Synopsis
This report provides the results for the Personal Hygiene market in the UK 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
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.
For brands and private label sales able to be tracked by the survey volume shares for 2011 are given.
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?
In mature Personal Hygiene markets such as the UK it is essential to understand what pockets of growth might exist and whether these represent value of volume opportunities. Knowing the key consumer groups and key trends affecting the market are fundamental to achieving this level of market understanding.
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 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 Asda Switching Analysis
7.2.3 Body Shop Switching Analysis
7.2.4 Boots Switching Analysis
7.2.5 Co-Op/Somerfield Switching Analysis
7.2.6 Lloyds Switching Analysis
7.2.7 Morrisons Switching Analysis
7.2.8 Sainsbury's Switching Analysis
7.2.9 Saver Switching Analysis
7.2.10 Superdrug Switching Analysis
7.2.11 Tesco Switching Analysis
7.2.12 Other Switching Analysis
7.3 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
7.3.1 Asda
7.3.2 Boots
7.3.3 Morrisons
7.3.4 Sainsbury's
7.3.5 Superdrug
7.3.6 Tesco
7.3.7 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 – GBP Vs. US$, 2011
Table 3: United Kingdom Survey Respondent Profile (weighted), 2011
Table 4: United Kingdom Personal Hygiene Value Share (%), by Age Groups, 2011
Table 5: United Kingdom Personal Hygiene Value Share (%), by Gender, 2011
Table 6: United Kingdom Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United Kingdom Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United Kingdom Personal Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: United Kingdom Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: United Kingdom Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
Table 11: United Kingdom Bath & Shower Products Consumer Group Share (% market value), 2011
Table 12: United Kingdom Soap Consumer Group Share (% market value), 2011
Table 13: United Kingdom Total Antiperspirants & Deodorants Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: United Kingdom Total Bath & Shower Products Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United Kingdom Total Soap Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United Kingdom Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: United Kingdom Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: United Kingdom Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: United Kingdom Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: United Kingdom Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: United Kingdom Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: United Kingdom Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
Table 23: United Kingdom Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
Table 24: United Kingdom Soap Consumer Profiles (% consumers by sub-group), 2011
Table 25: United Kingdom Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: United Kingdom Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: United Kingdom Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: United Kingdom Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: United Kingdom, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: United Kingdom, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: United Kingdom, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: United Kingdom, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: United Kingdom Personal Hygiene Market Value (Pound Sterling million), by Category, 2011
Table 34: United Kingdom Personal Hygiene Market Value (US$ million), by Category, 2011
Table 35: United Kingdom Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
Table 36: United Kingdom Personal Hygiene Market Share (US$ million), by Category, 2011
Table 37: United Kingdom Personal Hygiene Expenditure Per Capita (Pound Sterling), by Category, 2011
Table 38: United Kingdom Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 39: United Kingdom Personal Hygiene Expenditure Per Household (Pound Sterling), by Category
Table 40: United Kingdom Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: United Kingdom Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 42: United Kingdom Personal Hygiene Consumption Per Capita by Category, 2011
Table 43: United Kingdom Personal Hygiene Consumption Per Household by Category, 2011
Table 44: United Kingdom Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 45: United Kingdom Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 46: United Kingdom Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: United Kingdom: Switchers to Asda for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: United Kingdom: Switchers From Asda for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: United Kingdom: Switchers to Body Shop for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: United Kingdom: Switchers to Boots for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: United Kingdom: Switchers From Boots for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: United Kingdom: Switchers to Co-Op/Somerfield for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: United Kingdom: Switchers From Co-Op/Somerfield for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: United Kingdom: Switchers to Lloyds for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: United Kingdom: Switchers to Morrisons for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: United Kingdom: Switchers From Morrisons for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: United Kingdom: Switchers to Sainsbury's for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: United Kingdom: Switchers From Sainsbury's for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: United Kingdom: Switchers to Saver for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: United Kingdom: Switchers From Saver for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: United Kingdom: Switchers to Superdrug for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: United Kingdom: Switchers From Superdrug for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: United Kingdom: Switchers to Tesco for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: United Kingdom: Switchers From Tesco for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: United Kingdom: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: United Kingdom: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2011
Table 68: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Boots (% by Subgroup, as tracked by the Survey), 2011
Table 69: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2011
Table 70: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2011
Table 71: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Superdrug (% by Subgroup, as tracked by the Survey), 2011
Table 72: United Kingdom: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2011
Table 73: United Kingdom: 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: United Kingdom Personal Hygiene Value Share (%), by Age Groups, 2011
Figure 3: United Kingdom Personal Hygiene Value Share (%), by Gender, 2011
Figure 4: United Kingdom Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United Kingdom Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United Kingdom Personal Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: United Kingdom Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: United Kingdom Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United Kingdom Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United Kingdom Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United Kingdom Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United Kingdom Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United Kingdom Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United Kingdom Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: United Kingdom Personal Hygiene Market Share (US$ million), by Category, 2011
Figure 16: United Kingdom Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 17: United Kingdom Personal Hygiene Expenditure Per Household (US$), by Category
Figure 18: United Kingdom Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 19: United Kingdom Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 20: United Kingdom Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: United Kingdom: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
