Mexico’s recent expanded middle class has increased demanded for toiletries, fragrance and cosmetics (HPPC) products and boosted sales values in more established categories within the segment, such as soaps.
Mexico’s 2008 Soap, Bath & Shower products market brought in the equivalent of 6.2970 billion Mexican pesos; the 2013 turnover was 8.3048 billion and the forecast for 2018 is a rise to 11.0772 billion in sales. The increase in the value of the retail market in local currency was 3.0% in 2008, 9.0% in 2011 (the greatest growth seen in recent years), 6.8% in 2013 and the forecast for 2018 is 6.8%.
Mexico’s retail market turnover in this segment in dollars was 565.77 million in 2008, 650.34 million 2013 and the forecast for 2018 is 864.056 million. In percentages, this represents a growth of 1.2% in 2008, 10.1% in 2013 and the forecast is a growth to 7.5% in 2018.
Mexico’s greatest growth in this sector measured in dollars was in 2011: a rate of 11%. Mexico’s spending per capita on bath products was 5.1455 dollars in 2007, 5.5967 in 2013 and the forecast for 2018 is 7.0363. The segment as proportion of Mexico’s gross domestic product (GDP) was around 0.053642 in 2007, 0.051676 in 2013 with a forecast of around 0.0468831 for 2018.
Overall, Mexico’s soap, bath & shower products market turned over 6,817.7 billion Mexican pesos in 2010, divided into a turnover of 6,224.6 billion in soap in bars, 361.3 million in liquid and gel soap and 231.8 million in shower products. In 2013 Mexico turned over 8,304.8 billion Mexican pesos, divided into a turnover of 7,538.4 billion in soap in bars, 452.6 million in liquid and gel soap and 313.8 million in shower products.
Summary: Annual Growth Rate
Mexico’s mean annual growth rate in the soap, bath & shower products segment over the last 5 years, 2009-2013, has been 5.3%. The forecast for the next 5 years, 2014-2018, is a mean annual growth rate of 6.4%.
Companies’ market share in Mexico’s soap, bath & shower products sector:
The Procter & Gamble Company
In 2011, 36.9%; 2013, 36.3%.
In 2011, 27.3%; 2013, 27.9%.
In 2011, 8.4% ; 2013, 10.6%.
Sánchez y Martín S.A de C.V.
In 2011, 5.5%; 2013, 6.1%.
Fábrica de Jabón La Corona, S.A. de C.V
In 2011, 3.4%; 2013, 3.4%.
In 2011, 3.4%; 2013, 3.4%.
Henkel AG & Co. KGaA
In 2011, 2.5%; 2013, 2.7%.
In 2011, 12.6%; 2013 9.6%.
Soap,Bath & shower products: research data.
Retail market definitions: Research was carried out in a market that includes liquid soap and bars of soap, bath products and shower products. Market value is based on sales via all retail channels, including direct sales to the consumer.
Bars of soap: This segment includes soap for babies, families, deodorant, intimate hygiene, medicated soap, anti-bacterial / disinfectant soap, soap for sensitive skin – in bars or other formats
Bath products: This segment includes foam, oil, gel, milk, pearl, salts and liquid products, and capsule and powder products added to the bathwater. Liquid / gel soap: This segment includes soap for babies, families, deodorant, intimate hygiene, medicated soap, anti-bacterial / disinfectant soap in liquid or gel form.
Shower products: This segment includes gels, creams, body wash products, exfoliates, body shampoo and mousses. Included in the research: Products for men, women, children, babies, and unisex.
Excluded from the research: Facial and exfoliating soap, talcum powder.
Source: Mintel Research