Consumer Trends in the Personal Hygiene Market in the US, 2011 by Canadean

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This report provides the results for the US Personal Hygiene market from Canadean’s unique, highly detailed and proprietary survey 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 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.

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									                             Consumer
                           Consumer Panel Report




Consumer Trends in the Personal
Hygiene Market in the US, 2011
Reference code: CS0288IS

Published: March 2012




                              www.canadean.com
 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 8
    1.1 What is this Report About? ............................................................................................................... 8
    1.2 Definitions ........................................................................................................................................ 8
        1.2.1     Consumer Trends ....................................................................................................................................... 8
        1.2.2     Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ..................... 11
        1.2.3     End Consumers ........................................................................................................................................ 12
        1.2.4     Volume Units and Aggregations ............................................................................................................... 13
        1.2.5     Population Profiles (for interpretation of tables and charts) ..................................................................... 14
    1.3 Methodology ...................................................................................................................................15
        1.3.1     Introduction ............................................................................................................................................... 15
        1.3.2     Large scale, international, program of online consumer surveys ............................................................. 15
        1.3.3     Nationally Representative results (age, gender) ...................................................................................... 15
        1.3.4     Parents answered on their children’s behalf............................................................................................. 15
        1.3.5     Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 15
        1.3.6     Integrated with industry calling and secondary research ......................................................................... 16
2      Consumer Segmentation, Group Value and Trend Influence .......................................... 17
    2.1 Cohort Groups and Personal Hygiene Market Value .......................................................................17
        2.1.1     Age Groups ............................................................................................................................................... 17
        2.1.2     Gender Groups ......................................................................................................................................... 18
        2.1.3     Location Groups ....................................................................................................................................... 19
        2.1.4     Education Achieved Groups ..................................................................................................................... 20
        2.1.5     Wealth Groups .......................................................................................................................................... 21
        2.1.6     Busy Lives Groups .................................................................................................................................... 22
    2.2 Cohort Groups and Market Value by Category ................................................................................23
        2.2.1     Antiperspirants & Deodorants ................................................................................................................... 23
        2.2.2     Bath & Shower Products........................................................................................................................... 24
        2.2.3     Soap.......................................................................................................................................................... 25
    2.3 Behavioral Trends and Market Value ..............................................................................................26
        2.3.1     Antiperspirants & Deodorants ................................................................................................................... 26
        2.3.2     Bath & Shower Products........................................................................................................................... 27
        2.3.3     Soap.......................................................................................................................................................... 28
3      Consumption Analysis ....................................................................................................... 29
    3.1 Consumption Frequencies by Age and Gender ...............................................................................29
        3.1.1     Antiperspirants & Deodorants ................................................................................................................... 29
        3.1.2     Bath & Shower Products........................................................................................................................... 31
        3.1.3     Soap.......................................................................................................................................................... 33



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