Synopsis
This report provides the results for the Russian Oral 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 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: Breath Fresheners (non confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste.
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 Oral 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 Oral Hygiene market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
Toothbrushes, Toothpaste, Mouthwash, Breath fresheners and Dental floss are essential everyday items for most consumers and recent economic events in general are likely to have had a minimal impact on this market. However, in the future consumption patterns may well increase positively, if marketers can encourage consumers to retain their consumption habits from their tends into adulthood.
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 Oral 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 Breath Fresheners (non Confectionery)
2.2.2 Dental Floss
2.2.3 Denture Care
2.2.4 Mouthwash
2.2.5 Toothbrushes & Replacement Heads
2.2.6 Toothpaste
2.3 Behavioral Trends and Market Value
2.3.1 Breath Fresheners (non Confectionery)
2.3.2 Dental Floss
2.3.3 Denture Care
2.3.4 Mouthwash
2.3.5 Toothbrushes & Replacement Heads
2.3.6 Toothpaste
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Breath Fresheners (non Confectionery)
3.1.2 Dental Floss
3.1.3 Denture Care
3.1.4 Mouthwash
3.1.5 Toothbrushes & Replacement Heads
3.1.6 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes & Replacement Heads
3.2.6 Toothpaste
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes & Replacement Heads
4.2.6 Toothpaste
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Breath Fresheners (non Confectionery)
5.1.3 Dental Floss
5.1.4 Denture Care
5.1.5 Mouthwash
5.1.6 Toothbrushes & Replacement Heads
5.1.7 Toothpaste
6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral 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 Oral 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 Oral Hygiene Retailer Shares by Volume of Organized Retail
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail - Breath Fresheners (non Confectionery)
7.2.2 Retail Share by Volume of Organized Retail - Dental Floss
7.2.3 Retail Share by Volume of Organized Retail - Denture Care
7.2.4 Retail Share by Volume of Organized Retail - Mouthwash
7.2.5 Retail Share by Volume of Organized Retail - Toothbrushes & Replacement Heads
7.2.6 Retail Share by Volume of Organized Retail - Toothpaste
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 OAO Pharmacy Chain 36.6 Switching Analysis
7.3.8 O'Key Switching Analysis
7.3.9 Sedmoi Kontinent Switching Analysis
7.3.10 X5 Retail Group Switching Analysis
7.3.11 Other Switching Analysis
7.4 Profiles of End-Consumers of Oral 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 X5 Retail Group
7.4.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate – Ruble Vs. US$, 2011
Table 3: Russia Survey Respondent Profile (weighted), 2011
Table 4: Russian Federation Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: Russian Federation Oral Hygiene Value Share (%), by Gender, 2011
Table 6: Russian Federation Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Russian Federation Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Russian Federation Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Russian Federation Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Russian Federation Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: Russian Federation Dental Floss Consumer Group Share (% market value), 2011
Table 12: Russian Federation Denture Care Consumer Group Share (% market value), 2011
Table 13: Russian Federation Mouthwash Consumer Group Share (% market value), 2011
Table 14: Russian Federation Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: Russian Federation Toothpaste Consumer Group Share (% market value), 2011
Table 16: Russian Federation Total Breath Fresheners (non Confectionery) Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Russian Federation Total Dental Floss Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Russian Federation Total Denture Care Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Russian Federation Total Mouthwash Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Russian Federation Total Toothbrushes & Replacement Heads Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Russian Federation Total Toothpaste Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Russian Federation Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Russian Federation Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Russian Federation Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Russian Federation Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Russian Federation Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Russian Federation Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Russian Federation Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Russian Federation Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Russian Federation Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Russian Federation Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Russian Federation Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Russian Federation Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Russian Federation Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 35: Russian Federation Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 36: Russian Federation Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 37: Russian Federation Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 38: Russian Federation Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 39: Russian Federation Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 40: Russian Federation Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Russian Federation Breath Fresheners (non Confectionery) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Russian Federation Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Russian Federation Denture Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Russian Federation Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Russian Federation Toothbrushes & Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Russian Federation Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Russian Federation, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Russian Federation, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Russian Federation, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Russian Federation, Denture Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Russian Federation, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Russian Federation, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Russian Federation, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Russian Federation Oral Hygiene Market Value (Russian Ruble million), by Category, 2011
Table 55: Russian Federation Oral Hygiene Market Value (US$ million), by Category, 2011
Table 56: Russian Federation Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011
Table 57: Russian Federation Oral Hygiene Market Share (US$ million), by Category, 2011
Table 58: Russian Federation Oral Hygiene Expenditure Per Capita (Russian Ruble), by Category, 2011
Table 59: Russian Federation Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 60: Russian Federation Oral Hygiene Expenditure Per Household (Russian Ruble), by Category
Table 61: Russian Federation Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: Russian Federation Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 63: Russian Federation Oral Hygiene Consumption Per Capita, by Category, 2011
Table 64: Russian Federation Oral Hygiene Consumption Per Household, by Category, 2011
Table 65: Russian Federation Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 66: Russian Federation Dental Floss Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 67: Russian Federation Denture Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 68: Russian Federation Mouthwash Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 69: Russian Federation Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 70: Russian Federation Toothpaste Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 71: Russian Federation: Switchers to Auchan for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Russian Federation: Switchers From Auchan for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Russian Federation: Switchers to Dixi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Russian Federation: Switchers From Dixi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Russian Federation: Switchers to Lenta for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Russian Federation: Switchers From Lenta for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Russian Federation: Switchers to Magnit for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Russian Federation: Switchers From Magnit for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Russian Federation: Switchers to Metro Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Russian Federation: Switchers From Metro Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Russian Federation: Switchers to OAO Pharmacy Chain 36.6 for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Russian Federation: Switchers From OAO Pharmacy Chain 36.6 for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Russian Federation: Switchers to O'Key for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Russian Federation: Switchers From O'Key for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Russian Federation: Switchers to Sedmoi Kontinent for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Russian Federation: Switchers From Sedmoi Kontinent for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Russian Federation: Switchers to X5 Retail Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Russian Federation: Switchers From X5 Retail Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Russian Federation: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Russian Federation: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 92: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2011
Table 93: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
Table 94: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
Table 95: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 96: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2011
Table 97: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
Table 98: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2011
Table 99: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2011
Table 100: Russian Federation: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
Table 101: Russian Federation: Profile of Oral 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 Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Russian Federation Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: Russian Federation Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Russian Federation Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Russian Federation Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Russian Federation Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Russian Federation Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Russian Federation Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Russian Federation Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Russian Federation Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Russian Federation Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Russian Federation Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Russian Federation Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Russian Federation Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Russian Federation Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Russian Federation Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Russian Federation Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Russian Federation Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Russian Federation Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Russian Federation Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: Russian Federation Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: Russian Federation Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: Russian Federation Oral Hygiene Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 25: Russian Federation Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 26: Russian Federation Dental Floss Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 27: Russian Federation Denture Care Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 28: Russian Federation Mouthwash Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 29: Russian Federation Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 30: Russian Federation Toothpaste Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 31: Russian Federation: People Who Have Switched Retailer for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
