Consumer Trends in the Personal Hygiene Market in China, 2011

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Mar 21, 2012, 05:18 ET

NEW YORK, March 21, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Consumer Trends in the Personal Hygiene Market in China, 2011

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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.

Summary

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.

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.

Reasons To Buy

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.

Key Highlights

Private label penetration lowPrivate label penetration is low in China. For instance, Soap is the most successful private label product category with a penetration of 9%. Brands provide aspirational products for Chinese consumers and as such private label gains are expected to be limited in the near future.

Only three-quarters of men consume Bath & Shower Products

Women consume more Bath & Shower Products than men. Only three-quarters of men consume Bath & Shower Products. Heavy frequency consumption is most common, with one-third of men recording this consumption frequency, while a quarter of men record Medium frequency consumption.

Low consumption of Antiperspirants and Deodorants Consumption of Antiperspirants and Deodorants in China is low, with fewer than half of consumers in each age group using these products. Consumers tend to record Heavy frequency consumption, particularly in the Early Young Adults and Older Young Adults age groups. Suppliers should target the large numbers of Non-users in every age group.Table of Contents1 Introduction1.1 What is this Report About?1.2 Definitions1.2.1 Consumer Trends1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)1.2.3 End Consumers1.2.4 Volume Units and Aggregations1.2.5 Exchange Rates1.2.6 Population Profiles (for interpretation of tables and charts)1.3 Methodology1.3.1 Introduction1.3.2 Large scale, international, program of online consumer surveys1.3.3 Nationally Representative results (age, gender)1.3.4 Parents answered on their children's behalf1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories1.3.6 Integrated with industry calling and secondary research2 Consumer Segmentation, Group Value and Trend Influence2.1 Cohort Groups and Personal Hygiene Market Value2.1.1 Age Groups2.1.2 Gender Groups2.1.3 Location Groups2.1.4 Education Achieved Groups2.1.5 Wealth Groups2.1.6 Busy Lives Groups2.2 Cohort Groups and Market Value by Category2.2.1 Antiperspirants & Deodorants2.2.2 Bath & Shower Products2.2.3 Soap2.3 Behavioral Trends and Market Value2.3.1 Antiperspirants & Deodorants2.3.2 Bath & Shower Products2.3.3 Soap3 Consumption Analysis3.1 Consumption Frequencies by Age and Gender3.1.1 Antiperspirants & Deodorants3.1.2 Bath & Shower Products3.1.3 Soap3.2 Consumer Profiles by Product Category3.2.1 Antiperspirants & Deodorants3.2.2 Bath & Shower Products3.2.3 Soap4 Brand vs. Private Label Choices4.1 Brand vs. Private Label Volume Share4.1.1 By Category4.2 Personal Hygiene Brand Choice and Private Label Shares4.2.1 Antiperspirants & Deodorants4.2.2 Bath & Shower Products4.2.3 Soap5 The Share of Consumers Influenced by Trends5.1 Trend Drivers of Consumers' Product Choices5.1.1 Overall Personal Hygiene5.1.2 Antiperspirants & Deodorants5.1.3 Bath & Shower Products5.1.4 Soap6 Consumption Impact: Market Valuation6.1 Personal Hygiene Value Impact of Consumer Consumption Behavior6.1.1 Market Value by Category6.1.2 Market Volume by Category6.2 Personal Hygiene Value Analysis by Category6.2.1 Share by Category6.2.2 Expenditure per Capita by Category6.2.3 Expenditure per Household by Category6.3 Personal Hygiene Volume Impact of Consumer Behavior Trends6.3.1 Share by Category6.3.2 Consumption per Capita by Category6.3.3 Consumption per Household by Category7 Retailer Choice, Switching and Category Share of Organized Retail7.1 Retailer Share by Volume of Organized Retail7.1.1 China Personal Hygiene Retailer Shares by Volume of Organized Retail7.2 Retailer Volume Share of Organized Retail by Category7.2.1 Retail Share by Volume of Organized Retail - Antiperspirants & Deodorants7.2.2 Retail Share by Volume of Organized Retail - Bath & Shower Products7.2.3 Retail Share by Volume of Organized Retail - Soap7.3 Levels of Retailer Switching in the Last Six Months7.3.1 Matrix of Switching Behavior in Last Six Months of 20117.3.2 A-Best Supermarket Co., Ltd Switching Analysis7.3.3 Carrefour China Switching Analysis7.3.4 Dashang Group Switching Analysis7.3.5 Metro Cash & Carry Switching Analysis7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis7.3.7 Tesco China Switching Analysis7.3.8 Trust Mart Switching Analysis7.3.9 Wal-Mart Super center, China Switching Analysis7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis7.3.11 Wumart Stores. Group Switching Analysis7.3.12 Other Switching Analysis7.4 Profiles of End-Consumers of Personal Hygiene, by Retailer Used7.4.1 A-Best Supermarket Co., Ltd7.4.2 Carrefour China7.4.3 Dashang Group7.4.4 Metro Cash & Carry7.4.5 New Cooperation Joint-stock trade chain CO., Ltd.7.4.6 Tesco China7.4.7 Trust Mart7.4.8 Wal-Mart Super center, China7.4.9 Wuhan Zhongbai Group Co., Ltd.7.4.10 Wumart Stores. Group7.4.11 Other8 Appendix8.1 About Canadean8.2 DisclaimerList of TablesTable 1: Volume Units for the Personal Hygiene MarketTable 2: Foreign Exchange Rate – CNY Vs. US$, 2011Table 3: China Survey Respondent Profile (weighted), 2011Table 4: China Personal Hygiene Value Share (%), by Age Groups, 2011Table 5: China Personal Hygiene Value Share (%), by Gender, 2011Table 6: China Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011Table 7: China Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011Table 8: China Personal Hygiene Value Share (%) by Wealth Groups, 2011Table 9: China Personal Hygiene Value Share (%) by Busy Lives Groups, 2011Table 10: China Antiperspirants & Deodorants Consumer Group Share (% market value), 2011Table 11: China Bath & Shower Products Consumer Group Share (% market value), 2011Table 12: China Soap Consumer Group Share (% market value), 2011Table 13: China Total Antiperspirants & Deodorants Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011Table 14: China Total Bath & Shower Products Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011Table 15: China Total Soap Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011Table 16: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 17: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 18: China Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 19: China Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 20: China Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 21: China Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 22: China Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011Table 23: China Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011Table 24: China Soap Consumer Profiles (% consumers by sub-group), 2011Table 25: China Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Table 26: China Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011Table 27: China Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011Table 28: China Soap Survey-tracked Brand Shares by Volume (% Vol), 2011Table 29: China, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 30: China, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 31: China, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 32: China, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 33: China Personal Hygiene Market Value (Yuan Renminbi million), by Category, 2011Table 34: China Personal Hygiene Market Value (US$ million), by Category, 2011Table 35: China Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011Table 36: China Personal Hygiene Market Share (US$ million), by Category, 2011Table 37: China Personal Hygiene Expenditure Per Capita (Yuan Renminbi), by Category, 2011Table 38: China Personal Hygiene Expenditure Per Capita (US$), by Category, 2011Table 39: China Personal Hygiene Expenditure Per Household (Yuan Renminbi), by CategoryTable 40: China Personal Hygiene Expenditure Per Household (US$), by CategoryTable 41: China Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011Table 42: China Personal Hygiene Consumption Per Capita, by Category, 2011Table 43: China Personal Hygiene Consumption Per Household, by Category, 2011Table 44: China Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011Table 45: China Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011Table 46: China Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011Table 47: China: Switchers to A-Best Supermarket Co., Ltd for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 48: China: Switchers From A-Best Supermarket Co., Ltd for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 49: China: Switchers to Carrefour China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 50: China: Switchers From Carrefour China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 51: China: Switchers to Dashang Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 52: China: Switchers From Dashang Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 53: China: Switchers to Metro Cash & Carry for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 54: China: Switchers From Metro Cash & Carry for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 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), 2011Table 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), 2011Table 57: China: Switchers to Tesco China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 58: China: Switchers From Tesco China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 59: China: Switchers to Trust Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 60: China: Switchers From Trust Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 61: China: Switchers to Wal-Mart Super center, China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 62: China: Switchers From Wal-Mart Super center, China for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 63: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 64: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 65: China: Switchers to Wumart Stores. Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 66: China: Switchers From Wumart Stores. Group for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 67: China: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 68: China: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 69: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011Table 70: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011Table 71: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011Table 72: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011Table 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), 2011Table 74: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011Table 75: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011Table 76: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011Table 77: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011Table 78: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011Table 79: China: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011List of FiguresFigure 1: Consumer Panel Report MethodologyFigure 2: China Personal Hygiene Value Share (%), by Age Groups, 2011Figure 3: China Personal Hygiene Value Share (%), by Gender, 2011Figure 4: China Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011Figure 5: China Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011Figure 6: China Personal Hygiene Value Share (%) by Wealth Groups, 2011Figure 7: China Personal Hygiene Value Share (%) by Busy Lives Groups, 2011Figure 8: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 9: China Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 10: China Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 11: China Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 12: China Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 13: China Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 14: China Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Figure 15: China Personal Hygiene Market Share (US$ million), by Category, 2011Figure 16: China Personal Hygiene Expenditure Per Capita (US$), by Category, 2011Figure 17: China Personal Hygiene Expenditure Per Household (US$), by CategoryFigure 18: China Personal Hygiene Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m or Ltrs m), 2011Figure 19: China Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011Figure 20: China Bath & Shower Products Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011Figure 21: China Soap Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011Figure 22: China: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011