Gkl Personal Care 2009 12 06

GKL Personal Care Analysis

Bar detergent, soap, shampoo, conditioner, toothpaste, deodorant, diapers, feminin

e pads

Personal Care Hypotheses

•Multinational firms keep stronghold in rural areas (e.g. Colgate toothpaste), but are sometimes challenged by home players

•Cultural differences are especially highlighted in personal care products relative to other categories (e.g. diapers in China, soap in Brazil)

Cultural differences are highlighted in the personal care category

• Consumables offer similarities across countries, but environmental and cultural differences impact:

Presence Product Variety Premium paid

•No diapers in China•No conditioner in China•Rarely bar detergent in Russia

Rural Russians enjoy urban personal care product variety, opt for smaller formats

Urban MoscowRural Russia: single

unit sales

B Brands can challenge multinational presence

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

0 100 200 300

China Toothpaste

A brands

B brands

$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

0 50 100 150 200

Russia Toothpaste

A brands

B brands

Price Points by Package Size

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

0 500 1000

Brazil Shampoo

A brands

B brands

$0.00

$0.50

$1.00

$1.50

$2.00

0 500 1000

China Shampoo

A brands

B brands

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

0 500 1000

Russia Shampoo

A brands

B brands

$0.00$0.20$0.40$0.60$0.80$1.00$1.20$1.40

80 90 100 110

China Body Soap

A brands

B brands

$0.00

$0.50

$1.00

$1.50

$2.00

0 500

Russia Body Soap

A brands

B brands

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

0 500

Brazil Body Soap

A brands

B brands

GKL Personal Care Analysis

Bar detergent, soap, shampoo, conditioner, toothpast

e, deodorant, diapers, feminine pads

Share of shelf

Brazil urban, some Russia and China data to be added

In-country trends, then across countries

•Cleanliness is important to Brazilians (have high presence of A brands even in rural areas)•Diaper market is not well developed – many homemade diapers•Deodorants category is not advanced (B deodorants represent those without antiperspirants).

Russia – both bar detergents and soaps are still developing

Brazil and China have small body soap package sizes, while Russia delivers greater value (lower cost) at higher volumes