Consumer Trends in the Feminine care Market in Italy

  • March 2012
  • -
  • Canadean Ltd
  • -
  • 96 pages

Synopsis

This report provides the results for the Feminine Care market in Italy 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.

Summary

Why was the report written?

Marketers in the Feminine Care market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the feminine care 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 retail market has been characterized by an increased amount of discount and own-brand products. Most of the feminine care products such as Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Disposable Razors and Blades are considered essential items and therefore consumption patterns have not 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 data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing 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 behavior 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 behaviors.

Scope

Detailed category coverage is provided, covering the Sanitary Pads, Internal Cleansers, Pantiliners and Shields, Tampons and Women’s Disposable Razors and Blades markets

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Internal Cleansers and Sanitary Pads account for more than 70% of total Feminine Care products market in Italy
Market valuation reveals that the Internal Cleansers category has the largest market share in the Feminine Care market in Italy, followed by Sanitary Pads and Women’s Disposable Razors and Blades. Tampons are the least valuable Feminine Care product in Italy, accounting for only a 5% market share.

Private label penetration is comparatively low for Feminine Care products in Italy
Brand data analysis reveals that private labels have a market penetration of less than 5% in Italy in the Tampons and Women’s Disposable Razors and Blades category, and approximately 10% in all other categories. This is low compared to other Western European markets.

Health and New gender behaviors are the key market drivers in internal cleansers market in Italy
Behavioral trend analysis reveals that health considerations and the changing role of modern day Italian women influence the purchasing decisions of internal cleansers. This indicates the growing concern of consumers regarding their overall wellbeing and the evolution of the labor market in Italy.

Table Of Contents

Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Feminine Care Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Internal Cleansers
2.2.2 Pantiliners and Shields
2.2.3 Sanitary Pads
2.2.4 Tampons
2.2.5 Women's Disposable Razors and Blades
2.3 Behavioral Trends and Market Value
2.3.1 Internal Cleansers
2.3.2 Pantiliners and Shields
2.3.3 Sanitary Pads
2.3.4 Tampons
2.3.5 Women's Disposable Razors and Blades
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Internal Cleansers
3.1.2 Pantiliners and Shields
3.1.3 Sanitary Pads
3.1.4 Tampons
3.1.5 Women's Disposable Razors and Blades
3.2 Consumer Profiles by Product Category
3.2.1 Internal Cleansers
3.2.2 Pantiliners and Shields
3.2.3 Sanitary Pads
3.2.4 Tampons
3.2.5 Women's Disposable Razors and Blades
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Feminine Care Brand Choice and Private Label Shares
4.2.1 Internal Cleansers
4.2.2 Pantiliners and Shields
4.2.3 Sanitary Pads
4.2.4 Tampons
4.2.5 Women's Disposable Razors and Blades
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Feminine Care
5.1.2 Internal Cleansers
5.1.3 Pantiliners and Shields
5.1.4 Sanitary Pads
5.1.5 Tampons
5.1.6 Women's Disposable Razors and Blades
6 Consumption Impact: Market Valuation
6.1 Feminine Care Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Feminine Care Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Feminine Care Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Feminine Care
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Internal Cleansers
7.2.2 Retail Share by Volume - Pantiliners and Shields
7.2.3 Retail Share by Volume - Sanitary Pads
7.2.4 Retail Share by Volume - Tampons
7.2.5 Retail Share by Volume - Women's Disposable Razors and Blades
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 Interdis Switching Analysis
7.3.10 PAM Switching Analysis
7.3.11 Rewe Group Switching Analysis
7.3.12 Sisa Switching Analysis
7.3.13 Other Switching Analysis
7.4 Profiles of End-Consumers of Feminine Care, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Interdis
7.4.10 PAM
7.4.11 Rewe Group
7.4.12 Selex
7.4.13 Sisa
7.4.14 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables
Table 1: Volume Units for Feminine Care Market
Table 2: Foreign Exchange Rate - EUR Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Feminine Care Value Share (%), by Age Groups, 2011
Table 5: Italy Feminine Care Value Share (%), by Gender, 2011
Table 6: Italy Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Feminine Care Value Share (%) by Wealth Groups, 2011
Table 9: Italy Feminine Care Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Internal Cleansers Consumer Group Share (% market value), 2011
Table 11: Italy Pantiliners and Shields Consumer Group Share (% market value), 2011
Table 12: Italy Sanitary Pads Consumer Group Share (% market value), 2011
Table 13: Italy Tampons Consumer Group Share (% market value), 2011
Table 14: Italy Women's Disposable Razors and Blades Consumer Group Share (% market value), 2011
Table 15: Italy Total Internal Cleansers Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Total Pantiliners and Shields Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Sanitary Pads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Tampons Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Women's Disposable Razors and Blades Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Internal Cleansers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Pantiliners and Shields Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Pantiliners and Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Sanitary Pads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Tampons Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Women's Disposable Razors and Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Women's Disposable Razors and Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Internal Cleansers Consumer Profiles (% consumers by sub-group), 2011
Table 31: Italy Pantiliners and Shields Consumer Profiles (% consumers by sub-group), 2011
Table 32: Italy Sanitary Pads Consumer Profiles (% consumers by sub-group), 2011
Table 33: Italy Tampons Consumer Profiles (% consumers by sub-group), 2011
Table 34: Italy Women's Disposable Razors and Blades Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Italy Internal Cleansers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Italy Pantiliners and Shields Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Italy Sanitary Pads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Italy Tampons Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Italy Women's Disposable Razors and Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Italy, Overall Feminine Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Italy, Internal Cleansers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Italy, Pantiliners and Shields: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Italy, Sanitary Pads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Italy, Tampons: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Italy, Women's Disposable Razors and Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Italy Feminine Care Market Value (Euro million), by Category, 2011
Table 48: Italy Feminine Care Market Value (US$ million), by Category, 2011
Table 49: Italy Feminine Care Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Italy Feminine Care Market Share (US$ million), by Category, 2011
Table 51: Italy Feminine Care Expenditure Per Capita (Euro), by Category, 2011
Table 52: ItalyFeminine Care Expenditure Per Capita (US$), by Category, 2011
Table 53: Italy Feminine Care Expenditure Per Household (Euro), by Category
Table 54: Italy Feminine Care Expenditure Per Household (US$), by Category
Table 55: Italy Feminine Care Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 56: Italy Feminine Care Consumption Per Capita, by Category, 2011
Table 57: Italy Feminine Care Consumption Per Household, by Category, 2011
Table 58: Italy Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 59: Italy Pantiliners and Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 60: Italy Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 61: Italy Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 62: Italy Women's Disposable Razors and Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 63: Italy: Switchers to Auchan for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers From Auchan for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers to Carrefour for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers From Carrefour for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers to Conad for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Switchers From Conad for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy: Switchers to Coop Italia for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy: Switchers From Coop Italia for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Italy: Switchers to Despar Servizi for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Italy: Switchers From Despar Servizi for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy: Switchers to Esselunga for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy: Switchers From Esselunga for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy: Switchers to Eurospin for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy: Switchers From Eurospin for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy: Switchers From Interdis for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Italy: Switchers to PAM for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Italy: Switchers From PAM for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Italy: Switchers to Rewe Group for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy: Switchers to Sisa for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy: Switchers From Sisa for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy: Switchers to Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy: Switchers From Other for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 86: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 87: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 88: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 89: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 90: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 91: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 92: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 93: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 94: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 95: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 96: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 97: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 98: Italy: Profile of Feminine Care Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011


List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Feminine Care Value Share (%), by Age Groups, 2011
Figure 3: Italy Feminine Care Value Share (%), by Gender, 2011
Figure 4: Italy Feminine Care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Feminine Care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Feminine Care Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Feminine Care Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Internal Cleansers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Internal Cleansers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Pantiliners and Shields Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Pantiliners and Shields Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Sanitary Pads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Sanitary Pads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Tampons Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Tampons Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Women's Disposable Razors and Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Women's Disposable Razors and Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Feminine Care Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Italy Feminine Care Market Share (US$ million), by Category, 2011
Figure 20: Italy Feminine Care Expenditure Per Capita (US$), by Category, 2011
Figure 21: Italy Feminine Care Expenditure Per Household (US$), by Category
Figure 22: Italy Feminine Care Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 23: Italy Internal Cleansers Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: Italy Pantiliners and Shields Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: Italy Sanitary Pads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: Italy Tampons Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 27: Italy Women's Disposable Razors and Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 28: Italy: People Who Have Switched Retailer for their Feminine Care Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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