Consumer Trends in the Skincare Market in India, 2011

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Synopsis

This report provides the results for the Skincare market from Canadean's unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level

Marketers in the Skincare 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 Skincare 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. Body Care, Depilatories, Facial Care, Hand Care and Make-Up Remover 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: Body Care, Depilatories, Facial Care, Hand Care and Make-Up Remover.

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.

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.

The Indian Skincare market is dominated by the branded products. Private label penetration is highest for Depilatories and lowest for Body Care products. One driver of this is India's fragmented retail market, with private label traditionally more successful in mature, concentrated retail markets.

Socio-demographic changes shaping the Indian marketChanging age structures and Changing lifestyles are the two most important trends driving consumers' choices of Skincare products. India's Skincare market is being shaped by its large young population, growing affluence of the middle class and growing urbanization.

Fragmented Skincare products distribution

Distribution of Skincare products in India is relatively fragmented. Though the leading retailer has a market share of 28%, four retailers have a market share in excess of 10% and six have a market share in excess of 5%.

Table of Contents1 Introduction1.1 What is this Report About?1.2 Definitions1.2.1 Consumer Trends1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)1.2.3 End Consumers1.2.4 Volume Units and Aggregations1.2.5 Exchange Rates1.2.6 Population Profiles (for interpretation of tables and charts)1.3 Methodology1.3.1 Introduction1.3.2 Large scale, international, program of online consumer surveys1.3.3 Nationally Representative results (age, gender)1.3.4 Parents answered on their children's behalf1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories1.3.6 Integrated with industry calling and secondary research2 Consumer Segmentation, Group Value and Trend Influence2.1 Cohort Groups and Skincare Market Value2.1.1 Age Groups2.1.2 Gender Groups2.1.3 Location Groups2.1.4 Education Achieved Groups2.1.5 Wealth Groups2.1.6 Busy Lives Groups2.2 Cohort Groups and Market Value by Category2.2.1 Body Care2.2.2 Depilatories2.2.3 Facial Care2.2.4 Hand Care2.2.5 Make-up Remover2.3 Behavioural Trends and Market Value2.3.1 Body Care2.3.2 Depilatories2.3.3 Facial Care2.3.4 Hand Care2.3.5 Make-up Remover3 Consumption Analysis3.1 Consumption Frequencies by Age and Gender3.1.1 Body Care3.1.2 Depilatories3.1.3 Facial Care3.1.4 Hand Care3.1.5 Make-up Remover3.2 Consumer Profiles by Product Category3.2.1 Body Care3.2.2 Depilatories3.2.3 Facial Care3.2.4 Hand Care3.2.5 Make-up Remover4 Brand vs. Private Label Choices4.1 Brand vs. Private Label Volume Share4.1.1 By Category4.2 Skincare Brand Choice and Private Label Shares4.2.1 Body Care4.2.2 Depilatories4.2.3 Facial Care4.2.4 Hand Care4.2.5 Make-up Remover5 The Share of Consumers Influenced by Trends5.1 Trend Drivers of Consumers' Product Choices5.1.1 Overall Skincare5.1.2 Body Care5.1.3 Depilatories5.1.4 Facial Care5.1.5 Hand Care5.1.6 Make-up Remover6 Consumption Impact: Market Valuation6.1 Skincare Value Impact of Consumer Consumption Behaviour6.1.1 Market Value by Category6.1.2 Market Volume by Category6.2 Skincare Value Analysis by Category6.2.1 Share by Category6.2.2 Expenditure per Capita by Category6.2.3 Expenditure per Household by Category6.3 Skincare Volume Impact of Consumer Behaviour Trends6.3.1 Share by Category6.3.2 Consumption per Capita by Category6.3.3 Consumption per Household by Category7 Appendix7.1 About Canadean7.2 DisclaimerList of TablesTable 1: Volume Units for the Skincare MarketTable 2: Foreign Exchange Rate – INR Vs. US$, 2011Table 3: India Survey Respondent Profile (weighted), 2011Table 4: India Skincare Value Share (%), by Age Groups, 2011Table 5: India Skincare Value Share (%), by Gender, 2011Table 6: India Skincare Value Share (%), by Urban and Rural Dwellers, 2011Table 7: India Skincare Value Share (%) by Education Level Achieved Groups, 2011Table 8: India Skincare Value Share (%) by Wealth Groups, 2011Table 9: India Skincare Value Share (%) by Busy Lives Groups, 2011Table 10: India Body Care Consumer Group Share (% market value), 2011Table 11: India Depilatories Consumer Group Share (% market value), 2011Table 12: India Facial Care Consumer Group Share (% market value), 2011Table 13: India Hand Care Consumer Group Share (% market value), 2011Table 14: India Make-up Remover Consumer Group Share (% market value), 2011Table 15: India Total Body Care Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 16: India Total Depilatories Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 17: India Total Facial Care Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 18: India Total Hand Care Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 19: India Total Make-up Remover Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 20: India Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 21: India Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 22: India Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 23: India Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 24: India Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 25: India Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 26: India Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 27: India Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 28: India Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 29: India Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 30: India Body Care Consumer Profiles (% consumers by sub-group), 2011Table 31: India Depilatories Consumer Profiles (% consumers by sub-group), 2011Table 32: India Facial Care Consumer Profiles (% consumers by sub-group), 2011Table 33: India Hand Care Consumer Profiles (% consumers by sub-group), 2011Table 34: India Make-up Remover Consumer Profiles (% consumers by sub-group), 2011Table 35: India Skincare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Table 36: India Body Care Survey-tracked Brand Shares by Volume (% Vol), 2011Table 37: India Depilatories Survey-tracked Brand Shares by Volume (% Vol), 2011Table 38: India Facial Care Survey-tracked Brand Shares by Volume (% Vol), 2011Table 39: India Hand Care Survey-tracked Brand Shares by Volume (% Vol), 2011Table 40: India Make-up Remover Survey-tracked Brand Shares by Volume (% Vol), 2011Table 41: India, Overall Skincare Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 42: India, Body Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 43: India, Depilatories: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 44: India, Facial Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 45: India, Hand Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 46: India, Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 47: India Skincare Market Value (Indian Rupee million), by Category, 2011Table 48: India Skincare Market Value (US$ million), by Category, 2011Table 49: India Skincare Market Volume (Ltrs m), by Category, 2011Table 50: India Skincare Market Share (US$ million), by Category, 2011Table 51: India Skincare Expenditure Per Capita (Indian Rupee), by Category, 2011Table 52: India Skincare Expenditure Per Capita (US$), by Category, 2011Table 53: India Skincare Expenditure Per Household (Indian Rupee), by CategoryTable 54: India Skincare Expenditure Per Household (US$), by CategoryTable 55: India Skincare Market Volume Share (Ltrs m), by Category, 2011Table 56: India Skincare Consumption Per Capita (Ltrs m / Population m), by Category, 2011Table 57: India Skincare Consumption Per Household (Ltrs m / Households m), by Category, 2011List of FiguresFigure 1: Consumer Panel Report MethodologyFigure 2: India Skincare Value Share (%), by Age Groups, 2011Figure 3: India Skincare Value Share (%), by Gender, 2011Figure 4: India Skincare Value Share (%), by Urban and Rural Dwellers, 2011Figure 5: India Skincare Value Share (%) by Education Level Achieved Groups, 2011Figure 6: India Skincare Value Share (%) by Wealth Groups, 2011Figure 7: India Skincare Value Share (%) by Busy Lives Groups, 2011Figure 8: India Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 9: India Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 10: India Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 11: India Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 12: India Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 13: India Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 14: India Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 15: India Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 16: India Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 17: India Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 18: India Skincare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Figure 19: India Skincare Market Share (US$ million), by Category, 2011Figure 20: India Skincare Expenditure Per Capita (US$), by Category, 2011Figure 21: India Skincare Expenditure Per Household (US$), by Category

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