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The Russian Skincare Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Skincare

No. of Pages : 86 Pages


Product Synopsis

This report provides the results for the Skincare market in Russia from Canadean\'s 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 Skincare 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 Skincare 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 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Body Care, Facial Care, Depilatories, and Hand Care products are not considered 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: Body Care, Facial Care, Depilatories, and Hand Care.
  • 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

  • Older Consumers have the largest share of the Skincare market in Russia. Together with Mid-Lifers, they account for almost 60% the market. This is a result of the large number of Older Consumers and their relatively higher disposable income.
  • Women account for two-thirds of the Skincare market in Russia despite accounting for 53% of the population. As such, products targeting men will be limited by their disproportionally low spending on Skincare products.
  • Analysis of the skincare market by wealth group indicates that the Moderate Income wealth group has the largest value share in the market. Combined with the Hard Pressed wealth group, they account for over two-thirds of the total skincare market. This indicates strong potential for mass market products.

Key Highlights

  • The consumption frequency of Hand Care products in Russia tends to increase with age. For instance, the Pre-Mid-Lifers, Mid-Lifers, and Old Consumers age groups have the highest proportion of Heavy frequency consumers. Combined with their high disposable income, suppliers of Hand Care products will therefore concentrate on targeting consumers in older age groups.
  • Distribution of Skincare products in Russia is fragmented, with the five largest retailers within the Organized sector accounting for only approximately 40% of the market. This indicates that retailers have a relatively weak bargaining power with their suppliers.
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 Skincare 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 Body Care
3.2.2 Depilatories
3.2.3 Facial Care
3.2.4 Hand Care
3.2.5 Make-up Remover
3.3 Behavioral Trends and Market Value
3.3.1 Body Care
3.3.2 Depilatories
3.3.3 Facial Care
3.3.4 Hand Care
3.3.5 Make-up Remover

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Body Care
4.1.2 Depilatories
4.1.3 Facial Care
4.1.4 Hand Care
4.1.5 Make-up Remover
4.2 Consumer Profiles by Product Category
4.2.1 Body Care
4.2.2 Depilatories
4.2.3 Facial Care
4.2.4 Hand Care
4.2.5 Make-up Remover

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Skincare Brand Choice and Private Label Consumer Penetration
5.2.1 Body Care
5.2.2 Depilatories
5.2.3 Facial Care
5.2.4 Hand Care
5.2.5 Make-up Remover

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Skincare
6.1.2 Body Care
6.1.3 Depilatories
6.1.4 Facial Care
6.1.5 Hand Care
6.1.6 Make-up Remover

7 Consumption Impact: Market Valuation
7.1 Skincare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Skincare 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 Skincare 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 Skincare
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Body Care
8.2.2 Retail Share of Organized Retail by Volume - Depilatories
8.2.3 Retail Share of Organized Retail by Volume - Facial Care
8.2.4 Retail Share of Organized Retail by Volume - Hand Care
8.2.5 Retail Share of Organized Retail by Volume - Make-up Remover
8.3 Profiles of End-Consumers of Skincare, 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 X5 Retail Group
8.3.11 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Skincare Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Skincare Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Skincare Value Share (%), by Gender, 2012
Table 6: Russian Federation Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Skincare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Skincare Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Skincare Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Body Care Consumer Group Share (% market value), 2012
Table 11: Russian Federation Depilatories Consumer Group Share (% market value), 2012
Table 12: Russian Federation Facial Care Consumer Group Share (% market value), 2012
Table 13: Russian Federation Hand Care Consumer Group Share (% market value), 2012
Table 14: Russian Federation Make-up Remover Consumer Group Share (% market value), 2012
Table 15: Russian Federation Total Body Care Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Depilatories Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Facial Care Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Hand Care Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Make-up Remover Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Russian Federation Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Russian Federation Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Russian Federation Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Russian Federation Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Russian Federation Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Russian Federation Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Russian Federation Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Russian Federation Body Care Consumer Profiles (% consumers by sub-group), 2012
Table 31: Russian Federation Depilatories Consumer Profiles (% consumers by sub-group), 2012
Table 32: Russian Federation Facial Care Consumer Profiles (% consumers by sub-group), 2012
Table 33: Russian Federation Hand Care Consumer Profiles (% consumers by sub-group), 2012
Table 34: Russian Federation Make-up Remover Consumer Profiles (% consumers by sub-group), 2012
Table 35: Russian Federation Skincare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Russian Federation Body Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Russian Federation Depilatories Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Russian Federation Facial Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Russian Federation Hand Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Russian Federation Make-up Remover Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Russian Federation, Skincare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Russian Federation, Body Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Russian Federation, Depilatories: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Russian Federation, Facial Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Russian Federation, Hand Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Russian Federation, Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Russian Federation Skincare Market Value (Russian Ruble million), by Category, 2012
Table 48: Russian Federation Skincare Market Value (US$ million), by Category, 2012
Table 49: Russian Federation Skincare Market Volume (Ltrs m), by Category, 2012
Table 50: Russian Federation Skincare Market Value (US$ million), by Category, 2012
Table 51: Russian Federation Skincare Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 52: Russian Federation Skincare Expenditure Per Capita (US$), by Category, 2012
Table 53: Russian Federation Skincare Expenditure Per Household (Russian Ruble), by Category
Table 54: Russian Federation Skincare Expenditure Per Household (US$), by Category
Table 55: Russian Federation Skincare Market Volume (Ltrs m), by Category, 2012
Table 56: Russian Federation Skincare Consumption Per Capita (Ltrs), by Category, 2012
Table 57: Russian Federation Skincare Consumption Per Household (Ltrs), by Category, 2012
Table 58: Russian Federation Skincare Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 59: Russian Federation Body Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 60: Russian Federation Depilatories Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 61: Russian Federation Facial Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 62: Russian Federation Hand Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 63: Russian Federation Make-up Remover Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 64: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 65: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 66: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 67: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 68: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 69: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2012
Table 70: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From O\'Key (% by Subgroup, as tracked by the Survey), 2012
Table 71: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 72: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 73: Russian Federation: Profile of Skincare Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 74: Russian Federation: Profile of Skincare 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 Skincare Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Skincare Value Share (%), by Gender, 2012
Figure 4: Russian Federation Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Skincare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Skincare Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Skincare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Skincare Market Share (US$ million), by Category, 2012
Figure 19: Russian Federation Skincare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Russian Federation Skincare Expenditure Per Household (US$), by Category
Figure 21: Russian Federation Skincare Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 22: Russian Federation Body Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 23: Russian Federation Depilatories Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 24: Russian Federation Facial Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 25: Russian Federation Hand Care Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 26: Russian Federation Make-up Remover Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012

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