The German 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 Germany 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 behaviours, 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. 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 retail market has been characterized by an increase in the amount of discounted and own-brand products. Antiperspirants &Deodorants, Bath & Shower Products and Soap are considered important, but not essential items and therefore consumption patterns have been marginally 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 behaviours.

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, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Not only do more women consume Bath & Shower Products than men, but they do so at a greater frequency. Twice as many men are Non-users of these products than women, while over two-thirds of women consume at a Heavy frequency compared to only half of men.
  • The Better Off wealth group has the largest share of the German Personal Hygiene market by value, followed by the Moderate Income wealth group. This suggests there is strong potential for aspirational and premium products in the market.
  • The proportion of Heavy frequency consumers registers a decline among Early Young Adults, who tend to be free of parental guidance and enjoy low levels of disposable income.

Key Highlights

  • Penetration of private labels in the Personal Hygiene market is high in Germany. It is the highest for Bath & Shower Products, with almost29% of the market by volume, and lowest for Antiperspirants & Deodorants. Relatively low penetration in the Antiperspirants & Deodorants product category suggests retailers will increase their investment in this area in order to grow their market share.
  • Market valuation reveals that per capita spending on personal hygiene products in Germany is the highest for Bath & Shower Products and lowest for Soap.
  • The Better value for money trend is a key factor driving the Personal Hygiene market in Germany. This highlights the weak state of the economies across the EU and that German consumers consider Personal Hygiene a market in which they can control their spending by trading down, purchasing private label products, or decreasing their consumption frequency. An emphasis on price means that suppliers need to focus on differentiating their products through innovation to prevent a cost-cutting race to the bottom and to increase their margins