The US 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 The US 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. 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?

In a market characterized by set personal care routines and ingrained habits typically lasting a life time, the key to longer term success is attracting new customers and encouraging consumption frequency. In the future the ability to target the specific trends that encourage consumers to switch either brands or categories will be key for future success.

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

Key Market Issues

  • Across all categories one of the key trends driving consumption choices is the value for money offered by the product. This is a challenge for marketers, given that product penetration levels are high. To continue to grow the market in real terms they will need to continually offer added-value products that people are prepared to trade up to.
  • The share of Private Labels in any Personal Hygiene category in the US is currently low. However, as Better Value for Money is a key concern, retailers are likely to seek ways to overcome perceptions of Private Labels to take a greater share of this nearly US$8billion market.
  • All three categories have nearly an equal share of the US Personal Hygiene market. This indicates that there is a healthy market for all product categories.

Key Highlights

  • Consumption frequency analysis reveals that Tweens &Early Teens have only an8.4% share in the Personal Hygiene market, while Older consumers have 26% share. This is representative of high levels of disposable income among higher age groups and increasing individual personal health choices, free of parental influence.
  • Virtually all consumption of Antiperspirants& Deodorants is of a Heavy frequency, indicating that there is limited potential to grow the category by volume. Instead, suppliers should focus on value-added products to encourage consumers to trade up to premium products.
  • There are some significant differences between the proportion of people who say that a particular trend affects their consumption, and the actual resulting share of the market affected by this. This highlights that some significant differences exist between what people do and what they say is important in affecting their consumption.