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The Russian Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 67 Pages


Product Synopsis

This report provides the results for the Fragrances market in Russia 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 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 20082009 the organized retail market 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 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: 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

  • Consumption frequency of Male Fragrances tends to increase as consumers get older. Heavy frequency consumption is most common in the Mid-Lifers and Older Consumers age groups. This indicates that younger men either prefer Unisex or Female Fragrances, or that overall category consumption is low.
  • Men have a higher consumption frequency of Unisex Fragrances than women. Approximately 15% of men are Heavy users of Unisex Fragrances, compared to only 10% of women. 

Key Highlights

  • More than 90% of consumers of fragrances in Russia use branded products. Private label brands that are less expensive are purchased mostly by lower earning income groups. The market for branded fragrances in Russia is unlikely to lose market share to private labels.
  • The Female Fragrances category dominates the overall Russian Fragrances market, followed by Male Fragrances. Unisex Fragrances account for less than 5%. 
  • Major retailers in Russian organized sector such as OKey, Auchan, and Magnit account for less than 30% of fragrances sold in volume terms. This indicates that Russians prefer to purchase Fragrances from specialty stores.
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 Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in 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 Auchan
8.3.2 Dixi
8.3.3 Lenta
8.3.4 Magnit
8.3.5 Metro Group
8.3.6 OAO Pharmacy Chain 36.6
8.3.7 O\'Key
8.3.8 Paterson
8.3.9 Sedmoi Kontinent
8.3.10 Seventh Continent
8.3.11 X5 Retail Group
8.3.12 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 - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Fragrances Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Fragrances Value Share (%), by Gender, 2012
Table 6: Russian Federation Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Female Fragrances Consumer Group Share (% market value), 2012
Table 11: Russian Federation Male Fragrances Consumer Group Share (% market value), 2012
Table 12: Russian Federation Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: Russian Federation Total Female Fragrances Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Russian Federation Total Male Fragrances Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Total Unisex Fragrances Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Russian Federation Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Russian Federation Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Russian Federation Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Russian Federation Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: Russian Federation Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: Russian Federation Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: Russian Federation Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Russian Federation Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Russian Federation Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Russian Federation Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Russian Federation, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Russian Federation, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Russian Federation, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Russian Federation, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Russian Federation Fragrances Market Value (Russian Ruble million), by Category, 2012
Table 34: Russian Federation Fragrances Market Value (US$ million), by Category, 2012
Table 35: Russian Federation Fragrances Market Volume (Ltrs m), by Category, 2012
Table 36: Russian Federation Fragrances Market Value (US$ million), by Category, 2012
Table 37: Russian Federation Fragrances Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 38: Russian Federation Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: Russian Federation Fragrances Expenditure Per Household (Russian Ruble), by Category
Table 40: Russian Federation Fragrances Expenditure Per Household (US$), by Category
Table 41: Russian Federation Fragrances Market Volume (Ltrs m), by Category, 2012
Table 42: Russian Federation Fragrances Consumption Per Capita (Ltrs) by Category, 2012
Table 43: Russian Federation Fragrances Consumption Per Household (Ltrs) by Category, 2012
Table 44: Russian Federation Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Table 45: Russian Federation Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 46: Russian Federation Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 47: Russian Federation Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 48: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 50: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 51: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 52: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 53: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2012
Table 54: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From O\'Key (% by Subgroup, as tracked by the Survey), 2012
Table 55: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 56: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 57: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From Seventh Continent (% by Subgroup, as tracked by the Survey), 2012
Table 58: Russian Federation: Profile of Fragrances Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 59: Russian Federation: 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: Russian Federation Fragrances Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Fragrances Value Share (%), by Gender, 2012
Figure 4: Russian Federation Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Fragrances Market Value (US$ million), by Category, 2012
Figure 15: Russian Federation Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: Russian Federation Fragrances Expenditure Per Household (US$), by Category
Figure 17: Russian Federation Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Figure 18: Russian Federation Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 19: Russian Federation Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 20: Russian Federation Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

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