Consumer Trends in the Haircare Market in Italy , 2011

Report Summary

This report provides the results for the Haircare market in Italy from Canadean’s unique, highly detailed and proprietary study 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 behaviours, 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 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.

Summary

Marketers in the Haircare market in Italy 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 provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market in Italy they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
• This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

• Detailed category coverage is provided, covering the Conditioner market, the Hair Colorants market, the Perms and Relaxers market, the Shampoo market and the Styling Agents market.
• Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
• Detailed brand and private label category shares for 2011 for each product category
• Unique retailer choice and switching data at the product category level for 2011

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 Haircare 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 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioural Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.2 Haircare Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Haircare
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents

6 Consumption Impact: Market Valuation
6.1 Haircare Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Haircare 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 Haircare Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth 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
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Conditioner
7.2.2 Retail Share by Volume - Hair Colorants
7.2.3 Retail Share by Volume - Perms & Relaxers
7.2.4 Retail Share by Volume - Shampoo
7.2.5 Retail Share by Volume - Styling Agents
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 Bennet SpA Switching analysis
7.3.4 Carrefour Switching analysis
7.3.5 Conad Switching analysis
7.3.6 Coop Italia Switching analysis
7.3.7 Despar Servizi Switching analysis
7.3.8 Esselunga Switching analysis
7.3.9 Eurospin Switching analysis
7.3.10 Finiper Switching analysis
7.3.11 Interdis Switching analysis
7.3.12 PAM Switching analysis
7.3.13 Rewe Group Switching analysis
7.3.14 Schwarz Group Switching analysis
7.3.15 Selex Switching analysis
7.3.16 Sisa Switching analysis
7.3.17 Other Switching analysis
7.4 Profiles of End-Consumers of Haircare, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Selex
7.4.15 Sisa
7.4.16 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Haircare Market
Table 2: Italy Exchange Rate – EURO Vs. US$, 2011
Table 3: Population Profiles
Table 4: Italy Haircare Value Share (%), by Age Groups, 2011
Table 5: Italy Haircare Value Share (%), by Gender, 2011
Table 6: Italy Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Haircare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Haircare Value Share (%) by Wealth Groups, 2011
Table 9: Italy Haircare Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Conditioner Consumer Group Share (% market value), 2011
Table 11: Italy Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Italy Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Italy Shampoo Consumer Group Share (% market value), 2011
Table 14: Italy Styling Agents Consumer Group Share (% market value), 2011
Table 15: Italy Total Conditioner Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Total Hair Colorants Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Perms & Relaxers Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Shampoo Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Styling Agents Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Italy Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Italy Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Italy Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Italy Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Haircare Private Label Penetration (% Vol), by Category, 2011
Table 36: Italy Conditioner Brand Share by Volume (% Vol), 2011
Table 37: Italy Hair Colorants Brand Share by Volume (% Vol), 2011
Table 38: Italy Perms & Relaxers Brand Share by Volume (% Vol), 2011
Table 39: Italy Shampoo Brand Share by Volume (% Vol), 2011
Table 40: Italy Styling Agents Brand Share by Volume (% Vol), 2011
Table 41:  Italy, Haircare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 42:  Italy, Conditioner: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 43:  Italy, Hair Colorants: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 44:  Italy, Perms & Relaxers: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 45:  Italy, Shampoo: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 46:  Italy, Styling Agents: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47: Italy Haircare Market Value (Euro million), by Category, 2011
Table 48: Italy Haircare Market Value (US$ million), by Category, 2011
Table 49: Italy Haircare Market Volume (Ltrs m), by Category, 2011
Table 50: Italy Haircare Market Share (US$ million), by Category, 2011
Table 51: Italy Haircare Expenditure Per Capita (Euro), by Category, 2011
Table 52: Italy Haircare Expenditure Per Capita (US$), by Category, 2011
Table 53: Italy Haircare Expenditure Per Household (Euro), by Category
Table 54: Italy Haircare Expenditure Per Household (US$), by Category
Table 55: Italy Haircare Market Volume Share (Ltrs m), by Category, 2011
Table 56: Italy Haircare Consumption Per Capita (Kilograms per head), by Category, 2011
Table 57: Italy Haircare Consumption Per Household (Kilograms per household), by Category, 2011
Table 58: Italy Conditioner Retailer Share by Volume (Ltrs m), 2011
Table 59: Italy Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Table 60: Italy Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Table 61: Italy Shampoo Retailer Share by Volume (Ltrs m), 2011
Table 62: Italy Styling Agents Retailer Share by Volume (Ltrs m), 2011
Table 63: Italy: Switchers to Auchan for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 64: Italy: Switchers From Auchan for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 65: Italy: Switchers to Bennet SpA for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 66: Italy: Switchers From Bennet SpA for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 67: Italy: Switchers to Carrefour for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 68: Italy: Switchers From Carrefour for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 69: Italy: Switchers to Conad for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 70: Italy: Switchers From Conad for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 71: Italy: Switchers to Coop Italia for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 72: Italy: Switchers From Coop Italia for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 73: Italy: Switchers to Despar Servizi for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 74: Italy: Switchers From Despar Servizi for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 75: Italy: Switchers to Esselunga for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 76: Italy: Switchers From Esselunga for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 77: Italy: Switchers to Eurospin for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 78: Italy: Switchers From Eurospin for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 79: Italy: Switchers to Finiper for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 80: Italy: Switchers From Finiper for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 81: Italy: Switchers to Interdis for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 82: Italy: Switchers From Interdis for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 83: Italy: Switchers to PAM for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 84: Italy: Switchers From PAM for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 85: Italy: Switchers to Rewe Group for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 86: Italy: Switchers to Schwarz Group for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 87: Italy: Switchers From Schwarz Group for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 88: Italy: Switchers to Selex for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 89: Italy: Switchers From Selex for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 90: Italy: Switchers to Sisa for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 91: Italy: Switchers From Sisa for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 92: Italy: Switchers to Other for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 93: Italy: Switchers From Other for Their Haircare Purchases in the Last Six Months (Thousands), 2011
Table 94: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011
Table 95: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup), 2011
Table 96: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 97: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Conad (% by Subgroup), 2011
Table 98: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup), 2011
Table 99: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup), 2011
Table 100: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup), 2011
Table 101: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup), 2011
Table 102: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Finiper (% by Subgroup), 2011
Table 103: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Interdis (% by Subgroup), 2011
Table 104: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From PAM (% by Subgroup), 2011
Table 105: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup), 2011
Table 106: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011
Table 107: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Selex (% by Subgroup), 2011
Table 108: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Sisa (% by Subgroup), 2011
Table 109: Italy: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Haircare Value Share (%), by Age Groups, 2011
Figure 3: Italy Haircare Value Share (%), by Gender, 2011
Figure 4: Italy Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Haircare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Haircare Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Haircare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Haircare Private Label Penetration (% Vol), by Category, 2011
Figure 19: Italy Haircare Market Share (US$ million), by Category, 2011
Figure 20: Italy Haircare Expenditure Per Capita (US$), by Category, 2011
Figure 21: Italy Haircare Expenditure Per Household (US$), by Category
Figure 22: Italy Haircare Retailer Share by Volume (Ltrs m), 2011
Figure 23: Italy Conditioner Retailer Share by Volume (Ltrs m), 2011
Figure 24: Italy Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Figure 25: Italy Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Figure 26: Italy Shampoo Retailer Share by Volume (Ltrs m), 2011
Figure 27: Italy Styling Agents Retailer Share by Volume (Ltrs m), 2011
Figure 28: Italy: People Who Have Switched Retailer for Their Haircare Purchases in the Last Six Months (Thousands), 2011