The Russian Make-up Market: What Consumers Use and Why?

 Published On: Oct, 2013 |    No of Pages: 72 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in Russia 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 in organized sector. 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 Make-up 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 Make-up market they account for, and which consumer trends drive their behaviour.

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 organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Eye, Face, Lip and, Nail Make-up are not considered essential items and therefore consumption patterns have 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 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 behaviour 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 behaviours.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Eye Make-up, Face Make-up, Lip Make-up, and Nail Make-up.
Detailed consumer segmentation 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.
Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption frequency analysis reveals that the consumption of Face Make-up products increases marginally as Russian consumers increase in age, until the Mid-Lifersage group. Thereafter, consumption declines, with the proportion of heavy users lowest among Older Consumers, of only 7%.
Consumption of Lip Make-up peaks among Mid-Lifers, where 45% of users consume at a Heavy frequency. Heavy consumption is relatively low among younger consumers, accounting for only 24% of Early Young Adults and 30% of Older Young Adults. This indicates older and middle-aged consumers account for a greater volume share of the Russian Lip Make-up market than younger consumers.
Consumption frequency analysis reveals significantly low consumption of Eye Make-up among Kids & Babies and Tweens & Early Teens in Russia, limiting the success of products aimed at children.

Key Highlights

Private label brands have a low market penetration in the Russian make-up market as major product manufacturers are global companies that have well-established brands in both domestic and international markets. Private label brands have less than a 10% penetration rate across all categories in the Russian market.
Face Make-up is the largest category by value in the Russian Make-up market, followed by Eye and Nail Make-up. Lip Make-up is the smallest category, although it only accounts for a slightly smaller share of the market than Eye and Nail Make-up.

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
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Make-up Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
3.3 Behavioral Trends and Market Value
3.3.1 Eye Make-up
3.3.2 Face Make-up
3.3.3 Lip Make-up
3.3.4 Nail Make-up
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Eye Make-up
4.1.2 Face Make-up
4.1.3 Lip Make-up
4.1.4 Nail Make-up
4.2 Consumer Profiles by Product Category
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Make-up Brand Choice and Private Label Consumer Penetration
5.2.1 Eye Make-up
5.2.2 Face Make-up
5.2.3 Lip Make-up
5.2.4 Nail Make-up
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Make-up
6.1.2 Eye Make-up
6.1.3 Face Make-up
6.1.4 Lip Make-up
6.1.5 Nail Make-up
7 Consumption Impact: Market Valuation
7.1 Make-up Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Make-up Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Make-up Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail by Category
8.1.1 Retail Share by Volume of Organized Retail - Eye Make-up
8.1.2 Retail Share by Volume of Organized Retail - Face Make-up
8.1.3 Retail Share by Volume of Organized Retail - Lip Make-up
8.1.4 Retail Share by Volume of Organized Retail - Nail Make-up
8.2 Profiles of End-Consumers of Make-up, by Retailer Used
8.2.1 Auchan
8.2.2 Dixi
8.2.3 Lenta
8.2.4 Magnit
8.2.5 Metro Group
8.2.6 O'Key
8.2.7 Paterson
8.2.8 Sedmoi Kontinent
8.2.9 X5 Retail Group
8.2.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - RUB vs. USD
Table 3: Russian Federation Survey Respondent profile (weighted), 2012
Table 4: Russian Federation Make-up Value Share (%), by Age Groups, 2012
Table 5: Russian Federation Make-up Value Share (%), by Gender, 2012
Table 6: Russian Federation Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Russian Federation Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Russian Federation Make-up Value Share (%) by Wealth Groups, 2012
Table 9: Russian Federation Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: Russian Federation Eye Make-up Consumer Group Share (% market value), 2012
Table 11: Russian Federation Face Make-up Consumer Group Share (% market value), 2012
Table 12: Russian Federation Lip Make-up Consumer Group Share (% market value), 2012
Table 13: Russian Federation Nail Make-up Consumer Group Share (% market value), 2012
Table 14: Russian Federation Total Eye Make-up Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Russian Federation Total Face Make-up Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Russian Federation Total Lip Make-up Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Russian Federation Total Nail Make-up Value (Russian Ruble millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Russian Federation Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Russian Federation Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Russian Federation Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Russian Federation Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Russian Federation Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Russian Federation Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Russian Federation Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Russian Federation Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Russian Federation Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: Russian Federation Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: Russian Federation Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: Russian Federation Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: Russian Federation Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Russian Federation Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Russian Federation Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Russian Federation Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Russian Federation Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Russian Federation, Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Russian Federation, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Russian Federation, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Russian Federation, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Russian Federation, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Russian Federation Make-up Market Value (Russian Ruble million), by Category, 2012
Table 41: Russian Federation Make-up Market Value (US$ million), by Category, 2012
Table 42: Russian Federation Make-up Market Volume (Kg m) by Category, 2012
Table 43: Russian Federation Make-up Market Value (US$ million), by Category, 2012
Table 44: Russian Federation Make-up Expenditure Per Capita (Russian Ruble), by Category, 2012
Table 45: Russian Federation Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: Russian Federation Make-up Expenditure Per Household (Russian Ruble), by Category
Table 47: Russian Federation Make-up Expenditure Per Household (US$), by Category
Table 48: Russian Federation Make-up Market Volume (Kg m) by Category, 2012
Table 49: Russian Federation Make-up Consumption Per Capita (Kg) by Category, 2012
Table 50: Russian Federation Make-up Consumption Per Household (Kg) by Category, 2012
Table 51: Russian Federation Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), of Organized Retail 2012
Table 52: Russian Federation Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), of Organized Retail 2012
Table 53: Russian Federation Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 54: Russian Federation Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 55: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 56: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Dixi (% by Subgroup, as tracked by the Survey), 2012
Table 57: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Lenta (% by Subgroup, as tracked by the Survey), 2012
Table 58: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Magnit (% by Subgroup, as tracked by the Survey), 2012
Table 59: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 60: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From O'Key (% by Subgroup, as tracked by the Survey), 2012
Table 61: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Paterson (% by Subgroup, as tracked by the Survey), 2012
Table 62: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Sedmoi Kontinent (% by Subgroup, as tracked by the Survey), 2012
Table 63: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From X5 Retail Group (% by Subgroup, as tracked by the Survey), 2012
Table 64: Russian Federation: Profile of Make-up Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Russian Federation Make-up Value Share (%), by Age Groups, 2012
Figure 3: Russian Federation Make-up Value Share (%), by Gender, 2012
Figure 4: Russian Federation Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Russian Federation Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Russian Federation Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: Russian Federation Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: Russian Federation Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Russian Federation Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Russian Federation Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Russian Federation Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Russian Federation Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Russian Federation Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Russian Federation Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Russian Federation Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Russian Federation Make-up Market Value (US$ million), by Category, 2012
Figure 17: Russian Federation Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: Russian Federation Make-up Expenditure Per Household (US$), by Category
Figure 19: Russian Federation Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), of Organized Retail 2012
Figure 20: Russian Federation Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), of Organized Retail 2012
Figure 21: Russian Federation Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 22: Russian Federation Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

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