Synopsis
This report provides the results for the Personal Hygiene market in India 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 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
Detailed category coverage is provided, covering the Antiperspirants and Deodorants, Bath and Shower Products and Soap markets.
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.
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 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. Personal hygiene products such as Antiperspirants & Deodorants, Bath & Shower Products and Soap are considered essential items and therefore consumption patterns have not 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 data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing 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 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 Appendix
7.1 About Canadean
7.2 Disclaimer
List Of Table
Table 1: Volume Units for the Personal Hygiene Market
Table 2: Foreign Exchange Rate – INR Vs. US$, 2011
Table 3: India Survey Respondent Profile (weighted), 2011
Table 4: India Personal Hygiene Value Share (%), by Age Groups, 2011
Table 5: India Personal Hygiene Value Share (%), by Gender, 2011
Table 6: India Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: India Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: India Personal Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: India Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: India Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
Table 11: India Bath & Shower Products Consumer Group Share (% market value), 2011
Table 12: India Soap Consumer Group Share (% market value), 2011
Table 13: India Total Antiperspirants & Deodorants Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: India Total Bath & Shower Products Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: India Total Soap Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: India Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: India Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: India Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: India Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: India Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: India Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: India Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
Table 23: India Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
Table 24: India Soap Consumer Profiles (% consumers by sub-group), 2011
Table 25: India Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: India Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: India Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: India Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: India, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: India, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: India, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: India, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: India Personal Hygiene Market Value (Indian Rupee million), by Category, 2011
Table 34: India Personal Hygiene Market Value (US$ million), by Category, 2011
Table 35: India Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
Table 36: India Personal Hygiene Market Share (US$ million), by Category, 2011
Table 37: India Personal Hygiene Expenditure Per Capita (Indian Rupee), by Category, 2011
Table 38: India Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 39: India Personal Hygiene Expenditure Per Household (Indian Rupee), by Category
Table 40: India Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: India Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 42: India Personal Hygiene Consumption Per Capita by Category, 2011
Table 43: India Personal Hygiene Consumption Per Household by Category, 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: India Personal Hygiene Value Share (%), by Age Groups, 2011
Figure 3: India Personal Hygiene Value Share (%), by Gender, 2011
Figure 4: India Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: India Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: India Personal Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: India Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: India Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: India Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: India Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: India Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: India Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: India Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: India Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: India Personal Hygiene Market Share (US$ million), by Category, 2011
Figure 16: India Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 17: India Personal Hygiene Expenditure Per Household (US$), by Category
