The UK sets/kits market is expected to see an annual average decline of 2% over the period through to 2016, with consumers continuing to prefer to purchase individual items of their choice as opposed to pre-packaged items.
This decline is a contrast to the compound annual growth rate (CAGR) experienced through 2010 and 2011. In 2010 the UK sets/kits market grew by 2% and in 2011 this doubled to 4% with market value reaching £487 million.
The value increase was largely due to a surge in the number of multipack offerings also positioned as gifts in several channels. Furthermore, there was an upsurge in premium gift sets in 2011.
Sets/kits continue to be seasonal purchases, with Christmas, Valentine's Day, Mother's Day and Father's Day being the key sales opportunities for the category. However, at non-seasonal times, consumers are less likely to spend significant amounts on sets/kits and would rather spend money on buying brands that they prefer.
Procter & Gamble UK Ltd dominates the UK set/kits market with a 12% value share in 2011. The company benefits from sets/kits that are present for its brands Gillette and Olay. L'Oréal (UK) Ltd, Unilever Home & Personal Care Ltd and Parfums Christian Dior (UK) Ltd are the other leading companies in sets/kits in the UK, with value shares ranging between 5% and 8%.
The challenge the sets/kits market faces is getting the mix right. With retail selling prices averaging £25 per set, consumers will not easily part with their money if the set has something that they believe they will not use. At the same time, manufacturers can use sets/kits as starters so that consumers can sample new products.
For more information on the UK sets/kits market, see the latest research: Sets/Kits Market Report
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