bath and shower pakistan

7/27/2019 Bath and Shower Pakistan

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B AT H A N D S H O W E R I N P A K I S T A N P a s s p o r t I

E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLESHeadlines ..................................................................................................................................... 1

Trends ......................................................... ................................................................. ................ 1 Competitive Landscape ..................................................... ........................................................... 2 Prospects ..................................................................................................................... ................ 2 Category Data ........................................................ ................................................................. ..... 3

Table 1 Sales of Bath and Shower by Category: Value 2006-2011 .......................... 3 Table 2 Sales of Bath and Shower by Category: % Value Growth 2006-2011 .......... 3 Table 3 Bath and Shower Premium Vs Mass % Analysis 2006-2011 ....................... 3 Table 4 Bath and Shower Company Shares 2007-2011 ........................................... 4 Table 5 Bath and Shower Brand Shares 2008-2011 ................................................. 4 Table 6 Forecast Sales of Bath and Shower by Category: Value 2011-2016 ........... 5 Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth

2011-2016 ............................................................... ..................................... 5

Table 8 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016 ........ 6


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B AT H A N D S H O W E R I N P A K I S T A N P a s s p o r t 1


BATH AND SHOWER IN PAKISTAN

HEADLINES Bath and shower grows by 16.4% to PKR12 billion in 2011

Liquid products gain importance as compared to traditional products

Bar Soaps is the fastest-growing category in 2011

Unit price moves upwards as higher cost of production is passed on to consumers

Multinational companies Unilever and Procter & Gamble maintain their stronghold

Bath and shower is forecast to grow at a constant value CAGR of 12% to PKR21 billion by2016

TRENDS

As opposed to the long-famous usage of bar soap in bath and shower, liquid products such asliquid soap and shower gel increased their penetration further in urban centres in 2011. Liquidproducts gained preference over bar soap especially at hotels, restaurants and other publicrest places. Major brands and television ad campaigns continued to use their liquid productsas the face of the brand as opposed to the bar soaps, reflecting this shift in priority levels.

In 2011, bath and shower value growth reached 16.4% from 11% CAGR growth during thereview period. The slower growth was due to economic slowdown and falling disposablehousehold incomes, which led to a slower growth in demand and usage of bath and shower products.

Bar soaps continued be the fastest growing products in 2011 with a 17.7% increase in valuesales on the previous year. Additionally, bath and shower gels recorded a growth of over 16%in 2011. This category is still new and is fast gaining demand in the middle and upper classesof the urban society. Rising availability in supermarkets and department stores is helping thiscategory gain demand.

Talcum powder experienced a growth of 12.5% in 2011 in value sales terms. This indicatesthat despite stern competition from modern substitutes like deodorants, consumers of talcumpowder find the product to be economically priced, comfortable to use and easily available.

Bar soap is the most well-known bath and shower product that consumers are most familiar with, due to i ts affordabilty and established use for years. Bar soap is the product of themasses and finds alternative uses in areas such as hair care. As compared to liquid soap andshower gel, bar soap is economically priced and widely available.

Moisturising, whitening and anti-bacterial properties are the three added benefits mostassociated with bath and shower products. These continued to be recurring themes in

marketing campaigns, with women as targets for the moisturising and whitening benefits andchildren for anti-bacterial care. There have been no recent innovations in the way thesebenefits are used or portrayed to the consumers.

Exfoliators/scrubs had yet to enter the market on a major scale, and it represented anegligible category in Pakistan in 2011.

Premium brands form a negligible share of sales as most products fall in the mass brandsrange. However, some imported products or versions of the domestically manufacturedbrands such as Dove or Pears are sold as premium products in selected outlets.

Intimate care products were also yet to penetrate the market, and as a result, also still formeda negligible category in Pakistan in 2011.


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COMPETITIVE LANDSCAPE

Unilever Pakistans Lux was the leading brand in bath and shower during 2011 w ith a 29%

value share. Lux is the most popular bath and shower brand in Pakistan due to its constantproduct innovation and its sponsorship of the popular media event Lux Style Awards as wellas its ongoing media advertising campaign, which features some o f the countrys topcelebrities as brand ambassadors. It is a household name for soaps and is known to be ahigh-quality beauty soap.

Unilever Pakistans recorded the highest increase in value share in 2011. The reason behindthis successful year was the effective advertising campaigns run on the television for the Luxbrand. Prominent shelf placement and below-the-line marketing also helped Lux to gainrelatively higher prominence in 2011.

International brands and manufacturers outperformed their domestic peers as they continuedto lead the category as well as increasing their shares as compared to domestic brands. Lux,Lifebuoy, Safeguard, Palmolive and other international brands dominated the airwaves as wellas store shelves as they remained the top choices of consumers in Pakistan in 2011.

Lifebuoy successfully continued its "Healthy Hoga Pakistan" campaign from 2010 andlaunched the "10 Infections Campaign" in 2011 to successfully drive growth. Lux launched apurple variant in 2011, which added to its range of variants and helped boost its image further after 2010s relaunch. Safeguard continued with its animated series that portrays CaptainSafeguard as the protagonist hero fighting against different germs. Most advertisingcampaigns in this category in 2011 focused on the anti-bacterial powers of the soaps with aspecial focus on children as users of these products and the need to have a proper anti-bacterial soap.

There were no notable packaging innovations in bath and shower in Pakistan in 2011, asmanufacturers chose to stick with existing designs and focus on advertising campaigns to

boost value share. Standard bath and shower products compete on the basis of their brand appeal and media

image, whilst economy brands focus on price positioning and aim to offer value for money.Premium bath and shower products consist mainly of expensive imported products andtherefore maintain a very low presence in Pakistan.

PROSPECTS

Pakistan has a lot of untapped potential in this category as the regular use of bath and shower products and the penetration of l iquid products are relatively low as compared to other developing countries. Penetration is forecast to increase with improving socioeconomicfactors and increasing awareness about hygiene amongst consumers.

Growth rates are expected to rise in the forecast period as hygiene awareness campaigns,urbanisation and increased literacy in the country are likely to drive the demand for bath andshower products.

A high rise in prices of mass brands is a potential threat to forecast growth as it woulddecrease the demand for these products and lead to sparing use.

With growing penetration and better distribution networks, body washes and shower gels areexpected to produce the fastest growth over the forecast period, being novelty productsstarting from a small base.


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Affordability is likely to play a significant role in attracting consumers. For bar soap, unit pricewill not play a significant role as the prices are already lower than those of the substituteproducts and are tightly packed together in terms of competing brands.

Luxs variant launch in 2011 and Lifebuoys launch in 2010 have both been successful in

driving strong growth in demand for these products. Other manufacturers will also be lookingto plan and execute similar launches or relaunches to reinvigorate their brands and attract ahigher level of attention from the public.

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2006-2011

PKR mn2006 2007 2008 2009 2010 2011

Bar Soap 5,020.0 5,520.0 5,950.0 6,490.0 7,260.0 8,550.0Bath Additives - - - - - -- Bath Foam/Gel - - - - - -- Bath Oil/Pearls - - - - - -- Bath Salts/Powder - - - - - -- Other Bath Additives - - - - - -Body Wash/Shower Gel - - 40.0 50.0 70.0 80.0Intimate Hygiene - - - - - -- Intimate Washes - - - - - -- Intimate Wipes - - - - - -Liquid Soap 80.0 110.0 150.0 190.0 240.0 280.0Talcum Powder 1,640.0 1,810.0 1,890.0 2,170.0 2,480.0 2,790.0Bath and Shower 6,740.0 7,440.0 8,030.0 8,900.0 10,050.0 11,700.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,store checks, trade interviews, trade sources

Table 2 Sales of Bath and Shower by Category: % Value Growth 2006-2011

% current value growth2010/11 2006-11 CAGR 2006/11 Total

Bar Soap 17.8 11.2 70.3Bath Additives - - -- Bath Foam/Gel - - -- Bath Oil/Pearls - - -- Bath Salts/Powder - - -- Other Bath Additives - - -

Body Wash/Shower Gel 14.3 - -Intimate Hygiene - - -- Intimate Washes - - -- Intimate Wipes - - -Liquid Soap 16.7 28.5 250.0Talcum Powder 12.5 11.2 70.1Bath and Shower 16.4 11.7 73.6

Source: Euromonitor International from official statistics, trade associations, trade press, company research,store checks, trade interviews, trade sources

Table 3 Bath and Shower Premium Vs Mass % Analysis 2006-2011


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Life Guard Megasurya Mass PT 2.4 2.5 2.6 2.9Touch Me Touchme (Pvt) Ltd 3.1 3.0 2.9 2.8Yardley Yardley & Co Ltd 2.2 2.3 2.2 2.1Opal Zulfeqar Industries Ltd 1.8 1.4 1.3 1.1Dial Henkel AG & Co KGaA 0.8 0.9 0.9 0.9

T Rose Takuba (Pvt) Ltd 1.0 1.1 1.0 0.9 Admiral of New York Globe Cosmetics (Pvt) Ltd 0.9 0.9 0.8 0.7Viceroy General Globe Cosmetics (Pvt) Ltd 1.1 0.9 0.8 0.6Nisa Trend International 1.1 0.9 0.8 0.6

(Pvt) LtdEnchanteur Unza Co Pte Ltd 0.8 0.8 0.7 0.6

Allen Touchme (Pvt) Ltd 0.8 0.7 0.6 0.6Harmony Megasurya Mass PT 0.4 0.5 0.6 0.6Imperial Leather PZ Cussons 0.2 0.3 0.4 0.5

International LtdSilk Megasurya Mass PT 0.4 0.3 0.4 0.4Others 9.0 9.3 9.8 9.7Total 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 6 Forecast Sales of Bath and Shower by Category: Value 2011-2016

PKR mn2011 2012 2013 2014 2015 2016

Bar Soap 8,550.0 9,730.0 11,040.0 12,460.0 14,000.0 15,660.0Bath Additives - - - - - -- Bath Foam/Gel - - - - - -- Bath Oil/Pearls - - - - - -- Bath Salts/Powder - - - - - -- Other Bath Additives - - - - - -

Body Wash/Shower Gel 80.0 90.0 110.0 120.0 130.0 150.0Intimate Hygiene - - - - - -- Intimate Washes - - - - - -- Intimate Wipes - - - - - -Liquid Soap 280.0 320.0 360.0 410.0 460.0 520.0Talcum Powder 2,790.0 3,110.0 3,430.0 3,740.0 4,050.0 4,340.0Bath and Shower 11,700.0 13,250.0 14,940.0 16,730.0 18,640.0 20,670.0

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,trade sources

Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016

% constant value growth2011-16 CAGR 2011/16 TOTAL

Bar Soap 12.9 83.2Bath Additives - -- Bath Foam/Gel - -- Bath Oil/Pearls - -- Bath Salts/Powder - -- Other Bath Additives - -Body Wash/Shower Gel 13.4 87.5Intimate Hygiene - -- Intimate Washes - -- Intimate Wipes - -


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Liquid Soap 13.2 85.7Talcum Powder 9.2 55.6Bath and Shower 12.1 76.7


Table 8 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016

% retail value rsp2011 2012 2013 2014 2015 2016

Premium 1.0 1.1 1.1 1.1 1.2 1.2Mass 99.0 98.9 98.9 98.9 98.8 98.8Total 100.0 100.0 100.0 100.0 100.0 100.0


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