giornata mapic 2014 · giornata mapic 2014 milano, 15 aprile. 2/22 vincenzo rialdi l’industria...
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PROGRAMMA DI INTERNAZIONALIZZAZIONE: PERCORSO GUIDATO FRA DATI DI MERCATO UE
E FOCUS MERCATO RUSSO
Vincenzo RialdiAmministratore Delegato e Direttore Tecnico Vevy Europe
Presidente Mapic ‐ EFfCI Board Member
GIORNATA MAPIC 2014Milano, 15 aprile
2/22 Vincenzo Rialdi
L’INDUSTRIA DELLA COSMETICA
Cosmetica europeasettore dinamico e vibrante
che rappresenta un terzo del mercato cosmetico globale.
EU 27* 72.000 (71)
mll €
JAPAN 30.000 (30)
mll €
USA59.000 (40)
mll €
Fonte: Cosmetics Europe
3/22 Vincenzo Rialdi
IL MERCATO COSMETICO EUROPEO
Fonte: Cosmetics Europe – Elaborazione dati: Mapic
PROGR. 2012 RSP 2011 RSP 2010 RSP 2009 RSP 2008 RSP 12‐11 2012 2011 12‐112008 2009 2010 2011 2012 COUNTRY % % mll € (B) mll € (B) mll € (B) mll € (B) mll € (B) % SMEs SMEs %
1 1 1 1 = 1 GERMANY 17,8 17,8 12.851 12.673 12.792 12.629 12.604 1,40 399 318 2,02 2 2 2 = 2 FRANCE 14,5 32,2 10.455 10.211 10.725 10.517 10.746 2,39 618 691 ‐1,84 3 4 4 3 UNITED KINGDOM 14,1 46,3 10.191 9.628 9.261 9.108 9.072 5,85 305 295 0,23 4 3 3 4 ITALY 13,4 59,7 9.655 9.834 9.653 8.855 9.142 ‐1,82 686 723 ‐0,95 5 5 5 = 5 SPAIN 9,4 69,0 6.772 7.037 7.134 4.502 7.781 ‐3,77 409 400 0,26 6 6 6 = 6 NETHERLANDS 3,9 73,0 2.837 2.804 2.783 2.779 2.719 1,18 95 92 0,17 7 7 7 = 7 POLAND 3,8 76,8 2.761 2.677 2.754 2.361 2.632 3,14 344 378 ‐0,812 9 8 10 8 SWITZERLAND 3,0 79,8 2.165 1.625 1.982 1.768 1.333 33,23 146 146 0,08 8 9 8 9 BELGIUM / LUXEMBURG 2,7 82,5 1.960 1.918 1.881 1.850 1.810 2,19 69 77 ‐0,29 11 10 9 10 SWEDEN 2,4 84,9 1.736 1.793 1.595 1.299 1.594 ‐3,18 184 169 0,413 13 11 11 = 11 PORTUGAL 1,8 86,7 1.313 1.487 1.539 1.292 1.125 ‐11,70 65 63 0,010 12 12 12 = 12 AUSTRIA 1,8 88,5 1.274 1.325 1.361 1.233 1.391 ‐3,85 77 79 0,014 14 13 13 = 13 NORWAY 1,7 90,2 1.264 1.224 1.189 1.066 1.110 3,27 27 30 ‐0,115 15 15 14 = 14 DENMARK 1,4 91,7 1.047 1.069 967 967 1.026 ‐2,06 33 34 0,018 18 16 16 15 FINLAND 1,3 92,9 904 898 929 808 794 0,67 16 20 ‐0,117 16 17 17 16 ROMANIA 1,2 94,1 893 843 879 848 915 5,93 64 63 0,011 10 14 15 17 GREECE 1,2 95,3 846 931 1.045 1.375 1.380 ‐9,13 81 98 ‐0,416 17 18 18 = 18 CZECH REPUBLIC 1,1 96,4 772 784 875 835 949 ‐1,53 124 126 0,019 19 19 19 = 19 HUNGARY 0,9 97,3 677 659 684 651 705 2,73 125 117 0,220 20 20 20 = 20 IRELAND 0,9 98,2 656 653 676 581 611 0,46 10 9 0,021 21 21 21 = 21 SLOVAKIA 0,7 98,9 488 341 441 431 486 43,11 22 22 0,022 22 22 22 = 22 BULGARIA 0,4 99,3 279 264 268 256 243 5,68 78 68 0,223 23 24 24 23 LITHUANIA 0,2 99,5 156 144 147 197 215 8,33 5 5 0,024 24 23 23 24 SLOVENIA 0,2 99,7 155 152 163 164 172 1,97 23 24 0,025 25 25 25 = 25 LATVIA 0,2 99,9 114 88 88 91 108 29,55 23 18 0,126 26 26 26 = 26 ESTONIA 0,1 100,0 91 85 87 88 94 7,06 5 1 0,1
TOTAL 100,0 72.312 71.147 71.898 66.551 70.757 1,64 4.033 4.066 ‐0,81
4/22 Vincenzo Rialdi
EXPORT INTRA/EXTRA EU272012 2012 RSP TOT EXP EU27 EXP INT UE27 EXP INT EXP EXT UE27 EXP EXT EXP EXT UE27
trn. pos 2012 COUNTRY mll € (B) 2012 mll € 2012 mll € % 2012 mll € % 2011 mll €2 1 FRANCE 10.455 10.446 5.060 48,4 5.386 51,6 5.0281 2 GERMANY 12.851 6.762 3.716 55,0 3.046 45,0 2.7943 3 UNITED KINGDOM 10.191 3.470 2.281 65,7 1.189 34,3 1.0204 4 ITALY 9.655 2.779 1.516 54,6 1.263 45,4 1.1545 5 SPAIN 6.772 2.222 1.032 46,4 1.190 53,6 1.0207 6 POLAND 2.761 2.028 1.223 60,3 805 39,7 7369 7 BELGIUM / LUXEMBURG 1.960 1.808 1.216 67,3 592 32,7 9766 8 NETHERLANDS 2.837 1.248 856 68,6 392 31,4 31520 9 IRELAND 656 514 315 61,2 199 38,8 17518 10 CZECH REPUBLIC 772 444 321 72,3 123 27,7 10810 11 SWEDEN 1.736 377 210 55,7 167 44,3 16012 12 AUSTRIA 1.274 373 290 77,8 83 22,2 7521 13 SLOVAKIA 488 301 291 96,9 9 3,1 814 14 DENMARK 1.047 297 195 65,7 102 34,3 10724 15 SLOVENIA 155 270 161 59,7 109 40,3 11916 16 ROMANIA 893 227 59 26,1 168 73,9 12319 17 HUNGARY 677 201 118 59,0 82 41,0 6617 18 GREECE 846 148 107 72,2 41 27,8 3211 19 PORTUGAL 1.313 123 89 72,4 34 27,6 2623 20 LITHUANIA 156 85 21 24,1 65 75,9 5122 21 BULGARIA 279 74 39 52,2 36 47,8 3115 22 FINLAND 904 61 24 38,8 37 61,2 3225 23 LATVIA 114 58 24 42,1 33 57,9 2926 24 ESTONIA 91 29 16 55,6 13 44,4 88 SWITZERLAND 2.16513 NORWAY 1.264
TOTAL 72.312 34.343 19.180 15.163 14.193
Fonte: Cosmetics Europe – Elaborazione dati: Mapic
5/22 Vincenzo Rialdi
LA SPESA PRO CAPITE2012 2012 RSP PEOPLE PURCHASE PURCHASE PURCHASE 12‐11
2010 2011 2012 COUNTRY trn. pos mll € (B) unit (2011) 2012 € p.c. 2011 € p.c. 2010 € p.c. € p.c.2 2 1 SWITZERLAND 8 2.165 7.858.800 275 207 252 691 1 2 NORWAY 13 1.264 4.623.000 273 265 257 93 4 3 DENMARK 14 1.047 5.475.791 191 195 177 ‐44 3 4 SWEDEN 10 1.736 9.082.995 191 197 176 ‐65 5 = 5 BELGIUM / LUXEMBURG 9 1.960 10.782.374 182 178 174 47 7 6 NETHERLANDS 6 2.837 16.645.200 170 168 167 26 6 7 FINLAND 15 904 5.325.587 170 169 174 110 11 8 UNITED KINGDOM 3 10.191 62.041.708 164 155 156 98 10 9 FRANCE 2 10.455 65.447.374 160 156 164 412 8 10 ITALY 4 9.655 60.494.632 160 163 153 ‐311 12 11 GERMANY 1 12.851 82.438.000 156 154 155 29 9 12 AUSTRIA 12 1.274 8.356.707 152 159 163 ‐613 14 13 IRELAND 20 656 4.422.100 148 148 153 114 13 14 SPAIN 5 6.772 46.954.694 144 150 152 ‐615 15 = 15 PORTUGAL 11 1.313 11.317.192 116 131 136 ‐1518 22 16 SLOVAKIA 21 488 5.389.180 91 63 82 2719 18 17 SLOVENIA 24 155 2.055.942 75 74 79 116 16 18 GREECE 17 846 11.295.002 75 82 93 ‐817 17 19 CZECH REPUBLIC 18 772 10.467.542 74 75 84 ‐120 19 20 POLAND 7 2.761 38.073.745 73 70 72 222 21 = 21 ESTONIA 26 91 1.340.122 68 63 65 421 20 22 HUNGARY 19 677 10.076.581 67 65 68 225 24 23 LATVIA 25 114 2.267.886 50 39 39 1123 23 24 LITHUANIA 23 156 3.436.561 45 42 43 324 25 = 25 ROMANIA 16 893 22.246.862 40 38 40 226 26 = 26 BULGARIA 22 279 7.973.673 35 33 34 2
TOTAL 72.312 515.889.250 140 138 139 2
Fonte: Cosmetics Europe – Elaborazione dati: Mapic
6/22 Vincenzo Rialdi
IL MERCATO DEGLI INGREDIENTI2012 RSP MIN AVG MAX
2012 COUNTRY mll € (B) 10% 15% 20%1 GERMANY 12.851 1.285 1.928 2.5702 FRANCE 10.455 1.046 1.568 2.0913 UNITED KINGDOM 10.191 1.019 1.529 2.0384 ITALY 9.655 966 1.448 1.9315 SPAIN 6.772 677 1.016 1.3546 NETHERLANDS 2.837 284 426 5677 POLAND 2.761 276 414 5528 SWITZERLAND 2.165 217 325 4339 BELGIUM / LUXEMBURG 1.960 196 294 39210 SWEDEN 1.736 174 260 34711 PORTUGAL 1.313 131 197 26312 AUSTRIA 1.274 127 191 25513 NORWAY 1.264 126 190 25314 DENMARK 1.047 105 157 20915 FINLAND 904 90 136 18116 ROMANIA 893 89 134 17917 GREECE 846 85 127 16918 CZECH REPUBLIC 772 77 116 15419 HUNGARY 677 68 102 13520 IRELAND 656 66 98 13121 SLOVAKIA 488 49 73 9822 BULGARIA 279 28 42 5623 LITHUANIA 156 16 23 3124 SLOVENIA 155 16 23 3125 LATVIA 114 11 17 2326 ESTONIA 91 9 14 18
TOTAL 72.312 7.231 10.847 14.462
Fonte: Cosmetics Europe – Elaborazione dati: Mapic
7/22 Vincenzo Rialdi
LA COMPOSIZIONE DEI CONSUMI
SETTORE %
Cura della pelle 25,2 %
Igiene‐Cura personale 25,4 %
Cura dei capelli 21,3 %
Profumeria 15,1 %
Decorativa 13,0 %
Fonte: Cosmetics Europe
8/22 Vincenzo Rialdi
GLI ADDETTI
Impiegati Indiretti 1,300,000 (1,500,000)
Total 1,500,000 (1,700,000)
Impiegati Diretti 200,000 (200,000)
Studenti Life Science 500,000
Impiegati 975,000
Personale Tecnico 25,000
Fonte: Cosmetics Europe
9/22 Vincenzo Rialdi
IL MOTORE DEL SETTORE
Innovazione linfa vitale dell’industria cosmetica.
Ogni anno un quarto dei prodotti cosmetici
approvato e lanciato ex novo sul mercato
per incontrare le aspettative di
milioni di consumatori.
Fonte: Cosmetics Europe
COSMETIC MARKET INVESTIGATION
B R I C S
R U N H TH
A S D I A
S S I N F
I I A A R
L A I
C
A
11/22 Vincenzo Rialdi
Russia3%
China6%
Brazil9%
Japan9%
USA12%
Asia (excl. Japan, China)23%
EU (27 countries),Norway, Switzerland
23%
Other15%
WORLD COSMETIC MARKET
310 bll € 2010340-350 bll € 2011 (E)
Source: RBC Research
12/22 Vincenzo Rialdi
7,89,0
10,8 11,1 11,011,6
12,5
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
2009 2010 2011 2012 E 2013 F 2014 F 2015 F
Source: RBC Research
RUSSIAN COSMETIC MARKET ‐ VALUE IN €
13/22 Vincenzo Rialdi
30%
70%
DomesticImported
Source: RBC Research
IMPORT VS INTERNAL PRODUCTION
14/22 Vincenzo Rialdi
IMPORT TO RUSSIA (2011)
France27%
Germany13%
Poland10%
Italy8%
USA7%
China4%
Great Britain
3%
Belgium3%
Spain2%
Other 23%
Source: RBC Research
15/22 Vincenzo Rialdi
Perfumery
Skin care
Colour cosmetics
Hair care
Bath care
Sun care
Deodorants
Depilation cosmetics
Male grooming
Other
Source: RBC Research
MARKET SEGMENTS
16/22 Vincenzo Rialdi
• About 400+ cosmetic producers
• About 320 contract manufacturers + own brand• About 80 own brand only• 10‐12 big manufacturers• Local biggest cosmetic manufacturer: Kalina
Source: PCAR
COSMETICS PRODUCERS
17/22 Vincenzo Rialdi
Key cosmetic manufacturers in Russia
• L’Oréal*• Avon*• Kalina (Unilever)• Nevskaya Kosmetika• Faberlic• Arnest• Svoboda• Vesna• Alfa Cosmetics• Mezoplast• Unikosmetik
* Produces some products locally
Source: RBC Research
MAIN COSMETICS PRODUCERS
18/22 Vincenzo Rialdi
GEOGRAPHIC LOCATIONS
Source: PCAR
19/22 Vincenzo Rialdi
• About 20 official ingredients distributors• About 5 official ingredients local producers (SMEs)
Source: PCAR
INGREDIENTS SUPPLIERS
20/22 Vincenzo Rialdi
«Natural» claims attractive for consumers
Most popular ingredients:
• Minerals• Collagen• Herbal components
Different targets for Russian comsumers
• Elder consumers:preference for products bearing natural claims, containing herbalingredients
• Younger consumers:preference for innovative products, proteins, aminoacids, minerals, UV protection
Source: RBC Research
CURRENTLY REQUESTED INGREDIENTS
21/22 Vincenzo Rialdi
Customs Union of Russia, Belarus, Kazakhstan:Regulatory deed in transition• Since July 2012• Fully entrance in force by July 2014
Cosmetic Regulation• Harmonization close to EU Cosmetic Regulation• Almost same ingredients lists
Ingredients Regulation• No REACh/CLP similar Regulation ongoing• Complete documentation of the producer (TDS/MSDS)• Significant restrictions for Ethanol and derivatives
Source: PCAR
REGULATORY STATUS
22/22 Vincenzo Rialdi
Institution Name Position e-mail
PCARPerfumery and CosmeticsAssociation of Russia
Tatiana Puchkova Chairman [email protected]
Alexandra Skorobogatova Executive Director [email protected]
Studio legale Legalife Massimiliano Ballotta Associate [email protected]
Studio legale Carnelutti Pietro Ferrero Associate [email protected]
Studio legale IC & Partners Group Mauro Galluzzo Associate [email protected]
Camera di Commercio Italo-Russa Marisa Florio Direttore [email protected]
ICEIstituto per ilCommercio Estero
Maurizio Forte Direttore [email protected]
Acilio Rizzello Responsabile [email protected]
Banco Popolare Maurizio Zucchetti Direttore [email protected]
UBI Banca Ferdinando Pelazzo Direttore [email protected]
REPRESENTATIVES