Beauty and Personal Care in Slovakia

Beauty and Personal Care in Slovakia
Report Details:
Published:August 2012
No. of Pages:
Price: Single User License – US$2400

Discover the latest market trends and uncover sources of future market growth for the Beauty and
Personal Care industry in Slovakia with research from Euromonitor's team of in-country analysts.
The Beauty and Personal Care in Slovakia market research report includes:
•Analysis of key supply-side and demand trends
•Detailed segmentation of international and local products
•Historic volumes and values, company and brand market shares
•Five year forecasts of market trends and market growth
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
•What is the market size of Beauty and Personal Care in Slovakia?
•What are the major brands in Slovakia?
•How are sales of mass versus premium beauty products evolving?
•What are the key shifts in retail channel distribution?
Why buy this report?
•Gain competitive intelligence about market leaders
•Track key industry trends, opportunities and threats
•Inform your marketing, brand, strategy and market development, sales and supply functions
EXECUTIVE SUMMARY
Beauty and personal care records modest growth in 2011
In comparison to 2010, the category registered a stronger growth rate. One group of women
consumers is interested more in products with higher quality and thus gains a higher level of
satisfaction. The second group pays more attention to private label products like Balea or Alverde
thanks to their lower prices. Men consumers also pay more attention to their appearance and buy
cosmetic products more often. The result of all of this was that beauty and personal care products
increased by 6% in value terms.
Shopping for beauty and personal care products over the Internet is increasingly popular
Internet shopping appealed in 2011 to more and more women who know that online shopping is
safe, fast and above all cheaper. Online stores have a very large supply of goods and usually
customers can get their goods delivered free anywhere in Slovakia. There is a wide range of
branded perfume distributors that offer specialised internet portals. The internet is a good solution
if consumers know exactly what they want to buy and thus avoid paying unnecessarily high prices

in traditional perfumeries. In addition, internet shopping offers a much wider range of perfumes
than traditional outlets and consumers can buy a perfume that they could not get for years. If
consumers change their minds about the purchase, goods can be returned. All these advantages
of buying over the internet have started to attract the older generation, which gives great prospects
for the future.
Competition between the leading international companies intensifies
International producers dominate on the market and the competition between them is strong.
There is not a clear leader here and during the forecast period the situation of the leading
positions can change. The leading company, Coty Slovenská Republika sro, was on the top in
2011 with a 10% value share. Second ranked was Henkel Slovensko spol sro with 9% value
share, followed by Beiersdorf Slovakia sro and L’Oréal Slovensko sro with 8% value share.
Parapharmacies/drugstores and direct selling are the most popular retailer channels
Beauty and personal care products are sold via store-based retailing mostly with 81% total share
in 2011. Amongst distribution channels, parapharmacies/drugstores was the most popular in
Slovakia with 24% total share. Supermarkets and hypermarkets are also very popular as
consumers can buy there many things they need at once. They held 18% and 17% value share. In
non-store retailing, direct selling was the most preferred channel with 18% value share. Internet
retailing has the most dynamic growth here and held 2% value share.
Positive trend of beauty and personal care is expected to continue over forecast period
The future outlook of beauty and personal care is expected to be positive. A 3% growth of
constant value sales is expected over the forecast period. Producers will continue to innovate their
product portfolio and offer consumers what they desire. Also, the economic situation in the country
is predicted to be better and consumers will be not afraid to spend more on cosmetic products.

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Major points covered in Table of Contents of this report include
Table of Contents
Beauty and Personal Care in Slovakia - Industry Overview
EXECUTIVE SUMMARY
Beauty and personal care records modest growth in 2011
Shopping for beauty and personal care products over the Internet is increasingly popular
Competition between the leading international companies intensifies
Parapharmacies/drugstores and direct selling are the most popular retailer channels
Positive trend of beauty and personal care is expected to continue over forecast period
KEY TRENDS AND DEVELOPMENTS
Biocosmetics as a lifestyle
Men’s grooming records growth
Distribution channels fight for consumers, parapharmacies/drugstores records the most dynamic
growth
Ageing population drives skin care growth
Packaging and its development

MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2006-2011
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011
Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011
Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011
Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011
Table 7 Beauty and Personal Care Brand Shares 2008-2011
Table 8 Penetration of Private Label by Category 2006-2011
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011
Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis
2011
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016
SOURCES
Summary 1 Research Sources
Beauty and Personal Care in Slovakia - Company Profiles
AB Cosmetics sro in Beauty and Personal Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 AB Cosmetics sro: Competitive Position 2011
de Miclén as in Beauty and Personal Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 5 de Miclén as: Production Statistics 2011
Summary 6 de Miclén as: Competitive Position 2011
Dm Drogerie Markt sro in Beauty and Personal Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Dm Drogerie Markt sro: Outlet in downtown Bratislava
INTERNET STRATEGY
PRIVATE LABEL
Summary 9 Dm Drogerie Markt: Private Label Portfolio

Summary 10 Dm Drogerie Markt sro: Competitive Position 2011
EZO sk sro in Beauty and Personal Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 EZO sk sro: Competitive Position 2011
Palma Group as in Beauty and Personal Care (Slovakia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 15 Palma Group as: Competitive Position 2011
Baby and Child-specific Products in Slovakia - Category Analysis
HEADLINES
TRENDS
Baby and child-specific products sales grew by 5% in current value terms to reach €8 million.
When compared to 2010, an increase of value growth rate by two percentage points was
recorded. This boost was driven by the increasing popularity of baby toiletries and baby wipes
mostly. Parents who buy these products for their babies are not afraid to spend more money,
because they want for their babies the best. Also, such fair prices of products placed on the
market are a positive.
COMPETITIVE LANDSCAPE
Johnson & Johnson led in 2011 with 18% value share thanks to its marketing and promotion
strategy which includes advertising in magazines and TV programs. Therefore, its brand
Johnson’s Baby is well known amongst consumers and is also the top product in Slovakia.
PROSPECTS
Baby and child-specific products is expected to grow by 9% in value terms over the forecast
period. Sales during that period will be driven by baby toiletries, hair care and skin care products,
which are expected to gain more than 12% in value terms each.
CATEGORY DATA
Table 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011
Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011
Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011
Table 18 Baby and Child-specific Products Company Shares 2007-2011
Table 19 Baby and Child-specific Products Brand Shares 2008-2011
Table 20 Baby and Child-specific Products Premium Brand Shares 2008-2011
Table 21 Baby and Child-specific Skin Care Brand Shares 2008-2011
Table 22 Baby and Child-specific Sun Care Brand Shares 2008-2011

Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016
Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-
2016
Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016
Bath and Shower in Slovakia - Category Analysis
HEADLINES
TRENDS
Bath and shower sales increased by 8% to reach sales of €48 million. The innovation of products
was the main reason why sales made an increase in 2011. Also, marketing and promotion of
particular brands by strong players on the market has an important share of the growth.
The competition on the market in bath and shower products in Slovakia between manufacturers is
very strong. The first two companies, Beiersdorf Slovakia sro and Henkel Slovensko spol sro,
recorded the highest share of 14% each in 2011. The third- and fourth-ranked companies were
dm-Drogerie Markt sro and Unilever Slovensko spol sro with 13% value share.
PROSPECTS
The increasing trend is expected to continue in 2012, but over the forecast period decline of sales
growth will be seen. Bath and shower should gain 10% in value terms over the forecast period. A
strong role will be played by unit prices as the products might be too expensive for consumers.
CATEGORY DATA
Table 26 Sales of Bath and Shower by Category: Value 2006-2011
Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011
Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011
Table 29 Bath and Shower Company Shares 2007-2011
Table 30 Bath and Shower Brand Shares 2008-2011
Table 31 Bath and Shower Premium Brand Shares 2008-2011
Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016
Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016
Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016
Colour Cosmetics in Slovakia - Category Analysis
HEADLINES
TRENDS
Colour cosmetics increased by 3% in 2011 to reach €66 million in current value terms.
Innovations, price discounting of particular products and promotion of top brands are the main
reasons why sales increased in 2011.
Coty Slovenská Republika sro led the category with a 25% value share in 2011. This company is
the biggest distributor of colour cosmetics products in Slovakia. Its products such as Astor,
Rimmel London and Max Factor are well known also in the global market. Promotion on television
adverts is the main reason why these brands are successful.
PROSPECTS
Colour cosmetics is expected to grow by 2% in value terms over the forecast period. However,

stagnation is expected within the first few years of the forecast period as a further decline of
particular categories will be seen. The situation should stabilise at the end of the forecast period.
CATEGORY DATA
Table 35 Sales of Colour Cosmetics by Category: Value 2006-2011
Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011
Table 37 Colour Cosmetics Premium Vs Mass % Analysis 2006-2011
Table 38 Colour Cosmetics Company Shares 2007-2011
Table 39 Colour Cosmetics Brand Shares 2008-2011
Table 40 Eye Make-up Brand Shares 2008-2011
Table 41 Facial Make-up Brand Shares 2008-2011
Table 42 Lip Products Brand Shares 2008-2011
Table 43 Nail Products Brand Shares 2008-2011
Table 44 Colour Cosmetics Premium Brand Shares 2008-2011
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016
Deodorants in Slovakia - Category Analysis
HEADLINES
TRENDS
Deodorants sales grew by 4% to reach €36 million in current value terms in 2011 as the category
recovered from the economic downturn. These products are for everyday use and consumers
were highly influenced by company promotions. Also, innovations of products and new fragrances
stimulated the growth.
Unilever Slovensko spol sro was the leader with a 25% value share in 2011. Its brands like
Rexona, Axe and Dove are some of the most popular amongst consumers. The company is also
promoting its products on television and in magazines, which is the key to its success. However,
the most popular deodorant was Adidas with a 12% value share by Coty Slovenská Republika sro,
which was ranked third on the Slovak market.
PROSPECTS
Deodorants is expected to grow by 10% in value terms over the forecast period. The use of natural
substances will be more present at the cost of artificial ones as these products can be also used
after shaving thanks to their composition that prevents rashes and hot shaving armpits.
CATEGORY DATA
Table 47 Sales of Deodorants by Category: Value 2006-2011
Table 48 Sales of Deodorants by Category: % Value Growth 2006-2011
Table 49 Deodorants Premium Vs Mass % Analysis 2006-2011
Table 50 Deodorants Company Shares 2007-2011
Table 51 Deodorants Brand Shares 2008-2011
Table 52 Deodorants Premium Brand Shares 2008-2011
Table 53 Forecast Sales of Deodorants by Category: Value 2011-2016
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016
Table 55 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016

Depilatories in Slovakia - Category Analysis
HEADLINES
TRENDS
Sales slowed down in 2010 with only a 1% value growth, because the arrival of new private label
products made a huge impact on the market, which strengthened the competition amongst sellers.
In 2011, the overall situation stabilised and depilatories increased value sales by 8% to reach €3
million. The reason for this was that women consumers are becoming more demanding of
products with a higher quality.
Procter & Gamble led with a 28% value share in 2011 thanks to its very popular brand Gillette
Venus. The product is being actively promoted mostly on television. Ranked second was
Wilkinson Sword Ltd with a 12% value share. Its brand Wilkinson Sword Lady Protector, used by
women for cutting hairs on their feet and on sensitive places, is also the second most popular
amongst the products available on the Slovak market by consumers.
PROSPECTS
Depilatories is expected to grow by 18% in value terms over the forecast period. A stable growth
of 3-4% in value terms is predicted during each further year until 2016 and no significant
fluctuations of sales are expected as new demanded fragrances, ingredients and packaging
innovations are expected.
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2006-2011
Table 57 Sales of Depilatories by Category: % Value Growth 2006-2011
Table 58 Depilatories Company Shares 2007-2011
Table 59 Depilatories Brand Shares 2008-2011
Table 60 Forecast Sales of Depilatories by Category: Value 2011-2016
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016
Fragrances in Slovakia - Category Analysis
HEADLINES
TRENDS
After 2010’s decline, fragrances made a boost of sales with an increase of 11% in current value
terms to reach €78 million in 2011 as mass women’s and men fragrances are more demanded by
Slovak consumers and companies focus to meet their requirements.
Coty Slovenská Republika sro led with a 35% value share in 2011. Advertising top brands like
Adidas, Playboy and Crossmen on television is the company’s main business strategy for
increasing sales. Also, the company offers plenty of products from which customers can choose.
The company made also the biggest increase in value share increasing it by nearly 3% in 2011.
PROSPECTS
Fragrances is expected to grow by 5% in value terms over the forecast period. The fragrances
market will be positively influenced by the growing product portfolio, especially amongst mass
products. Growing awareness amongst consumers via celebrity endorsements of a particular
fragrance will also have a positive influence on the development of fragrances in Slovakia.

CATEGORY DATA
Table 62 Sales of Fragrances by Concentration: % Value Analysis 2006-2011
Table 63 Sales of Fragrances by Category: Value 2006-2011
Table 64 Sales of Fragrances by Category: % Value Growth 2006-2011
Table 65 Fragrances Company Shares 2007-2011
Table 66 Fragrances Brand Shares 2008-2011
Table 67 Men's Premium Fragrances Brand Shares 2008-2011
Table 68 Women's Premium Fragrances Brand Shares 2008-2011
Table 69 Forecast Sales of Fragrances by Category: Value 2011-2016
Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016
Hair Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Consumers, especially women, pay more attention to the care of their hair, because stressful and
unhealthy lifestyles often cause serious problems such as hair loss or dry and greasy hair. When
compared to 2010, when a 2% decline was recorded, hair care sales increased by 5% in 2011 to
reach €90 million in current value terms.
Henkel’s share grew two percentage points in 2010, making it the best-performing company under
hair care.
PROSPECTS
In the first few years of the forecast period, stagnation or a slight decline of value sales is expected
to be visible. Perms and relaxants will push the sales down as a 24% value sales decline is
predicted because these types of products are not popular in Slovakia. Value sales of hair care
are expected to decline by 2% over the forecast period.
CATEGORY DATA
Table 71 Sales of Hair Care by Category: Value 2006-2011
Table 72 Sales of Hair Care by Category: % Value Growth 2006-2011
Table 73 Hair Care Premium Vs Mass % Analysis 2006-2011
Table 74 Sales of Styling Agents by Type: % Value Breakdown 2006-2011
Table 75 Hair Care Company Shares 2007-2011
Table 76 Hair Care Brand Shares 2008-2011
Table 77 Styling Agents Brand Shares 2008-2011
Table 78 Colourants Brand Shares 2008-2011
Table 79 Salon Hair Care Company Shares 2007-2011
Table 80 Salon Hair Care Brand Shares 2008-2011
Table 81 Hair Care Premium Brand Shares 2008-2011
Table 82 Forecast Sales of Hair Care by Category: Value 2011-2016
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
Table 84 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
Men's Grooming in Slovakia - Category Analysis

HEADLINES
TRENDS
Men’s grooming sales grew by 4% in current value terms to reach €39 million in 2011. These
products are for regular use and their sales record frequent fluctuations. Men consumers tend to
use grooming products more, as a result of paying more attention to their appearance. Also, new
product launches and their promotion on television and in lifestyle magazines helped to increase
sales.
Procter & Gamble Slovakia sro led in 2011 with a 25% value share. The company distributes
world-class brands to Slovakia of men’s razors, blades and shaving like Gillette Series, Old Spice,
Gillette Mach3, Gillette Fusion and Gillette Blue. These are also amongst the top brands on the
market and men consumers love to buy them. No big change in company value sales in 2011 was
seen.
PROSPECTS
Men’s grooming is expected to increase by 1% in value terms over the forecast period. This
stagnation of sales will be the result of the entry of new brands resulting in higher brand
competition and discounting, which should push unit prices down as relatively high prices of men’s
grooming products can be seen. This will also be the main potential forecast threat for the
category as no other problems are expected to affect sales of men’s grooming.
CATEGORY DATA
Table 85 Sales of Body Shavers by Type: Volume Analysis 2006-2011
Table 86 Sales of Men’s Grooming by Category: Value 2006-2011
Table 87 Sales of Men’s Grooming by Category: % Value Growth 2006-2011
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2007-2011
Table 89 Men’s Grooming Company Shares 2007-2011
Table 90 Men’s Grooming Brand Shares 2008-2011
Table 91 Men's Razors and Blades Brand Shares 2008-2011
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2011-2016
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016
Oral Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Oral care sales rose by 5% in 2011 to reach current value sales of €35 million. The main trend
here was the increased interest of Slovak consumers in battery toothbrushes and tooth whiteners.
Producers have responded by introducing several new launches of these products during the
review period.
Unilever Slovensko spol sro led with a 23% value share in 2011 thanks to its brand Signal. The
company promotes its products on television as well as in pharmacies. Also, dentists recommend
them. Therefore, these products are very popular in Slovakia. No big change in company value
sales was seen in 2011.

PROSPECTS
Oral care is expected to stagnate in constant value terms over the forecast period as the main
trends are changing. Classic toothbrushes are becoming less popular amongst Slovak consumers.
Tooth whiteners and electric toothbrushes are expected to be the most demanded products by
consumers over the forecast period.
CATEGORY DATA
Table 94 Sales of Manual Toothbrushes by Type: % Value Analysis 2006-2011
Table 95 Sales of Oral Care by Category: Value 2006-2011
Table 96 Sales of Oral Care by Category: % Value Growth 2006-2011
Table 97 Sales of Toothbrushes by Category: Value 2006-2011
Table 98 Sales of Toothbrushes by Category: % Value Growth 2006-2011
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2007-2011
Table 100 Oral Care Company Shares 2007-2011
Table 101 Oral Care Brand Shares 2008-2011
Table 102 Toothpaste Brand Shares 2008-2011
Table 103 Mouthwashes/Dental Rinses Brand Shares 2008-2011
Table 104 Forecast Sales of Oral Care by Category: Value 2011-2016
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016
Table 106 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016
Table 107 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth
2011-2016
Sets/Kits in Slovakia - Category Analysis
HEADLINES
TRENDS
Sets/kits declined by 1% in current value terms with overall sales reaching €16 million in 2011 as
producers rather focused on new products and new fragrances of individual cosmetic products
that could generate higher profit for them. Sets/kits were mostly sold during Christmas when they
are most popular amongst consumers who buy them as presents for their relatives.
Unilever Slovensko spol sro led with a 19% value share in 2011 as its Dove sets/kits for men or
women customers are very popular thanks to strong market promotion. Second ranked was
Procter & Gamble Slovakia sro with 14% value share, followed by Beiersdorf Slovakia sro with a
12% value share in 2011. No big increase or decrease of company shares was recorded.
PROSPECTS
Sets/kits is expected to decline further with a 1-3% decrease of value sales each year. The
category is predicted to decline by 10% in value terms over the forecast period as sets/kits will not
be a priority for producers. They will rather invest in research in order to offer suitable products for
consumers in particular areas.
CATEGORY DATA
Table 108 Sales of Sets/Kits: Value 2006-2011
Table 109 Sales of Sets/Kits: % Value Growth 2006-2011
Table 110 Sets/Kits Premium Vs Mass % Analysis 2006-2011

Table 111 Sets/Kits Company Shares 2007-2011
Table 112 Sets/Kits Brand Shares 2008-2011
Table 113 Sets/Kits Premium Brand Shares 2008-2011
Table 114 Forecast Sales of Sets/Kits: Value 2011-2016
Table 115 Forecast Sales of Sets/Kits: % Value Growth 2011-2016
Table 116 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016
Skin Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Skin care sales rose by 7% to reach €104 million in 2011. Anti-ageing effects continue to be
developed and skin ageing analysed on the basis of age, skin type and type of product and its use
for specific issues at particular season of the year or life stages. Therefore, anti-agers was the
fastest-growing category with a 12% increase of value sales in 2011.
Beiersdorf Slovakia sro led with a 22% value share in 2011. Its brands Nivea Visage, Nivea Body
and Nivea Soft and its marketing promotion on television, in pharmacies and in magazines are the
keys to the success. The company thanks to its strategy made also the biggest increase, of 8% in
value terms in 2011.
PROSPECTS
Skin care sales are expected to grow by 5% in value terms over the forecast period. Anti-ageing
effects and natural and organic content of cosmetics will remain important, with producers
developing new brands for particular target consumer groups according to gender, age and other
characteristics such as life stage and particular skin issues.
CATEGORY DATA
Table 117 Sales of Skin Care by Category: Value 2006-2011
Table 118 Sales of Skin Care by Category: % Value Growth 2006-2011
Table 119 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
Table 120 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-
2011
Table 121 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-
2011
Table 122 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 123 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 124 Skin Care Company Shares 2007-2011
Table 125 Skin Care Brand Shares 2008-2011
Table 126 Facial Moisturisers Brand Shares 2008-2011
Table 127 Anti-agers Brand Shares 2008-2011
Table 128 Firming/Anti-cellulite Body Care Brand Shares 2008-2011
Table 129 General Purpose Body Care Brand Shares 2008-2011
Table 130 Skin Care Premium Brand Shares 2008-2011
Table 131 Forecast Sales of Skin Care by Category: Value 2011-2016
Table 132 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016

Sun Care in Slovakia - Category Analysis
HEADLINES
TRENDS
Sun care sales increased by 8% in current value terms to reach €4 million, as consumers by
raising their life standard spent more on holidays and sun care products. Producers introduced
new products with natural origin as they were demanded by consumers.
Beiersdorf Slovakia sro remained in the lead with a 24% value share in 2011. The company has
operated on the market for a long time with great experience to give consumers products that they
need. Also, promoting its products in TV adverts and magazines and frequent product innovations
are the success-bringing strategies. No big change in company sales was seen in 2011.
PROSPECTS
Sun care sales are expected to rise by 14% in value terms over the forecast period. Producers will
adjust their product portfolios to consumer demands. Products with natural origin are expected to
gain even more popularity by their positive effect on health.
CATEGORY DATA
Table 133 Sales of Sun Protection by Formulation: % Value Analysis 2006-2011
Table 134 Sales of Self-Tanning by Formulation: % Value Analysis2006-2011
Table 135 Sales of Sun Care by Category: Value 2006-2011
Table 136 Sales of Sun Care by Category: % Value Growth 2006-2011
Table 137 Sun Care Premium Vs Mass % Analysis 2006-2011
Table 138 Sun Care Company Shares 2007-2011
Table 139 Sun Care Brand Shares 2008-2011
Table 140 Sun Care Premium Brand Shares 2008-2011
Table 141 Forecast Sales of Sun Care by Category: Value 2011-2016
Table 142 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016
Table 143 Forecast Sun Care Premium Vs Mass % Analysis 2011-2016

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