恒安feminine ua 2006-prezrep-topline

1、Feminine CareUsage & Attitude study 2006 PresentationPrepared forUnicharm Consumer Products Service (Shanghai)ByShanghai ACNielsenSeptember 19th, 2006C060138 Project Global Wing U&A 2006 SK/ JZ / SS1Confidential & Proprietary Copyright 2006 ACNielsen a VNU business Data collection method:Research De

2、sign2Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessFace-to-Face interviews at the respondents home Sampling method:Random door-to-door sampling with urban districts in each city and quota sampling on individuals by age Respondents criteria:Female aged 15-49 years oldThose who hav

3、e menstruation period in latest three months. Sample quota:ShanghaiBeijingGuangzhouChengdu15-198417086167942107114620-2486811167525-29771508617511220511823430-3473899311635-398318998184801439015140-4410686636145-499898797953538484*Soft Quota by 5 years-old-age according to the female population.*Ful

4、ltime Occupation Quota 65%-75% FW period:May 19th June 15th, 2006Sofy TVCF CampaignSofy SG Side gather become wilder promote benefit on side leakage TVCF: Main message “no side leakage in those heavy flow period” (强化“量多的日子也不侧漏”的定位)Sofy Night AS Night 35 launch in September 2005 to tackle on the back

5、 leakage during night periodSofy TVCF CampaignSofy BF Ultra Slim BF Ultra Slim promote benefit on “Fit” and “No leakage” TVCF: Main message “Body fit, quick absorption, prevent leakage”. “核心贴身瞬吸体完全贴合身体,没有空隙，瞬间吸收 ，防止渗漏Sofy Liner In-Store Promo CampaignFollow up July 2005 new packaging launch, the Bra

6、nd Image Creation + Promotion activities took place in January 2006.AAAB108B108堆卖品项（每个面堆放一种)1) 标准护垫40PA)B2）绿茶护垫34+6P3）透气护垫34+6P4）瞬吸护垫28+12P252个108个Brand Media SupportsP&G pump into big bucks on media expenditure compare to other brands.NapkinTARP: Target Audience Rating PointsKotexLaurierCharmWhispe

7、rAnerleSofyCarefree2500200015001000500Mar 04Apr 04May 04Jun 04Jul 04Feb 05Mar 05Apr 05May 05Jun 05Jul 05Jan 03Feb 03Mar 03Apr 03May 03Jun 03Jul 03Aug 03Sept 03Oct 03Nov 03Dec 03Jan 04Feb 04Aug 04Sept 04Oct 04Nov 04Dec 04Jan 05Aug 05Sept 05Oct 05Nov 05Dec 05Jan 06Feb 06Mar 06Apr 06May 06Jun 060Whispe

8、r SofyLaurier CharmKotexCarefreeAnerleBRAND2002 TTL2003 TTL2004 TTL2005 TTL2006 TTL(up to Jun)Sofy9220.98350.35258.94385.63352.7Whisper6780.412706.47980.217441.17719.6Laurier772611046.66586.85340.42684.3Kotex772.6208.5000Carefree6855.42335.92341.64829.53101Anerle2750.3566.6869.61688.2256.1Charm00030

9、05.20200001500010000500002002 TTL2003 TTL2004 TTL2005 TTL2006 TTL (up to Jun)6Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessSanitary Napkin Product Segment Dry / Cotton Day / Night Ultra Slim / Slim Wing / Non- Wing Global brand / Local brand7Confidential & Proprietary Copyright

10、2006 ACNielsen a VNU businessSanitary Product PenetrationAlthough similar penetration of napkin and liner throughout the years but the monthly consumption in78%80%79%80%0%1%1%0%liner is declined in 2006 in all key cities (heavy users ratio is down).Total 4 CitiesAverage piece/month(14.5)(17.1)(15.0)

11、 (14.3)(15.2) (17.0)(15.9) (12.4)100%100%100%100%Napkin(used in last period)Liner(used in last month)Tampon(used in last period)8Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessBase=All respondents2003 (n=2421)2004 (n=2434)2005 (n=2428)2006 (n=2438)Ref: Q30/55aSanitary Product Usag

12、e SummaryLiner consumption dropped in all key cities while BJ and GZ noted slightly increasing napkin usage in the past period.SHBJGZCD2003200420052006200320042005200620032004200520062003200420052006Base*All respondentsNapkinLast period usageAverage piecePanty-linerP1M usageAverage pieceTamponLast p

13、eriod usage609605603605605604605607600612607611607613613615100%100%100%100%99%99%100%100%99%100%100%100%99%100%100%100%14.215.316.315.816.615.515.017.515.516.016.017.711.611.913.512.790%84%78%81%75%78%74%77%80%79%79%78%70%77%83%84%16.615.216.010.824.317.721.016.512.49.211.09.315.211.320.012.82%2%2%0

14、%*1%*1%*1%1%0%Base of “pieces in ave” : Who used the respective products, not including 0Ref: Q30/55a9Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessNapkin Used in Last Period- Yearly Trend on Consumption -Comparatively CD napkin users are less than other key cities in period. And

15、, it shows obvious growth of heavy user in BJ and GZ.Avg (pcs) 15.016.315.82163792035351912(%)333SH20Avg (pcs)15.016.317.5525729834383441284291161(%)BJ2004 (n=604)2005 (n=605)2006 (n=605)17.7Avg (pcs) 16.015.1231106192252464530123120(%)Avg (pcs)11.913.512.79311 36140233553475012(%)GZCD442004 (n=612)

16、2005 (n=607)2006 (n=611)2004 (n=613)2005 (n=613)2006 (n=615)Base : All respondentsRef: Q30R2Sanitary Product in Last period- Year Trend -Napkin only usage in last period is increasing slightly which brings up the total sanitary product consumption.上一次经期30(15.2)37(17.0)36(16.5)63(15.3)64(14.5)70(15.0

17、)(average pieces of Napkin used in last period )(average pieces of Napkin used in last period )Total 4 CitiesLiner + NapkinNapkin only2004 (n=2434)2005 (n=2428)2006 (n=2438)Base=All respondentsRef: Q30aSanitary Product in Last period- Year Trend by City -上一次经期Overall sanitary products consumption is

18、 moving up in BJ & GZ as results of increasing heavy users in napkin. Napkin only users in last period is increased significantly in CD while Liner + napkin combine users are seem in downward trend in SH and BJ since 2004.BJ56(15.3)36(15.6)64(15.3)38(17.5)62(14.8)36(18.0)64(15.2)SH(Average pieces of

19、 Napkin used in last period )79(15.2)Liner + Napkin21(15.4)Napkin only(Average pieces of Napkin used in last period )2004 (n=605)2005 (n=603)2006 (n=607)Z75(15.7)76(14.8)75(16.6)26(16.8)24(16.3)25(21.1)GCD71(13.2)SPLY65(11.8)Sig at 95%+11%2004 (n=612)2005 (n=607)2006 (n=611)Base : All respondentsNOT

20、E: SPLY refers to Same Period Last Year35(12.0)Ref: Q30aSanitary Product in Last period- By Age -上一次经期The average consumption usage is similar as last year. Understandably, younger age group napkin +liner usage is higher than older group.SP usage in last period35(17.8)36(17.2)38(16.7)45(15.5)54(13.8

21、)62(15.0)64(15.5)66(15.8)%Total 4 CitiesConsumption of Napkin in last periodLiner + NapkinNapkin only2005Napkin only(Average pieces of Napkin)(Average pieces of Napkin)20062005(Pieces)15-24 (n=693)25-34 (n=764)35-44 (n=667)45-49 (n=314)Base=All respondents16.516.115.614.613.915.015.415.815-24 (n=693

22、)25-34 (n=764)35-44 (n=667)45-49 (n=314)Ref: Q30aSanitary Product in Last period- By Age -上一次经期14Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessSH napkin consumption is sliding down each year. On the other hand, BJ Napkin only usage is picking upas oppose to the increasing of the

23、average consumption rate.(14.0)5936(18.264(14.1)64(15.8)Liner(Average pieces of Napkin)42(17.4)47(17.5)47(18.0)57(17.2)43(15.8)53(17.6)53(17.5)58(17.8)Shanghai SP usage in last period Beijing62(15.3)38(18.7)(Average pieces of Napkin)116.716.816.616.716.21515-2425-3435-4445-49 Consumption of Napkin i

24、n last period 17.116.217.717.717.615.315-24Base : All respondents15- Ref: Q22aSanitary Product in Last period- By Age -上一次经期GZ is having increasing napkin consumption in all age group compared to 2005. CD has the lowest average consumption amongst all key cities - the usage rate and consumption patt

25、ern is similar to SH.(Average pieces of Napkin)Guangzhou SP usage in last period Chengdu35(13.9)39(12.8)40(13.4)46(11.9)54(10.1)61(11.7)60(12.8)65(13.4)(Average pieces of Napkin)15-2425-3435-4445-49 Consumption of Napkin in last period 17.617.817.417.413.814.815.515.32006200514.213.912.812.111.012.2

26、13.013.615-24 (n=210)25-34 (n=205)35-44 (n=143)45-49 (n=53)Base : All respondents15-24 (n=146)25-34 (n=234)35-44 (n=151)45-49 (n=84)Ref: Q22aNapkin Product Penetration Summary (I)Sanitary Products Usage Perception Sanitary products as for female consumers are part of their living necessity.The combi

27、ned usage of both napkin and liner are decreased over the past four years where napkin usage only in on the rise. This usage behavior change suggests that female consumers are forming specific needs on napkin and liner. The average total napkin product used in the past 1 month remain +/- 20 pieces s

28、imilar to the past years trend.Chengdu has the lowest quantity usage compared to other cities.Both BJ and GZ have more heavy napkin users while majority light liner users are in SH and GZ.SHBJGZCDSanitary products (average pcs)19.721.622.515.4Heavy users 26 pcs (%)15%21%22%2%Napkin (average pcs)15.8

29、17.517.712.7Heavy users 19 pcs (%)29%42%32%7%Liner (average pcs)13.421.411.915.3Heavy users 31+ (%)0%0%0%0%Lighter user 1-10 pcs (%)80%57%88%53%16Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessNapkin Product Penetration Summary (II)Panty liner Usage The penetration remains 8 out o

30、f 10 females use liners.Since the peak in 2003, the liner usage remained +/-80% suggests the liner is at the mature point of penetration.However, Chengdu still on the rise amongst all key cities. Female consumers are more aware of liner product is for the non-period as of the usage rate is continuou

31、sly increasing over the years.2003200420052006Non-period ONLY9%11%12%17%Both Non & In period45%40%34%33% The average usage piece is down as results of heavy users dropping in BJ/CD and light users becoming more in all key cities particular in SH &GZ.2005=2006SHBJGZCD Heavy users 31+ (%)12%= 0%19%=0%

32、4%=0%10%=0%Lighter user 1-10 pcs (%)55%=80%42%=57%69%=88%39%=53% The purpose of using liner remains on light flow day during menstruation period.Reasons for non-period is mainly “stays comfort” - to avoid those uncomfortable feeling caused by discharge. The usage occasion remains as “end period with

33、 light flow”; BJ has increasing needs of using liner as precaution for before and after period . Dry / Cotton Day / Night Ultra Slim / SlimNapkin - Product Segments StructureChanged Wing / Non- Wing Global brand / Local brand18Confidential & Proprietary Copyright 2006 ACNielsen a VNU businessSanitar

34、y Napkin Type segments used in Last PeriodTotal 4 CitiesIn total key cities, U-Slim-type user, Night-type user and Wing-type user has increased .DRY vs. Cotton(%)63696569393030362003200420052006Wing vs. Non-Wing3222979090(%8)52003200420052006Slim vs. U-Slim(%)46495350505351582003200420052006Global v

35、s. Local(%)852003 data is not available for this net72721830312003200420052006Day vs. Night64616684 82788781(%)2003200420052006NighttypeLess 30 vs. Over 30 47552003 data is not available for this net182118(%) *over 30 including Laurie 30cm682003200420052006Base=All respondents, Y2003=2421, Y2004=243

36、4, Y2005=2428, Y2006=2438Ref: Q31a/Q34a19Confidential & Proprietary Copyright 2006 ACNielsen a VNU business71696569Napkin - Product Segments StructureChanged Dry / Cotton Day / Night Ultra Slim / Slim Wing / Non- Wing Global brand / Local brandDRY vs. Cotton30363941200420052006Futureusage20Confident

37、ial & Proprietary Copyright 2006 ACNielsen a VNU businessCotton Type Needs Trend- Ever Cotton/Dry users & Want Use Cotton in the Future -“Does not feel I am using it” and “Ventilation/Keeps dry” are areas for improvement for those ever cotton/dry trialist which is same as those Cotton tyep or Dry ty

38、pe intender;Important functions, but not delivered21Confidential & Proprietary Copyright 2006 ACNielsen a VNU business(for: Ever used both of dry and cotton, but want to use cotton inWhy use Cotton/Dy in Future74future )Cotton-typeDry-typeDoesnt feel as if Im using it Not become stuffy/sweatySkin re

39、mains dry after absorptionNot leak from the sides or back Not leak even if you move around Not leak even if used for a long timeFit my body shape well Stays in original placeFeel soft to the skin70Stay dryStay dryFeel Natural & healthVery absorbent28Not cause skin problems27Cheap22Favorite: cotton-t

40、ypeabsorbency same as dry-type13Flow not remain on the surface484725474039Very absorbent Favorite brand:dry-typeBase=Ever Cotton or Dry users, but want to use cotton type in future,1115Ref: Q41abc/Q43abc/Q31a/Q64/Q65/Q66DRY vs. Cotton Used in Last PeriodBoth Dry-type and Cotton-type are growing in a

41、ll cities particular significantly growth of Cotton-type in BJ and Dry-type in CD in 2006.7472788136402636DRYCotton6866646731344650ShanghaiBeijing22Confidential & Proprietary Copyright 2006 ACNielsen a VNU business2004 (n=605)2005 (n=603)2006 (n=607)Future usage (n=607)2004 (n=604)2005 (n=605)2006 (

42、n=605)Future usage (n=605)63596463384043426962717431322432GuangzhouChengdu200420052006Future200420052006Future(n=612)(n=607)(n=611)usage(n=613)(n=613)(n=615)usage(n=611)(n=615)Base : All respondentsRef: Q31a,31dCotton Type User Profile- By City -使用棉柔产品的北京消费者相对上海而言，高收入人群较多，而上海的消费者却比较集中于中等收入。北京消费者e Ba

43、se:279218Base:279218e Leakage during Daytime%15-242624Every menstrual cycle5625-343128About once every 2-3 menstrual cycles 391935-443028About once every half a year181545-4914 20Hardly ever happens3860 Ag Household IncomLeakage during NighttimeLow(2,200-)2219Every menstrual cycle59Middium(2,200-3,5

44、00)3552About once every 2-3 menstrual cycles 3817High(3,500+) 4328About once every half a year2621n OccupatioHardly ever happens3153Technical school/college/University student 125Heavy 2417Full-time/part-time worker7174Average7062Work at home35Light721Junior/Senior high school Student89Menstruration

45、 flowHousewife / not working78Length of Menstruations Material of underwear in heavy flow day4 days and below2732Stretchable cotton material 81625 days2834Non-stretchable cotton material14316 days1512Stretchable nylon material467 days and above 2922Non-stretchable nylon material01Frequency of Skin Irritation in the P1Y Type of underwear in heavy flow daysEvery menstrual cycle01Full brief36Not every menstrual cycle but often00Half brief9082Sometimes14High cut16Had had in the pa