Shower gels dynamics of consumption
There is not a significant consumption dynamics within the Personal care and cosmetics product basket for the yearly period until March 2009 compared to the corresponding period a year ago-the basket increases by 2% in volume and declines by 0,1% in value. Decreased purchase intensity is observed in the last quarter of 2009 and the first quarter of 2010.
Within the shower gel category there is a similar dynamics observed-a value decrease of 0,5% and volume increase of 0,3% are registered. The value decline is driven mainly by the decreased buyers’ number and the lower average prices. There is decreased purchase intensity but for the twelve months until March 2010 the shower gel category gains volume from the soap category - for the last yearly period there is a consumption switching from the toilet soaps to the shower gels.
The most preferred pack size is of 250 ml - it holds a value share of 60% for the yearly period until March 2010. The packages between 250 and 500 ml are represented by 16% in value and the smallest segment – packs up to 250 ml – loses share for the twelve months up to March 2010 when it reaches 5% in value compared to 8% a year ago.
The supermarkets are the leader within the shower gel category where the Bulgarian households spend 1/3 of their expenditures for the category with Kaufland being the retailer with the biggest share of 10% in value for the period April 2009 – March 2010. The small grocery shops hold the second biggest share of 19% but there is a trend to the decreasing of this outlet type significance. The perfumeries and cosmetics shops hold a value share of 11% for the last yearly period.
Almost 60% of the category in value is driven by the households with two and three members and the 30-60 aged consumers tend to spend the most for shower gels – they contribute to 73% of the category in value.
For the period April 2009 – March 2010 the significance of the private labeled shower gels increases – almost 2% of the category in value is driven by private labels and for the corresponding period a year ago they were represented by 0,2% of the households’ expenditures.
