Consumer Trends in the Fragrances Market in China

Date: March 16, 2012
Pages: 77
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US$ 7,495.00
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Publisher: Canadean
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: C63E075B390EN
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Consumer Trends in the Fragrances Market in China
Synopsis

This report provides the results for the Fragrance market in China from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Fragrances market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Fragrances 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 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Most Fragrances are not considered to be 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 data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing 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.

Scope

Detailed category coverage is provided covering Female Fragrances, Male Fragrances and Unisex Fragrances
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brand and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Private label penetration less than 5% in China
European fragrances are hugely popular in China and consumers with high levels of disposable income are brand-conscious. As such private label penetration in China is low relative to other CPG categories.
Changing age structures the most important trend in the market
Changing age structures is the most important trend in the Fragrances market in China. Suppliers need to account for China’s large young population and the effects the country’s One Child policy has had in different demographic groups, particularly on the ratio of males to females in younger age groups.
The majority of fragrances in China are sold outside of large retailers
Major global retailers such as Carrefour and Walmart account for a minority share of Fragrances sold in China. It reveals that Chinese consumers prefer specialty stores for purchasing fragrances and as such suppliers should ensure strong relationships with small, independent retailers.
1 INTRODUCTION

1.1 What is this Report About?
1.2 Definitions
  1.2.1 Consumer Trends
  1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
  1.2.3 End Consumers
  1.2.4 Volume Units and Aggregations
  1.2.5 Exchange Rates
  1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
  1.3.1 Introduction
  1.3.2 Large scale, international, program of online consumer surveys
  1.3.3 Nationally Representative results (age, gender)
  1.3.4 Parents answered on their children’s behalf
  1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
  1.3.6 Integrated with industry calling and secondary research

2 CONSUMER SEGMENTATION, GROUP VALUE AND TREND INFLUENCE

2.1 Cohort Groups and Fragrances Market Value
  2.1.1 Age Groups
  2.1.2 Gender Groups
  2.1.3 Location Groups
  2.1.4 Education Achieved Groups
  2.1.5 Wealth Groups
  2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
  2.2.1 Female Fragrances
  2.2.2 Male Fragrances
  2.2.3 Unisex Fragrances
2.3 Behavioral Trends and Market Value
  2.3.1 Female Fragrances
  2.3.2 Male Fragrances
  2.3.3 Unisex Fragrances

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Female Fragrances
  3.1.2 Male Fragrances
  3.1.3 Unisex Fragrances
3.2 Consumer Profiles by Product Category
  3.2.1 Female Fragrances
  3.2.2 Male Fragrances
  3.2.3 Unisex Fragrances

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Fragrances Brand Choice and Private Label Shares
  4.2.1 Female Fragrances
  4.2.2 Male Fragrances
  4.2.3 Unisex Fragrances

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Fragrances
  5.1.2 Female Fragrances
  5.1.3 Male Fragrances
  5.1.4 Unisex Fragrances

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Fragrances Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Fragrances Value Analysis by Category
  6.2.1 Share by Category
  6.2.2 Expenditure per Capita by Category
  6.2.3 Expenditure per Household by Category
6.3 Fragrances Volume Impact of Consumer Behavior Trends
  6.3.1 Share by Category
  6.3.2 Consumption per Capita by Category
  6.3.3 Consumption per Household by Category

7 RETAILER CHOICE, SWITCHING AND CATEGORY SHARE OF ORGANIZED RETAIL

7.1 Retailer Share by Volume of Organized Retail
  7.1.1 China Fragrances Retailer Share by Volume of Organized Retail
7.2 Retailer Volume Share by Category of Organized Retail
  7.2.1 Retail Share by Volume of Organized Retail - Female Fragrances
  7.2.2 Retail Share by Volume of Organized Retail - Male Fragrances
  7.2.3 Retail Share by Volume of Organized Retail - Unisex Fragrances
7.3 Levels of Retailer Switching in the Last Six Months
  7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
  7.3.2 A-Best Supermarket Co., Ltd Switching Analysis
  7.3.3 Carrefour China Switching Analysis
  7.3.4 Dashang Group Switching Analysis
  7.3.5 Metro Cash & Carry Switching Analysis
  7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
  7.3.7 Tesco China Switching Analysis
  7.3.8 Trust Mart Switching Analysis
  7.3.9 Wal-Mart Super center, China Switching Analysis
  7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
  7.3.11 Wumart Stores. Group Switching Analysis
  7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Fragrances, by Retailer Used
  7.4.1 A-Best Supermarket Co., Ltd
  7.4.2 Carrefour China
  7.4.3 Dashang Group
  7.4.4 Metro Cash & Carry
  7.4.5 New Cooperation Joint-stock trade chain CO., Ltd.
  7.4.6 Tesco China
  7.4.7 Trust Mart
  7.4.8 Wal-Mart Super center, China
  7.4.9 Wuhan Zhongbai Group Co., Ltd.
  7.4.10 Wumart Stores. Group
  7.4.11 Other

8 APPENDIX

8.1 About Canadean
8.2 Disclaimer

LIST OF TABLES

Table 1: Volume Units for the Fragrances Market
Table 2: Foreign Exchange Rate – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Fragrances Value Share (%), by Age Groups, 2011
Table 5: China Fragrances Value Share (%), by Gender, 2011
Table 6: China Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Fragrances Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Fragrances Value Share (%) by Wealth Groups, 2011
Table 9: China Fragrances Value Share (%) by Busy Lives Groups, 2011
Table 10: China Female Fragrances Consumer Group Share (% market value), 2011
Table 11: China Male Fragrances Consumer Group Share (% market value), 2011
Table 12: China Unisex Fragrances Consumer Group Share (% market value), 2011
Table 13: China Total Female Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: China Total Male Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: China Total Unisex Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: China Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: China Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Female Fragrances Consumer Profiles (% consumers by sub-group), 2011
Table 23: China Male Fragrances Consumer Profiles (% consumers by sub-group), 2011
Table 24: China Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2011
Table 25: China Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: China Female Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: China Male Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: China Unisex Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: China, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: China, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: China, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: China, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: China Fragrances Market Value (Yuan Renminbi million), by Category, 2011
Table 34: China Fragrances Market Value (US$ million), by Category, 2011
Table 35: China Fragrances Market Volume (Ltrs m), by Category, 2011
Table 36: China Fragrances Market Share (US$ million), by Category, 2011
Table 37: China Fragrances Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 38: China Fragrances Expenditure Per Capita (US$), by Category, 2011
Table 39: China Fragrances Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Fragrances Expenditure Per Household (US$), by Category
Table 41: China Fragrances Market Volume Share (Ltrs m), by Category, 2011
Table 42: China Fragrances Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: China Fragrances Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: China Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (% of Ltrs m), 2011
Table 45: China Female Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Table 46: China Male Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Table 47: China Unisex Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Table 48: China: Switchers to A-Best Supermarket Co., Ltd for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: China: Switchers From A-Best Supermarket Co., Ltd for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: China: Switchers to Carrefour China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: China: Switchers From Carrefour China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: China: Switchers to Dashang Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: China: Switchers From Dashang Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: China: Switchers to Metro Cash & Carry for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: China: Switchers From Metro Cash & Carry for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: China: Switchers to Tesco China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: China: Switchers From Tesco China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: China: Switchers to Trust Mart for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: China: Switchers From Trust Mart for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: China: Switchers to Wal-Mart Super center, China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: China: Switchers From Wal-Mart Super center, China for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: China: Switchers to Wumart Stores. Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: China: Switchers From Wumart Stores. Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: China: Switchers to Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: China: Switchers From Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: China: Profile of Fragrances Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 71: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 72: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 73: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011
Table 74: China: Profile of Fragrances Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 75: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 76: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 77: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 78: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 79: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 80: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

LIST OF FIGURES

Figure 1: Consumer Panel Report Methodology
Figure 2: China Fragrances Value Share (%), by Age Groups, 2011
Figure 3: China Fragrances Value Share (%), by Gender, 2011
Figure 4: China Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Fragrances Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Fragrances Value Share (%) by Wealth Groups, 2011
Figure 7: China Fragrances Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: China Fragrances Market Share (US$ million), by Category, 2011
Figure 16: China Fragrances Expenditure Per Capita (US$), by Category, 2011
Figure 17: China Fragrances Expenditure Per Household (US$), by Category
Figure 18: China Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (% of Ltrs m), 2011
Figure 19: China Female Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Figure 20: China Male Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Figure 21: China Unisex Fragrances Survey Tracked Retailer Share by Volume of Organized Retail (Ltrs m), 2011
Figure 22: China: People Who Have Switched Retailer for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

COMPANIES MENTIONED

Carrefour China, Wal-Mart Super Center, China, Tesco China, Wumart Stores. Group, Dashang Group, A-Best Supermarket Co., Ltd, New Cooperation Joint-stock trade chain CO., Ltd., Trust Mart, Wuhan Zhongbai Group Co., Ltd., Metro Cash & Carry
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