Synopsis
This report provides the results for the Personal Hygiene market in China 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.
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 organised retail market has been characterized by an increased amount of discount and own-brand products. While important, Antiperspirants & Deodorants, Bath & Shower Products and Soaps are not considered essential items and therefore consumption patterns have 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 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 of Organized Retail
7.1 Retailer Share by Volume of Organized Retail
7.1.1 China 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 A-Best Supermarket Co., Ltd Switching Analysis
7.3.3 Carrefour China Switching Analysis
7.3.4 Dashang Group Switching Analysis
7.3.5 Metro Cash & Carry Switching Analysis
7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.3.7 Tesco China Switching Analysis
7.3.8 Trust Mart Switching Analysis
7.3.9 Wal-Mart Super center, China Switching Analysis
7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.3.11 Wumart Stores. Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
7.4.1 A-Best Supermarket Co., Ltd
7.4.2 Carrefour China
7.4.3 Dashang Group
7.4.4 Metro Cash & Carry
7.4.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.4.6 Tesco China
7.4.7 Trust Mart
7.4.8 Wal-Mart Super center, China
7.4.9 Wuhan Zhongbai Group Co., Ltd.
7.4.10 Wumart Stores. Group
7.4.11 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 – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Personal Hygiene Value Share (%), by Age Groups, 2011
Table 5: China Personal Hygiene Value Share (%), by Gender, 2011
Table 6: China Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Personal Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: China Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: China Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
Table 11: China Bath & Shower Products Consumer Group Share (% market value), 2011
Table 12: China Soap Consumer Group Share (% market value), 2011
Table 13: China Total Antiperspirants & Deodorants Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: China Total Bath & Shower Products Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: China Total Soap Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: China Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
Table 23: China Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
Table 24: China Soap Consumer Profiles (% consumers by sub-group), 2011
Table 25: China Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: China Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: China Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: China Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: China, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: China, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: China, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: China, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: China Personal Hygiene Market Value (Yuan Renminbi million), by Category, 2011
Table 34: China Personal Hygiene Market Value (US$ million), by Category, 2011
Table 35: China Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
Table 36: China Personal Hygiene Market Share (US$ million), by Category, 2011
Table 37: China Personal Hygiene Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 38: China Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 39: China Personal Hygiene Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Personal Hygiene Expenditure Per Household (US$), by Category
Table 41: China Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
Table 42: China Personal Hygiene Consumption Per Capita, by Category, 2011
Table 43: China Personal Hygiene Consumption Per Household, by Category, 2011
Table 44: China Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 45: China Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 46: China Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 47: China: Switchers to A-Best Supermarket Co., Ltd for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: China: Switchers From A-Best Supermarket Co., Ltd for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: China: Switchers to Carrefour China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: China: Switchers From Carrefour China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: China: Switchers to Dashang Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: China: Switchers From Dashang Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: China: Switchers to Metro Cash & Carry for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: China: Switchers From Metro Cash & Carry for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: China: Switchers to Tesco China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: China: Switchers From Tesco China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: China: Switchers to Trust Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: China: Switchers From Trust Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: China: Switchers to Wal-Mart Super center, China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: China: Switchers From Wal-Mart Super center, China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: China: Switchers to Wumart Stores. Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: China: Switchers From Wumart Stores. Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: China: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: China: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 70: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 71: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 72: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011
Table 73: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 74: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 75: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 76: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 77: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 78: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 79: China: 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: China Personal Hygiene Value Share (%), by Age Groups, 2011
Figure 3: China Personal Hygiene Value Share (%), by Gender, 2011
Figure 4: China Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Personal Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: China Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: China Personal Hygiene Market Share (US$ million), by Category, 2011
Figure 16: China Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 17: China Personal Hygiene Expenditure Per Household (US$), by Category
Figure 18: China Personal Hygiene Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m or Ltrs m), 2011
Figure 19: China Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 20: China Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 21: China Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 22: China: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
