美國的個人衛生用品市場上消費者的趨勢(2011年) 是由出版商Canadean在2012年03月所出版的。
這份英文市場調查報告書包含Pages: 63 價格從美金7495起跳。
本報告以產品分類來調查美國的個人衛生用品市場上的消費者趨勢，提供每個族群(年齡·性別等)的市場規模、各年齡、性別的消費行動與動向、產品選擇行動、整體潮流對消費者的影響、市場規模（銷售量）與市場價值（銷售額）、零售店的選擇、選換狀況等項目的詳細分析，並將結果概述為以下內容。
第1章 簡介
第2章 消費者的分類，各群組市場價值，流行的影響
- 消費者族群與個人衛生用品市場價值
- 各年齡族群
- 性別族群
- 各地區族群
- 各學歷族群
- 不同資產族群
- 各種生活模式族群
- 消費者族群與各類別市場價值
- 行動趨勢與市場價值
第3章 消費分析
第4章 名牌與私有品牌的選擇
- 品牌與自有品牌的數量市場佔有率
- 個人衛生用品的選擇名牌和私有品牌的比例
第5章 受流行影響的消費者比例
- 消費者的產品選擇相關推動要素
- 個人衛生用品整體
- 止汗劑·體香消臭劑
- 衛浴用品
- 肥皂
第6章 消費的衝擊:市場評估
- 消費者行動對個人衛生用品市場價值的影響
- 個人衛生用品市場價值分析:各分類
- 各分類市場佔有率
- 每人支出:各分類
- 每戶人家支出:各分類
- 消費者行動對個人衛生用品市場規模的影響
- 各分類市場佔有率的增加
- 每人消費量:各分類
- 每戶人家消費量:各分類
第7章 零售業者的選擇，轉換，分類市場佔有率
- 零售業者的銷售量市場佔有率:各分類
- 過去六個月零售業者轉換的水準
- 2011年下半年的轉換行動的矩陣
- 主要零售業者的轉換情形分析(全6家公司)
- 個人衛生用品的最終消費者簡介:利用的各零售商
- Ahold
- C&S Wholesale Grocers
- Costco
- Delhaize
- Kroger
- Loblaw
- Publix
- Safeway
- Supervalu
- Wal-Mart
- 其他
第8章 附錄
圖表一覽
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?
In a market characterized by set personal care routines and ingrained habits typically lasting a life time a key to longer terms success is the need to attract new customers and encourage consumption frequency. In the future the ability to target the specific trends that encourage consumers to switch either brands or categories will be key for future success.
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: the Antiperspirants & Deodorants, Bath & Shower Products and Soap markets.
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
Consumption frequency analysis reveals that Tweens & Early Teens have only 8.5% share in the Personal Hygiene market and while Older consumers have 25.4% share. This is representative of high levels of disposable income among higher age groups and increasingly individual personal health choices, free of parental influence.
Virtually all consumption of Antiperspirants & Deodorants is of a Heavy frequency, indicating that there is limited potential to grow the category by volume. Instead, suppliers should focus on value-added products to encourage consumers to trade up to premium products.
There are some significant differences between the proportion of people who say that a particular trend affects their consumption, and the actual resulting share of the market affected by this. This highlights that some significant differences between what people do and what they say is important in affecting their consumption exist.
Table of Contents
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 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 Personal Hygiene 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 Antiperspirants & Deodorants
- 2.2.2 Bath & Shower Products
- 2.2.3 Soap
- 2.3 Behavioral Trends and Market Value
- 2.3.1 Antiperspirants & Deodorants
- 2.3.2 Bath & Shower Products
- 2.3.3 Soap
3 Consumption Analysis
- 3.1 Consumption Frequencies by Age and Gender
- 3.1.1 Antiperspirants & Deodorants
- 3.1.2 Bath & Shower Products
- 3.1.3 Soap
- 3.2 Consumer Profiles by Product Category
- 3.2.1 Antiperspirants & Deodorants
- 3.2.2 Bath & Shower Products
- 3.2.3 Soap
4 Brand vs. Private Label Choices
- 4.1 Brand vs. Private Label Volume Share
- 4.2 Personal Hygiene Brand Choice and Private Label Shares
- 4.2.1 Antiperspirants & Deodorants
- 4.2.2 Bath & Shower Products
- 4.2.3 Soap
5 The Share of Consumers Influenced by Trends
- 5.1 Trend Drivers of Consumers' Product Choices
- 5.1.1 Overall Personal Hygiene
- 5.1.2 Antiperspirants & Deodorants
- 5.1.3 Bath & Shower Products
- 5.1.4 Soap
6 Consumption Impact: Market Valuation
- 6.1 Personal Hygiene Value Impact of Consumer Consumption Behavior
- 6.1.1 Market Value by Category
- 6.1.2 Market Volume by Category
- 6.2 Personal Hygiene 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 Personal Hygiene 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
- 7.1 Retailer Volume Share by Category
- 7.1.1 Retail Share by Volume - Antiperspirants & Deodorants
- 7.1.2 Retail Share by Volume - Bath & Shower Products
- 7.1.3 Retail Share by Volume - Soap
- 7.2 Levels of Retailer Switching in the Last Six Months
- 7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
- 7.2.2 Costco Last Six Months
- 7.2.3 Kroger Last Six Months
- 7.2.4 Wal-Mart Last Six Months
- 7.2.5 Other Last Six Months
- 7.3 Profiles of End-Consumers of Personal Hygiene, by Retailer Used
- 7.3.1 Costco
- 7.3.2 Kroger
- 7.3.3 Publix
- 7.3.4 Safeway
- 7.3.5 Wal-Mart
- 7.3.6 Other
8 Appendix
- 8.1 About Canadean
- 8.2 Disclaimer
List of Tables
- Table 1: Volume Units for the Personal Hygiene Market
- Table 2: United States Survey Respondent Profile (weighted), 2011
- Table 3: United States Personal Hygiene Value Share (%), by Age Groups, 2011
- Table 4: United States Personal Hygiene Value Share (%), by Gender, 2011
- Table 5: United States Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
- Table 6: United States Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
- Table 7: United States Personal Hygiene Value Share (%) by Wealth Groups, 2011
- Table 8: United States Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
- Table 9: United States Antiperspirants & Deodorants Consumer Group Share (% market value), 2011
- Table 10: United States Bath & Shower Products Consumer Group Share (% market value), 2011
- Table 11: United States Soap Consumer Group Share (% market value), 2011
- Table 12: United States Total Antiperspirants & Deodorants Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
- Table 13: United States Total Bath & Shower Products Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
- Table 14: United States Total Soap Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
- Table 15: United States Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
- Table 16: United States Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Table 17: United States Bath & Shower Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
- Table 18: United States Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Table 19: United States Soap Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
- Table 20: United States Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Table 21: United States Antiperspirants & Deodorants Consumer Profiles (% consumers by sub-group), 2011
- Table 22: United States Bath & Shower Products Consumer Profiles (% consumers by sub-group), 2011
- Table 23: United States Soap Consumer Profiles (% consumers by sub-group), 2011
- Table 24: United States Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
- Table 25: United States Antiperspirants & Deodorants Survey-tracked Brand Shares by Volume (% Vol), 2011
- Table 26: United States Bath & Shower Products Survey-tracked Brand Shares by Volume (% Vol), 2011
- Table 27: United States Soap Survey-tracked Brand Shares by Volume (% Vol), 2011
- Table 28: United States, Overall Personal Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
- Table 29: United States, Antiperspirants & Deodorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
- Table 30: United States, Bath & Shower Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
- Table 31: United States, Soap: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
- Table 32: United States Personal Hygiene Market Value (US Dollar million), by Category, 2011
- Table 33: United States Personal Hygiene Market Volume (Kg m or Ltrs m), by Category, 2011
- Table 34: United States Personal Hygiene Market Share (US$ million), by Category, 2011
- Table 35: United States Personal Hygiene Expenditure Per Capita (US Dollar), by Category, 2011
- Table 36: United States Personal Hygiene Expenditure Per Household (US Dollar), by Category
- Table 37: United States Personal Hygiene Market Volume Share (Kg m or Ltrs m), by Category, 2011
- Table 38: United States Personal Hygiene Consumption Per Capita, by Category, 2011
- Table 39: United States Personal Hygiene Consumption Per Household, by Category, 2011
- Table 40: United States Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
- Table 41: United States Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
- Table 42: United States Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
- Table 43: United States: Switchers to Costco for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 44: United States: Switchers From Costco for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 45: United States: Switchers to Kroger for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 46: United States: Switchers to Wal-Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 47: United States: Switchers From Wal-Mart for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 48: United States: Switchers to Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 49: United States: Switchers From Other for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
- Table 50: United States: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
- Table 51: United States: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
- Table 52: United States: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
- Table 53: United States: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
- Table 54: United States: Profile of Personal Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
- Table 55: United States: Profile of Personal Hygiene 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: United States Personal Hygiene Value Share (%), by Age Groups, 2011
- Figure 3: United States Personal Hygiene Value Share (%), by Gender, 2011
- Figure 4: United States Personal Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
- Figure 5: United States Personal Hygiene Value Share (%) by Education Level Achieved Groups, 2011
- Figure 6: United States Personal Hygiene Value Share (%) by Wealth Groups, 2011
- Figure 7: United States Personal Hygiene Value Share (%) by Busy Lives Groups, 2011
- Figure 8: United States Antiperspirants & Deodorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
- Figure 9: United States Antiperspirants & Deodorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Figure 10: United States Bath & Shower Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
- Figure 11: United States Bath & Shower Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Figure 12: United States Soap Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
- Figure 13: United States Soap Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
- Figure 14: United States Personal Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
- Figure 15: United States Personal Hygiene Market Share (US$ million), by Category, 2011
- Figure 16: United States Personal Hygiene Expenditure Per Capita (US$), by Category, 2011
- Figure 17: United States Personal Hygiene Expenditure Per Household (US$), by Category
- Figure 18: United States Antiperspirants & Deodorants Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
- Figure 19: United States Bath & Shower Products Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
- Figure 20: United States Soap Survey-tracked Retailer Shares by Volume (Kg m), 2011
- Figure 21: United States: People Who Have Switched Retailer for their Personal Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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