This report provides the results for the Personal Hygiene market from Canadean’s unique, highly detailed and proprietary survey 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 behaviours, 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. Research Beam Model: Research Beam Product ID: 70358 7495 USD New
Consumer Trends in the Personal Hygiene Market in Germany, 2011
 
 

Consumer Trends in the Personal Hygiene Market in Germany, 2011

  • Category : Healthcare
  • Published On : March   2012
  • Pages : 71
  • Publisher : Canadean
 
 
 
Synopsis
This report provides the results for the Personal Hygiene market from Canadean’s unique, highly detailed and proprietary survey 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 behaviours, 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: Antiperspirants & Deodorants, Bath & Shower Products and Soap.

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 Personal Hygiene 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 Personal Hygiene market they account for and which consumer trends drive their behaviour.

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. Antiperspirants & Deodorants, Bath & Shower Products and Soap are considered important, but not essential items and therefore consumption patterns have been marginally 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 behaviour 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 behaviours.
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 Personal Hygiene 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 Antiperspirants & Deodorants
2.2.2 Bath & Shower Products
2.2.3 Soap
2.3 Behavioral Trends and Market Value
2.3.1 Antiperspirants & Deodorants
2.3.2 Bath & Shower Products
2.3.3 Soap
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Antiperspirants & Deodorants
3.1.2 Bath & Shower Products
3.1.3 Soap
3.2 Consumer Profiles by Product Category
3.2.1 Antiperspirants & Deodorants
3.2.2 Bath & Shower Products
3.2.3 Soap
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Personal Hygiene Brand Choice and Private Label Shares
4.2.1 Antiperspirants & Deodorants
4.2.2 Bath & Shower Products
4.2.3 Soap
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Personal Hygiene
5.1.2 Antiperspirants & Deodorants
5.1.3 Bath & Shower Products
5.1.4 Soap
6 Consumption Impact: Market Valuation
6.1 Personal Hygiene Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Personal Hygiene 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 Personal Hygiene 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 - Antiperspirants & Deodorants
7.1.2 Retail Share by Volume - Bath & Shower Products
7.1.3 Retail Share by Volume - Soap
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 Aldi Switching Analysis
7.2.3 Anton Schlecker Switching Analysis
7.2.4 Bartels-Langness Switching Analysis
7.2.5 Dirk Rossmann Gmbh Switching Analysis
7.2.6 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.2.7 Edeka Switching Analysis
7.2.8 Schwarz Group Switching Analysis
7.2.9 Other Switching Analysis
7.3 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
7.3.1 Aldi
7.3.2 Anton Schlecker
7.3.3 Dirk Rossmann Gmbh
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG
7.3.5 Edeka
7.3.6 Globus
7.3.7 Metro Group
7.3.8 Rewe Group
7.3.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List Of Table
Table 1: Volume Units for the Personal Hygiene Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Personal Hygiene Value Share (%), by Age Groups, 2011
Table 5: Germany Personal Hygiene Value Share (%), by Gender, 2011
Table 6: Germany Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Personal Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Germany Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
Table 11: Germany Bath & Shower Products Consumer Group Share (% market value), 2011
Table 12: Germany Soap Consumer Group Share (% market value), 2011
Table 13: Germany Total Antiperspirants & Deodorants Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Bath & Shower Products Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Soap Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Soap Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Germany Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Germany Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Germany Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Germany, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Germany, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Germany, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Germany, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Germany Personal Hygiene Market Value (Euro million), by Category, 2011
Table 34: Germany Personal Hygiene Market Value (US$ million), by Category, 2011
Table 35: Germany Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
Table 36: Germany Personal Hygiene Market Share (US$ million), by Category, 2011
Table 37: Germany Personal Hygiene Expenditure Per Capita (Euro), by Category, 2011
Table 38: Germany Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Personal Hygiene Expenditure Per Household (Euro), by Category
Table 40: Germany Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: Germany Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 42: Germany Personal Hygiene Consumption Per Capita, by Category, 2011
Table 43: Germany Personal Hygiene Consumption Per Household (Kg m or Ltrs m / Households m), by Category, 2011
Table 44: Germany Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 45: Germany Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 46: Germany Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Germany: Switchers to Aldi for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: Germany: Switchers to Anton Schlecker for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany: Switchers From Anton Schlecker for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany: Switchers to Bartels-Langness for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany: Switchers to Dirk Rossmann Gmbh for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany: Switchers From Dirk Rossmann Gmbh for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany: Switchers to Edeka for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany: Switchers From Edeka for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany: Switchers to Schwarz Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany: Switchers From Schwarz Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Germany: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Germany: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 62: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 63: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 64: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 65: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 66: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 67: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 68: Germany: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 69: Germany: Profile of Personal Hygiene 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: Germany Personal Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Germany Personal Hygiene Value Share (%), by Gender, 2011
Figure 4: Germany Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Personal Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Germany Personal Hygiene Market Share (US$ million), by Category, 2011
Figure 16: Germany Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Personal Hygiene Expenditure Per Household (US$), by Category
Figure 18: Germany Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 19: Germany Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 20: Germany Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Germany: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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