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The Chinese Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 64 Pages


Product Synopsis

This report provides the results for the Fragrances market in China from Canadeans 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 Fragrances 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 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 20082009 the retail market in organized sector has been characterized by an increase in the amount of discounted 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 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 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.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Female Fragrances, Male Fragrances, and Unisex Fragrances.
  • 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

  • While overall consumption of Female Fragrances is higher for women than men, both genders have a similar number of Heavy users, just fewer than 10%. Approximately half of Chinese men consume Female Fragrances, indicating a diminished role for gender in overall Fragrances consumption.
  • The proportion of Heavy frequency consumers of Male Fragrances is highest in the Older Young Adults age group. The Young Adult age groups are more likely than other age groups to be in social occasions meriting the use of Fragrances, and Older Young Adults tend to have more disposable income than Early Young Adults, resulting in higher consumption.
  • Market analysis reveals that Female Fragrances and Male Fragrances account for more than 98% of the overall fragrances market in China. While Unisex Fragrances have a low share of the market, it is higher in China than in other developing markets such as Brazil and Russia.

Key Highlights

  • 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 in relation to other CPG categories. 
  • Changing age structures is the most important trend in the Fragrances market in China. Suppliers need to account for Chinas large young population and the effects the countrys One Child policy has had in different demographic groups, particularly on the ratio of males to females in younger age groups.
  • Major global retailers in the organized sector 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.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fragrances Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Female Fragrances
3.2.2 Male Fragrances
3.2.3 Unisex Fragrances
3.3 Behavioral Trends and Market Value
3.3.1 Female Fragrances
3.3.2 Male Fragrances
3.3.3 Unisex Fragrances

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Female Fragrances
4.1.2 Male Fragrances
4.1.3 Unisex Fragrances
4.2 Consumer Profiles by Product Category
4.2.1 Female Fragrances
4.2.2 Male Fragrances
4.2.3 Unisex Fragrances

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fragrances Brand Choice and Private Label Consumer Penetration
5.2.1 Female Fragrances
5.2.2 Male Fragrances
5.2.3 Unisex Fragrances

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fragrances
6.1.2 Female Fragrances
6.1.3 Male Fragrances
6.1.4 Unisex Fragrances

7 Consumption Impact: Market Valuation
7.1 Fragrances Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fragrances Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fragrances Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share of Organized Retail.
8.1 Retailer Volume Shareof Organized Retail
8.1.1 Retailer Volume Share of Organized Retailin Fragrances
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail- Female Fragrances
8.2.2 Retail Share by Volume of Organized Retail- Male Fragrances
8.2.3 Retail Share by Volume of Organized Retail- Unisex Fragrances
8.3 Profiles of End-Consumers of Fragrances, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash and Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Wumart Stores. Group
8.3.11 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Fragrances Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Fragrances Value Share (%), by Age Groups, 2012
Table 5: China Fragrances Value Share (%), by Gender, 2012
Table 6: China Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: China Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: China Female Fragrances Consumer Group Share (% market value), 2012
Table 11: China Male Fragrances Consumer Group Share (% market value), 2012
Table 12: China Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: China Total Female Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: China Total Male Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Unisex Fragrances Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: China Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: China Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: China Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: China Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: China Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: China Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: China Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: China Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: China Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: China, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: China, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: China, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: China, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: China Fragrances Market Value (Yuan Renminbi million), by Category, 2012
Table 34: China Fragrances Market Value (US$ million), by Category, 2012
Table 35: China Fragrances Market Volume (Ltrs m), by Category, 2012
Table 36: China Fragrances Market Value (US$ million), by Category, 2012
Table 37: China Fragrances Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 38: China Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: China Fragrances Expenditure Per Household (Yuan Renminbi), by Category
Table 40: China Fragrances Expenditure Per Household (US$), by Category
Table 41: China Fragrances Market Volume (Ltrs m), by Category, 2012
Table 42: China Fragrances Consumption Per Capita (Ltrs), by Category, 2012
Table 43: China Fragrances Consumption Per Household (Ltrs), by Category, 2012
Table 44: China Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m),of Organized Retail 2012
Table 45: China Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012
Table 46: China Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012
Table 47: China Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012
Table 48: China: Profile of Fragrances Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 49: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 50: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 51: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2012
Table 52: 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), 2012
Table 53: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 54: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 55: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 56: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 57: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 58: China: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: China Fragrances Value Share (%), by Age Groups, 2012
Figure 3: China Fragrances Value Share (%), by Gender, 2012
Figure 4: China Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: China Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Fragrances Market Value (US$ million), by Category, 2012
Figure 15: China Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: China Fragrances Expenditure Per Household (US$), by Category
Figure 17: China Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m),of Organized Retail 2012
Figure 18: China Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012
Figure 19: China Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012
Figure 20: China Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m),of Organized Retail 2012

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