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市場調査レポート

中国のデオドラント製品市場

Deodorants - China - September 2012

発行 Mintel China 商品コード 259121
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国のデオドラント製品市場 Deodorants - China - September 2012
出版日: 2012年09月30日 ページ情報: 英文
概要

当レポートでは、中国のデオドラント製品市場の現状と見通しについて調査分析し、中国人消費者と西洋の消費者の体臭およびデオドラント製品のニーズに対する認識の違い、デオドラント製品と香水など近い領域の各種製品の位置づけ、中国人消費者のニーズと製品開発の機会、消費者によるデオドラント製品の購買および利用行動の調査などをまとめ、概略以下の構成でお届けいたします。

イントロダクション

エグゼクティブサマリー

消費者の認識による成長の妨げ

  • 概要
  • 中国人は深刻な体臭の問題を持っていると思っていない
  • デオドラント製品の利用頻度はシャワージェル・香水と比較して大幅に低い
  • デオドラント製品の利用は特別な機会に限られている
  • 西洋と違い、中国人男性によるデオドラント製品の利用は女性より大幅に低い
  • 製品開発・マーケティングの焦点:男性より女性にすべき
  • 男性の身だしなみ習慣:女性が大きな役割を果たす
  • この意味するところとは?

厳しい競合の影響

  • 概要
  • フローラルウォーター:幅広い用途のある従来のデオドラント製品
  • フレグランス・香水:デオドラント製品が有利な近い領域
  • 強い体臭の究極の解消策としての手術
  • デオドラント製品製造業者:フローラルウォーター・フレグランス・香水の課題に対応していない
  • 病院での手術と切り離した明確な位置づけ:誤解を避けるため
  • この意味するところとは?

新製品への大きな消費者需要

  • 概要
  • 機能性:デオドラント製品を選ぶ最重要因子
  • 保湿
  • 敏感肌:もうひとつの開発エリア
  • ホワイトニング:デオドラント製品で満たせないニーズ
  • この意味するところとは?

成長の障壁:季節性と限定的な流通

  • 概要
  • デオドラント製品の売上:中国南部への傾向
  • 中国南部の高所得者層:デオドラント製品の普及に貢献
  • Eリテーリング:より多くの消費者へのリーチを支援
  • 外国人コミュニティと外国人ツーリスト
  • この意味するところとは?

市場の将来

個人の衛生・身だしなみ製品の利用頻度

デオドラント製品を利用しない理由

利用しているデオドラント製品の形態

保有しているデオドラント製品の数

デオドラント製品を使う機会

デオドラント製品を買うときの重要因子

違うブランドを買うときに惹かれる機能性

違うブランドを買うときに惹かれる製品の属性

違うブランドを買うときに惹かれる成分/配合

デオドラント製品への支出額:タイプ別

過去12ヶ月で購入したブランド

過去12ヶ月でデオドラント製品を購入した店舗

デオドラント製品の属性

過去12ヶ月で利用したデオドラント製品の形態

過去12ヶ月に購入したデオドラント製品ブランドの数

過去12ヶ月でデオドラント製品を購入した店舗数

目次

Abstract

“The Chinese deodorant market has seen double-digit growth rates year-on-year from a small volume base over the course of more than a decade, with more and more manufacturers and brands entering the market. However, China's per capita consumption of deodorants (US$0.07) has remained one of the smallest in the world. The problem is twofold with many Chinese consumers split between two views, one being that sweating is good for a person's health and should not be stopped or hindered, and the other relating to a desire to eliminate sweat-soaked clothes and odour.” - Sam Gao, Research Analyst.

In this report we answer the key questions:

  • What are the differences between Chinese and Western consumers' understanding of body odour and their perceptions of the need for deodorants?
  • Where are the product innovation opportunities in view of how Chinese consumers segment their needs?
  • In comparison to other and older forms of eliminating body odour used in China, where and how can deodorant stand out as the most coveted choice?
  • As a product not used as regularly as other toiletries, what distributional challenges do deodorants face?

This market covers aerosols, pumps, roll-ons, sticks, creams/gels, and body spray deodorants for men and women. Note that pumps (including squeezes) and creams/gels have little presence in China and are treated as negligible.

The term deodorant also includes antiperspirants and body sprays, but excludes fragrances and talcum powder. The market is based on sales through all retail channels including direct-to-consumer and selective outlets.

For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore consumer consumption of and attitudes toward deodorants. Fieldwork was conducted in April 2012, in five Tier 1 cities and five Tier 2 cities of 3,000 adults aged 20+. Tier 1 cities include Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu. Tier 2 cities include Dongguan, Harbin, Chongqing, Suzhou, and Qingdao.

Methodology

For its China report series, Mintel is running online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000.

  • Our consumer research is based on a random sample of internet respondents from a panel recruited by QQSurvey China online research
  • In each wave, we survey four major tier 1 cities, i.e. Shanghai, Beijing, Guangzhou and Chengdu
  • For tier 2 and tier 3 cities, we rotate amongst a selection of cities based on size and economic development
  • The research is not representative of the population as a whole, and is not being analysed as such. Mintel applies a quota-sampling approach with quotas on age, sex, region, income and education in these cities
  • Our sample data can only be considered as indicative of urban consumers in those regions rather than representative of China as a whole
  • For category reports (e.g. chocolate confectionery), consumers will typically be asked about usage, frequency, location of purchase, consumption occasion, brand usage and a series of attitudinal statements about the category
  • Lifestyle reports cover a broader range of attitudinal and behavioural topics

Table of Contents

INTRODUCTION

  • Definitions
  • Research methodologies
  • Innovation
  • Report structure

EXECUTIVE SUMMARY

  • The market
  • Figure 1: China deodorant market value sales and growth rate, by product segments, 2007-12
  • The forecast
  • Figure 2: Forecast for the China deodorant market, by value, 2007-17
  • Companies
  • Figure 3: China deodorant market shares, by value, 2011
  • Issues in the market
  • Consumer awareness hinders growth
  • The impact of strong competition
  • Significant consumer demand in new products
  • Seasonality and limited distribution are major obstacles to growth

CONSUMERS' AWARENESS HINDERS GROWTH

  • Issues at a glance
  • Chinese don't believe they have serious body odour problem
  • Figure 4: Reasons for not using deodorants, April 2012
  • Consumers use deodorant far less frequently than shower gel and perfume
  • Figure 5: Frequency of using deodorant, perfume, and shower gel among consumers, April 2012
  • Deodorant use limited to specific occasions
  • Figure 6: Occasions for using deodorants, April 2012
  • Unlike in the West, Chinese men use far less deodorant than women
  • Figure 7: Reasons for not using deodorants, by gender, April 2012
  • Figure 8: Frequency of using deodorant, by gender and age, April 2012
  • Product development and marketing focus more on women than men
  • Figure 9: Proportions of deodorants launched with gender claims in both China and UK since 2008
  • Women play a big role in men's grooming routine
  • Figure 10: Buyers of men's toiletries products, July 2012
  • Figure 11: Purchaser of haircare and bath and shower products, by gender, February and June 2012, respectively
  • What it means

THE IMPACT OF STRONG COMPETITION

  • Issues at a glance
  • Floral water a traditional deodorant with a wide range of applications
  • Figure 12: Comparison of prices of floral water and deodorant, Summer 2012
  • Figure 13: Number of variants in floral water and deodorants, 2008-12
  • Fragrances, perfumes annex territory where deodorant is a better player
  • Figure 14: Number of variants in fragrances/perfumes and deodorants, 2008-12
  • Figure 15: Reasons for owning and/or wearing perfumes or fragrances, April 2012
  • Figure 16: Top purchase criteria for deodorants and fragrances/perfumes, April 2012
  • Figure 17: Scents that attract one to buy, April 2012
  • Figure 18: Chinese deodorant product launches by top 10 fragrance groups, 2008-12
  • Hospitals hawk surgery as the ultimate solution to strong body odour
  • Figure 19: Advantages and disadvantages of deodorants vs. other competing solutions
  • Deodorant manufacturers have not responded to the challenges of floral water, fragrances/perfumes
  • Clear positioning away from hospital surgery to avoid misunderstanding and wrong expectations
  • What it means

SIGNIFICANT CONSUMER DEMAND IN NEW PRODUCTS

  • Issues at a glance
  • Functionality comes before all other concerns when selecting a deodorant
  • Figure 20: Important factors when deciding which deodorant to buy, April 2012
  • Figure 21: Product functions that attract one to buy a different brand, April 2012
  • Figure 22: Top 10 claims in deodorant variants launched in China, 2008-12
  • Moisturising, a glaring market gap
  • Figure 23: Types of skin problems/irritation currently experienced, May 2012
  • Figure 24: Moisturising/hydrating deodorants product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
  • Figure 25: Moisturising functions that attract one to buy a different brand, by city, April 2012
  • Sensitive skin another area for development
  • Figure 26: Types of skin problems/irritation currently experienced, by age, May 2012
  • Figure 27: Sensitive skin deodorant product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
  • Whitening another popular need not met by deodorants
  • Figure 28: Skincare product claims comparison, China vs. UK, 2008-12
  • Figure 29: Ingredients/formulae that attract one to buy a different brand of deodorant, April 2012
  • Figure 30: Top 10 claims in China's deodorant market, 2008-12
  • What it means

SEASONALITY AND LIMITED DISTRIBUTION ARE MAJOR OBSTACLES TO GROWTH

  • Issues at a glance
  • Deodorant sales tend to skew toward Southern China
  • Higher incomes contribute to stronger deodorant penetration in Southern China
  • Figure 31: Frequency of using deodorants, by Tier 1 and Tier 2 cities, April 2012
  • Figure 32: Number of brands bought in the past 12 months, by personal income, April 2012
  • Figure 33: Number of brands bought in the past 12 months, by named cities, April 2012
  • E-retailing helps reach out to more consumers
  • Figure 34: Brands bought in the past 12 months, April 2012
  • Figure 35: Retailing channels where deodorants were bought in the past 12 months, April 2012
  • A growing foreign community and millions of foreign tourists
  • What it means

THE FUTURE OF THE MARKET

  • Figure 36: Fan chart forecast for the China deodorant market, at best-, worst-, and central-case scenario, by value, 2007-17
  • Methodology

FREQUENCY OF USING PERSONAL HYGIENE AND GROOMING PRODUCTS

  • Figure 37: Frequency of using personal hygiene and grooming products, April 2012
  • Figure 38: Frequency of using personal hygiene and grooming products, April 2012
  • Figure 39: Most popular frequency of using deodorants, by demographics, April 2012
  • Figure 40: Next most popular frequency of using deodorants, by demographics, April 2012

REASONS FOR NOT USING DEODORANTS

  • Figure 41: Reasons for not using deodorants, April 2012
  • Figure 42: Most popular reasons for not using deodorants, by demographics, April 2012
  • Figure 43: Next most popular reasons for not using deodorants, by demographics, April 2012

FORMATS OF DEODORANTS USED

  • Figure 44: Formats of deodorants used, April 2012
  • Figure 45: Formats of deodorants used, by demographics, April 2012

NUMBER OF BOTTLES OF DIFFERENT DEODORANT FORMATS OWNED

  • Figure 46: Number of bottles of different deodorant formats owned, April 2012
  • Figure 47: Number of bottles of body spray/aerosol/atomiser formats owned, by demographics, April 2012
  • Figure 48: Number of bottles of roll-on formats owned, by demographics, April 2012
  • Figure 49: Number of bottles of solid stick formats owned, by demographics, April 2012
  • Figure 50: Number of bottles of gel formats owned, by demographics, April 2012
  • Figure 51: Number of bottles of cream formats owned, by demographics, April 2012
  • Figure 52: Number of bottles of other different deodorant formats owned, by demographics, April 2012

OCCASIONS FOR USING DEODORANTS

  • Figure 53: Occasions for using deodorants, April 2012
  • Figure 54: Most popular occasions for using deodorants, by demographics, April 2012
  • Figure 55: Next most popular occasions for using deodorants, by demographics, April 2012

IMPORTANT FACTORS WHEN DECIDING WHICH DEODORANT TO BUY

  • Figure 56: Important factors when deciding which deodorant to buy, April 2012
  • Figure 57: Most popular important factors when deciding top rank deodorant to buy, by demographics, April 2012
  • Figure 58: Other important factors when deciding top rank deodorant to buy, by demographics, April 2012

PRODUCT FUNCTIONS THAT ATTRACT ONE TO BUY A DIFFERENT BRAND

  • Figure 59: Product functions that attract one to buy a different brand, April 2012
  • Figure 60: Most popular product functions that attract one to buy a different brand, by demographics, April 2012
  • Figure 61: Next most popular product functions that attract one to buy a different brand, by demographics, April 2012
  • Figure 62: Other product functions that attract one to buy a different brand, by demographics, April 2012

PRODUCT ATTRIBUTES THAT ATTRACT ONE TO BUY A DIFFERENT BRAND

  • Figure 63: Attributes that attract one to buy a different brand, April 2012
  • Figure 64: Most popular attributes that attract one to buy a different brand, by demographics, April 2012
  • Figure 65: Next most popular attributes that attract one to buy a different brand, by demographics, April 2012

INGREDIENTS/FORMULAS THAT ATTRACT ONE TO BUY A DIFFERENT BRAND

  • Figure 66: Ingredients/formulas that attract one to buy a different brand, April 2012
  • Figure 67: Most popular ingredients/formulas that attract one to buy a different brand, by demographics, April 2012
  • Figure 68: Next most popular ingredients/formulas that attract one to buy a different brand, by demographics, April 2012

SPENDING BY TYPE OF DEODORANT

  • Figure 69: Spending by type of deodorant, April 2012
  • Figure 70: Spending by type of body spray/aerosols/atomisers, by demographics, April 2012
  • Figure 71: Spending by type of roll-ons, by demographics, April 2012
  • Figure 72: Spending by type of solid sticks, by demographics, April 2012
  • Figure 73: Spending by type of gels, by demographics, April 2012

BRANDS BOUGHT IN THE PAST 12 MONTHS

  • Figure 74: Brands bought in the past 12 months, April 2012
  • Figure 75: brands (in alphabetical order a-f) bought in the past 12 months, by demographics, April 2012
  • Figure 76: brands (in alphabetical order g-n) bought in the past 12 months, by demographics, April 2012
  • Figure 77: brands (in alphabetical order o-w) bought in the past 12 months, by demographics, April 2012

STORES DEODORANTS WERE BOUGHT FROM IN THE PAST 12 MONTHS

  • Figure 78: Stores deodorants were bought from in the past 12 months, April 2012
  • Figure 79: Most popular stores deodorants were bought from in the past 12 months, by demographics, April 2012
  • Figure 80: Next most popular stores deodorants were bought from in the past 12 months, by demographics, April 2012
  • Figure 81: Other stores deodorants were bought from in the past 12 months, by demographics, April 2012

ATTITUDES TOWARD DEODORANTS

  • Figure 82: Attitudes toward deodorants, April 2012
  • Figure 83: Most popular attitudes toward deodorants (any agree), by demographics, April 2012
  • Figure 84: Next most popular attitudes toward deodorants (any agree), by demographics, April 2012
  • Figure 85: Other attitudes toward deodorants (any agree), by demographics, April 2012
  • Figure 86: Most popular attitudes toward deodorants (any disagree), by demographics, April 2012
  • Figure 87: Next most popular attitudes toward deodorants (any disagree), by demographics, April 2012
  • Figure 88: Other attitudes toward deodorants (any disagree), by demographics, April 2012

NUMBER OF DIFFERENT DEODORANT FORMATS USED IN THE PAST 12 MONTHS

  • Figure 89: Number of formats of deodorants used in the past 12 months, April 2012
  • Figure 90: Number of formats of deodorants used in the past 12 months, by demographics, April 2012

NUMBER OF DEODORANT BRANDS BOUGHT IN THE PAST 12 MONTHS

  • Figure 91: Number of brands bought in the past 12 months, April 2012
  • Figure 92: Number of brands bought in the past 12 months, by demographics, April 2012

NUMBER OF STORES DEODORANT WAS TYPICALLY BOUGHT FROM IN THE PAST 12 MONTHS

  • Figure 93: Number of stores deodorants were bought from in the past 12 months, April 2012
  • Figure 94: Number of stores deodorants were bought from in the past 12 months, by demographics, April 2012
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