SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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The Russian Haircare Market: What Consumers Use and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Russian Haircare Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Haircare market in Russia from Canadean's unique, highly detailed 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 behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare 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 increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents 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 consumption across 26 consumer groups. This data provides 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 behaviour 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 behaviours.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The Haircare market is dominated by women, with a 69% share of the market by value, despite accounting for 54% of the population.

Consumption of Perms & Relaxers is low across every age group. Consumption is highest among Early Young Adults, where Medium frequency consumption is the most common. Only 7% of Early Young Adults consume Perms & Relaxers at a heavy frequency and 9% at a Light frequency.

Consumption of Styling Agents peaks among Pre-Mid-Lifers; however, this is due to a relatively high number of Light frequency users. Tweens & Early Teens are the most important age group in the market, containing the highest proportion of Heavy frequency users and the second-highest proportion of Medium frequency users.

Key Highlights

Private label penetration is low in Russia, with Shampoo, the best performing private label product category, attaining penetration of less than 7%. One reason for this is the fragmented Russian organized retail industry, with private labels traditionally more successful in mature, concentrated retail environments.

Shampoo accounts for more than 40% of the Haircare market by value terms, followed by Hair Colorants and Conditioner. Perms &Relaxers is the smallest market segment with less than a 10% value share.

The Russian organized retail market for Haircare is highly fragmented, with no single retailer holding a market share exceeding 10%. However, the Russian organized retail market is expected to concentrate in the next few years, increasing the market shares of individual retailers.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Haircare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms and Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
3.3 Behavioral Trends and Market Value
3.3.1 Conditioner
3.3.2 Hair Colorants
3.3.3 Perms and Relaxers
3.3.4 Shampoo
3.3.5 Styling Agents
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Conditioner
4.1.2 Hair Colorants
4.1.3 Perms and Relaxers
4.1.4 Shampoo
4.1.5 Styling Agents
4.2 Consumer Profiles by Product Category
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms and Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Haircare Brand Choice and Private Label Consumer Penetration
5.2.1 Conditioner
5.2.2 Hair Colorants
5.2.3 Perms and Relaxers
5.2.4 Shampoo
5.2.5 Styling Agents
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Haircare
6.1.2 Conditioner
6.1.3 Hair Colorants
6.1.4 Perms and Relaxers
6.1.5 Shampoo
6.1.6 Styling Agents
7 Consumption Impact: Market Valuation
7.1 Haircare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Haircare Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Haircare Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail by Category
8.1.1 Retail Share by Volume of Organized Retail - Conditioner
8.1.2 Retail Share by Volume of Organized Retail - Hair Colorants
8.1.3 Retail Share by Volume of Organized Retail - Perms and Relaxers
8.1.4 Retail Share by Volume of Organized Retail - Shampoo
8.1.5 Retail Share by Volume of Organized Retail - Styling Agents
8.2 Profiles of End-Consumers of Haircare, by Retailer Used
8.2.1 Auchan
8.2.2 Dixi
8.2.3 Lenta
8.2.4 Magnit
8.2.5 Metro Group
8.2.6 OAO Pharmacy Chain 36.6
8.2.7 O'Key
8.2.8 Paterson
8.2.9 Sedmoi Kontinent
8.2.10 X5 Retail Group
8.2.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Haircare Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Haircare Value Share (%), by Gender, 2012
Table 6: Russian Federation Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Haircare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Haircare Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Haircare Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Conditioner Consumer Group Share (% market value), 2012
Table 11: Russian Federation Hair Colorants Consumer Group Share (% market value), 2012
Table 12: Russian Federation Perms and Relaxers Consumer Group Share (% market value), 2012
Table 13: Russian Federation Shampoo Consumer Group Share (% market value), 2012
Table 14: Russian Federation Styling Agents Consumer Group Share (% market value), 2012
Table 15: Russian Federation Total Conditioner Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Hair Colorants Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Perms and Relaxers Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Total Shampoo Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Russian Federation Total Styling Agents Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Russian Federation Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Russian Federation Perms and Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Russian Federation Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Russian Federation Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Russian Federation Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Russian Federation Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Russian Federation Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Russian Federation Conditioner Consumer Profiles (% consumers by sub-group), 2012
Table 31: Russian Federation Hair Colorants Consumer Profiles (% consumers by sub-group), 2012
Table 32: Russian Federation Perms and Relaxers Consumer Profiles (% consumers by sub-group), 2012
Table 33: Russian Federation Shampoo Consumer Profiles (% consumers by sub-group), 2012
Table 34: Russian Federation Styling Agents Consumer Profiles (% consumers by sub-group), 2012
Table 35: Russian Federation Haircare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Russian Federation Conditioner Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Russian Federation Hair Colorants Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Russian Federation Perms and Relaxers Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Russian Federation Shampoo Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Russian Federation Styling Agents Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Russian Federation, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Russian Federation, Conditioner: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Russian Federation, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Russian Federation, Perms and Relaxers: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Russian Federation, Shampoo: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Russian Federation, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Russian Federation Haircare Market Value (Russian Ruble million), by Category, 2012
Table 48: Russian Federation Haircare Market Value (US$ million), by Category, 2012
Table 49: Russian Federation Haircare Market Volume by Category, 2012
Table 50: Russian Federation Haircare Market Value (US$ million), by Category, 2012
Table 51: Russian Federation Haircare Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 52: Russian Federation Haircare Expenditure Per Capita (US$), by Category, 2012
Table 53: Russian Federation Haircare Expenditure Per Household (Russian Ruble), by Category
Table 54: Russian Federation Haircare Expenditure Per Household (US$), by Category
Table 55: Russian Federation Haircare Market Volume (Ltrs m or Units m) by Category, 2012
Table 56: Russian Federation Haircare Consumption Per Capita by Category, 2012
Table 57: Russian Federation Haircare Consumption Per Household by Category, 2012
Table 58: Russian Federation Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 59: Russian Federation Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Table 60: Russian Federation Perms and Relaxers Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Table 61: Russian Federation Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 62: Russian Federation Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 63: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 64: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 65: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 66: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 67: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 68: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From OAO Pharmacy Chain 36.6 (% by Subgroup, as tracked by the Survey), 2012
Table 69: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 70: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 71: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 72: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 73: Russian Federation: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Russian Federation Haircare Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Haircare Value Share (%), by Gender, 2012
Figure 4: Russian Federation Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Haircare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Haircare Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Haircare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Perms and Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Russian Federation Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Russian Federation Haircare Market Value (US$ million), by Category, 2012
Figure 19: Russian Federation Haircare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Russian Federation Haircare Expenditure Per Household (US$), by Category
Figure 21: Russian Federation Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 22: Russian Federation Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Figure 23: Russian Federation Perms and Relaxers Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Figure 24: Russian Federation Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 25: Russian Federation Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

Companies Mentioned

Auchan, Dixi, Lenta, Magnit, Metro Group ,OAO Pharmacy Chain 36.6 ,O'Key.

Read the full report:
The Russian Haircare Market: What Consumers Use and Why?
http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/haircare/russian_haircare_market_consumers_use_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Hair_Care_Products

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

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