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市場調查報告書

俄羅斯的護髮用品市場趨勢與發展

Market Focus: Trends and Developments in the Haircare Sector in Russia

出版商 Canadean 商品編碼 296680
出版日期 內容資訊 英文 42 Pages
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俄羅斯的護髮用品市場趨勢與發展 Market Focus: Trends and Developments in the Haircare Sector in Russia
出版日期: 2014年02月25日 內容資訊: 英文 42 Pages
簡介

俄羅斯的護髮用品市場,推算2007∼2017年以年複合成長率6.2%的速度成長。都市區年輕的消費者追求亮麗外表和流行性,對個人整裝儀容用品更大量地支出,為市場成長的主要原因之一。特別是,在可購買範圍內整裝儀容產品的需求擴大。在各類別中,洗髮精等成熟化領域成長率雖然低迷,但是流行性高的染髮劑、造型產品大幅成長。自有品牌由於對其品質的擔憂等原因,沒有像其他歐洲各國那樣普及。

本報告提供俄羅斯的護髮用品市場現狀與趨勢相關分析、整體市場結構和背景情況、消費者的趨勢、各部門的市場規模(過去的實際成果值與今後五年的預測值)、品牌商品及自有品牌趨勢、相關產業(包裝產業)的關聯性、今後市場發展的方向性等調查資料、考察,並將結果概述為以下內容。

該國背景情況

  • 所得的擴大、中產階級的增加,使俄羅斯的零售市場成長
  • 俄羅斯的零售市場,每個地區的有很大差異
  • 大賣場/超級市場:最大的流通管道
  • 由於電子商務、直銷的利用可能性擴大,使流通管道間的競爭激烈

消費者簡介

  • 女性、老年人,佔俄羅斯的護髮用品市場大半部分
  • 青少年層:在俄羅斯護髮用品的消費量最多的消費階層
  • 美容:護髮用品消費的最重要動機
  • 有「物有所值感」的產品牽引市場成長
  • 消費者對訂製產品和改善頭髮健康的慾望,促進市場成長

各部門分析

  • 匯率的大幅度波動,是跨國公司的一大難題
  • 市場佔有率(以金額為準)最大為洗髮精:市場成長率最高為染髮劑
  • 成熟化的類別成長率低迷:在染髮劑、造型產品上流行性推動成長
  • 預測染髮劑銷售額的大幅度擴大
  • 預測潤髮乳、造型產品的銷售額穩定成長
  • 由於消費者喜好自然的直髮,在俄羅斯燙髮和離子燙(直髮燙)不大受歡迎

品牌產品和自有品牌

  • 俄羅斯人比起自有品牌更喜歡品牌製護髮用品
  • 隨著自有品牌的銷售額擴大,染髮劑的銷售額增加
  • Avon、L'Oreal、Procter and Gamble三家公司主導俄羅斯的護髮用品市場
  • Head and Shoulders (P&G):在俄羅斯受歡迎的洗髮精品牌

包裝相關考察

  • 硬質塑膠:由於便利性高,今後也是受歡迎的護髮用品包裝材料
  • 柔軟塑膠包裝:隨著補充包普及擴大而需求增加

未來預測

  • 廣泛的消費者需求與良好的經濟條件,促進護髮用品市場成長

資料附表及分析方法概要

目錄
Product Code: CS1482MF

This report provides a concise overview of the Haircare market in Russia. After reading this report, you will understand the size of the market, the economic, demographic, and behavioural trends that will drive its evolution, and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the Russian Haircare sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

Russia's Haircare market offers moderate growth opportunities; Haircare product sales in Russia are expected to grow at CAGR of 6.2% during 2007-2017. The country's urban and young population are spending more on personal grooming products, including Haircare products, as they desire to look good and remain fashionable.

What are the key drivers behind recent market changes?

Older Young Adults with rising incomes will drive the overall market growth. Increasing consumer confidence among the high income category will further drive demand for premium products.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of the Russian Haircare sector. This allows for the rapid identification of key growth opportunities across major Haircare categories and their packaging.

Key Features and Benefits

Analysis of consumer behaviour, economic conditions, and demography reveals emerging opportunities in the Haircare sector.

Key growth categories are highlighted by analysing the market dynamics of major Haircare categories.

Market shares are provided for the leading brands and private labels across Haircare categories.

An overview of packaging trends in the Russian Haircare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

There will be moderate growth in mature categories such as Shampoo and Conditioner, while Hair Colorants and Styling Agents will be driven by fashion statements.

While growth in local currency terms closely matched volume growth, volatile exchange rates have added complexity to the market for international companies.

Private label penetration in Russia's Haircare market is low. Russia lags behind the majority of European markets in terms of consumer trust and confidence in the quality of private labels.

Demand for Conditioner has increased as consumers replace 2-in-1 Shampoo plus Conditioners with individual products.

Key Highlights

Haircare products in Russia are popular with women across all age groups, while across genders, Older Consumers are frequent consumers of Haircare products, specifically those that meet their age specific needs.

Consumers in Russia are looking for Haircare products that can help them reach their personal grooming beauty aims.

Russians are keen to show their individualism through their Haircare choices, preferring products that are differentiated according to their personal needs and desires.

Haircare manufacturers in Russia are turning to innovative packaging solutions that showcase product ingredients and functional characteristics.

Table of Contents

Country Context

  • Rising income among a growing middle class is fuelling growth in consumer markets
  • Hypermarkets and Supermarkets and Health and Beauty Stores dominate retail sales in Russia
  • Increasing availability of eRetail and Direct Sales is set to cause increasing competition among channels

Consumer Profile

  • Women and Older Consumers purchase the most Haircare products in Russia
  • Early Young Adults are the heaviest consumers of Haircare products in Russia
  • Beauty is the most important motivator for consumption of Haircare products
  • Products that enhance Beauty at good value drive growth in Russian Haircare
  • Consumers' desire for tailored products and improved hair health is driving growth

Sector Analysis

  • Fluctuating exchange rates will create difficulties for multinational corporations in Russia
  • While Shampoo has the largest market share in terms of value; Hair Colorants lead the market in terms of growth
  • Mature categories will grow at a slower rate while fashion statements will drive growth of Hair Colorants and Styling Agents
  • Hair Colorants will witness increased sales and record highest growth during 2012-17
  • Conditioner and Styling Agents to witness increased sales and expected to grow steadily over 2012-17
  • Perms and Relaxers are less popular in Russia as consumers prefer natural straight hair.

Brands and Private Labels

  • Russians prefer branded hair care products over Private Label
  • Increasing Private Label sales of Hair Colorants contributed to the highest category value growth during 2009-12
  • Avon, L'Oreal and Procter and Gamble are key players in Russian Haircare market
  • Head and Shoulders by PandG is the preferred Shampoo brand in Russia

Packaging Insight

  • Rigid Plastics will continue to be the preferred packaging material for Haircare products due to the convenience they offer
  • Demand of Flexible Packaging Materials is on the rise due to the increasing popularity of refill packs

Future Outlook

  • Diverse consumer needs and favorable economic conditions will drive growth in the Haircare Sector

Data Appendix and Summary Methodology

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