The Micellar Water industry concentration is not high; there are more than one hundreds manufacturers in the world, and high-end products mainly from U.S. and Western European.
The key consumption markets locate at developed countries. The Europe takes the market share of 33%, followed by APAC with 30%. North America market take a market share of 27% in the year of 2017.
The global market of the micellar water is growing from 82.9 million USD since 2013, and will reach to 122.7 million USD in 2018, with a CAGR of 8.2%.
We tend to believe this industry becomes more and more mature, and the consumption increasing rate will show a smooth curve.
In the international market, the marketing channels characteristic differ from company to company.
The giant companies are more likely to set their own big agents in some major countries and regions taking charge of regional business building their international market position.
The brands of this industry is usually belong to big beauty and personal care group, their market channel is mature to launch a new product. These years, the online marketing channel grows very strong. Big players all put more effort on cooperation with big online platform like Amazon, Alibaba etc.
The market is not only influenced by the price, but also influenced by the product performance. Although some small companies have price advantage, the performance is narrow to some extent due to the poor tech, cheap raw material and not suitable for sensitive skin.
The leading companies own the advantages on better performance, more abundant product’s types, better technical and impeccable after-sales service. Consequently, they take the majority of the market share of high-end market.
Looking to the future years, the slow upward price trend in recent years will maintain. As competition intensifies, prices gap between different brands will go narrowing. Similarly, there will be fluctuation in gross margin.
Company mergers and acquisitions, and inter-companies cooperation have occurred for development and growth. As the downstream consumption usually follows with developed and rapid economic growth areas, such as BRICS, the developed areas’ company prefers investing to underdevelopment regions these years.
This industry is affected by the economy and policy, so it’s important to put an eye to economic indexes and leaders’ prefer. With the global economic recovery, more an more people pay attention to rising living standards, especially in underdevelopment regions that have a large population and fast economic growth, the need of Micellar Water will increase.
The global Micellar Water market is valued at 112.3 million USD in 2017 and is expected to reach 184 million USD by the end of 2023, growing at a CAGR of 8.6% between 2017 and 2023.