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Manufacturer: Canadean

The Indian Oral Hygiene Market: What Consumers Use and Why?

SKU:CS0507IS / 374078
Publication Date:31.10.2013
Language version:English
Report Type:Consumer Panel Report
Lieferzeit:2-3 Tage
Nr of pages:50 pages
Rating:Für diese Studie liegt keine Bewertung vor.
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Content of the report

Product Synopsis
This report provides the results for the Oral Hygiene market in India from Canadean’s unique, highly detailed study 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, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
In a market characterized by set personal care routines and ingrained habits typically lasting a life time, the key to longer term success is attracting new customers and encouraging consumption frequency. In the future, the ability to target specific trends that encourage consumers to switch either brands or categories will be key for future success.

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 survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Mouthwash, Toothbrushes &Replacement Heads, and Toothpaste.

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption of Dental Floss across all age groups is low. In comparison with the high consumption rates of Toothpaste this is indicative of a low awareness of the benefits of Dental Floss for oral health. The value of this market could be significantly increased through advertising the benefits of using this product on a regular basis.

The Oral Hygiene market in India is dominated by Toothpaste with a 75% share by value. There is a significant share for Toothbrushes & Replacement Heads and the remainder is taken up by Mouthwash. As an emerging economy, the values of the remaining markets are likely to increase with improved awareness of Oral Hygiene issues.

The Early Young Adults age group has the lowest percentage of consumption in the Toothbrushes & Replacement Heads category, which is considered to be an essential product. This age range typically covers the life stage of leaving home and no longer being under the influence of parents, who are more likely to have been the driving force behind reminders to purchase a new toothbrush on a regular basis.

Key Highlights
All age groups have a similar value share (within 1%)of the Oral Hygiene market in comparison with their share of the population. This indicates that there is a huge target audience for all Oral Hygiene products as all age groups are of importance.

The trend of Changing Age Structures has the highest value share of the Oral Hygiene market in India. Consumers also state the same trend as being the most important in their choice of Oral Hygiene products. This indicates that products relating to age related dental issues are the most important consideration for Oral Hygiene consumption choices in India.

Branded products account for virtually the entire market by volume in all significant categories, leaving almost no scope for Private Label products. Furthermore, the majority of the market is held by two or three main brands in each category. This indicates that in matters of Oral Hygiene, consumers are brand loyal. However, there is huge growth potential for Private Label products in the future.
 

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