Asia Personal Care & Cosmetics Market Guide 2016

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9603 Personal Care Brushes: Nail, Shaving, Tooth, etc $137,054 $155,799 $163,409 19% 6.58% 9605 Toilet Sets for Personal Travel $7,087 $7,509 $7,766 10% 0.31% 9619 Diapers and fem hygiene $227,665 $226,782 $216,329 -5% 8.71% Total US Exports $2,347,746 $2,409,891 $2,482,404 6% 100.00% Source: Trade Policy Information System (TPIS), if marked with a * source is Global Trade Atlas Consumer Profile Australia’s total population in 2016 was 24 million and grew by 1.4 percent on 2015 figures. Approximately 66% of the population is aged 15-64. People aged 15-24 make up approximately 10% of retail buyers. While they are highly responsive to social media marketing, they lack financial resources. The main retail buyer groups are people aged 25- 34 (22%), 35-44 (25%), 45-54 (20%), 55 and over (23%). In 2020 Australia’s median age will be 38.2 as opposed to 35.4 at the start of the millennium, with more 65 year olds than one year olds. The median age is currently 37 and increased by close to five years over the last two decades. The percentage of the population aged 65 and up has gone from eight percent in the 1970s to 14% now. In the 1980s women made up 35 percent of the workforce. Women now represent 45% and workforce participation rates have increased for both men and women. Australia’s ageing population combined with the fact that consumers are staying longer in the workforce has been a major driver in the demand for cosmetics. Distribution Channels and Marketing Australia has the fourth highest B2C ecommerce sales rates in the Asia Pacific Region behind China, Japan and Korea. Australia also offers the highest internet penetration rate in the region. Online retailing is valued at AU$18 billion and represents approximately seven percent of total retail spending (AU$260 billion). Australians spent around AU$1.17 billion on online cosmetic purchases last year (6.5 percent of total online retailing sales). It is estimated that B2C ecommerce will grow by another eight percent in 2017. Social media is a big driver in the promotion of B2C transactions. It is also a major driver in traditional retail sales. Facebook, Instagram and Snapchat are among the platforms and apps being used to create brand awareness. While selling directly to consumers is a strategy that many international brands and overseas sellers are adopting, selling directly to Australian retailers is not common. While an Australian consumer is permitted to source cosmetics from any seller for personal use, importing commercial quantities requires the importer to be registered with the relevant authorities and to ensure that the cosmetics meet chemical import and safety requirements. For this reason, most retailers prefer to work with local Australian suppliers. Entering the market via e-commerce can offer an opportunity to test consumer
interest, if the products are directly sent to individual consumers, thereby passing the need for product registration. There are between 20-25 distributors that sell cosmetics into the mass market. These distributors tend to focus on sundry items but some do represent premium brands. The line between premium and mass market in Australia is somewhat blurred—as mass market products move to masstique and premium markets heretofore not available in discount retail stores. Retail concentration is high in Australia. The grocery market is dominated by Coles and Woolworths who between them account for 72 percent of grocery sales. Coles (Wesfarmers) and Woolworths also own the three discount department store chains – Kmart, Target and Big W. These five outlets account for a very significant share of personal care product sales. Premium brands are sold through pharmacy chains and Australia’s only two department store chains – Myer and David Jones. By contrast there are about 5,000 pharmacies in Australia, 12 percent of these are independents, and 25 percent are controlled by three discount pharmacy chains. The Chemist Warehouse is the biggest of these chains and, according to a Roy Morgan Research survey conducted in 2014, had six percent share of cosmetic sales. The same survey found that Priceline (a major pharmacy chain exclusively focused on beauty products) had 15 percent, Myer had 15 percent and David Jones had nine percent. In terms of the professional beauty segment there are about 17,000 hairdressing salons, 3,000 beauty salons, 3,000 nail salons, 1,000 day spas and 120 medi spas nationally. The professional beauty industry is growing by about one percent annually. Franchised systems are gaining some share but most salons are small owner-operated business. There are between 80-100 distributors/wholesalers that cater for this segment. There are only about 10 distributors with the capability to promote cosmeceuticals via doctor directed channels. Product Trends Australia is not generally known for setting trends but consumers are considered early adopters of international trends. This in part is due to the fact that Australia has the highest internet penetration rate in the Asia Pacific Region. By way of example Australia has 31 million active mobile phone subscriptions serving a population of 23 million. 85 percent of those are smart phones. Australia is also very culturally diverse. More than one quarter of the Australian population (28%) was born overseas. Beauty trends from Europe, North America and the Asia Pacific very quickly find their way to Australia. Representative retail prices for the following products (Australian Dollars) Products Mass Market Premium Low High Low High Perfume AU$12 AU$30 AU$35 AU$300 Lipstick AU$10 AU$20 AU$20 AU$55 Eye Shadow AU$8 AU$22 AU$16 AU$60 Mascara AU$5 AU$25 AU$20 AU$90 Sunscreen AU$10 AU$20 AU$40 AU$150
Page 1 and 2: Asia Personal Care & Cosmetics Mark
Page 3 and 4: Table of Contents Country Guide: Au
Page 5 and 6: Overview of the Domestic Market Siz
Page 7: Table I: Total Imports of Personal
Page 11 and 12: eached Australia, despite the count
Page 13 and 14: Cosmetics that make therapeutic cla
Page 15 and 16: Personal Care & Cosmetics Products
Page 17 and 18: Eye Shadow $15 $27 $48 $84 Mascara
Page 19 and 20: Baby and child specific products ar
Page 21 and 22: 2015 Key Figures: • 63,241 visits
Page 23 and 24: • Stamped copies of power of atto
Page 25 and 26: HS Code Description Tariff VAT Cons
Page 27 and 28: Personal Care & Cosmetics Products:
Page 29 and 30: Hong Kong’s total imports, includ
Page 31 and 32: In developing a distribution strate
Page 33 and 34: In premium skincare products, consu
Page 35 and 36: Hong Kong. Other leading U.S. skinc
Page 37 and 38: 3. “Dermo-skincare products” fo
Page 41 and 42: functional items to more advanced a
Page 43 and 44: market in India. For a new imported
Page 45 and 46: • Product Mix at the trade show:
Page 47 and 48: - The office of the Drug Controller
Page 51 and 52: Distributors notice that products w
Page 53 and 54: ecommended for substantial entry in
Page 55 and 56: Imports from Southeast Asian neighb
Page 57 and 58: - Issued by the manufacturer/princi
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products. From the viewpoint of not
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Fragrances, especially new product
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Shaving Prep 3.00 6.00 13.00 65.00
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Color Cosmetics Japanese women use
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Upon receipt of the manufacturing o
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Personal Care & Cosmetics Products
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3304 Make-Up & Skin-Care Preparatio
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The younger generation females tend
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The majority of the mass market cos
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27.44% of the Malaysian manicure or
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to the Muslim consumers should be a
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• Population changes will shape e
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United Kingdom $23,932 4% $25,649 4
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In addition to personal care produc
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purchases across all socio-economic
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Leading international brands contin
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moisturizer than a foundation and y
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2. Hair care preparations (shampoos
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There are no import or custom dutie
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2012 2013 2014 2015 Total Market Si
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Since the demand for new retail cha
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Overview of the Domestic Market US
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Annex
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COSMETICS MARKET READINESS ASSESSME
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Product Function No Not required if
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Product Notification Cosmetics prod
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Percentage of Ingredients Claimed N
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Product Sample Labeling Country of
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ASEAN Table: Cosmetics Indonesia Ma
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Australia Personal Care and Cosmeti
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Table 2: China Imports of Personal
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Table 4: China's Imports of Persona
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HTS Code Description 2011 2012 2013
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HONG KONG'S DOMESTIC EXPORTS BY PRO
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HONG KONG'S IMPORTS BY PRODUCTS, 20
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HONG KONG'S IMPORTS FROM THE U.S. B
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HONG KONG'S IMPORTS FROM FRANCE BY
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HONG KONG'S IMPORTS FROM KOREA (SOU
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India Personal Care and Cosmetics T
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Indonesia Personal Care and Cosmeti
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Japan Personal Care and Cosmetics T
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Malaysia Personal Care and Cosmetic
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Table 2: Philippines Imports of Per
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Table 4: Philippines's Imports of P
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Table 10: Imported Products Share o
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Table 13: HS 37: Cosmetic & Toilet
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Singapore Personal Care and Cosmeti
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South Korea Personal Care and Cosme
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1401 Constitution Avenue, NW Washin
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Asia Personal Care & Cosmetics Market Guide 2016

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