The Chinese Deodorant Market - September 2012

By Author: Bharat Book Bureau
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Some questions answered in the Chinese Deodorant Market Report include: http://www.bharatbook.com/market-research-reports/consumer-goods-market-research-report/the-chinese-deodorant-market-september-2012.html

What are the differences between Chinese and Western consumers’ understanding of body odour and their perceptions of the need for deodorants?
Where are the product innovation opportunities in view of how Chinese consumers segment their needs?
In comparison to other and older forms of eliminating body odour used in China, where and how can deodorant stand out as the most coveted choice?
As a product not used as regularly as other toiletries, what distributional challenges do deodorants face?
This market covers aerosols, pumps, roll-ons, sticks, creams/gels, and body spray deodorants for men and women. Note that pumps (including squeezes) and creams/gels have little presence in China and are treated as negligible.The term deodorant also includes antiperspirants and body sprays, but excludes fragrances and talcum powder. The market is based on sales through all retail channels including direct-to-consumer ...
... and selective outlets.
Introduction

Definitions Research methodologies Innovation Report structure

Executive Summary
The market
Figure 1: China deodorant market value sales and growth rate, by product segments, 2007-12
The forecast
Figure 2: Forecast for the China deodorant market, by value, 2007-17
Companies
Figure 3: China deodorant market shares, by value, 2011
Issues in the market Consumer awareness hinders growth The impact of strong competition Significant consumer demand in new products Seasonality and limited distribution are major obstacles to growth

Consumers’ Awareness Hinders Growth
Issues at a glance Chinese don’t believe they have serious body odour problem
Figure 4: Reasons for not using deodorants, April 2012
Consumers use deodorant far less frequently than shower gel and perfume
Figure 5: Frequency of using deodorant, perfume, and shower gel among consumers, April 2012
Deodorant use limited to specific occasions
Figure 6: Occasions for using deodorants, April 2012
Unlike in the West, Chinese men use far less deodorant than women
Figure 7: Reasons for not using deodorants, by gender, April 2012
Figure 8: Frequency of using deodorant, by gender and age, April 2012
Product development and marketing focus more on women than men
Figure 9: Proportions of deodorants launched with gender claims in both China and UK since 2008
Women play a big role in men’s grooming routine
Figure 10: Buyers of men’s toiletries products, July 2012
Figure 11: Purchaser of haircare and bath and shower products, by gender, February and June 2012, respectively
What it means

The Impact of Strong Competition
Issues at a glance Floral water a traditional deodorant with a wide range of applications
Figure 12: Comparison of prices of floral water and deodorant, Summer 2012
Figure 13: Number of variants in floral water and deodorants, 2008-12
Fragrances, perfumes annex territory where deodorant is a better player
Figure 14: Number of variants in fragrances/perfumes and deodorants, 2008-12
Figure 15: Reasons for owning and/or wearing perfumes or fragrances, April 2012
Figure 16: Top purchase criteria for deodorants and fragrances/perfumes, April 2012
Figure 17: Scents that attract one to buy, April 2012
Figure 18: Chinese deodorant product launches by top 10 fragrance groups, 2008-12
Hospitals hawk surgery as the ultimate solution to strong body odour
Figure 19: Advantages and disadvantages of deodorants vs. other competing solutions
Deodorant manufacturers have not responded to the challenges of floral water, fragrances/perfumes Clear positioning away from hospital surgery to avoid misunderstanding and wrong expectations What it means

Significant Consumer Demand in New Products
Issues at a glance Functionality comes before all other concerns when selecting a deodorant
Figure 20: Important factors when deciding which deodorant to buy, April 2012
Figure 21: Product functions that attract one to buy a different brand, April 2012
Figure 22: Top 10 claims in deodorant variants launched in China, 2008-12
Moisturising, a glaring market gap
Figure 23: Types of skin problems/irritation currently experienced, May 2012
Figure 24: Moisturising/hydrating deodorants product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
Figure 25: Moisturising functions that attract one to buy a different brand, by city, April 2012
Sensitive skin another area for development
Figure 26: Types of skin problems/irritation currently experienced, by age, May 2012
Figure 27: Sensitive skin deodorant product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
Whitening another popular need not met by deodorants
Figure 28: Skincare product claims comparison, China vs. UK, 2008-12
Figure 29: Ingredients/formulae that attract one to buy a different brand of deodorant, April 2012
Figure 30: Top 10 claims in China’s deodorant market, 2008-12
What it means

Seasonality and Limited Distribution Are Major Obstacles to Growth
Issues at a glance Deodorant sales tend to skew toward Southern China Higher incomes contribute to stronger deodorant penetration in Southern China
Figure 31: Frequency of using deodorants, by Tier 1 and Tier 2 cities, April 2012
Figure 32: Number of brands bought in the past 12 months, by personal income, April 2012
Figure 33: Number of brands bought in the past 12 months, by named cities, April 2012
E-retailing helps reach out to more consumers
Figure 34: Brands bought in the past 12 months, April 2012
Figure 35: Retailing channels where deodorants were bought in the past 12 months, April 2012
A growing foreign community and millions of foreign tourists What it means

The Future of the Market
Figure 36: Fan chart forecast for the China deodorant market, at best-, worst-, and central-case scenario, by value, 2007-17
For more information kindly visit :
The Chinese Deodorant Market - September 2012

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