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The Canadian Cosmetics Industry

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The Canadian Cosmetics Industry MARKET ANALYSIS: THE CANADIAN COSMETICS INDUSTRY Prepared by the Italian Chamber of Commerce in Canada June 2020 June Executive Summary This report is a comprehensive market analysis of the Canadian cosmetics industry detailing important insights and opportunities for potential market entry strategies of Italian cosmetics brands. Firstly, part one begins by outlining overall trends in the cosmetic industry in Canada, provides a statistical overview of Canada’s economic performance and explores the various factors that are currently contributing to the industry’s growth. It goes in depth to explore how local manufacturing companies are currently performing in the industry and provides a detailed list of Canada’s largest players in the market as well as a products and services segmentation. The industry focuses on the following main categories: skin care products, cosmetics, hair care products, perfumes and other niche product areas. We then provide a detailed explanation of the following categories, including examples of specific products and how they influence the industry with regards to market value, total revenue and what percentage of the industry they make up. To conclude, we have outlined general demographic and consumer trends in Canada as well as particular areas for potential market growth so that Italian companies can effectively promote and design their products for the Canadian consumer and experience success in the industry. Part two paints a picture of the competitive landscape of the cosmetics industry and provides a detailed list of the major players, both local and international and which of those players would be in direct competition with Italy. There are several major companies that dominate the market share concentration which is primarily due to their wide range of products and deep brand portfolios and we provide a breakdown of each individual product category with their most popular brands and main competitors. We also include a section dedicated to all local Canadian companies, both major players but also companies that are growing and expanding the market for local, niche products. What follows is a list of key factors to demonstrate success in the industry, potential barriers or challenges for foreign companies to enter the Canadian market and a basic formula for calculating the final consumer price of your cosmetics product. Part three explores all the different distribution channels for cosmetic and personal care products in Canada as well as the most successful retailers and companies in Canada for product distribution and selling. We explore how each distribution network is uniquely suited towards a specific consumer demographic that considers aspects such as price point, ingredients used and the intended benefits of the products. While beauty and personal care products are primarily purchased through supermarkets, specialist beauty retailers and pharmacies, the industry in Canada is seeing an increase in the use of e- commerce channels and we provide an analysis of how this is affecting traditional distribution channels currently used. Part four provides techniques and insights for Italian companies to properly identify their target market and define their unique selling proposition for their products in Canada. This section highlights 5 essential aspects of a successful promotion and marketing communications strategy in the Canadian cosmetic industry and ways to properly utilize their resources. There are several comprehensive lists of Canada’s most popular social media platforms, magazine brands, television broadcasters, websites and trade 2 shows, among many more, that Italian companies can use to attract consumers country-wide and also by specific region or demographic. Part five deals with the important regulatory framework and legislation regarding the cosmetic industry in Canada and outlines specific requirements for Italian manufacturers. We have included detailed requirements for the manufacturing, distribution, and sale of cosmetic products, including rules and regulations for labelling, storage and requirements for certain ingredients. There is a detailed description of the three Acts and their associated Regulations which govern cosmetics in Canada, the Cosmetic Ingredient Hotlist which classifies cosmetic ingredients and the Cosmetic Notification Form which is used to provide specific product information to Health Canada. Finally, this chapter covers the acceptable practices for advertising products in Canada as per the Ad Standards and includes the Guidelines for the Non-prescription and Cosmetic Industry Regarding Non-therapeutic Advertising and Labelling Claims which help marketers differentiate non-therapeutic/cosmetic claims from therapeutic/health claims that require authorization from Health Canada. Finally, part six analyzes the success that Made in Italy products are currently experiencing in Canada and how they are portrayed by Canadian consumers on a country-wide and regional basis. We have included the specific product categories and the particular niche and professional markets that Italian products have managed to penetrate and maintain a strong position in. Included in this chapter is a SWOT analysis that highlights Italy’s strong reputation for producing high-end and luxury products and their extensive research and innovation but also provides major opportunities and key success factors for Made in Italy products. Finally, we have examined how Canada is responding to the current COVID-19 pandemic and how it is posing challenges to the cosmetic industry in Canada. 3 Table of Contents 1 CANADIAN COSMETIC INDUSTRY OUTLOOK, PRODUCT SEGMENTATION AND CONSUMER TRENDS 6 1.1 KEY STATISTICS ON THE CANADIAN COSMETICS INDUSTRY .......................................................................... 7 1.1.1 Local Manufacturing Industry performance ........................................................................... 8 1.2 PRODUCT SEGMENTATION AND CONSUMER TRENDS ............................................................................... 14 1.2.1. Consumers: Demographic Opportunities and Trends ........................................................... 22 2. COMPETITIVE LANDSCAPE ......................................................................................................... 29 2.1. INTRODUCTION....................................................................................................................................... 30 2.2. MARKET SHARE CONCENTRATION. MAJOR COMPANIES ................................................................................ 30 2.2.1 Local competitors: Canadian Cosmetics Brands.......................................................................... 37 2.2.2 Foreign competitors: niche and professional market .................................................................. 39 2.3 KEY SUCCESS FACTORS ....................................................................................................................... 41 2.4. SELLING PRICE ................................................................................................................................... 43 2.5. BARRIERS TO ENTRY ........................................................................................................................... 48 3 DISTRIBUTION CHANNELS IN CANADA ........................................................................................ 51 3.1 PHARMACIES & DRUG STORES ............................................................................................................. 53 3.2 SUPERMARKETS; WAREHOUSE CLUBS & SUPERCENTRES .......................................................................... 55 3.3 BEAUTY, COSMETICS & FRAGRANCE STORES .......................................................................................... 59 3.4 HAIR & NAIL SALONS, SPAS. ESTHETIC & BEAUTY CLINICS ........................................................................ 64 3.5 PROFESSIONAL STORES/DISTRIBUTORS FOR BEAUTY INDUSTRY PROFESSIONALS ........................................... 66 3.6 NATURAL & ORGANIC STORES ............................................................................................................. 68 3.7 DEPARTMENT STORES ........................................................................................................................ 70 3.8 E-COMMERCE AND DIRECT SELLING ...................................................................................................... 73 3.9 POP UP STORES ................................................................................................................................. 76 4 PROMOTION MIX AND MARKETING COMMUNICATIONS ............................................................ 77 4.1 INTRODUCTION ................................................................................................................................. 78 4.2 TRADITIONAL MEDIA .......................................................................................................................... 78 4.2.1 Magazines ............................................................................................................................. 78 4.2.2 Television Broadcasting ........................................................................................................ 84 4.3 DIGITAL MEDIA ................................................................................................................................. 85 4.3.1 Social Media Platforms ........................................................................................................
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