Current value growth of skin care was strong at 49% in 2013 but growth was a result of large price increases. Since price controls do not include skin care many firms compensate for losses sustained in regulated categories with larger price movements in non-regulated products. This resulted in a higher value growth than the CAGR seen over the review period.
Multinationals dominate skin care. The four top brands are the global Nivea Visage/Vital and Nivea Body, Pond’s and Avon. Local firms are few and mainly compete with low prices. Drocosca is a relevant domestic player with its Valmy Solutions portfolio. In 2013, it continued to add new products with a new lotion to eliminate stretch marks. Another local player is the leading chained parapharmacy/drugstore Farmatodo with its successful private label. This retailer significantly expanded its skin care line to offer seven body care products. Under a context of financial constraints, both firms were able to expand their consumer base in 2013.
Venezuelans are foreseen to suffer restricted beauty and personal care budgets over the forecast period. Although skin care will remain as a relevant category, many households will be forced to trade down and delay purchases. Whilst basic personal care products such as deodorants and soaps will be daily used, low-income woman are likely to skip skin care products frequently as a way to balance their family budgets.
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Product coverage: Body Care, Facial Care, Hand Care.
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Partial Table of Contents:
SKIN CARE IN VENEZUELA
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