Ten slides to make you think about Beauty and Personal Care 8th Edition Latam August 2021 Ten slides to make you think about Beauty and Personal Care The pandemic and social distancing made health concerns a priority, so personal care products benefited, whilst beauty routines were affected. Working from Home (WFH) was another driver for simplifying beauty routines. While people working outside the home boosted their personal care habits. As the lockdown eased, Beauty recovered, but at a different pace in each country. New year, new channel: in 2021 Personal Care grew in Pharma, and Beauty lost spending in Catalogues but was compensated in the Online channel. Personal Care is growing in proximity missions, as a result of more people staying at home. The ecommerce growth was also a booster for Personal Care, an example from Colombia shows how the level of growth is as high as other important channels. The categories growing in Personal Care are still boosted by health concerns, such as Antibacterial Soap. Escudo was the winner in Consumer Reach Points (CRP) growth in 2020 in our Brand Footprint ranking, keeping its position in 2021 by adding new shoppers from all socioeconomic levels. Due to this shift in routines, most Beauty brands lost CRPs in 2020, but as social distancing reduces, they are starting to recover. An example of a brand that benefitted from the Beauty Recovery is Natura, growing by activating ecommerce beyond catalogue sales. Social distancing due to the pandemic meant more health concerns and fewer beauty routines for Latam consumers As a result, Beauty was the most affected basket in the pandemic, while Personal Care benefited and increased its growth Latam – Value change vs. same period previous year 13% 9% 0% 11% FMCG 11% -6% Beauty 11% 8% Personal Care 7% -5% Q4-19 Q1-20 -25% Q2-20 Q3-20 Q4-20 Q1-21 Source: Kantar, Worldpanel Division 2021 | Latam Beauty segment: Fragrances, Make-up, Face Mask, Hair Others, Men's & Women's Blades & Razors, Shaving Cream / Gel, After Shave, Hair Removal Cream & Waxing, Skin Moisturising, 3 Sun Protection, Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes Working from home was a big driver to simplifying beauty routines and reducing usage occasions for beauty products At the same time, people working outside the home increased their personal care routines the most % Change Occasions of use MAT Q1’21 vs. MAT’ Q120 Routine simplification most impacted categories Make-up -38% Fragrances -15% % Change Frequency of weekly use MAT Q1-21 vs. MAT Q1-20 26 4 9 4 MWuolhmeerneswoqrukiengfafrzoemmhohmoemeoffice MWuolhmeernensoqt uweorkniãngoffraomzehmomheomeoffice 6 2 -8 -6 -8 -4 WLaavsahr yaosumr hãaonsdes HidrataSçkãion da androfsatcoenina tphiae sink Mopieslteurising DWepaixlainçgão LimpFeazcaiadl o rosto FFraraggrâranncciaess cleansing -17 -15 MMaaqkueia-ugpem Source: Kantar | Usage Care Panel | MAT Mobile Year March (12 months ending March) 4 T. Personal Care Activities | T. Brazil | * Targets that do or do not work from home at least once a week (attitudinal question) As lockdowns eased, Beauty started recovering but the pace of recovery differs by country; Brazil and Chile leading and Argentina still showing no sign of it Chile and Brazil are also the two countries with vaccination process advancing the fastest in Latam Latam - Extra Time Spent at Home (%) 24% 22% 19% 18% 15% 13% 9% 11% 10% 9% 10% 10% 9% 10% 10% 9% 7% % of Beauty categories winning buyers (vs. same period PY) MAT Q1-21 78% 57% 44% 29% Q1-21 14% 1% 0% Brazil Chile Colombia Source: Kantar, Worldpanel Division 2021 | Latam Beauty segment: Fragrances, Make-up, Face Mask, Hair Others, Men's & Women's Blades & Razors, Shaving Cream / Gel, After Shave, Hair Removal Cream & Waxing, Skin Moisturising, Sun Protection, Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes 5 Personal Care growth was boosted by Pharma, and the drop in Beauty from catalogues was partly offset by a growth in ecommerce Channel contribution to value growth (MAT Q1-21 vs. 20) T. Market (change) Beauty -7% 1,0% Ecommerce Personal Care +10% 2,0% Pharma 0,5% Pharma 2,0% -5,0% Door to Door -3,8% All other channels 1,4% 4,6% Wholesalers Minimarket+Independent All other channels Value share (%) within channels Ecommerce Other FMCG 76 76 Beauty Personal Care 9 11 14 12 MAT Q1-20 MAT Q1-21 Pharma 26 28 31 27 42 44 MAT Q1-20 MAT Q1-21 Source: Kantar, Worldpanel Division 2021 | Latam Beauty segment: Fragrances, Make-up, Face Mask, Hair Others, Men's & Women's Blades & Razors, Shaving Cream / Gel, After Shave, Hair Removal Cream & Waxing, Skin Moisturising, 6 Sun Protection, Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes For Personal Care, Pharmacies are taking advantage of proximity missions Not the same lever of growth in every country More Shoppers Bra Gaining Ticket Chi, Col, Mex, Per, CAM % Value Share (MAT Q1-21) T. Market Personal Care Big Shopping Missions (Fill-In/Stock-up) 81% (+2%) T. Market Personal Care Proximity Shopping Missions (Urgent/Daily) 59% (+11%) Gaining Frequency Bra, Col, Mex Big Shopping Missions Proximity Shopping Missions Source: Kantar, Worldpanel Division 2021 | Latam Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes 7 Even if ecommerce is not a major contributor to personal care, it is still increasing relevance for the basket – an example from Colombia Penetration Difference year on year | Personal Care Ball Size= MAT May-21 Penetration 6,0 Difference New Normal vs. Lockdown Recovered 4,0 Internet Accelerated 2,0 Discounters Difference Pre-Pandemic 0,0 -2,0 In systematic -4,0 retraction -6,0 Affected -8,0 -2,0 0,0 2,0 4,0 6,0 8,0 10,0 12,0 Internet Repertoire RY May’20 1.6 RY May’21 2.4 Top gaining Penetration Toilet Soap 2.4 Deodorants 1.7 Shampoo 1.7 Toothpaste 1.5 Feminine Care 1.5 Conditioners 1.0 Source: Kantar, Worldpanel Division 2021 | Colombia Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes 8 The brands that boosted Personal Care growth are still related to a health concern from COVID-19 Latam – Top 10 Personal Care Brands in CRPs* (%) # Losing CRPs Flat # Winning CRPs 38 38 2 10 12 MAT Oct-20 Q1-21 CRP % change – Q1’21 vs. Q1’20 Top Risers in CRPs in the short term 43 18 13 CRPs (Millions) Rank Q1-21 Change Antibacterial Soap 7.3 34 +4 Mouthwash 6.0 44 +6 Antibacterial Soap 7.4 35 +2 CRPs: Consumer Reach Points (Population vs. Penetration vs. Consumer Choice) Personal Care segment: Deodorants, Feminine Care, Shampoo, Conditioner, Adult Incontinence, Diapers, Toothbrush, Toothpaste, Mouthwash, Skin Cleansing, Toilet Soap, Wipes 9 Escudo was the winner in CRP growth in 2020, maintaining its position in 2021 by adding new shoppers from all SELs New buyers as the main driver for Escudo Contribution Bar to CRP growth 61% MAT Oct-20 39% 83% Q1-21 17% Penetration Consumer Choices Switching still is the main Source for attracting new buyers New/Lost Market New/Lost Brand Contraction/ Expansion Repeaters Switching Q1-20 vs Q2-20vs Q3-20 vs Q4-20 vs Q1-21 vs Q4-19 Q1-20 Q2-20 Q3-20 Q4-20 The Modern Trade, driven by Discounters, is the main source of CRPs Discounters 26% Hypermarkets 21% Supermarkets 20% Others 11% Wholesalers 10% Convenience 3% Pharma-cosmetic 3% Pharmacy 3% Markets 2% 10 Due to this shift in routines, most Beauty brands lost Consumer Reach Points* in 2020 – but as social distancing reduces, they are starting to recover Latam – Top 10 Beauty Brands in CRPs* Top 10 winning CRPs CRP % change –MAT Mar-21 vs. MAT Mar-20 Brand Footprint Latam Read the interactive report Spanish English # Losing CRPs 6 9 # Winning CRPs 4 1 MAT Oct-20 MAT Mar-21 16 9 8 Skin Moisturising Blades & Razors Vanity Categories CRPs (Millions) 58 51 86 Rank MAT Mar-21 4 5 2 CRPs: Consumer Reach Points (Population vs. Penetration vs. Consumer Choice) Beauty segment: Fragrances, Make-up, Face Mask, Hair Others, Men's & Women's Blades & Razors, Shaving Cream / Gel, After Shave, Hair Removal Cream & Waxing, Skin Moisturising, Sun Protection 11 Natura profited from the recovery of beauty and increased its growth through its Beauty portfolio and by activating ecommerce beyond catalogues New buyers as the main lever of growth for Natura Contribution Bar to CRP growth MAT Oct-20 57% 43% -59% +159% MAT Mar-21 Penetration Consumer Choices 13.1% value growth in RY Mar’21 11.1% comes from Beauty 100% of Natura’s growth came from its Beauty categories 95% due to a recovery in 3 categories ꟷ Skin Care ꟷ Make-up ꟷ Fragrances Channel contribution to growth Ecommerce 36% Door-to-Door 58% Phone Call 5% MAT Mar-21| CRPs Contribution| Natura| Latam CRPs: Consumer Reach Points (Population vs. Penetration vs. Consumer Choice) Beauty segment: Fragrances, Make-up, Face Mask, Hair Others, Men's & Women's Blades & Razors, Shaving Cream / Gel, After Shave, Hair Removal Cream & Waxing, Skin Moisturising, Sun Protection 12
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