Consumer Trends in the Men's Toiletries Market in China

Date: March 16, 2012
Pages: 85
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Publisher: Canadean
Report type: Strategic Report
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ID: CDB543C3ED1EN
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Consumer Trends in the Men's Toiletries Market in China
Synopsis

This report provides the results for the Men’s Toiletries 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 Men’s Toiletries category 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 [product market name] 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. While Men’s Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics and Aftershaves and Colognes may not, and therefore consumption patterns have been affected. However, 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 Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics and Pre-shave Cosmetics.
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 brands 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

High private label penetration in Disposable Razors and Blades
Men’s Disposable Razors and Blades have the highest private label penetration in the Men’s Toiletries market in China, with approximately 15% of consumers using private label products. However private label penetration in other Men’s Toiletries categories is low.
Men’s Disposable Razors and Blades the largest product category by value
Men’s Disposable Razors and Blades are the largest product category by value, over twice as large as the next largest category: Pre-shave Cosmetics. Aftershaves and Colognes were the smallest market by value, accounting for only approximately 2% of the market.
‘Older Consumers’ represent the least non-user share in the Chinese men's disposable razors and blades market.
The Changing age structures trend affects the most consumers in the Chinese Men’s Toiletries market. 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.
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 Men's Toiletries 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 Aftershaves & Colognes
  2.2.2 Men's Disposable Razors & Blades
  2.2.3 Post-Shave Cosmetics – Men’s
  2.2.4 Pre-shave Cosmetics
2.3 Behavioral Trends and Market Value
  2.3.1 Aftershaves & Colognes
  2.3.2 Men's Disposable Razors & Blades
  2.3.3 Post-Shave Cosmetics – Men’s
  2.3.4 Pre-shave Cosmetics

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Aftershaves & Colognes
  3.1.2 Men's Disposable Razors & Blades
  3.1.3 Post-Shave Cosmetics – Men’s
  3.1.4 Pre-shave Cosmetics
3.2 Consumer Profiles by Product Category
  3.2.1 Aftershaves & Colognes
  3.2.2 Men's Disposable Razors & Blades
  3.2.3 Post-Shave Cosmetics – Men’s
  3.2.4 Pre-shave Cosmetics

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Men's Toiletries Brand Choice and Private Label Shares
  4.2.1 Aftershaves & Colognes
  4.2.2 Men's Disposable Razors & Blades
  4.2.3 Post-Shave Cosmetics – Men’s
  4.2.4 Pre-shave Cosmetics

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Men's Toiletries
  5.1.2 Aftershaves & Colognes
  5.1.3 Men's Disposable Razors & Blades
  5.1.4 Post-Shave Cosmetics – Men’s
  5.1.5 Pre-shave Cosmetics

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Men's Toiletries Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Men's Toiletries 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 Men's Toiletries 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 Men's Toiletries Retailer Shares 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 - Aftershaves & Colognes
  7.2.2 Retail Share by Volume of Organized Retail - Men's Disposable Razors & Blades
  7.2.3 Retail Share by Volume of Organized Retail - Post-Shave Cosmetics – Men’s
  7.2.4 Retail Share by Volume of Organized Retail - Pre-shave Cosmetics
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 Men's Toiletries, 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 Men’s Toiletries Market
Table 2: Foreign Exchange Rate – CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Men's Toiletries Value Share (%), by Age Groups, 2011
Table 5: China Men's Toiletries Value Share (%), by Gender, 2011
Table 6: China Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Men's Toiletries Value Share (%) by Wealth Groups, 2011
Table 9: China Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Table 10: China Aftershaves & Colognes Consumer Group Share (% market value), 2011
Table 11: China Men's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 12: China Post-Shave Cosmetics – Men’s Consumer Group Share (% market value), 2011
Table 13: China Pre-shave Cosmetics Consumer Group Share (% market value), 2011
Table 14: China Total Aftershaves & Colognes Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: China Total Men's Disposable Razors & Blades Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Total Post-Shave Cosmetics – Men’s Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: China Total Pre-shave Cosmetics Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: China Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: China Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Aftershaves & Colognes Consumer Profiles (% consumers by sub-group), 2011
Table 27: China Men's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 28: China Post-Shave Cosmetics – Men’s Consumer Profiles (% consumers by sub-group), 2011
Table 29: China Pre-shave Cosmetics Consumer Profiles (% consumers by sub-group), 2011
Table 30: China Men's Toiletries Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: China Aftershaves & Colognes Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: China Men's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: China Post-Shave Cosmetics – Men’s Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: China Pre-shave Cosmetics Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: China, Overall Men's Toiletries: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: China, Aftershaves & Colognes: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: China, Men's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: China, Post-Shave Cosmetics – Men’s: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: China, Pre-shave Cosmetics: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: China Men's Toiletries Market Value (Yuan Renminbi million), by Category, 2011
Table 41: China Men's Toiletries Market Value (US$ million), by Category, 2011
Table 42: China Men's Toiletries Market Volume (Ltrs m or Units m), by Category, 2011
Table 43: China Men's Toiletries Market Share (US$ million), by Category, 2011
Table 44: China Men's Toiletries Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 45: China Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Table 46: China Men's Toiletries Expenditure Per Household (Yuan Renminbi), by Category
Table 47: China Men's Toiletries Expenditure Per Household (US$), by Category
Table 48: China Men's Toiletries Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 49: China Men's Toiletries Consumption Per Capita, by Category, 2011
Table 50: China Men's Toiletries Consumption Per Household, by Category, 2011
Table 51: China Aftershaves & Colognes Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 52: China Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 53: China Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 54: China Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 55: China: Switchers to A-Best Supermarket Co., Ltd for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: China: Switchers From A-Best Supermarket Co., Ltd for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: China: Switchers to Carrefour China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: China: Switchers From Carrefour China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: China: Switchers to Dashang Group for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: China: Switchers From Dashang Group for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: China: Switchers to Metro Cash & Carry for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: China: Switchers From Metro Cash & Carry for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: China: Switchers to Tesco China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: China: Switchers From Tesco China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: China: Switchers to Trust Mart for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: China: Switchers From Trust Mart for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: China: Switchers to Wal-Mart Super center, China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: China: Switchers From Wal-Mart Super center, China for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: China: Switchers to Wumart Stores. Group for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: China: Switchers From Wumart Stores. Group for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: China: Switchers to Other for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: China: Switchers From Other for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 78: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 79: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 80: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2011
Table 81: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 82: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 83: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 84: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 85: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 86: China: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 87: China: Profile of Men's Toiletries 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 Men's Toiletries Value Share (%), by Age Groups, 2011
Figure 3: China Men's Toiletries Value Share (%), by Gender, 2011
Figure 4: China Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Men's Toiletries Value Share (%) by Wealth Groups, 2011
Figure 7: China Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Men's Toiletries Private Label Penetration (% Vol), by Category, 2011
Figure 17: China Men's Toiletries Market Share (US$ million), by Category, 2011
Figure 18: China Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Figure 19: China Men's Toiletries Expenditure Per Household (US$), by Category
Figure 20: China Men's Toiletries Survey-tracked Retailer Shares by Volume of Organized Retail (% of Ltrs m or Units m), 2011
Figure 21: China Aftershaves & Colognes Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 22: China Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 23: China Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: China Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 25: China: People Who Have Switched Retailer for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

COMPANIES MENTIONED

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

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