Cifras y Tendencias del mercado Personal Care

cuidado personal- mini

Cuidado personal

El mercado de personal care o cuidado personal en Colombia ha crecido en los últimos 5 años y proyecta continuar con esta tendencia. En el año 2015 la categoría tuvo un crecimiento del 5%, logrando unas ventas de 2,229 millones de dólares. Se tiene proyectado un crecimiento promedio entre 2015 y 2020 de 6,9%, una cifra muy alentadora para todos los que se dedican a esta industria o piensan incursionar en ella.

Dentro de este mercado se encuentran varias categorías como lo son: cuidado del cabello, cuidado de la piel, baño y ducha, desodorantes y otros. La categoría que presenta mayor crecimiento en el año 2015 es la de cuidado del cabello con un 21%, seguido de cuidado de la piel con un 18%, ambas categorías con un crecimiento muy positivo y que jalonan el mercado en general.

En cuanto a la dinámica que presenta el mercado de Personal Care, es importante resaltar como las aplicaciones móviles incursionan también en el mundo de la belleza para facilitar a los consumidores la interacción con los productos, antes de tomar la decisión de compra, disminuyendo así el margen de error y el tiempo que invierten en la compra.

En un mundo en el que la tecnología está mandando la parada, pocos están dispuestos a malgastar su tiempo. Las tiendas en línea reinan, pues los consumidores están menos dispuestos a gastar su tiempo en actividades que no generan valor: prefieren invertirlo en una experiencia de compra online. Para 2017, IDC estima que 10% de las ventas mundiales se harán en línea.

Por otra parte, los consumidores se vuelven cada vez más conscientes de su cuidado, buscan productos anti envejecimiento, con protección solar, debido al fenómeno del niño. Además, son más conscientes de la responsabilidad social prefiriendo marcas de productos con empaques ecológicos. En la categoría de champú, por ejemplo, la tendencia natural está en auge, productos libres de sal, con antioxidantes, que no solo se basen en limpiar sino en cuidar es lo que está de moda.

La categoría de champú es la más dinámica y la que presenta más lanzamientos. Entre ellos está la tendencia del lavado inverso traída por Unilever, con el lanzamiento de su colección TRESemmé Expert Selection Beauty Full- Volumen, compuesta de un acondicionador pre-lavado (paso 1), un champú para remover el exceso de acondicionador (paso 2), seguido de un maximizador de cabello, un mousse, y una laca, que también hacen parte de esta línea.

Los consumidores están en la búsqueda de productos multibeneficios con el fin de ahorrar tiempo y dinero, entre ellos jabón líquido para manos y cuerpo, o gel de baño exfoliante. Los jabones de tocador o en barra están siendo reemplazados por los jabones líquidos, en los cuales la fragancia está cobrando gran relevancia, lo que está llevando a las marcas a la sofisticación, como por ejemplo el nuevo lanzamiento de LUX magical Spell “perfuma tu piel hasta por 8 horas”, utilizando notas perfumistas en sus jabones tantos líquidos como en barra.

Están muy de moda los kits de regalos, combinando productos de diferentes categorías para regalar la rutina completa de belleza, lo que pueden aprovechar las marcas para mover volumen.

Por último, otra tendencia que es importante resaltar es la del sachet. Las marcas están llegando a un público que no tiene para adquirir siempre el producto en su presentación normal, lo vemos en productos de aseo o consumo alimenticio. Además, los consumidores lo están prefiriendo porque se aseguran de utilizar solo lo necesario por un precio bajo.

Fuentes

 

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