Synopsis
This report provides the results for the Personal Hygiene market in Russia 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.
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 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 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Retailer Share by Volume of Organized Retail
7.1.1 Russian Federation Personal Hygiene Retailer Shares by Volume of Organized Retail
7.2 Retailer Volume Share of Organized Retail by Category
7.2.1 Retail Share by Volume of Organized Retail - Antiperspirants & Deodorants
7.2.2 Retail Share by Volume of Organized Retail - Bath & Shower Products
7.2.3 Retail Share by Volume of Organized Retail - Soap
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Dixi Switching Analysis
7.3.4 Lenta Switching Analysis
7.3.5 Magnit Switching Analysis
7.3.6 Metro Group Switching Analysis
7.3.7 O'Key Switching Analysis
7.3.8 Paterson Switching Analysis
7.3.9 Sedmoi Kontinent Switching Analysis
7.3.10 Seventh Continent Switching Analysis
7.3.11 X5 Retail Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
7.4.1 Auchan
7.4.2 Dixi
7.4.3 Lenta
7.4.4 Magnit
7.4.5 Metro Group
7.4.6 OAO Pharmacy Chain 36.6
7.4.7 O'Key
7.4.8 Paterson
7.4.9 Sedmoi Kontinent
7.4.10 Seventh Continent
7.4.11 X5 Retail Group
7.4.12 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 – Ruble Vs. US$, 2011
Table 3: Russian Federation Survey Respondent Profile (weighted), 2011
Table 4: Russian Federation Personal Hygiene Value Share (%), by Age Groups, 2011
Table 5: Russian Federation Personal Hygiene Value Share (%), by Gender, 2011
Table 6: Russian Federation Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Russian Federation Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Russian Federation Personal Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Russian Federation Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Russian Federation Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
Table 11: Russian Federation Bath & Shower Products Consumer Group Share (% market value), 2011
Table 12: Russian Federation Soap Consumer Group Share (% market value), 2011
Table 13: Russian Federation Total Antiperspirants & Deodorants Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Russian Federation Total Bath & Shower Products Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Russian Federation Total Soap Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Russian Federation Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Russian Federation Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Russian Federation Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Russian Federation Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Russian Federation Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Russian Federation Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Russian Federation Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
Table 23: Russian Federation Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
Table 24: Russian Federation Soap Consumer Profiles (% consumers by sub-group), 2011
Table 25: Russian Federation Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Russian Federation Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Russian Federation Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Russian Federation Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Russian Federation, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Russian Federation, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Russian Federation, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Russian Federation, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Russian Federation Personal Hygiene Market Value (Russian Ruble million), by Category, 2011
Table 34: Russian Federation Personal Hygiene Market Value (US$ million), by Category, 2011
Table 35: Russian Federation Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
Table 36: Russian Federation Personal Hygiene Market Share (US$ million), by Category, 2011
Table 37: Russian Federation Personal Hygiene Expenditure Per Capita (Russian Ruble), by Category, 2011
Table 38: Russian Federation Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 39: Russian Federation Personal Hygiene Expenditure Per Household (Russian Ruble), by Category
Table 40: Russian Federation Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: Russian Federation Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 42: Russian Federation Personal Hygiene Consumption Per Capita, by Category, 2011
Table 43: Russian Federation Personal Hygiene Consumption Per Household, by Category, 2011
Table 44: Russian Federation Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 45: Russian Federation Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 46: Russian Federation Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 47: Russian Federation: Switchers to Auchan for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: Russian Federation: Switchers From Auchan for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Russian Federation: Switchers to Dixi for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Russian Federation: Switchers From Dixi for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Russian Federation: Switchers to Lenta for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Russian Federation: Switchers From Lenta for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Russian Federation: Switchers to Magnit for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Russian Federation: Switchers From Magnit for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Russian Federation: Switchers to Metro Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Russian Federation: Switchers From Metro Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Russian Federation: Switchers to O'Key for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Russian Federation: Switchers From O'Key for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Russian Federation: Switchers to Paterson for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Russian Federation: Switchers From Paterson for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Russian Federation: Switchers to Sedmoi Kontinent for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Russian Federation: Switchers From Sedmoi Kontinent for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Russian Federation: Switchers to Seventh Continent for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Russian Federation: Switchers From Seventh Continent for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Russian Federation: Switchers to X5 Retail Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Russian Federation: Switchers From X5 Retail Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Russian Federation: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Russian Federation: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 70: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2011
Table 71: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
Table 72: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
Table 73: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 74: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2011
Table 75: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
Table 76: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2011
Table 77: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2011
Table 78: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Seventh Continent (% by Subgroup, as tracked by the Survey), 2011
Table 79: Russian Federation: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
Table 80: Russian Federation: 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: Russian Federation Personal Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Russian Federation Personal Hygiene Value Share (%), by Gender, 2011
Figure 4: Russian Federation Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Russian Federation Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Russian Federation Personal Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Russian Federation Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Russian Federation Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Russian Federation Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Russian Federation Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Russian Federation Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Russian Federation Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Russian Federation Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Russian Federation Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Russian Federation Personal Hygiene Market Share (US$ million), by Category, 2011
Figure 16: Russian Federation Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 17: Russian Federation Personal Hygiene Expenditure Per Household (US$), by Category
Figure 18: Russian Federation Personal Hygiene Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m or Ltrs m), 2011
Figure 19: Russian Federation Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 20: Russian Federation Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 21: Russian Federation Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 22: Russian Federation: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
