Synopsis
This report provides the results for the Feminine Care 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 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 Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Women’s Disposable Razors and Blades 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 Feminine Care 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 feminine care 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. Most Feminine Care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades 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 Feminine Care 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 Internal Cleansers
2.2.2 Pantiliners & Shields
2.2.3 Sanitary Pads
2.2.4 Tampons
2.2.5 Women's Disposable Razors & Blades
2.3 Behavioral Trends and Market Value
2.3.1 Internal Cleansers
2.3.2 Pantiliners & Shields
2.3.3 Sanitary Pads
2.3.4 Tampons
2.3.5 Women's Disposable Razors & Blades
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Internal Cleansers
3.1.2 Pantiliners & Shields
3.1.3 Sanitary Pads
3.1.4 Tampons
3.1.5 Women's Disposable Razors & Blades
3.2 Consumer Profiles by Product Category
3.2.1 Internal Cleansers
3.2.2 Pantiliners & Shields
3.2.3 Sanitary Pads
3.2.4 Tampons
3.2.5 Women's Disposable Razors & Blades
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Feminine Care Brand Choice and Private Label Shares
4.2.1 Internal Cleansers
4.2.2 Pantiliners & Shields
4.2.3 Sanitary Pads
4.2.4 Tampons
4.2.5 Women's Disposable Razors & Blades
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Feminine Care
5.1.2 Internal Cleansers
5.1.3 Pantiliners & Shields
5.1.4 Sanitary Pads
5.1.5 Tampons
5.1.6 Women's Disposable Razors & Blades
6 Consumption Impact: Market Valuation
6.1 Feminine Care Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Feminine Care 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 Feminine Care 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
7.1.1 Retailer Volume Share in Feminine Care
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Internal Cleansers
7.2.2 Retail Share by Volume - Pantiliners & Shields
7.2.3 Retail Share by Volume - Sanitary Pads
7.2.4 Retail Share by Volume - Tampons
7.2.5 Retail Share by Volume - Women's Disposable Razors & Blades
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 Aldi Switching Analysis
7.3.3 Anton Schlecker Switching Analysis
7.3.4 Dirk Rossmann Gmbh Switching Analysis
7.3.5 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.3.6 Edeka Switching Analysis
7.3.7 Globus Switching Analysis
7.3.8 Norma Switching Analysis
7.3.9 Schwarz Group Switching Analysis
7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Feminine Care, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Coop (DE)
7.4.4 Dirk Rossmann Gmbh
7.4.5 dm-Drogeriemarkt Gmbh + Co.KG
7.4.6 Edeka
7.4.7 Globus
7.4.8 Lekkerland Gmbh & Co. KG
7.4.9 Metro Group
7.4.10 Norma
7.4.11 Rewe Group
7.4.12 Schwarz Group
7.4.13 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Feminine Care Market
Table 2: Foreign Exchange Rate – EUR Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Feminine Care Value Share (%), by Age Groups, 2011
Table 5: Germany Feminine Care Value Share (%), by Gender, 2011
Table 6: Germany Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Feminine Care Value Share (%) by Wealth Groups, 2011
Table 9: Germany Feminine Care Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Internal Cleansers Consumer Group Share (% market value), 2011
Table 11: Germany Pantiliners & Shields Consumer Group Share (% market value), 2011
Table 12: Germany Sanitary Pads Consumer Group Share (% market value), 2011
Table 13: Germany Tampons Consumer Group Share (% market value), 2011
Table 14: Germany Women's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 15: Germany Total Internal Cleansers Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Total Pantiliners & Shields Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Sanitary Pads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Tampons Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Women's Disposable Razors & Blades Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Internal Cleansers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Pantiliners & Shields Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Sanitary Pads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Tampons Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Internal Cleansers Consumer Profiles (% consumers by sub-group), 2011
Table 31: Germany Pantiliners & Shields Consumer Profiles (% consumers by sub-group), 2011
Table 32: Germany Sanitary Pads Consumer Profiles (% consumers by sub-group), 2011
Table 33: Germany Tampons Consumer Profiles (% consumers by sub-group), 2011
Table 34: Germany Women's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Germany Internal Cleansers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Germany Pantiliners & Shields Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Germany Sanitary Pads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Germany Tampons Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Germany Women's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Germany, Overall Feminine Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Germany, Internal Cleansers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Germany, Pantiliners & Shields: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Germany, Sanitary Pads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Germany, Tampons: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Germany, Women's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Germany Feminine Care Market Value (Euro million), by Category, 2011
Table 48: Germany Feminine Care Market Value (US$ million), by Category, 2011
Table 49: Germany Feminine Care Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Germany Feminine Care Market Share (US$ million), by Category, 2011
Table 51: Germany Feminine Care Expenditure Per Capita (Euro), by Category, 2011
Table 52: Germany Feminine Care Expenditure Per Capita (US$), by Category, 2011
Table 53: Germany Feminine Care Expenditure Per Household (Euro), by Category
Table 54: Germany Feminine Care Expenditure Per Household (US$), by Category
Table 55: Germany Feminine Care Market Volume Share by Category, 2011
Table 56: Germany Feminine Care Consumption Per Capita, by Category, 2011
Table 57: Germany Feminine Care Consumption Per Household, by Category, 2011
Table 58: Germany Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 59: Germany Pantiliners & Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 60: Germany Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 61: Germany Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 62: Germany Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 63: Germany: Switchers to Aldi for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Germany: Switchers From Aldi for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers to Anton Schlecker for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers From Anton Schlecker for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Switchers to Dirk Rossmann Gmbh for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Germany: Switchers From Dirk Rossmann Gmbh for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Germany: Switchers to Edeka for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Germany: Switchers From Edeka for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany: Switchers to Globus for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany: Switchers From Globus for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany: Switchers to Norma for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany: Switchers to Schwarz Group for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany: Switchers From Schwarz Group for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany: Switchers to Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany: Switchers From Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 81: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 82: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2011
Table 83: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 84: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 85: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 86: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 87: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup, as tracked by the Survey), 2011
Table 88: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 89: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 90: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 91: Germany: Profile of Feminine Care Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 92: Germany: Profile of Feminine Care 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 Feminine Care Value Share (%), by Age Groups, 2011
Figure 3: Germany Feminine Care Value Share (%), by Gender, 2011
Figure 4: Germany Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Feminine Care Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Feminine Care Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Internal Cleansers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Pantiliners & Shields Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Pantiliners & Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Sanitary Pads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Tampons Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Women's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Germany Feminine Care Market Share (US$ million), by Category, 2011
Figure 20: Germany Feminine Care Expenditure Per Capita (US$), by Category, 2011
Figure 21: Germany Feminine Care Expenditure Per Household (US$), by Category
Figure 22: Germany Feminine Care Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 23: Germany Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: Germany Pantiliners & Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: Germany Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: Germany Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 27: Germany Women's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 28: Germany: People Who Have Switched Retailer for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
