Russian oral hygiene market uninfluenced by consumers’ wealth: Report

The wealth levels of Russians did not have a remarkable impact on their oral hygiene, finds a report by Canadean – Health & Beauty.

According to the report, "Consumer Trends in the Oral Hygiene Market in Russia, 2011", over 40% of the market share is held by moderate income groups, followed by the affluent at 25.7% and the hard pressed section at 22%. The highly affluent group came at the end at 11.9%.

Better value for money has been the most influencing trend on the consumers at 36.2%, health came next at 25.5%. Media has been the least influential at 2.3%.

Time pressed individuals who have leisure time of three to five hours a day, have been the leading consumers of oral hygiene with 32.5% share. Time rich consumers with spare time of more than seven hours a day came next with 26.4%, while those having less than an hour to spare, held the least share of over 5%.

Female users had a marginal lead over males with 55.5% share. The urban users held the majority of the market at 94%.

Among the various age groups, consumers aged above 55 led the market with 30.7%, with mid-lifers aged 45-54 years coming far next at 15.5%. Tweens & early teens aged 10-15 years held the lowest share of 6.3%.

Consumers educated up to post secondary level held 34.7%, while the pre-primary and the primary level consumers contributed the least at 2.4% each.

Over 90% of the oral hygiene market in Russia is owned by brands rather than private labels.

The Toothpaste category formed 39% of the overall Russian market, followed by Toothbrushes & Replacement Heads at 28%, Mouthwash 15%, Dental Floss 9%, Denture Care 5% and Breath Fresheners (non Confectionery) 5%.

Click here for more details of the report.