The Russian Oral Hygiene Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Oral Hygiene market in Russia from Canadean's 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 Oral 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 Oral Hygiene market they account for, and which consumer trends drive their behaviour.

What is the current market landscape and what is changing?

Toothbrushes, Toothpaste, Mouthwash, Breath fresheners (non-confectionery), and Dental floss are essential everyday items for most consumers and recent economic events in general are likely to have had a minimal impact on this market. However, in the future consumption patterns may increase positively if marketers can encourage young consumers to retain consumption habits from their trends into adulthood.

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 behaviour 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: Breath Fresheners (non-confectionery),Dental Floss, Denture Care, Mouthwash, Toothbrushes and Replacement Heads, and Toothpaste.
  • 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

  • Consumption frequency analysis reveals that, in the Breath fresheners (non-confectionary) category, overall consumption frequency varies between 5%-20%. This suggests marketing planners are likely to target these age groups.
  • Older consumer groups in Russia tend to replace either their toothbrushes, or heads for electric toothbrushes, less frequently than younger consumer groups. As it's likely to be difficult to alter the consumption habits of older consumers, marketers of these products are likely to be best served by focussing on younger age groups.

Key Highlights

  • Brand analysis reveals that overall penetration by private labels in the Oral Hygiene market in Russia remains more or less 10% by volume. While it is highest for Denture Care, it is the lowest in the Dental Floss category. 
  • Consumer segmentation by wealth cohort reveals the Moderate Income wealth group has more than a 40% value share in the Oral Hygiene market in Russia. It is followed by the Affluent and Hard-Pressed wealth groups. While this partly reflects demographic trends, it highlights the potential to offer premium versions of products.
  • Market valuation reveals that Oral Hygiene expenditure per capita in Russia is the highest for toothpaste. It is followed by Toothbrushes and Replacement Heads and Mouthwash.