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Developing The Castor Oil Opportunity - DKarraker
Developing The Castor Oil Opportunity - DKarraker
CASTOR OIL
OPPORTUNITY
Jamaica Promotions Corporation (JAMPRO)
Castor Forum
Tuesday, August 9 2016
DEVELOPING THE CASTOR OIL OPPORTUNITY
Agenda
Disclaimer
1. Castor Outlook Summary Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
2. Why Jamaican Black Castor Oil? to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
Positive The future is without a doubt very bright for Jamaican Black Castor Oil.
Findings
End Market Demand for JBCO products will continue to be strong. This isn’t a passing
Stability fad.
New Geographic Outside of the US and Europe, there are many more geographic markets
Markets where JBCO could see success and market penetration.
Castor Oil vs. This presentation will focus on castor beans as a vital domestic market
Castor Bean only.
“It makes my curls pop and it adds “A MUST-buy for your hair, eyebrows,
shine. Along with using this on my and eyelashes! Yes, Eyelashes!! This
edges, I've been using it on my lashes gem of an oil is our #1 best kept
and they're longer, fuller and shinier beauty secret ladies! (And gentlemen,
too!” - Moni of course)” – Madison Edwards
© Jamaica Promotions DEVELOPING THE CASTOR OPPORTUNITY JAMPRO 6
Corporation (JAMPRO)
DEVELOPING THE CASTOR OIL OPPORTUNITY
§ Estimate: JBCO and JBCO related products average § By 2020, sales on Black
worldwide annual retail sales of approximately USD American hair care
§ Hair care was the second largest product segment and accounted for around
25% of market share in terms of revenue in 2013. The market is expected to
witness significant growth, at an estimated CAGR of 9.6% from 2014 to 2020.
§ Younger consumers are significantly more likely than their older counterparts
to be purchasing natural and organic hair care products.
§ Hair oils are gaining popularity, and since oils are naturally sourced, provide a
nice bridge between natural ingredients and functional benefits.
§ There is also a relatively low barrier to market entry. Besides the start up
costs for seeds and land, JBCO requires very little mechanization and the
castor crop grows well all over the island.
Challenges Identified
CHALLENGES CHALLENGES
CHALLENGES THREATS
Overseas JBCO Private SheaMoisture, Sunny Isle, Tropic Isle, Mango & Lime,
Label Packagers & Paradise Oils, Leven Rose
Distributors
Domestic JBCO Private Caster Enterprises, Shavout Farms, Outa Earth, Perfect
Label Packagers and Hair & Skin
Distributors
Castor Bean Farmers Small, medium and large farms spread throughout
Jamaica (1 – 100 Acres).
*Estimates of yields, prices and cost vary greatly, making it difficult for potential
growers to make informed investment decisions about growing the crop.
DEVELOPING THE CASTOR OIL OPPORTUNITY
§ It is recommended that farmers with 1 to 20 acres of castor crop solely focus on growing
and selling the castor bean on the domestic market
PROJECTED REVENUE :
One 15 acre castor bean farm with an average yield of 1200 lbs. of bean per acre:
$21,600 - $25,000.
§ No one knows how the product is being made – and who is making it in what
way.
§ Any JBCO processing standards should protect JBCO quality but ALSO allow
for flexibility in production methods.
© Jamaica Promotions DEVELOPING THE CASTOR OPPORTUNITY JAMPRO 27
Corporation (JAMPRO)
DEVELOPING THE CASTOR OIL OPPORTUNITY
Jamaican Gold Castor Produced by cold pressing Jamaican castor beans. There
is a refinement process. A very light yellow viscous oil in
Oil appearance.
Wholesale Pricing
Jamaican Black Castor Oil (Jamaica) Jamaican Black Castor Oil (India, China)
§ The approximate price of a JBCO product § The approximate price of an 8 oz. JBCO
produced with Jamaican sourced castor oil bottle produced with Indian or Chinese
is $12 - $15. sourced castor oil is $8 - $10.
§ Current prices for these products per § Prices for these products can fall as low as
bottle cannot and should not fall any lower. $5 per 8 oz. bottle.
Wholesale Pricing
Premium Branding
A Premium JBCO product should
embrace a marketing strategy that is
consistently communicating the following
information:
§ Superior Quality
§ Traditional Processing Method
§ Handcrafted Production
§ Gender Inclusivity (Women in
leadership positions)
§ Historical and Cultural Value
§ Fair Trade Certifications
§ Organic Certifications
Customer Segmentation
§ The combined GDP of Black Americans is $2.2 trillion (10th highest country in
world)
TOTAL US BLACK
CONSUMER
HAIRCARE
SALES, BY
SEGMENT, AT
CURRENT
PRICES, 2013
AND 2015
Customer Segmentation
Customer Segmentation
Her mindset
Her mindset
Her mindset
Her mindset
Demos
§ Natural Neiicey
§ Taren Guy
§ Instagram: @naturalneiicey
§ Instagram: @tarenguy
YouTube channel: PGneiicey
YouTube channel: Taren916
§
Where to Distribute?
§ In the UK, ethnic hair products are mainly sold through
specialized hair and beauty stores
• Market: ensure that differences in price are equated with quality, and price is the main
market management form
• Industrial: norms or standards and enforce them via instrument-based testing, inspection
and certification
• Domestic: JBCO quality is resolved internally, and the identity of the product is
guaranteed or ‘institutionalized in the repetition of history’ by its region or country of
origin (i.e. Champagne) or by a brand name (i.e. Chiquita
• Civic: organize collective action towards resolving and avoiding conflict
§ Regulating market and value chain linkages to enhance the reliability of industry
contracts, procedural efficiency, the degree of dependence which firms have on each
other.
§ Cosmetics & pharmaceuticals was the largest application segment and accounted
for over 25% of total market volume in 2013.
Sofila Group: a textile company which has created the first bio-
polymer by processing the castor oil
Fujitsu Limited: uses castor oil derivative for small components of notebook
PCs and mobile phones, such as connector covers
Ford CEO has stated that “developing sustainable composite material could
help to reduce the weight of car parts – in turn improving fuel economy –
while also negating the need for petrochemicals, decreasing the impact of
vehicle production on the environment.”
• JBCO Distributors
• Marketing Officers