Aerosol Technology in Mexican Personal Care Market

• MEXICO: The Lindal Group’s aerosol technology is part of an explosion in premium-type packaging that, in the Mexican personal care product category alone, is expected to increase aerosol use from 350 million units this year to 450 million in 2013, or nearly 30%, according to Lindal’s Jorge Rodriguez.

In addition to personal care growth, Rodriguez projects strong aerosol growth in categories such as insecticides, household products, paints and medical, citing metrics published by the Instituto Mexicano del Aerosol, A.C. Further, Rodriguez projects Mexican packaging premiumization to accelerate 28% in the coming year, for both domestically consumed goods and those made for export.
“The market for aerosol products is extremely competitive,” he noted, “as companies jockey for market share, which requires greater product differentiation and packaging premiumization.”

A key reason for increased personal care product demand, Rodriguez added, is the changing state of the Mexican consumer marketplace, as well as an increase in exports. “Demand for our aerosol packaging solutions in Mexico demonstrates the new wave of acceptance for high quality personal care products that deliver value,” Rodriguez said. “We have a number of exciting new launches with leading domestic brands. These include deodorants, fragrances and other personal care products.”

Industry reports show that the nature of consumerism in Mexico has changed dramatically. Nearly half of all Mexicans are under 30 years of age and, with a rise in purchasing power, these younger consumers are more informed and open to innovative, high-value products. Interestingly, Rodriguez noted the development of alternative formats, such as half sizes, to encourage trial of new products in the Mexican market.

“Another big trend here is the changing consumption pattern among male consumers,” Rodriquez said. “Male Mexicans are increasingly aware of personal care product benefits and are receptive to marketing from multinationals for fragrances, deodorants, shaving products and natural and organic ingredients. This rise in male consumption is particularly important to our overall growth projections.”
Among women, he said, antiperspirant sales are very strong.

Industry reports indicate that Mexico has one of the biggest personal care product markets in Latin America, with an annualized marketplace growth of 6.6% from 2001 to 2006 and nearly 2% from 2007 to 2011. According to the Mexican Chamber of the Cosmetics Industry, sales of personal care products in Mexico accounted for $80 billion in 2011. Mexico’s economy is rated 14th globally, and reached a record $1.03 trillion in 2010.

Within the country, estimates are that demand for premium-type products may increase. ACNielsen estimates that by 2030, Mexico will have nearly 6.5 million people with annual incomes over $60,000.
According to Robert Brands, president, the Americas, Lindal Group, the increased purchasing power of local market middle class consumers is altering the market landscape.

“In years past, economy brands were king,” he said. “But now many consumers seek advanced products with enhanced value-added. We expect dynamic growth in less mature categories such as sun care and baby care, as well as men’s wellness.” As a result, Brands said, the company will continue to improve and bolster its Mexican production facility, in anticipation of further demand from multinationals and local customers selling domestically and for export to the US and throughout the Americas.

The key to success in the evolving Mexican market, according to Rodriguez, is the development of aerosol packaging solutions that deliver value to customers as well as consumers.

“The incremental increase in disposable income is certainly a big factor,” he said. “But consumers here will continue to seek value for their money. For Lindal, this means delivering aerosol packaging that helps build our customers’ brands, and delivers a positive end-user experience. Easy and efficient actuation that works for the life of the product and makes using that product regularly a little luxury will promote repeat purchase and get retailers behind our customers’ products. This is critical to success in our very competitive marketplace.”

More info: www.lindalgroup.com