Chile’s toiletries, fragrances and cosmetics (HPPC) sector has grown greatly over the last few years and experts feel that Chile’s soap, bath and shower products segment is a good bet for sales expansion.

In 2008 Chile’s soap, bath and shower products market had a turnover the equivalent of 38 billion Chilean pesos; in 2013 58 billion, and the forecast for 2018 is a rise to 77 billion in sales. Growth in retail market value in local currency was 11.9% in 2008 and 3.5% in 2013, with the forecast for 2018 growth of 5.4%.

Chile’s retail market turnover in this sector in dollars was almost 73 million in 2008; 93 million dollars in 2010 and 117 million in 2013, with the forecast for 2018 127 million. In percentages, this is a growth of 11.9% in 2008; 23.4% in 2010 (the greatest growth of recent years) and 1.7% in 2013, with the forecast for 2018 growth in this segment of 4.3%.

Spending per capita of the Chilean population in the soap, bath and shower products market was 4.341 dollars in 2008; 6.669 in 2013, and the forecast for 2018 is 6.933. The segment as proportion of Chile’s gross domestic product (GDP) was around 0.040504 in 2008; 0.042275 in 2013, with the forecast for 2018 around 0.038927.

Overall Chile’s soap, bath and shower products market had a turnover of 51 billion Chilean pesos in 2011, divided into a turnover of 27 billion in shower/bath products, almost 22 billion in bars of soap and 2 billion Chilean pesos in liquid soaps and bath/shower gel.

In 2012 Chile’s soap, bath and shower products market had a turnover of 56 billion Chilean pesos, divided into a turnover of 31 billion in shower/bath products, almost 23 billion in bars of soap and 2 billion Chilean pesos in liquid soaps and bath/shower gel.

In 2013 the segment had a turnover of almost 58 billion Chilean pesos, divided into a turnover of almost 33 billion in shower/bath products, 23 billion in bars of soap and 2 billion Chilean pesos in liquid soaps and bath/shower gel.

Summary: Annual Growth Rate

Over the last 5 years, mean annual growth rate in Chile’s soap, bath and shower products segment was 8.2%.

Over the next 5 years, the forecast is for mean annual growth of 5.5%.

Companies share in Chile’s soap, bath and shower products sector:

Unilever PLC

In 2012 had 41.9% of the market; in 2013, 39.1%.

Laboratorio Durandin S.A.I.

In 2012 had 12.3% of the market; in 2013, 14.9%.

Laboratorio Ballerina Ltda.

In 2012 had 12.5% of the market; in 2013, 13.3%.

Colgate-Palmolive Company

In 2012 had 6.0% of the market; in 2013, 6.6%.

Beiesdorf AG

In 2012 had 4.2% of the market; in 2013, also 4.2%.

Reckitt Benckiser Group PLC

In 2012 had 3.0% of the market; in 2013, 2.8%.

Own Label

In 2012 had 7.5% of the market; in 2013, 7.9%.

Others

In 2012 had 12.6% of the market; in 2013, 11.2%.

Soap, bath and shower products: research data.

Retail market definitions: Research was carried out in a market that includes liquid soap and bars of soap and bath/shower products. Market value is based on sales across all retail channels, including direct sale to the consumer.

Segments definitions:

Bars of soap: This segment includes soap for babies, families, deodorizing soap, soap for intimate hygiene, medicated soap, anti-bacterial/disinfecting soap, soap for sensitive skin (syndet), in bar or other formats.

Bath products: This segment includes foam products, oils, gels, milks, pearls, salts, liquids, capsules and in the form of powder to be added to the bathwater.

Liquid soap/gel soap: This segment includes soap for babies, families, deodorizing soap, soap for intimate hygiene, medicated soap, anti-bacterial/disinfecting 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 products.

Excluded from the research: Facial and exfoliate soap, talcum powder.

Source: Pesquisa Mintel / Mintel Research

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