表紙
市場調査レポート

ロシアのサンケア用品市場における消費者の傾向(2011年)

Consumer Trends in the Suncare Market in Russia

発行 Canadean 商品コード 225889
出版日 ページ情報 英文 76 Pages
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ロシアのサンケア用品市場における消費者の傾向(2011年) Consumer Trends in the Suncare Market in Russia
出版日: 2012年03月27日 ページ情報: 英文 76 Pages
概要

消費者調査の結果では、年齢構造の変化と個人主義が、ロシアにおけるサンケア商品に影響を与える主要な促進要因となっています。市場は、高齢化と人口の減少によって形成されていますが、個人主義傾向の重要性がサンケア商品における化粧品としての側面を重視し、セルフタンニング商品を好む最大の市場シェアとなっています。中年齢層は、金額ベースで、サンケア市場の20%のシェアを有しています。この層は人口の16%に該当します。この年齢層は、ロシアのサプライヤーにとっては最も重要なターゲットです。自社ブランドの普及率は、ロシアのサンケア市場では低くなっています。要因として、ロシアの小売市場が断片的な点があげられます。一般的に、市場が成熟して集中度が高い場合には、自社ブランドが成功する確率が高くなります。

当レポートでは、ロシアにおけるサンケア用品の消費者の動向を製品カテゴリー別に調査し、各種グループ(年齢・性別など)ごとの市場規模、年齢・性別ごとの消費行動・動向、製品選択行動、全体的な傾向が消費者行動に及ぼす影響、市場規模(販売量)と市場価値(販売額)、小売店舗の選択・切り替えの状況などの項目について詳細に分析して、その結果を概略以下の構成でお届けします。

第1章 イントロダクション

  • 当レポートの内容
  • 定義
  • 分析手法

第2章 消費者の分類、グループ別市場価値、流行の影響

  • 消費者の集団とサンケア用品市場の価値
    • 年齢別集団
    • 性別集団
    • 地域別集団
    • 学歴別集団
    • 資産別集団
    • 生活パターン別集団
  • 消費者の集団とカテゴリー別の市場価値
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め
  • 行動の傾向と市場価値
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め

第3章 消費分析

  • 消費の頻度:年齢別・性別
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め
  • 消費者のプロファイル:製品カテゴリー別
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め

第4章 ブランド品とプライベートレーベルとの選択

  • ブランド品とプライベートレーベルの数量シェア
    • カテゴリー別
  • サンケア用品のブランド選択とプライベートレーベルの比率
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め

第5章 流行の影響を受ける消費者の割合

  • 消費者の製品選択に関する流行の促進要因
    • サンケア用品全体
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め

第6章 消費のインパクト:市場の評価

  • サンケア用品市場価値に対する消費者行動の影響
    • カテゴリー別の市場価値
    • カテゴリー別の市場規模
  • サンケア用品市場価値の分析:カテゴリー別
    • カテゴリー別シェア
    • 1人当たり支出:カテゴリー別
    • 1世帯当たり支出:カテゴリー別
  • 消費者行動のサンケア用品市場規模への影響
    • カテゴリー別シェアの増加
    • 1人あたり消費量:カテゴリー別
    • 1世帯当たり消費量:カテゴリー別

第7章 小売業者の選択、切り替え、カテゴリーシェア

  • 小売業者の販売量シェア
    • サンケア用品の小売販売量シェア
  • 小売業者の販売量シェア:カテゴリー別
    • アフターサンケア
    • 日焼け用オイル
    • 日焼け止め
  • 過去6ヶ月間の小売業者切り替えの水準
    • 2011年下半期の切り替え行動のマトリックス
    • 主要小売業者の切り替え状況の分析(全12社分)
  • サンケア用品の最終消費者のプロファイル:利用した小売業者別
    • Auchan
    • Dixi
    • Lenta
    • Magnit
    • Metro Group
    • OAO Pharmacy Chain 36.6
    • O'Key
    • Paterson
    • Sedmoi Kontinent
    • Seventh Continent
    • X5 Retail Group
    • その他

第8章 付録

図表一覧

目次
Product Code: CS0261IS

Summary

Why was the report written?

Marketers in the Suncare 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 Suncare market they account for and which consumer trends drive their behavior.

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 increased amount of discount and own-brand products. After-sun, Self-tan and Sun Protection 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 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: After-sun, Self-tan and Sun Protection.

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 organized 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

Consumer survey results reveal that changing age structures and individualism are the leading drivers influencing Suncare products in Russia. The market will be shaped by the country's ageing and declining population, while the importance of the Individualism trend highlights the importance of the cosmetic aspects of Suncare products, and the large market share enjoyed by Self-tan products.

Mid-Lifers have a share of 20% of the Suncare market by value, despite accounting for only 16% of the population. As such this age group is the most important one for suppliers to target in Russia.

Private label penetration is low in the Russian Suncare market. One driver of this is the country's fragmented retail market, with private labels typically more successful in mature, concentrated retail markets.

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 Exchange Rates
    • 1.2.6 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 Suncare 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 After-sun
    • 2.2.2 Self-tan
    • 2.2.3 Sun Protection
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 After-sun
    • 2.3.2 Self-tan
    • 2.3.3 Sun Protection

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 After-sun
    • 3.1.2 Self-tan
    • 3.1.3 Sun Protection
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 After-sun
    • 3.2.2 Self-tan
    • 3.2.3 Sun Protection

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Suncare Brand Choice and Private Label Shares
    • 4.2.1 After-sun
    • 4.2.2 Self-tan
    • 4.2.3 Sun Protection

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Suncare
    • 5.1.2 After-sun
    • 5.1.3 Self-tan
    • 5.1.4 Sun Protection

6 Consumption Impact: Market Valuation

  • 6.1 Suncare Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Suncare 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 Suncare 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 of Organized Retail

  • 7.1 Retailer Share by Volume of Organized Retail
    • 7.1.1 Retailer Shares by Volume of Organized Retail in Suncare
  • 7.2 Retailer Volume Share by Category of Organized Retail
    • 7.2.1 Retail Share by Volume of Organized Retail - After-sun
    • 7.2.2 Retail Share by Volume of Organized Retail - Self-tan
    • 7.2.3 Retail Share by Volume of Organized Retail - Sun Protection
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Auchan Switching Analysis
    • 7.3.3 Dixi Switching Analysis
    • 7.3.4 Lenta Switching Analysis
    • 7.3.5 Magnit Switching Analysis
    • 7.3.6 Metro Group Switching Analysis
    • 7.3.7 OAO Pharmacy Chain 36.6 Switching Analysis
    • 7.3.8 O'Key Switching Analysis
    • 7.3.9 Sedmoi Kontinent Switching Analysis
    • 7.3.10 X5 Retail Group Switching Analysis
    • 7.3.11 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Suncare, by Retailer Used
    • 7.4.1 Auchan
    • 7.4.2 Lenta
    • 7.4.3 Magnit
    • 7.4.4 Metro Group
    • 7.4.5 OAO Pharmacy Chain 36.6
    • 7.4.6 O'Key
    • 7.4.7 Sedmoi Kontinent
    • 7.4.8 X5 Retail Group
    • 7.4.9 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Suncare Market
  • Table 2: Foreign Exchange Rate - Ruble Vs. US$, 2011
  • Table 3: Russia Survey Respondent Profile (weighted), 2011
  • Table 4: Russian Federation Suncare Value Share (%), by Age Groups, 2011
  • Table 5: Russian Federation Suncare Value Share (%), by Gender, 2011
  • Table 6: Russian Federation Suncare Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Russian Federation Suncare Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Russian Federation Suncare Value Share (%) by Wealth Groups, 2011
  • Table 9: Russian Federation Suncare Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Russian Federation After-sun Consumer Group Share (% market value), 2011
  • Table 11: Russian Federation Self-tan Consumer Group Share (% market value), 2011
  • Table 12: Russian Federation Sun Protection Consumer Group Share (% market value), 2011
  • Table 13: Russian Federation Total After-sun Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: Russian Federation Total Self-tan Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: Russian Federation Total Sun Protection Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Russian Federation After-sun Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: Russian Federation After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: Russian Federation Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: Russian Federation Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: Russian Federation Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Russian Federation Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Russian Federation After-sun Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: Russian Federation Self-tan Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: Russian Federation Sun Protection Consumer Profiles (% consumers by sub-group), 2011
  • Table 25: Russian Federation Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 26: Russian Federation After-sun Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: Russian Federation Self-tan Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: Russian Federation Sun Protection Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 29: Russian Federation, Overall Suncare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: Russian Federation, After-sun: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: Russian Federation, Self-tan: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: Russian Federation, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 33: Russian Federation Suncare Market Value (Russian Ruble million), by Category, 2011
  • Table 34: Russian Federation Suncare Market Value (US$ million), by Category, 2011
  • Table 35: Russian Federation Suncare Market Volume (Units m), by Category, 2011
  • Table 36: Russian Federation Suncare Market Share (US$ million), by Category, 2011
  • Table 37: Russian Federation Suncare Expenditure Per Capita (Russian Ruble), by Category, 2011
  • Table 38: Russian Federation Suncare Expenditure Per Capita (US$), by Category, 2011
  • Table 39: Russian Federation Suncare Expenditure Per Household (Russian Ruble), by Category
  • Table 40: Russian Federation Suncare Expenditure Per Household (US$), by Category
  • Table 41: Russian Federation Suncare Market Volume Share (Units m), by Category, 2011
  • Table 42: Russian Federation Suncare Consumption Per Capita (Units m / Population m), by Category, 2011
  • Table 43: Russian Federation Suncare Consumption Per Household (Units m / Households m), by Category, 2011
  • Table 44: Russian Federation Suncare Survey-tracked Retailer Shares by Volume of Organized Retail (% of Units m), 2011
  • Table 45: Russian Federation After-sun Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Table 46: Russian Federation Self-tan Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Table 47: Russian Federation Sun Protection Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Table 48: Russian Federation: Switchers to Auchan for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: Russian Federation: Switchers From Auchan for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: Russian Federation: Switchers to Dixi for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 51: Russian Federation: Switchers From Dixi for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 52: Russian Federation: Switchers to Lenta for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 53: Russian Federation: Switchers From Lenta for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 54: Russian Federation: Switchers to Magnit for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 55: Russian Federation: Switchers From Magnit for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 56: Russian Federation: Switchers to Metro Group for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 57: Russian Federation: Switchers From Metro Group for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 58: Russian Federation: Switchers to OAO Pharmacy Chain 36.6 for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 59: Russian Federation: Switchers From OAO Pharmacy Chain 36.6 for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 60: Russian Federation: Switchers to O'Key for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 61: Russian Federation: Switchers From O'Key for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 62: Russian Federation: Switchers to Sedmoi Kontinent for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 63: Russian Federation: Switchers From Sedmoi Kontinent for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 64: Russian Federation: Switchers to X5 Retail Group for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: Russian Federation: Switchers From X5 Retail Group for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: Russian Federation: Switchers to Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: Russian Federation: Switchers From Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
  • Table 69: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2011
  • Table 70: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2011
  • Table 71: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 72: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2011
  • Table 73: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2011
  • Table 74: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2011
  • Table 75: Russian Federation: Profile of Suncare Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 76: Russian Federation: Profile of Suncare 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: Russian Federation Suncare Value Share (%), by Age Groups, 2011
  • Figure 3: Russian Federation Suncare Value Share (%), by Gender, 2011
  • Figure 4: Russian Federation Suncare Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Russian Federation Suncare Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Russian Federation Suncare Value Share (%) by Wealth Groups, 2011
  • Figure 7: Russian Federation Suncare Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Russian Federation After-sun Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Russian Federation After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Russian Federation Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Russian Federation Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Russian Federation Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Russian Federation Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Russian Federation Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: Russian Federation Suncare Market Share (US$ million), by Category, 2011
  • Figure 16: Russian Federation Suncare Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: Russian Federation Suncare Expenditure Per Household (US$), by Category
  • Figure 18: Russian Federation Suncare Survey-tracked Retailer Shares by Volume of Organized Retail (% of Units m), 2011
  • Figure 19: Russian Federation After-sun Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Figure 20: Russian Federation Self-tan Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Figure 21: Russian Federation Sun Protection Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
  • Figure 22: Russian Federation: People Who Have Switched Retailer for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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