Synopsis
This report provides the results for the Haircare market in Italy from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Haircare Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioral Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Haircare Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Haircare
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents
6 Consumption Impact: Market Valuation
6.1 Haircare Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Haircare Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Haircare Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Conditioner
7.1.2 Retail Share by Volume - Hair Colorants
7.1.3 Retail Share by Volume - Perms & Relaxers
7.1.4 Retail Share by Volume - Shampoo
7.1.5 Retail Share by Volume - Styling Agents
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 Auchan Switching Analysis
7.2.3 Carrefour Switching Analysis
7.2.4 Conad Switching Analysis
7.2.5 Coop Italia Switching Analysis
7.2.6 Despar Servizi Switching Analysis
7.2.7 Esselunga Switching Analysis
7.2.8 Finiper Switching Analysis
7.2.9 PAM Switching Analysis
7.2.10 Schwarz Group Switching Analysis
7.2.11 Sisa Switching Analysis
7.2.12 Other Switching Analysis
7.3 Profiles of End-Consumers of Haircare, by Retailer Used
7.3.1 Auchan
7.3.2 Bennet SpA
7.3.3 Carrefour
7.3.4 Conad
7.3.5 Coop Italia
7.3.6 Despar Servizi
7.3.7 Esselunga
7.3.8 Eurospin
7.3.9 Finiper
7.3.10 PAM
7.3.11 Selex
7.3.12 Sisa
7.3.13 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Haircare Value Share (%), by Age Groups, 2011
Table 5: Italy Haircare Value Share (%), by Gender, 2011
Table 6: Italy Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Haircare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Haircare Value Share (%) by Wealth Groups, 2011
Table 9: Italy Haircare Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Conditioner Consumer Group Share (% market value), 2011
Table 11: Italy Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Italy Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Italy Shampoo Consumer Group Share (% market value), 2011
Table 14: Italy Styling Agents Consumer Group Share (% market value), 2011
Table 15: Italy Total Conditioner Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Total Hair Colorants Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Perms & Relaxers Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Shampoo Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Styling Agents Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Italy Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Italy Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Italy Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Italy Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Italy Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Italy Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Italy Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Italy Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Italy Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Italy, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Italy, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Italy, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Italy, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Italy, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Italy, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Italy Haircare Market Value (Euro million), by Category, 2011
Table 48: Italy Haircare Market Value (US$ million), by Category, 2011
Table 49: Italy Haircare Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Italy Haircare Market Share (US$ million), by Category, 2011
Table 51: Italy Haircare Expenditure Per Capita (euro), by Category, 2011
Table 52: Italy Haircare Expenditure Per Capita (US$), by Category, 2011
Table 53: Italy Haircare Expenditure Per Household (euro), by Category
Table 54: Italy Haircare Expenditure per Household (US$), by Category
Table 55: Italy Haircare Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 56: Italy Haircare Consumption Per Capita, by Category, 2011
Table 57: Italy Haircare Consumption Per Household, by Category, 2011
Table 58: Italy Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 59: Italy Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 60: Italy Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 61: Italy Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 62: Italy Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 63: Italy: Switchers to Auchan for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers From Auchan for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers to Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers From Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers to Conad for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Switchers From Conad for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy: Switchers to Coop Italia for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy: Switchers From Coop Italia for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Italy: Switchers to Despar Servizi for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Italy: Switchers From Despar Servizi for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy: Switchers to Esselunga for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy: Switchers From Esselunga for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy: Switchers to Finiper for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy: Switchers From Finiper for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy: Switchers to PAM for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Italy: Switchers From PAM for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Italy: Switchers to Schwarz Group for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Italy: Switchers From Schwarz Group for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy: Switchers to Sisa for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy: Switchers From Sisa for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy: Switchers to Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy: Switchers From Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 86: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 87: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 88: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 89: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 90: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 91: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 92: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 93: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 94: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 95: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 96: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 97: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Haircare Value Share (%), by Age Groups, 2011
Figure 3: Italy Haircare Value Share (%), by Gender, 2011
Figure 4: Italy Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Haircare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Haircare Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Haircare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Italy Haircare Market Share (US$ million), by Category, 2011
Figure 20: Italy Haircare Expenditure Per Capita (US$), by Category, 2011
Figure 21: Italy Haircare Expenditure Per Household (US$), by Category
Figure 22: Italy Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 23: Italy Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 24: Italy Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: Italy Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 26: Italy Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: Italy: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
