The Russian 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 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 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 behaviour.

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 organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Personal hygiene products such as Antiperspirants and Deodorants, Bath and Shower Products, and Soap are considered essential items and therefore consumption patterns have not 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 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: Antiperspirants and Deodorants, Bath and 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

  • Consumption of Bath and Shower Products is higher among females than males, with over half of female consumers reporting a Heavy consumption frequency compared to only one-third of men. This indicates that suppliers of men's Bath and Shower Products need to consider strategies to increase the consumption frequencies of their target markets.
  • A significant number of users, in excess of 10%, are non-users of Soap among the Early Young Adults, Older Young Adults, and Pre-Mid-Lifers age groups. Consumption is highest among consumers in older age groups and, as a result, suppliers need to consider the reasons for this high consumption and apply the lessons learned to younger consumers.
  • Consumption of Antiperspirants and Deodorants in Russia is mostly of a Heavy frequency across every age group, indicating that consumers consider these products a key part of their personal hygiene routine.

Key Highlights

  • Soap accounts for 40% of the Personal Hygiene market in Russia in value terms, followed by Antiperspirants and Deodorants and Bath and Shower Products.
  • Private label brands have less than a 7% penetration rate in the Russian Personal Hygiene market. This can be explained by the undeveloped and fragmented nature of the Russian organized retail market, as private labels tend to be more successful in mature, concentrated markets.
  • Better value for money is the most important trend affecting consumers' choices of Personal Hygiene products. This is evidence of the weak economic conditions in Russia and indicates that Russian consumers see Personal Hygiene products as a key area where they can trade down or limit their consumption in order to control their spending.