Consumer Trends in the Haircare Market in Russia , 2011

Report Summary

This report provides the results for the Haircare market in Russia 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 Russia 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 Russia 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 Hair care 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
4.1.1 By Category
4.2 Hair care 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 Hair care
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 Hair care Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Hair care 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 Hair care 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 by Category
7.1.1 Retail Share by Volume - Conditioner
7.1.2 Retail Share by Volume - Hair Colorants
7.1.3 Retail Share by Volume - Perms & Relaxers
7.1.4 Retail Share by Volume - Shampoo
7.1.5 Retail Share by Volume - Styling Agents
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 Auchan Switching analysis
7.2.3 Dixi Switching analysis
7.2.4 Lenta Switching analysis
7.2.5 Magnit Switching analysis
7.2.6 Metro Group Switching analysis
7.2.7 OAO Pharmacy Chain 36.6 Switching analysis
7.2.8 O'Key Switching analysis
7.2.9 Paterson Switching analysis
7.2.10 Sedmoi Kontinent Switching analysis
7.2.11 Seventh Continent Switching analysis
7.2.12 X5 Retail Group Switching analysis
7.2.13 Other Switching analysis
7.3 Profiles of End-Consumers of Hair care, by Retailer Used
7.3.1 Auchan
7.3.2 Dixi
7.3.3 Lenta
7.3.4 Magnit
7.3.5 Metro Group
7.3.6 OAO Pharmacy Chain 36.6
7.3.7 O'Key
7.3.8 Paterson
7.3.9 Sedmoi Kontinent
7.3.10 Seventh Continent
7.3.11 X5 Retail Group
7.3.12 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Hair Care Market
Table 2: Foreign Exchange Rate - RUBLE Vs. US$, 2011
Table 3: Population Profiles
Table 4: Russian Federation Hair care Value Share (%), by Age Groups, 2011
Table 5: Russian Federation Hair care Value Share (%), by Gender, 2011
Table 6: Russian Federation Hair care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Russian Federation Hair care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Russian Federation Hair care Value Share (%) by Wealth Groups, 2011
Table 9: Russian Federation Hair care Value Share (%) by Busy Lives Groups, 2011
Table 10: Russian Federation Conditioner Consumer Group Share (% market value), 2011
Table 11: Russian Federation Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Russian Federation Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Russian Federation Shampoo Consumer Group Share (% market value), 2011
Table 14: Russian Federation Styling Agents Consumer Group Share (% market value), 2011
Table 15: Russian Federation Total Conditioner Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Russian Federation Total Hair Colorants Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Russian Federation Total Perms & Relaxers Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Russian Federation Total Shampoo Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Russian Federation Total Styling Agents Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Russian Federation Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Russian Federation Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Russian Federation Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Russian Federation Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Russian Federation Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Russian Federation Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Russian Federation Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Russian Federation Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Russian Federation Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Russian Federation Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Russian Federation Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Russian Federation Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Russian Federation Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Russian Federation Hair care Private Label Penetration (% Vol), by Category, 2011
Table 36: Russian Federation Conditioner Brand Share by Volume (% Vol), 2011
Table 37: Russian Federation Hair Colorants Brand Share by Volume (% Vol), 2011
Table 38: Russian Federation Perms & Relaxers Brand Share by Volume (% Vol), 2011
Table 39: Russian Federation Shampoo Brand Share by Volume (% Vol), 2011
Table 40: Russian Federation Styling Agents Brand Share by Volume (% Vol), 2011
Table 41:  Russian Federation, Overall Hair care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 42:  Russian Federation, Conditioner: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 43:  Russian Federation, Hair Colorants: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 44:  Russian Federation, Perms & Relaxers: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 45:  Russian Federation, Shampoo: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 46:  Russian Federation, Styling Agents: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47: Russian Federation Hair care Market Value (Russian Ruble million), by Category, 2011
Table 48: Russian Federation Hair care Market Value (US$ million), by Category, 2011
Table 49: Russian Federation Hair care Market Volume (Ltrs m), by Category, 2011
Table 50: Russian Federation Hair care Market Share (US$ million), by Category, 2011
Table 51: Russian Federation Hair care Expenditure Per Capita (Russian Ruble), by Category, 2011
Table 52: Russian Federation Hair care Expenditure Per Capita (US$), by Category, 2011
Table 53: Russian Federation Hair care Expenditure Per Household (Russian Ruble), by Category
Table 54: Russian Federation Hair care Expenditure Per Household (US$), by Category
Table 55: Russian Federation Hair care Market Volume Share (Ltrs m), by Category, 2011
Table 56: Russian Federation Hair care Consumption Per Capita (Kilograms per head), by Category, 2011
Table 57: Russian Federation Hair care Consumption Per Household (Kilograms per household), by Category, 2011
Table 58: Russian Federation Conditioner Retailer Share by Volume (Ltrs m), 2011
Table 59: Russian Federation Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Table 60: Russian Federation Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Table 61: Russian Federation Shampoo Retailer Share by Volume (Ltrs m), 2011
Table 62: Russian Federation Styling Agents Retailer Share by Volume (Ltrs m), 2011
Table 63: Russian Federation: Switchers to Auchan for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 64: Russian Federation: Switchers From Auchan for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 65: Russian Federation: Switchers to Dixi for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 66: Russian Federation: Switchers From Dixi for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 67: Russian Federation: Switchers to Lenta for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 68: Russian Federation: Switchers From Lenta for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 69: Russian Federation: Switchers to Magnit for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 70: Russian Federation: Switchers From Magnit for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 71: Russian Federation: Switchers to Metro Group for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 72: Russian Federation: Switchers From Metro Group for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 73: Russian Federation: Switchers to OAO Pharmacy Chain 36.6 for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 74: Russian Federation: Switchers From OAO Pharmacy Chain 36.6 for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 75: Russian Federation: Switchers to O'Key for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 76: Russian Federation: Switchers From O'Key for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 77: Russian Federation: Switchers to Paterson for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 78: Russian Federation: Switchers From Paterson for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 79: Russian Federation: Switchers to Sedmoi Kontinent for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 80: Russian Federation: Switchers From Sedmoi Kontinent for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 81: Russian Federation: Switchers to Seventh Continent for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 82: Russian Federation: Switchers From Seventh Continent for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 83: Russian Federation: Switchers to X5 Retail Group for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 84: Russian Federation: Switchers From X5 Retail Group for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 85: Russian Federation: Switchers to Other for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 86: Russian Federation: Switchers From Other for Their Hair care Purchases in the Last Six Months (Thousands), 2011
Table 87: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011
Table 88: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Dixi (% by Subgroup), 2011
Table 89: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Lenta (% by Subgroup), 2011
Table 90: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Magnit (% by Subgroup), 2011
Table 91: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup), 2011
Table 92: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup), 2011
Table 93: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From O'Key (% by Subgroup), 2011
Table 94: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Paterson (% by Subgroup), 2011
Table 95: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup), 2011
Table 96: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Seventh Continent (% by Subgroup), 2011
Table 97: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup), 2011
Table 98: Russian Federation: Profile of Hair care Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

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