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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
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.
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
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