The Chinese Personal Hygiene Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Personal Hygiene market in China from Canadeans unique, highly detailed study 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, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Personal Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact 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 20082009 the organised retail market has been characterized by an increase in the amount of discounted 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 consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Antiperspirants & Deodorants, Bath & Shower Products, and Soap.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Older Consumers have the largest share of the Chinese Personal Hygiene market by value, followed by Pre-Mid-Lifers. Consumers tend to account for a larger share of the market as they increase in age, with the exception of Mid-Lifers, who account for only 12% of the market.
  • Consumer survey results indicate that Changing life stages and Changing age structures are the most important factors influencing Chinese consumers choices of Personal Hygiene products. Suppliers need to account for Chinas large young population, growing urbanization, and the effects the countrys One Child policy has had in different demographic groups, particularly on the ratio of males to females in younger age groups.
  • The three largest retailers of Personal Hygiene products in China are international retailers. The market is fragmented, with these three retailers accounting for only 59% of the market.

Key Highlights

  • Private label penetration is low in China. For instance, Soap is the most successful private label product category with a penetration of 13%. Brands provide aspirational products for Chinese consumers and, as such, private label gains are expected to be limited in the near future.
  • 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.
  • 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 Pre-Mid-Lifers and Older Young Adults age groups. Suppliers should target the large numbers of Non-users in every age group.