个人清洁用品研究分析报告(尼尔森)

44
+85%
985 +25%
81 1,231
95
97
+2%
2,510 +1% 2,530
MAT JF02
MAT JF03
Bar Soap Bath Liquid Hand Wash
MAT JF02
MAT JF03
Bar Soap Bath Liquid Hand Wash
Product Sales Mix & Growth by City
- so far, Bar soap market size has little sales
impact from the growth of Hand Wash and Bath Liquid
XX sales grew in line with total market yearly while behind the growth rate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD
Bar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HW
Volume Base-MAT JF03
Year Growth
12
23 -7
40 15
21 18 17 33
2
49
100
-9 28
Total Personal Wash
100 103 108 128 124 109 102 105 128 155 145 117 107
JF 01 MA 01 MJ 01 JA 01 SO 01 ND 01 JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
Product Segment Growth by City ND02/JF03 vs ND01/JF02
Total PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as well
Volume Growth Index
432
249
100
154
123
104
126 95
173 136
101 91
JF 01 MA 01 MJ 01 JA 01 SO 01 ND 01 JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
Bar Soap Bath Liquid Hand Wash
Product Segment Annual Growth
Total Category Increased While Bar Soap
Sales Maintain
Volume Sales(Mil.Ton) Year Growth +12%
4
2
+100%
22
33
+49%
Value Sales(Mil.Rmb) +9%
Bar Soap Sales Decline In BCD&Town
Volume Growth
TTL PW Bar Soap Bath Liquid Hand Wash
National
6.4
-3.6
39.1
75.2
4 Cities
26.3
1.3
67.1
59.6
A Cities
6.1
3.4
2.3
87.6
1 8
38 31 104
42
5
51
39
22
36
35 142
9
21 12 15
29
60
34
68
TTL PW
Bar Soap
Bath Liquid Hand Wash
4 Cities A Cities BCD Cities Town
Product Segment Sales Growth Index
Soap Sales Captured Slightly Decline In Latest 2 Periods vs. YA
BCD/E BCD Milk Yearly Performance Review Explore 300~999ml Pack Sales Opportunity TTT Bag Launch Evaluation
Category Overview
Summary Category Overview
Summary Category Overview(Con.)
Overall MNB gained share in latest 6 months vs YA largely driven by P&G; Olay gained share fastest followed with Dove
BCD Cities 9.9
-1.9
49.3
84.3
Town
-10.3
-12.2
20.8
-25.6
Bath Liquid Sales Growth XX Vs. TTL
XX Behind Market Growth In JF03 vs JF02
Annual Growth MAT JF0源自文库vs02
Retail Audit Presentation Prepared XXX
Updated to Jan/Feb.2003
Category Overview
Personal Wash
Agenda
Category Overview Why XX-Bath Liquid Lose Share in SH/E A/S
60 Volume Base
49
50
46
Value Base
40
30
25 27
20
10
0
Bath JB Liq.
Bath JB Liq.
Half Year Growth JF03 vs JF02
60 Volume Base
Zici/Aoxue captured share gain continuously
XX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants