Better value for money influences Russians in personal hygiene consumption

The growing desire for better value for money is showing a significant impact of Russians with respect to the consumption of personal hygiene products. This is substantiated by a new analysis from Canadean – Health & Beauty.

According to the report, ‘Consumer Trends in the Personal Hygiene Market in Russia, 2011,’ the highest percentage of consumers, of around 34%, indicated that the trend towards better value for money is driving their overall consumption of personal hygiene products.

All segments of the Russian Federation’s personal hygiene industry comprising antiperspirants & deodorants, bath & shower products, and soap too have experienced the same trend of people craving for value in what they purchase throughout 2011.

Antiperspirants & deodorants accounted for a major share in the overall market value of the personal hygiene market during the year with about 43%, followed by bath & shower products at 30% and soap trailing at the bottom with 27%.

However, soap stood atop in the volume-wise share of the market with little more than 40%, followed by bath & shower products and antiperspirants & deodorants.

Russians, aged about 55, have shown more fondness for personal hygiene with more than one fourth share during 2011 compared to all the other age groups, according to the survey.

In a market significantly dominated by urban Russians, females have outshone males in value share, Canadean observed.

The analysis from the education perspective has revealed that those with higher education show more concern for personal hygiene, who captured a dominating 40% share in value terms.

While Russians having moderate income have consumed highest share of personal hygiene products during 2011, the survey noticed that those having more than seven hours of leisure time per day held the leading share, from the busy lifestyle perspective.

Personal hygiene industry in the Russia is still to see significant penetration from the private label players, whose share was below 5% in all the three segments during the review period.

The Canadean report also provides detailed analysis of retail share by volume of organised retail in Russia, along with the retailer switching analysis within the industry during last six months of 2011.

Click here for more details of the report.