Ga.Ma workshop FY18

1.

Market Overview FY2018

2.

GfK channels
Panelmarket (Online + Ofine)
Tech. Superstores + El. Chains
Mass Merchandisers
Hypermark
ets
National ChainsRegional Chains /
Cash&
Carry
Ofine Online Ofine Online
Ofine
Pure Players
Online
DIY*
Ofine Online
El.Trad Indep. CSS/OER/
Ofine
*This channel split is applicable only for Vacuum Cleaners, Air Treatment and Electrical Heating
Ofine On

3.

1
Consolidation
of retail
2000
AV Markt
28
Top 3 Markt
Big Tech
Today
6
Elektro 70
Ypso
Tech.
superstores/
Electrical chains
Medialand
TV Markt 2000
1985
22
Tech.
superstores/
Electrical Chains
Source: GfK Retail
GfK Retail Panel
CEU
Today
5

4. Consolidation of retail

2
Growing sales of Black Friday and
other promotional events
Black
Friday
peak
Technical Consumer Goods total –
EU5, PL, RU, BR total
Traditional
x-mas
peak
2013/14
x-mas
peak
Black
Friday
peak
2014/15
Growth phase started in
2013
Maturing growth in 2014
– Consumer Electronics
at Black Friday already
as big as x-mas peak
Head on head sales
with x-mas in 2015
Black
Friday
peak
Black
Friday
peak
x-mas
peak
2015/16
2016/17
Black Friday
2017/18

5.

2
In Russia
Black Friday generates bigger boost in sales every
year
2016
2017
2018
+9.3%
+19.6%
+30.3%
All figures refer to Value Growth of Black Friday week compared to previous week

6.

3
Online Development
Russia
Great Britain
40
40
20
32 34
24 26 30
0
Germany
20
15 18 19 20 22
40
0
20
25 26 28 29 30
Jan-Sep 18
0
Jan-Sep 17
Jan-Sep 14
40
20
16 20 23
Brazil
40
0
South Africa
40
20
24 22 20 22 23
0
20
0
TCG = CE, IT, OE, MTG, Photo, Telecom, SDA, PersDiag, MDA
Japan
40
Jan-Sep 16
Jan-Sep 15
China
5
5 5 7
11
28 33
20
0
7 8 8 9
6

7.

3
Online Development: Lower Price Index
Online sales
Offline sales
Germany
105
100
95
90
85
80
Brazil
104
100
96
92
88
84
2014
Russia
104
Great Britain
104
100
96
92
88
84
100
96
92
2014
2015
2016
2017
Jan 18-Jun 18
2015
2016
2017
Jan 18-Jun 18

8.

3
Online in Russia: Big Investments
Retail
Vendors
launching new projects
developing monobrand chains

9.

10.

Macro & Consumer

11.

Savings (YTD)
Mio RUB
350,000,000
300,000,000
+15%
+18%
250,000,000
200,000,000
19%
38,528,954
19
26%
23
29
29%
69,362,848
81%
22%
21
62,004,854
61,352,076
61,681,187
27
24%
150,000,000
100,000,000
+6%
+9%
71%
76%
149,946,576
81
160,806,860
73
Jan-Nov14
Jan-Nov15
185,830,530
74%
77
209,357,776
78%
79
232,411,646
FC Deposits, Mio RUB
RU Deposits, Mio RUB
FС – Foreign
currency
71
50,000,000
0
Source: Central Bank of Russia
Jan-Nov16
Jan-Nov17
Jan-Nov18
12

12. Savings (YTD)

Principal amount of consumer loans in Russia and avg Interest
Rate (YTD)
70,000,000
+39%
12.5
60,000,000
12.0
10.5
50,000,000
+23%
8.5
+27%
10.0
9.0
40,000,000
-37%
8.0
6.0
20,000,000
4.0
10,000,000
2.0
0
Interest
Rate, %
FС – Foreign
currency
0.0
Jan-Nov14
Source: Central Bank of Russia
FC Loans,
Mio RUB
RU Loans,
Mio RUB
7.4
30,000,000
14.0
Jan-Nov15
Jan-Nov16
Jan-Nov17
Jan-Nov18
13

13. Principal amount of consumer loans in Russia and avg Interest Rate (YTD)

Number of provided mortgage loans and Avg. Mortgage rate (YTD)
(Ths. Units)
8000 000
+51%
7000 000
14.0
13.4
12.6
12.4
6000 000
+27%
+30%
5000 000
12.0
10.8
+13%
9.5
-36%
4000 000
10.0
8.0
3000 000
6.0
2000 000
4.0
1000 000
2.0
0
0.0
Jan-Nov14
Jan-Nov15
Jan-Nov16
Number of provided mortgage loans (Units)
Source: Central Bank of Russia
16.0
Jan-Nov17
Jan-Nov18
Avg Mortgage Rate, %
15

14. Mortgage volume in Russia and Avg Mortgage rate(YTD) (changes to previous year, %)

General Market
Trends

15. Number of provided mortgage loans and Avg. Mortgage rate (YTD) (Ths. Units)

Europe
All Productgroups
JAN18-DEC18
Sales Mio. Value EUR +/-% PY
5677,3
(0,0)
2522,5
(1,4)
19376,7
(4,7)
3089,3
824,6
(-1,3)
(-1,1) 20810,1
8625,3
(-1,1)
(7,7)
2235,4
(4,2) 10862,3
6997,7
4727,3 39580,2
3018,4 (3,2)
(3,0)
132,4 (0,9) (7,5)
2507,7
828,5
(-0,1)
21605,7
3966,2
(16,3)
(-3,8)
2115,2
(-0,5)
(4,3
)
442,3
2606,9
(7,3)
(9,1)
15165,0733,9
(11,3)
367,9
(2,4)
(4,6)
(3,6)
10653,0
(-18,3)
(2,4)
≥ -15
< -10
≥ -10
< -5
≥ -5
< -3
≥ -3
< -1
(10,4)
(-9,7)
1809,9
< -15
1576,5
≥ -1
<1
≥1
<3
≥3
<5
≥5
< 10
≥ 10
< 15
≥ 15
n.a.

16.

Europe
All Productgroups
JAN18-DEC18
Sales Ths. Units +/-% PY
24723,3 12885,9
(-1,0)
(1,6)
233817,2
(4,8)
13107,2
4974,9
(-6,8)
(-3,0) 196943,8
62021,6
(-4,4)
18302,7
(-1,7) 83673,5
(-1,6)
62409,1
30363,5 276550,4
23196,5 (1,0)
(-2,4)
818,7 (-3,5) (0,3)
27059,8
4047,8
(-7,7)
188294,8
26862,9 (-37,9)
(4,3)
13462,3
(-3,9)
(0,3
)
1447,2
19889,0
(2,4)
(0,1)
109665,5
(2,2)
2521,4
1945,5
(-3,6)
(2,4)
(-2,4)
54633,7
(-10,3)
(-4,7)
≥ -15
< -10
≥ -10
< -5
≥ -5
< -3
≥ -3
< -1
(3,9)
(-6,2)
11385,6
< -15
8883,7
≥ -1
<1
≥1
<3
≥3
<5
≥5
< 10
≥ 10
< 15
≥ 15
n.a.

17.

Russia TCG market sales units growth, % PY
No
De
Ja
Fe
Ma
Ap
Ma
Ju
Ju
Au
Se
Oc
No
De
Ja
Fe
Ma
Ap
Ma
Ju
Ju
Au
Se
Oc
No
11
9
9
8
7
7
7
6
8
8
7
6
5
5
5
4
5
5
3
3
2
1
1
0
3

18.

Market dynamics, RUB
8,7
+/- % P/Y
+6,2
1,400,000
-12,3
CE
1,000,000
Photo
600,000
SDA
400,000
IT/OE
200,000
Telecom
W37 18
13,8
17,6
10,0
13,8
W38 18
SEP
11,4
11,2
2015
W39 18
11,1
9,5
2016
W40 18
11,2
7,7
2017
W41 18
10,9
6,7
W42 18
W43 18
15,3
19,4
14,3
15,8
OCT
34,3
22,6
W45 18
0,9
-11,4
18,3
14,2
12,4
1,5
SDA
17,0
15,8
1,0
IT/OE
16,6
MDA
Telecom
W44 18
Price RUB
10,9
15,9
4,8
Photo
43160
Sales units
6,4
16,9
CE
MDA
2014
Sales RUB
17,9
Total
800,000
W36 18
SU
Growth Total market, %
Jan- Nov 2018
1,200,000
0
2013
SV
+5,4
W46 18
W47 18
36,0
20,8
17,8
17,8
14,0
27,9
NOV
2,6
21,7
W48 18
24,1
18,4
13,6
3,9
17,1
W49 18
W50 18
W51 18
15,5
10,8
12,4
10,9
7,5
6,3
DEC
W52 18
22,7
11,5

19.

Small Domestic Appliances

20.

2018 was one of the most successful for SDA market (+15% in
Units and +16% in Value) but still lower than pre-crisis years
SDA 20 2016
Russia Panelmarket
Jan - Dec
Sales Ths.Un.
Jan
Feb
Mar
Apr
May
Jun
6,0
5,5
Jan 18-Dec 18
Jan 17-Dec 17
5,0
Jan 16-Dec 16
Jan 15-Dec 15
Jan 14-Dec 14
Sales Ths.Un. ( x 1.000 )
4,5
4,0
3,5
3,0
2,5
2,0
1,5
© GfK 2019 - All rights reserved | 2/2019
PRJ 191997 - RG 5045223 - RP 34195408 - ID 540011789
Jan 13-Dec 13
Jul
Aug
Sep
Oct
Nov
Dec

21. Market dynamics, RUB

While Online sales are at their highest (+33% in Units and
+39% in Value)
SDA 20 2016
Russia Panelmarket Internet Sales
Jan - Dec
Sales Ths.Un.
Jan
Feb
Mar
Apr
May
Jun
1,2
Jan 18-Dec 18
1,0
Jan 17-Dec 17
Jan 16-Dec 16
Jan 15-Dec 15
Sales Ths.Un. ( x 1.000 )
Jan 14-Dec 14
0,8
0,6
0,4
0,2
© GfK 2019 - All rights reserved | 2/2019
PRJ 191997 - RG 5045223 - RP 34195408 - ID 540011790
Jan 13-Dec 13
Jul
Aug
Sep
Oct
Nov
Dec

22.

Pure Players is the most skyrocketing channel in SDA
SDA 20
Jan 17-Dec 17
Russia Panelm
Jan 18-Dec 18
Mar 18-Apr 18
May 18-Jun 18

23.

All the groups are growing both in Units and Value (except Bread
Makers). HBM, Air Treatment and Dental Care are the most leading.
SDA 20
Russia Panelm
Jan 17-Dec 17
Jan 18-Dec 18
23,6
24,5

24.

Growth drivers of Russian SDA Market
Growth in Rubles | Jan-Nov 2018 vs. Jan-Nov 2017
Personal
Care
Home
Comfort
Kitchen
Appliances
Multigrooming
kits
733 mio
+29%
Panel Rad.
Heaters
Laser/IPL
937 mio
+62%
Handle-onMotor
Handstick VC
2 681 mio
+79%
Liquidisers with
Takeaway Cup
314 mio
+90%
Waterjet
534 mio
+54%
Robot VC
2 881 mio
+102%
Sous Vide
Cooking Pots
138 mio
+763%
1 665 mio
+87%
Integrated
Boards
157 mio
+73%
Electric
Toothbrush
Share of the listed PG’s in SDA = 16% (~19 mio RUB)
129 mio
+116%
Hot Beverage
Makers
Kitchen
Machines
2 099 mio
+53%
Fullautomatic
Espresso Machines
6 995 mio
+36%
+59%
29

25.

SDA 20
Russia Panelm
2013
Dec 13
28
26,4
26
2014
Dec 14

26. GfK Sample # of Outlets Traditional Panel

SDA 20
Russia Panelm
2013
Dec 13
28
26,4
GROUP PHILIPS
26
2014
Dec 14

27.

MDA
Sales, RUB
YTD16
YTD17
SDA
Sales Units
YTD18
YTD16
YTD17
YTD18
YTD16
2,5
21,3
21,1
19,6
18,4
17,6
Sales Units
Sales, RUB
7,7
15,3
YTD17
2,2
7,2
YTD18
7,1
54,5
54,4
51,7
48,2
48,6
45,4
12,9
3,1
3,3
5,1
2,7
52,5
YTD17
YTD18
3,6
36,8
3,5
37,2
53,2
2,6
2,5
3,0
4,8
Russian
Private Labels
4,3
11,0
50,0
American Brands
7,6
3,2
European Brands
3,9
34,9
Japanese Brands
Korean Brands
YTD16
2,2
5,4
11,4
7,3
2,6
19,8
4,9
3,9
2,6
Chinese Brands
16,9
17,1
6,6
8,7
3,7
Other RU
&BY Brands
3,8
Others
32,4
3,2
29,5
3,7
46,6
44,1
42,1
7,1
7,5
7,4
27,4
3,7

28.

Delonghi, SEB, Samsung, Dyson and P&G are one of the most positive
EU brands
SDA 20
Russia Panelm
Jan 17-Dec 17
Jan 18-Dec 18
13,3
12,9
GROUP
GROUP
10,6
11,0
GROUP

29. Growth drivers of Russian SDA Market

30.

Hair Care categories
HAIR CARE
Hair Dryers
Hair Stylers

31.

Hair Stylers categories
Hot Air Stylers
Straighteners
Tongs
Tong
Curling/waving wand
Tong+brush
Others
Crimper
Crimper straightener
Fun stylers
Heated curling brush
Heated straightener brush
Heated rollers
Ionic hairbrush
Straightener+tong
Rotating brush
Multi stylers

32. MDA & SDA manufacturers, Jan-Nov 2018

Total Haircare market showed better results in 2018 comparing to the previous
year.
HAIRCARE
Russia Panelm
Sales Units
Jan 17-Dec 17
Jan 18-Dec 18
14
12

33.

Total Gama share in 2018 is 1,6% of the market.
HAIRCARE
Russia Panelm
Total
Jan 17-Dec 17
Jan 18-Dec 18

34.

Rowenta & Philips strengthened their leaderships in Q4.
HAIRCARE
Russia Panelm

35.

Gama portfolio is focused on Straighteners.
HAIRCARE
Russia Panelm
Total
Jan 17-Dec 17
GAMA
Jan 18-Dec 18
Jan 17-Dec 17
Jan 18-Dec 18
14

36.

Gama managed to increase its market share in the Straighteners segment up to
6,1%.
HAIRCARE
Russia Panelm
Total
HAIR DRYER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
18,4
19,8
20,2
18,9

37.

In Q4 Internet sales reached 24% in value.
HAIRCARE
Panelmarket R

38.

The part of online sales increased in all categories.
HAIRCARE
Russia Panelm
Total
Jan 17-Dec 17
HAIR DRYER
Jan 18-Dec 18
Jan 17-Dec 17
18,1
18,2
21,5
Jan 18-Dec 18
20,1

39.

40.

Gama share reached its highest level in Q3.
HAIR DRYERS
Russia Panelm
GAMA
Jan 17-Dec 17
Jan 18-Dec 18
0,8
GH0302 DIAMOND
ION CERAMIC Jun17
0,7
0,6
GH0302 May17

41.

Gama share significantly increased in the 4000-10000 price segment.
HAIR DRYERS
Russia Panelm
Total
> 0 <= 1000
> 1000 <= 1500
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
Dec 18
3,6
3,8
10,0
18,4
18,9
13,2
15,0
12,6

42.

Gama managed to improve its distribution year on year. However the leading
brands have better KPIs.
HAIR DRYERS
24
22
Russia Panelm

43.

Dyson is now the brand number 3...
HAIR DRYERS
Russia Panelm

44.

Technical characteristics
© GfK 2015 - All rights reserved
52

45.

... which is influencing the BLDC motor share…
HAIR DRYERS
Russia Panelm
Jan 17-Dec 17
Jan 18-Dec 18
25,3
22,9

46.

… and the share of low wattage devices.
HAIR DRYERS
Russia Panelm
Jan 17-Dec 17
Jan 18-Dec 18
23,6
25,0

47.

Channels
© GfK 2015 - All rights reserved
55

48.

While MM share dropped year on year Gama increased its presence in this
channel.
HAIR DRYERS
Russia Panelm
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

49.

In MM Gama managed to hold more than 1% of market share.
HAIR DRYERS
Russia Panelm
GAMA
TecSuperstores + El. Chains
1,4
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

50.

MM is dominated by Dyson.
HAIR DRYERS
Russia Panelm
Total
Jan 17-Dec 17
18,4
TecSuperstores + El. Chains
Jan 18-Dec 18
Jan 17-Dec 17
18,9
22,8
© GfK 2015 - All rights reserved
58

51.

However Dyson share has been shrinking all over the year.
HAIR DRYERS
Russia Panelm
DYSON
TecSuperstores + El. Chains
20
18
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

52. Technical characteristics

Philips increase year on year is more impressive in MM.
HAIR DRYERS
Russia Panelm
PHILIPS
TecSuperstores + El. Chains
18
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18

53.

Rowenta remains a small player in MM…
HAIR DRYERS
Russia Panelm
ROWENTA
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
25,5
26
1,9
24
22,8
22,9
22,6

54.

… as well as Babyliss.
HAIR DRYERS
Russia Panelm
BABYLISS
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
8,6
9
8,4
8,2
8,0
7,9
7,8

55. Channels

INTERNET SALES
© GfK 2016 - All rights reserved
73

56.

HAIR DRYERS
Panelmarket R

57.

Gama online share almost reached 2% in Q3.
HAIR DRYERS
Russia Panelm
GAMA
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
1,8
1,7

58.

Dyson remains the leading brand online.
HAIR DRYERS
Russia Panelm
Internet sales
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
21,3
22
20,1
20
Apr 18-Jun 18
20,3
Jul 18-Sep 18

59.

In fact Dyson sales are quite limited in Traditional sales.
HAIR DRYERS
Russia Panelm
DYSON
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
23,4
23,3
24
22,5
21,7
22
20,8

60.

While Philips has more or less same positions online & offline...
HAIR DRYERS
Russia Panelm
PHILIPS
Internet Sales
18
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18

61.

... Rowenta masters better traditional sales.
HAIR DRYERS
Russia Panelm
ROWENTA
Internet Sales
24
22
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

62.

63. Cities

Gama managed to accumulate 2,5% of market share in 2018.
HAIR STYLERS
Russia Panelm

64.

Gama increased MM share in its portfolio.
HAIR STYLERS
Russia Panelm
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

65.

However Gama should pay attention to its distribution.
HAIR STYLERS
26
24
Russia Panelm

66.

Hair stylers segment is bi-polarized. Very cheap&very expensive segments are
growing, average price segments are stagnating.
HAIR STYLERS
Russia Panelm
Total
> 0 <= 1000
> 1000 <= 1500
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
Dec 18
2,5
2,8
3,6
12,0
21,1
21,3
13,6
13,7

67.

Dyson is penetrating the market.
HAIR STYLERS
Russia Panelm
DYSON
Jan 18-Dec 18
Jan 18
Sales Units %
0,1
Feb 18

68.

Dyson is challenging leaders online with 12,3% of share in Q4.
HAIR STYLERS
Russia Panelm
Internet sales
28
26
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
Apr 18-Jun 18
Jul 18-Sep 18

69.

Straighteners
© GfK 2015 - All rights reserved
89

70.

Gama became an important player in the Straighteners segment.
HAIR STYLERS
STRAIGHTENER
Russia Panelm

71.

However lost some distribution points...
HAIR STYLERS
STRAIGHTENER
28
26
Russia Panelm

72.

... that is influenced by the brand’s performance in TSS.
HAIR STYLERS
STRAIGHTENER
30
28
Russia TecSup

73.

HAIR STYLERS
Russia Mass M
STRAIGHTENER
32
30
Jan 18-Dec 18 (2,8)

74.

MM share now represents 15%.
HAIR STYLERS
Russia Panelm
STRAIGHTENER
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

75.

Gama detains 9,2% in 2018 in MM, challenging Polaris & Redmond positions .
HAIR STYLERS
Russia Panelm
STRAIGHTENER
Total
Jan 17-Dec 17
Jan 18-Dec 18
5,4
18,3
TecSuperstores + El. Chains
Jan 17-Dec 17
6,1
5,3

76.

Gama dramatically increased its share in MM...
HAIR STYLERS
Russia Panelm
GAMA STRAIGHTENER
TecSuperstores + El. Chains
12
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

77.

... and so did Philips.
HAIR STYLERS
Russia Panelm
PHILIPS STRAIGHTENER
TecSuperstores + El. Chains
18
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

78.

Rowenta grew in TSS.
HAIR STYLERS
Russia Panelm
ROWENTA STRAIGHTENER
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
26
24
24,7
23,1
22,7
22,5

79.

INTERNET SALES
© GfK 2016 - All rights reserved
108

80.

HAIR STYLERS
STRAIGHTENER
Panelmarket R

81.

Gama is the second largest brand online!
HAIR STYLERS
Russia Panelm
STRAIGHTENER
Internet sales
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
Apr 18-Jun 18
Jul 18-Sep 18
22
20
© GfK 2016 - All rights reserved
18,9
19,0
110

82.

However the brand’s online share dropped in Q4.
HAIR STYLERS
Russia Panelm
GAMA STRAIGHTENER
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
16
15,1
15,3
14,7
14,2
1,8

83.

Philips performs better online.
HAIR STYLERS
Russia Panelm
PHILIPS STRAIGHTENER
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
20
18,6
18,4
17,5
18
17,3

84.

Rowenta gain back some share in Q4 both in TSS&MM.
HAIR STYLERS
Russia Panelm
ROWENTA STRAIGHTENER
Internet Sales
24
22
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

85.

Hot Air Stylers
© GfK 2015 - All rights reserved
115

86.

Unfortunately Gama has been loosing shares in the HAS segment.
HAIR STYLERS
Russia Panelm
GAMA HOT AIR STYLER
Jan 17-Dec 17
Jan 18-Dec 18
1,4
1,2
1,2

87.

The brand’s distribution is also quite limited.
HAIR STYLERS
HOT AIR STYLER
35
Russia Panelm

88.

HAIR STYLERS
HOT AIR STYLER
45
40
Russia Mass M

89. Straighteners

Dyson almost reached 5% in 2018.
HAIR STYLERS
HOT AIR STYLER
Russia Panelm

90.

MM is responsible for 17% of sales. In Gama’s portfolio the share is quite
similar.
HAIR STYLERS
Russia Panelm
HOT AIR STYLER
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

91.

Dyson is now mostly present in MM.
HAIR STYLERS
Russia Panelm
HOT AIR STYLER
Total
Jan 17-Dec 17
24,5
TecSuperstores + El. Chains
Jan 18-Dec 18
Jan 17-Dec 17
26,2
27,1

92.

Gama share dropped in all channels, but in TSS the drop is even more evident.
HAIR STYLERS
Russia Panelm
GAMA HOT AIR STYLER
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
1,4
1,3

93.

Philips growth in MM in 2018 could not compensate the drop in TSS.
HAIR STYLERS
Russia Panelm
PHILIPS HOT AIR STYLER
TecSuperstores + El. Chains
28
26
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

94.

Rowenta portfolio is quite different in TSS & MM.
HAIR STYLERS
Russia Panelm
ROWENTA HOT AIR STYLER
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Dec 17
Dec 18
Mar 18
Jun 18
35
30,1
Jul 18-Sep 18

95.

INTERNET SALES

96.

Gama used to have 2% of market share online.
HAIR STYLERS
Russia Panelm
GAMA HOT AIR STYLER
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
2,0
2,0
1,8

97.

Dyson influenced online share growth in Q4.
HAIR STYLERS
HOT AIR STYLER
Panelmarket R

98.

Dyson is now the absolute leader online in Q4.
35
HAIR STYLERS
Russia Panelm
HOT AIR STYLER
Internet sales
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
Apr 18-Jun 18
Jul 18-Sep 18

99.

Philips suffered a lot because of Dyson.
HAIR STYLERS
Russia Panelm
PHILIPS HOT AIR STYLER
Internet Sales
30
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
28,7
28,3

100.

Rowenta dynamics online is also quite alarming.
HAIR STYLERS
Russia Panelm
ROWENTA HOT AIR STYLER
Internet Sales
30
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Dec 17
Dec 18
Mar 18
Jun 18
Jul 18-Sep 18

101.

Tongs
© GfK 2015 - All rights reserved
144

102.

Gama reached 0,7% in Q2 & Q4.
HAIR STYLERS
Russia Panelm
GAMA TONGS
Jan 17-Dec 17
Jan 18-Dec 18
0,7
GC0101 WONDER
0,6
0,6
CURL Aug17
Suppressed Apr17

103.

Gama slightly improved its distribution year on year.
HAIR STYLERS
TONGS
34
32
30
Russia Panelm

104.

Tongs decreased by -1% in value in 2018.
HAIR STYLERS
TONGS
Russia Panelm

105.

Gama portfolio is concentrated on MM.
HAIR STYLERS
Russia Panelm
TONGS
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

106.

Gama share in TSS is stagnating.
HAIR STYLERS
Russia Panelm
GAMA TONGS
TecSuperstores + El. Chains
2,0
1,8
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 1

107.

Philips did well in MM...
HAIR STYLERS
Russia Panelm
TONGS
Total
Jan 17-Dec 17
19,4
TecSuperstores + El. Chains
Jan 18-Dec 18
Jan 17-Dec 17
17,3
21,6

108.

... mainly thanks its best-seller BHB876/00.
HAIR STYLERS
Russia Panelm
PHILIPS TONGS
TecSuperstores + El. Chains
22
20
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

109.

Rowenta progression in TSS is impressive.
HAIR STYLERS
Russia Panelm
ROWENTA TONGS
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
24
2
21,6
22

110.

INTERNET SALES
© GfK 2016 - All rights reserved
161

111.

Online is not so positive in units.
HAIR STYLERS
TONGS
Panelmarket R

112.

Gama remains a very small brand in Traditional sales.
HAIR STYLERS
Russia Panelm
GAMA TONGS
Internet Sales
2,0
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 1
1,9
1,9
1,8
1,8

113.

Philips strengthened its leadership.
30
HAIR STYLERS
Russia Panelm
Tongs
Internet sales
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
Apr 18-Jun 18
Jul 18-Sep 18

114.

Actually online is the biggest Philips driver.
HAIR STYLERS
Russia Panelm
PHILIPS TONGS
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
26
24,0
24

115. Hot Air Stylers

Hair clippers
© GfK 2015 - All rights reserved
169

116.

Gama positions in the Hair clippers segment are still quite limited.
HAIR CLIPPERS
Russia Panelm
GAMA
Jan 17-Dec 17
Jan 18-Dec 18
0,7
0,6
6 EN 1 Dec12
0,6
© GfK 2015 - All rights reserved
0,1
GC552 Apr18
170

117.

Moser became the second largest brand.
HAIR CLIPPERS
Russia Panelm

118.

Moser enlarged its distribution. The brand’s KPIs are now better than Rowenta ones.
HAIR CLIPPERS
45
40
Russia Panelm

119.

TSS part in Gama sales dropped to 53%.
HAIR CLIPPERS
Russia Panelm
Total
Jan 17-Dec 17
100,0
100
GAMA
Jan 18-Dec 18
100,0
Jan 17-Dec 17
100,0
Jan 18-Dec 18
100,0

120.

HAIR CLIPPERS
Russia Panelm
Total
Jan 17-Dec 17
TecSuperstores + El. Chains
Jan 18-Dec 18
Jan 17-Dec 17

121.

Philips showed promising results in Q4.
HAIR CLIPPERS
Russia Panelm
PHILIPS
TecSuperstores + El. Chains
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
45
41,7
39,8
38,8
40,3
39,1

122.

Moser share dramatically dropped in MM.
HAIR CLIPPERS
Russia Panelm
MOSER
TecSuperstores + El. Chains
16
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18

123.

Gama best-seller performs better in MM.
HAIR CLIPPERS
Russia Panelm
GAMA
TecSuperstores + El. Chains
0,9
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Dec 17
Dec 18
Mar 18
Jun 18
Jul 18-Sep 18

124.

INTERNET SALES
© GfK 2016 - All rights reserved
185

125.

Online share is lower than in Hair care.
HAIR CLIPPERS
Panelmarket R

126.

Philips erased the competition in Q4.
HAIR CLIPPERS
Russia Panelm
Internet sales
Jan 17-
Jan 18-
Jan 18-
Dec 17
Dec 18
Mar 18
Apr 18-Jun 18
Jul 18-Sep 18
22
20,0
19,6
19,6
20
18,7

127.

Gama sales dropped both online & offline.
HAIR CLIPPERS
Russia Panelm
GAMA
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Dec 17
Dec 18
Mar 18
Jun 18
0,6
0,6
0,1
Jul 18-Sep 18

128.

Moser had a tough Q4 online...
HAIR CLIPPERS
Russia Panelm
MOSER
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
21,8
21,2
22
20,4
20,3
2,1
1,7
20
21,1
1,7

129.

... mainly because of Philips great results.
HAIR CLIPPERS
Russia Panelm
PHILIPS
Internet Sales
Jan 17-
Jan 18-
Jan 18-
Apr 18-
Jul 18-
Oct 18-
Dec 17
Dec 18
Mar 18
Jun 18
Sep 18
Dec 18
45
42,7
40,2
40,3
39,6

130.

1
2
3
Haircare segment is quite dynamic (+12% in units & +9% in value).
Dyson is shaking the market by offering extremely expensive products.
Gama’ main strength lies in the Straighteners. It can protect the brand from
Dyson offensive, while Philips is loosing its market share because of it.
The brand’s traditional sales are still limited.
Gama should try to develop its offline business, especially in TSS channel
where distribution is extremely low.

131.

HAIR STYLERS
HEATED STRAIGHTENING BRUSH
Russia Panelm

132.

HAIR STYLERS
Russia Panelm
HEATED STRAIGHTENING BRUSH
Total
Jan 17-Dec 17
TecSuperstores + El. Chains
Jan 18-Dec 18
Jan 17-Dec 17
16,0

133.

SHAVERS
Russia Panelm
MEN'S SHAVER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
PHILIPS

134.

SHAVERS
Russia Panelm
EPILATOR
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
BRAUN

135.

SHAVERS
Russia Panelm
BEARD TRIMMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
31,3
33,0
31,3
Dec 17
31,9
33,0
PHILIPS

136.

SHAVERS
Russia Panelm
DETAIL TRIMMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
39,5
36,0
39,5
36,0
Dec 17
PHILIPS
40,5

137.

SHAVERS
Russia Panelm
BODYGROOMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17

138.

SHAVERS
Russia Panelm
MULTIGROOM. KIT
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
27,4
Dec 17
27,4
35,8
35,8
BRAUN
38,1

139.

SHAVERS
Russia Panelm
MEN'S SHAVER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
9,7
19,7
12,1
9,7
19,7
12,1
Dec 17
10,2

140.

SHAVERS
Russia Panelm
EPILATOR
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
9,1
9,4
6,8
9,1
14,9
6,8
14,9
15,7
15,7
11,9

141.

SHAVERS
Russia Panelm
BEARD TRIMMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
17,1
Dec 17
17,1
21,8
21,8
22,0

142.

SHAVERS
Russia Panelm
BODYGROOMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
17,6
17,6
30,9
Dec 17
18,7
30,9

143.

SHAVERS
Russia Panelm
DETAIL TRIMMER
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
26,8
26,8
32,9
Dec 17
28,9
32,9

144. Tongs

SHAVERS
Russia Panelm
MULTIGROOM. KIT
Jan 17-
Jan 18-
Jan 17-
Jan 18-
Dec 17
Dec 18
Dec 17
Dec 18
Dec 17
19,1
23,0
23,0
26,5
26,5

145.

MIKHAIL KUZNETSOV
SECTOR MANAGER | SDA CONSUMER CHOICES
TEL.: +7 495 937-72-22*1417
E-MAIL: [email protected]