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Consumer Trends in the Personal Hygiene Market in Spain

60 Pages Canadean Ltd March 27, 2012 SKU: CANL3817607

Synopsis

This report provides the results for the Personal Hygiene market in Spain 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 Personal Hygiene 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 Personal Hygiene market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The weak Spanish economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Personal Hygiene products. This has made it essential to understand what pockets of growth might exist and whether these represent value or volume opportunities. Knowing the key consumer groups and key trends affecting the market are fundamental to achieving this level of market understanding.

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 sales across 26 consumer groups – providing through the data 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

Consumer survey data for the following specific categories: Antiperspirants & Deodorants, Bath & Shower Products and Soap.

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

Private label penetration is very high in Soap, with private labels accounting for almost a third of the market by volume. While penetration is relatively high in other Personal Hygiene categories, retailers will wish to grow their share in the Antiperspirants & Deodorants and Bath & Shower Products markets to levels recorded in the Soap market by investing further in their private label programs

Market valuation reveals that Spanish consumers spend the most on Bath & Shower Products in the personal hygiene market. They spend slightly less on Antiperspirants & Deodrants, while spending on Soap lags behind.

Not only do a large proportion of Spanish consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

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Consumer Trends in the Personal Hygiene Market in Spain

Canadean Ltd
March 27, 2012

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