Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants;
Depilatories; Fragrances; Hair care; Men' s grooming products; Oral hygiene;
Premium cosmetics; Skin care; Sun care
Executive summary
Growth of sales slowed down due to higher market saturation
The Czech cosmetics and toiletries market continued to grow in 2006, although
slightly less dynamically than the previous year. This development was due to
a number of factors, such as extensive innovations by companies that enhanced
saturation on the cosmetics market.
Also contributing to the deceleration of market value growth was the
consequent battle for Czech consumers via a numerous product promotions. As a
result, Czech consumers became accustomed to frequent special offers, enabling
them to purchase goods of the same quality and volume for reduced prices. This
approach from manufacturers and distributors worked well for the Czech
population, which was still generally very price sensitive at the end of the
review period.
Skin care most dynamic thanks to borrowing self-tanning from sun care
Sales of skin products were the most dynamic thanks to effective product
innovations. Trends from the previous year when the new products featured
anti-ageing, anti-cellulite and body shaping properties, was added to with the
new feature of a suntanned effect enhancing these already highly functional
products.
This latest development is expected to advance over the next few years and add
a subtle glimmering finish to the skin. Surprisingly, considering this
development, the sun care sector performed well too, recording the biggest
increase on the previous years. There were two factors underpinning this
success: the popularity of self-tanning products, which stood fast against
competition from the latest skin care products, and the summer in 2006 was
much hotter than in the previous years.
Oral care has best outlook thanks to social pressure
Oral care will concentrate on prevention, which is predicted to underscore the
most dynamic growth over the forecast period. Better educated consumers will
use more functional products as a response to higher pressure for oral care.
Health condition and the appearance of teeth will become an important part of
people' s presentation; therefore consumers will adopt more sophisticated
routines in oral care, using a variety of specialised products, which will
stimulate the growth of sales.
Men' s grooming products grow as men overcome shyness
As they are increasingly adopting a Western lifestyle, Czech men are also
developing male grooming patterns using dedicated products for men. Men' s
grooming products are predicted to be the second most dynamic sector over the
forecast period for reasons similar to those supporting oral care, in other
words a greater importance being placed on presentation and appearance, with
better groomed men having the edge.
Supported by manufacturers and women, Czech men will no longer feel uneasy
about using anti-aging products (as was often the case over the historic
period). Also, the developing metrosexual trend will speed up this process. As
a result, men' s grooming products will not solely be the domain of the trendy
young male population.
Foods in cosmetics as a new trend, elevated from natural ingredients
The leading trend of cosmetics based on natural ingredients, such as plant and
fruit extracts, has developed further more into the use of foods. This echoes
the health and wellness trends in foods, with the idea of what is good for a
body inside must work well on outside too. First attempts of this kind were
seen on the market with almonds, milk and honey introduced to bath and shower
products, for example. However, these were just ingredients, while the new
trend has seen the introductions of complete food products into the cosmetic
market. In particular, yoghurt was launched by Henkel' s Fa (bath and shower)
in 2005 and extended into deodorants in 2006.
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