Synopsis
This report provides the results for the Suncare market in Italy 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: After-sun, Self-tan and Sun Protection.
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 Suncare market in Italy 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 Suncare market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
The weak Spanish economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Suncare products. After-sun and Sun Protection products are considered essential items and therefore consumption patterns have not been comparatively affected. However, Self-tan, as a non-essential item, will have been 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 survey-based 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 Suncare 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 After-sun
2.2.2 Self-tan
2.2.3 Sun Protection
2.3 Behavioral Trends and Market Value
2.3.1 After-sun
2.3.2 Self-tan
2.3.3 Sun Protection
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 After-sun
3.1.2 Self-tan
3.1.3 Sun Protection
3.2 Consumer Profiles by Product Category
3.2.1 After-sun
3.2.2 Self-tan
3.2.3 Sun Protection
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Suncare Brand Choice and Private Label Shares
4.2.1 After-sun
4.2.2 Self-tan
4.2.3 Sun Protection
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Suncare
5.1.2 After-sun
5.1.3 Self-tan
5.1.4 Sun Protection
6 Consumption Impact: Market Valuation
6.1 Suncare Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Suncare 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 Suncare 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 Suncare
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - After-sun
7.2.2 Retail Share by Volume - Self-tan
7.2.3 Retail Share by Volume - Sun Protection
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 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 PAM Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Suncare, by Retailer Used
7.4.1 Auchan
7.4.2 Carrefour
7.4.3 Conad
7.4.4 Coop Italia
7.4.5 Esselunga
7.4.6 PAM
7.4.7 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Suncare Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Suncare Value Share (%), by Age Groups, 2011
Table 5: Italy Suncare Value Share (%), by Gender, 2011
Table 6: Italy Suncare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Suncare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Suncare Value Share (%) by Wealth Groups, 2011
Table 9: Italy Suncare Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy After-sun Consumer Group Share (% market value), 2011
Table 11: Italy Self-tan Consumer Group Share (% market value), 2011
Table 12: Italy Sun Protection Consumer Group Share (% market value), 2011
Table 13: Italy Total After-sun Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Italy Total Self-tan Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Italy Total Sun Protection Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy After-sun Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Italy After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Italy Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Italy Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Italy Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy After-sun Consumer Profiles (% consumers by sub-group), 2011
Table 23: Italy Self-tan Consumer Profiles (% consumers by sub-group), 2011
Table 24: Italy Sun Protection Consumer Profiles (% consumers by sub-group), 2011
Table 25: Italy Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Italy After-sun Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Italy Self-tan Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Italy Sun Protection Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Italy, Overall Suncare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Italy, After-sun: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Italy, Self-tan: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Italy, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Italy Suncare Market Value (Euro million), by Category, 2011
Table 34: Italy Suncare Market Value (US$ million), by Category, 2011
Table 35: Italy Suncare Market Volume (Units m), by Category, 2011
Table 36: Italy Suncare Market Share (US$ million), by Category, 2011
Table 37: Italy Suncare Expenditure Per Capita (Euro), by Category, 2011
Table 38: Italy Suncare Expenditure Per Capita (US$), by Category, 2011
Table 39: Italy Suncare Expenditure Per Household (Euro), by Category
Table 40: Italy Suncare Expenditure Per Household (US$), by Category
Table 41: Italy Suncare Market Volume Share (Units m), by Category, 2011
Table 42: Italy Suncare Consumption Per Capita (Units m / Population m), by Category, 2011
Table 43: Italy Suncare Consumption Per Household (Units m / Households m), by Category, 2011
Table 44: Italy Suncare Survey-tracked Retailer Shares by Volume (% of Units m), 2011
Table 45: Italy After-sun Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 46: Italy Self-tan Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 47: Italy Sun Protection Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 48: Italy: Switchers to Auchan for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Italy: Switchers From Auchan for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Italy: Switchers to Carrefour for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Italy: Switchers From Carrefour for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Italy: Switchers to Conad for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Italy: Switchers From Conad for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Italy: Switchers to Coop Italia for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Italy: Switchers From Coop Italia for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Italy: Switchers to Despar Servizi for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Italy: Switchers From Despar Servizi for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Italy: Switchers to Esselunga for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Italy: Switchers From Esselunga for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Italy: Switchers to Eurospin for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Italy: Switchers From Eurospin for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Italy: Switchers to PAM for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Italy: Switchers From PAM for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers to Selex for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers From Selex for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers to Sisa for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers From Sisa for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Switchers to Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy: Switchers From Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 71: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 72: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 73: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 74: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 75: Italy: Profile of Suncare Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 76: Italy: Profile of Suncare 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: Italy Suncare Value Share (%), by Age Groups, 2011
Figure 3: Italy Suncare Value Share (%), by Gender, 2011
Figure 4: Italy Suncare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Suncare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Suncare Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Suncare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy After-sun Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Italy Suncare Market Share (US$ million), by Category, 2011
Figure 16: Italy Suncare Expenditure Per Capita (US$), by Category, 2011
Figure 17: Italy Suncare Expenditure Per Household (US$), by Category
Figure 18: Italy Suncare Survey-tracked Retailer Shares by Volume (% of Units m), 2011
Figure 19: Italy After-sun Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 20: Italy Self-tan Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 21: Italy Sun Protection Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 22: Italy: People Who Have Switched Retailer for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
