Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Contents
EXECUTIVE
SUMMARY
CONSUMERS
THE MARKET
INNOVATION
WHERE TO
NEXT?
Executive Summary
CONSUMERS
TV home shopping, a relatively recent
phenomenon, has caught on with consumers.
Home shopping channels are available on
both paid TV and free-to-air. The ease of
payment including cash-on-delivery makes
home shopping tempting especially with
women who account for 70% of Astro Go
Shop customers. These female customers
include stay-at-home mothers or elderly
housewives without access to credit cards or
the internet.
High cost of cosmetic surgery and beauty
treatment has turned some consumers to DIY
beauty. Beauty injections, easily available
online, are popular with these consumers. The
use of beauty injection poses health risk as the
products are often not certified.
Men are subscribing to the idea of a modern
gentleman with immaculately groomed hair
and attention to fine fashion details. They want
to be seen as cool, while preserving their
manliness.
WHAT IT MEANS
THE MARKET
The facial care market is valued at MYR1.69
billion (USD432.8 million) at the end of 2015
and is projected to grow to MYR2.62 billion by
the end of 2020.
Hydrating/moisturing and skin whitening &
lighteners each has a share of 27% of
consumer spend in 2015. Anti-ageing attracted
22%
of
total
spend,
followed
by
cleansers/toners at 19%. Mask and specialised
facial care have a combined value share of less
than 5%.
The facial care market is largely dominated by
multinationals with Indias Wipro taking the
commanding 27% share of the market. This is
followed by LOreal in the second place with
16% and Johnson & Johnson 10% in the third
position.
INNOVATION
With a projected CAGR growth of 9.3% from 2016 to 2020, the facial care market is set to reach MYR2.62
billion (USD722 million). Within the numbers lie the fact that not all Malaysians are turning to popular
facial care brands sold in the modern trade. An increasing number of consumers are buying locally-made
facial care from their local stores as the ingredients and marketing are seen as more relevant.
Consumers
The Market
10
Recent Developments
Looking Ahead
Market
Segmentation
Millions
Forecast
3,000
2,500
2,000
1,500
1,000
500
0
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
The Malaysian facial care market is projected to grow at a CAGR of 9.3% from 2016 to 2020 to reach MYR2.62 billion at the end of 2020
(USD722 million). The market is worth MYR1.69 billion (USD432.8 million) in 2015, having expanded at a CAGR of 9.8% from 2011 to
2015. Skin whiteners & lighteners (up 11% in 2015 over 2014) and hydrating/moisturising (up 9% year-on-year in 2015) are the main
growth segments.
Demographic needs are a key driver. Young Malaysians are buying facial care more frequently and switching brands thanks to the
availability of cheap products online. Anti-ageing products will benefit from the increase in ageing population.
11
100
80
60
40
20
0
South Korea
Japan
Australia
Malaysia
China
Thailand
Vietnam
Indonesia
India
The consumption of facial care per capita in Malaysia reached USD14 in 2015, which is higher than most developing countries in Asia.
Chinas facial care consumption per capita is estimated at USD10, Indonesia at USD1.5 and India at USD0.9. South Koreans spend the
most on facial care with per capita spending estimated at USD129. Koreans have a more sophisticated beauty regimen with both men
and women placing importance on appearance and this explains the high spending on facial care.
In Malaysia, women generate the biggest demand for facial care. However, this is gradually changing as men are also finding it important
to keep up with appearances. Mens facial care will be a key growth engine going forward.
12
3% 2%
19%
27%
22%
27%
Hydrating/Moisturising
Skin Whiteners & Lighteners
Anti-ageing
Cleansers/Toners
Masks
Specialised
13
11%
6%
27%
6%
8%
16%
8%
8% 10%
Wipro Ltd
The L'Oral Group
Johnson & Johnson Services Inc.
The Procter & Gamble Company
Tohtonku Sdn Bhd
Beiersdorf AG
Unilever PLC
Rohto Pharmaceutical Co., Ltd
Others
Source: Company Information, Trade Interviews,
Mintel
14
15
Innovation
16
Visual impact
17
18
Revolutionary' deep
cleansing product
19
Snail cream
Film star
21
22
23
Spray moisturiser
24
Intensely hydrating HA
26
27
28
Omega white-C
29
30
31
What it means
The facial skin care market has grown and will continue to
increase at a high single-digit to 2020. The market is
benefitting from growth in demand not just from women
but also from men.
32
Consumer
Market
Product
Innovation
33
The Rakyat Post, Produk suntikan kecantikan bahaya, tiada kelulusan KKM
(Beauty Injection is Dangerous, No Approval from KKM), 29 January 2016
New Sarawak Tribune, Convenient Home Shopping Network a Big Hit, 16
October 2015
34
35
36
mintel.com