. Cosmetics retail market in Romania p. 151

    1. Market size and development p. 151
    2. General trends p. 153
      1. Offer p. 153
      2. Geography p. 154
      3. Distribution channels p. 154
      4. Source of supply p. 155
    3. Cosmetics consumer profile p. 156
      1. Increased price awareness p. 156
      2. Private label popularity p. 156
      3. Rural and urban consumption p. 156
      4. More interest in cosmetics for men p. 157
      5. Brand loyalty and size p. 157
    4. Market segments p. 157
      1. Hygienic paper products p. 158
      2. Deodorants p.  158
      3. Shampoo and hair conditioners p. 159
      4. Hair colouring products and soaps p. 159
      5. Dermocosmetics p. 160
      6. Private labels p. 160
      7. Natural cosmetics p. 160
    5. Top cosmetics retailers p. 161
    6. Profiles of largest retailers p. 163
      1. Avon p. 163
      2. Oriflame p. 164
      3. Sephora p. 165
      4. dm drogerie markt p. 167
      5. Amway p. 168
      6. Forever Living Products p. 169
      7. Douglas p. 170
      8. Yves Rocher p. 171
      9. Marionnaud p. 171
      10. B&B Collection p. 173
    7. Distribution channels p. 173
      1. Large-area grocery stores p. 175
      2. Direct selling p. 175
      3. Pharmacies p. 176
      4. Internet p. 177
  10. Cosmetics retail market in Slovakia p. 179

    1. Market size and development p. 179
    2. General trends p. 181
    3. Cosmetics consumer profile p. 182
    4. Market segments p. 183
      1. Hair care p. 183
      2. Deodorants and antiperspirants p. 184
      3. Female paper hygiene p. 184
      4. Skin care p. 185
      5. Oral care p.  185
      6. Body care p. 186
      7. Decorative cosmetics p. 186
      8. Private labels p. 186
    5. Top cosmetics retailers p. 187
    6. Profiles of largest retailers p. 188
      1. dm drogerie p.  188
      2. Teta Drogerie p. 190
      3. 101 Drogerie p. 190
      4. FAnn Parfumerie p. 191
      5. Tevos p. 192
      6. Marionnaud p. 192
      7. Yves Rocher p. 192
      8. L’Occitane p. 193
    7. Distribution channels p. 193
      1. Cosmetics stores p. 194
      2. Large-area grocery stores p.  195
      3. Direct selling p. 195
      4. Internet p. 196
      5. Pharmacies p. 197
  11. List of graphs p. 199

  12. List of tables p. 201

  13. About PMR p. 205

List of graphs

  1. Value (€ m) and change (%, y-o-y) of the cosmetics market in Central Europe, 2009-2015      22
  2. Total GDP in Central Europe (€ bn), 2008-2016      32
  3. GDP of the CE region, by country (€ bn, %), 2012      32
  4. GDP real change in CE countries (%, y-o-y, constant prices), 2008-2016      33
  5. GDP average real change in CE countries (%), 2013-2016      34
  6. Gross fixed capital formation in CE countries (%, y-o-y, constant prices), 2008-2016      35
  7. Average real change of gross fixed capital formation in CE countries (%), 2013-2016      36
  8. Private Consumption in CE countries (%, y-o-y, constant prices), 2008-2016      37
  9. Average real change of private household consumption in CE countries (%), 2013-2016      37
  10. CPI in CE countries (%, y-o-y), 2008-2016      38
  11. Average change of CPI in CE countries (%), 2013-2016      39
  12. Unemployment rates in CE countries (% of labour force), 2008-2016      40
  13. Average gross monthly wages in CE countries (€), 2008-2016      41
  14. Average real change of gross monthly wage in CE countries (%), 2013-2016      41
  15. Distribution of population of CE countries (million, %), 2012      42
  16. Urban population in CE countries (%), 2011      43
  17. Population of capitals in CE countries (million and % of country’s total population), 2011      44
  18. Value (€ m) and change (%, y-o-y) of the cosmetics market in Central Europe, 2009-2015      46
  19. Cosmetics market size in Central Europe, by selected countries (%), 2012      48
  20. Cosmetics sales per capita in Central European countries (€), 2012      48
  21. Value of the cosmetics market in CE, by distribution channels (%), 2012      53
  22. Value (BGN m) and change (%) of the cosmetics retail market in Bulgaria, 2009-2015      58
  23. Value of the cosmetics market in Bulgaria, by distribution channels (%), 2012      72
  24. Value (CZK m) and change (%, y-o-y) of the cosmetics retail market in the Czech Republic, 2009-2015      76
  25. Value of the cosmetics market in the Czech Republic, by distribution channels (%), 2012      93
  26. Value (HUF m) and change (%) of the cosmetics retail market in Hungary, 2009-2015      102
  27. Value of the cosmetics market in Hungary, by distribution channels (%), 2012      114
  28. Value (PLN m) and change (%) of the cosmetics retail market in Poland, 2009-2015      118
  29. Value of the cosmetics market in Poland (%), by distribution channels, 2012      145
  30. Value (RON m) and change (%, y-o-y) of the cosmetics retail market in Romania, 2009-2015      153
  31. Value of the cosmetics market in Romania, by distribution channels (%), 2012      174
  32. Value (€ m) and change (%) of the cosmetics market in Slovakia, 2009-2015      180
  33. Value of the cosmetics market in Slovakia, by distribution channels (%), 2012      194

List of tables

  1. Exchange rates in CE countries analysed, 2008-2012      19
  2. Change in value of the cosmetics market in selected CE countries (%, y-o-y), 2009-2015      23
  3. Cosmetics sales in selected CE countries (€ m), 2009-2015      23
  4. Largest cosmetics retailers in Central Europe, by sales revenues (€ m), 2012      24
  5. Top 20 cities in Central Europe, by number of residents, 2011      44
  6. Change in value of the cosmetics market in selected CE countries (%, y-o-y), 2009-2015      47
  7. Cosmetics sales in selected CE countries (€ m), 2009-2015      48
  8. Largest cosmetics retailers in Central Europe, by sales revenues (€ m), 2012      49
  9. Largest cosmetics chains in Central Europe with regional presence, by store count, April 2013      50
  10. Volume and value shares of private label products in the health and beauty/personal care category in Poland, Hungary, Czech Republic and Slovakia (%), 2011      52
  11. Proportion of individuals who access the internet at least once a week in Central Europe (%), 2007-2012      55
  12. Proportion of individuals who use mobile phone to access the internet in Central Europe (%), 2008-2010      55
  13. Proportion of individuals who ordered goods or services over the internet in the last 12 months in Central Europe (%), 2007-2012      55
  14. Key macroeconomic and demographic indicators for Bulgaria, 2009-2015      57
  15. Largest cosmetics retailers in Bulgaria, by sales revenue, 2012      65
  16. Cosmetics chains in Bulgaria, by store count, April 2013      65
  17. Key data for dm in Bulgaria, 2009-2012      66
  18. Key data for Avon in Bulgaria, 2009-2012      67
  19. Key data for Douglas in Bulgaria, 2009-2012      67
  20. Key data for Oriflame in Bulgaria, 2009-2012      68
  21. Key data for Lilly Drogerie in Bulgaria, 2010-2012      69
  22. Key data for Refan in Bulgaria, 2009-2012      70
  23. Key data for Pretty Shop in Bulgaria, 2009-2012      71
  24. Key data for Ivis in Bulgaria, 2009-2012      71
  25. Key macroeconomic and demographic indicators for the Czech Republic, 2009-2015      75
  26. Largest cosmetics retailers in the Czech Republic, by sales value, 2012      82
  27. Selected cosmetics chains in the Czech Republic, by store count, April 2013      83
  28. Key data for dm drogerie markt in the Czech Republic, 2009-2012      83
  29. Key data for p.k. Solvent in the Czech Republic, 2009-2012      84
  30. Key data for Rossmann in the Czech Republic, 2009-2012      85
  31. Key data for Sephora in the Czech Republic, 2009-2012      86
  32. Key data for Marionnaud in the Czech Republic, 2009-2012      87
  33. Key data for Yves Rocher in the Czech Republic, 2009-2012      87
  34. Key data for FAnn Parfumerie in the Czech Republic, 2009-2012      88
  35. Key data for Douglas in the Czech Republic, 2009-2012      89
  36. Key data for L’Occitane in the Czech Republic, 2009-2012      90
  37. Key data for Cesky narodni podnik in the Czech Republic, 2009-2012      91
  38. Key macroeconomic and demographic indicators for Hungary, 2009-2015      101
  39. Largest cosmetics retailers in Hungary, by sales revenue, 2012      107
  40. Cosmetics chains in Hungary, by store count, April 2013      107
  41. Key data for dm in Hungary, 2009-2012      108
  42. Key data for Rossmann in Hungary, 2009-2012      109
  43. Key data for Mueller in Hungary, 2009-2012      110
  44. Key data for Avon in Hungary, 2009-2012      111
  45. Key data for Douglas in Hungary, 2009-2012      111
  46. Key data for Oriflame in Hungary, 2009-2012      112
  47. Key data for Vianni in Hungary, 2009-2012      113
  48. Key macroeconomic and demographic indicators for Poland, 2009-2015      117
  49. Largest cosmetics retailers in Poland, by sales revenue, 2012      131
  50. Cosmetics chains in Poland, by store count, April 2013      132
  51. Key data for Rossmann in Poland, 2009-2012      132
  52. Key data for Avon in Poland, 2009-2012      134
  53. Key data for Super-Pharm in Poland, 2009-2012      135
  54. Key data for Drogerie Natura and Drogerie Aster retail chains in Poland, 2009-2012      136
  55. Key data for Sephora in Poland, 2009-2012      138
  56. Key data for Douglas in Poland, 2009-2012      139
  57. Key data for Oriflame in Poland, 2009-2012      141
  58. Key data for Yves Rocher in Poland, 2009-2012      141
  59. Key data for Schlecker in Poland, 2009-2012      142
  60. Key data for Marionnaud in Poland, 2009-2012      143
  61. Key macroeconomic and demographic indicators for Romania, 2009-2015      151
  62. Largest cosmetics retailers in Romania, by sales value, 2013      162
  63. Selected cosmetics chains in Romania, by store count, April 2013      162
  64. Key data for Avon in Romania, 2009-2012      163
  65. Key data for Oriflame in Romania, 2009-2012      164
  66. Key data for Sephora in Romania, 2009-2012      165
  67. Key data for dm drogerie markt in Romania, 2009-2012      167
  68. Key data for Amway in Romania, 2009-2012      168
  69. Key data for Forever Living Products in Romania, 2009-2012      169
  70. Key data for Parfumerie Douglas in Romania, 2009-2012      170
  71. Key data for Yves Rocher in Romania, 2009-2012      171
  72. Key data for Marionnaud in Romania, 2009-2012      171
  73. Key data for B&B Collection in Romania, 2009-2012      173
  74. Key macroeconomic and demographic indicators for Slovakia, 2009-2015      179
  75. Largest cosmetics retailers in Slovakia, by sales value, 2012      187
  76. Cosmetics chains in Slovakia, by store count, April 2013      188
  77. Key data for dm drogerie markt in Slovakia, 2009-2012      188
  78. Key data for Teta drogerie chain in Slovakia, 2009-2012      190
  79. Key data for 101 drogerie chain in Slovakia, 2009-2012      190
  80. Key data for FAnn Parfumerie in Slovakia, 2009-2012      191