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Marketing research of baby liquid soap in China. Analysis of the structure of the range of toilet soap. Basic principles of marketing in Russia

Summary Marketing research contains up-to-date information on the status and prospects Russian market liquid soap in 2018.

In the course of the study, the following blocks of questions were considered: the volume and dynamics of domestic production, foreign trade operations, sales of liquid soap and producer prices. The characteristics of the current market conditions are given and a forecast of its development for the medium term is made. Particular emphasis is placed on factors that have a significant impact on the state of the industry - its drivers and stop factors.

A separate block of the extended version of the study contains a competitive analysis of the largest participants in the liquid soap market: manufacturers, exporters, importers and trading companies. In this section, for each of the companies reviewed (where possible), data on production and / or import / export volume, market share, promising projects, as well as background information from the official financial reporting(company card, balance sheet, income statement, etc.).

Product group considered in the report: Liquid laundry soap; Liquid toilet soap; Liquid soap for special purposes.

Research geography: Russia.

Period: statistics from 2013 to 2018, forecast until 2025

The study will help you answer the following questions:
What changes were observed in the volume of production of liquid soap in 2018
What is the presence of foreign products on the Russian market
Which regions dominate production and consumption
Who acts as the main manufacturers in the Russian market
How has the price level changed in the market?
How the market will change in the medium term

Key facts about the liquid soap market:
At the end of 2018, the volume of production of liquid soap increased by 39%. According to the results of the year, an increase in producer prices was recorded, which amounted to 21.2%. Overall production growth in 2014-2018 amounted to 54.0%.

Research methodology:
Analysis of materials from open sources
Collection and analysis of secondary market information
Analysis of materials coming from liquid soap market participants
Studying the financial and economic activities of market participants
Desk work of IndexBox specialists
Expert survey of market participants (only for the extended version of the report)

List of companies mentioned in the report:
LLC KALINA CONCERN (owned by Unilever) from the Sverdlovsk region (TM Chistaya Liniya, Velvet handles), LLC PROCTER AND GAMBL-NOVOMOSKOVSK from the Tula region (TM Camay, Safeguard), LLC HENKEL RUS (TM Fa), CJSC KOLGATEPALMOLIV from Moscow (TM Palmolive), CJSC AIST from St. Petersburg (TM Serebryanoe).

2. RESEARCH METHODOLOGY

3. CLASSIFICATION OF LIQUID SOAP

4. LIQUID SOAP MARKET IN RF
4.1. Apparent consumption in 2013-2018 Forecast for 2018-2025
4.2. Market structure: production, export, import, consumption
4.3. Structure of consumption by federal districts in 2013-2018
4.4. Balance of production and consumption
4.5 Average per capita consumption in 2013-2018

5. PRODUCTION OF LIQUID SOAP IN THE RUSSIAN FEDERATION
5.1. Production volume in 2013-2018
5.2. Structure of production by federal districts in 2013-2018
5.3. Investment projects industry by 2025

6. PRICES IN THE MARKET OF LIQUID SOAP IN THE RUSSIAN FEDERATION
6.1. Average producer prices in 2013-2018
6.2. average price exports in 2013-2018
6.3. Average import price in 2013-2018

7. FOREIGN TRADE OPERATIONS ON THE LIQUID SOAP MARKET IN 2013 - 2018
7.1. Volumes foreign trade operations in 2013-2018
7.2. Trade balance in 2013-2018

8. IMPORT OF LIQUID SOAP TO RF
8.1. The volume of imports of liquid soap in 2013-2018
8.2. Producing countries, leading deliveries to the territory of the Russian Federation in 2018

9. EXPORT OF LIQUID SOAP FROM THE RUSSIAN FEDERATION
9.1. Liquid soap export volume in 2013-2018
9.2. Recipient countries of Russian liquid soap exports in 2018

10. LIQUID SOAP MARKET FORECAST
10.1. Factors affecting the development of the market
10.2. Scenarios for the development of the Russian economy
10.3. Liquid soap market development scenarios until 2025

APPENDIX: COMPETITIVE ANALYSIS OF KEY MARKET PARTICIPANTS (Extended version only)
11.1. Russian manufacturers and their output volumes and market shares in 2018
11.2. Russian exporters and their export deliveries in 2018
11.3. Foreign manufacturers and their volumes of deliveries to the Russian Federation in 2018
11.4. Russian importers and their supply volumes in 2018
11.5. Comparative competitive analysis of key market players
11.6. Profiles of leading market participants
List of tables Table 1. Key figures in the liquid soap market in 2013 - 2018.
Table 2. Classification of liquid soap according to OKPD
Table 3. Classification of liquid soap according to FEACN
Table 4. Volume and dynamics of the liquid soap market in 2013-2018 and forecast up to 2025 (under the base development scenario)
Table 5. Balance of production and consumption in the liquid soap market in 2013-2018 and forecast until 2025
Table 6. Production of liquid soap in 2013-2018,
Table 7. Volume of production of liquid soap by type in 2013-2018
Table 8. Production of liquid soap by federal districts in 2013 - 2018
Table 9. Investment projects in the industry in 2018-2025
Table 10. Average prices of liquid soap producers in the Russian Federation in 2013 - 2018
Table 11. The volume of imports of liquid soap by country of origin in 2018, units rev.
Table 12. Volume of liquid soap imports by country of origin in 2018, thousand US dollars
Table 13. The volume of Russian exports of liquid soap by countries of receipt in 2018, units rev.
Table 14. The volume of Russian exports of liquid soap by countries of receipt in 2018, thousand US dollars
Table 15. Dynamics of the resident population in 2010-2018, million people

APPENDIX
Table 1. The structure of liquid soap production by manufacturing companies in 2018 in physical terms and in % of the total production volume in the Russian Federation
Table 2. The volume of Russian exports of liquid soap by manufacturing companies in 2018 in physical terms
Table 3. The volume of Russian exports of liquid soap by manufacturing companies in 2018 in value terms
Table 4. The volume of imports of liquid soap by manufacturing companies in 2018 in physical terms
Table 5. The volume of imports of liquid soap by manufacturing companies in 2018 in value terms
Table 6. The volume of imports of liquid soap in the Russian Federation by recipient companies in 2018 in physical terms
Table 7. The volume of liquid soap imports in the Russian Federation by recipient companies in 2018 in value terms
Table 8. Comparative competitive analysis of key market players
List of drawings Figure 1. Volume and dynamics of apparent consumption of liquid soap in 2013-2018 in physical terms and forecast up to 2025 (under the base development scenario)
Figure 2. Apparent consumption of liquid soap in value terms 2013-2018 and forecast up to 2025 (under the base development scenario)
Figure 3. Dynamics and structure of the liquid soap market in 2013-2018
Figure 4. Liquid soap market structure by origin in 2018
Figure 5. Structure of consumption by federal districts in 2013-2018
Figure 6. Dynamics of per capita consumption of liquid soap in 2013-2018
Figure 7. Annual production of liquid soap in 2013 - 2018
Figure 8. Production of liquid soap in 2015 - 2018 by months
Figure 9. The structure of liquid soap production in 2018 by types in physical and value terms
Figure 10. Structure of liquid soap production by federal districts in 2013-2018, in physical terms
Figure 11. Average import prices in 2013-2018
Figure 12. Average export prices in 2013-2018
Figure 13. Comparison of average prices of liquid soap producers by federal districts in 2018
Figure 14. Annual dynamics of liquid soap imports in the Russian Federation in 2013-2018
Figure 15. Annual dynamics of Russian exports of liquid soap in 2013-2018
Figure 16. The volume of foreign trade operations in the liquid soap market in 2013-2018
Figure 17. Trade balance in 2013-2018
Figure 18. Structure of liquid soap imports to the Russian Federation by country of origin in 2018, in physical and value terms
Figure 19. Structure of exports of liquid soap by countries of origin in 2018, in physical and value terms
Figure 20. The structure of Russian exports of liquid soap by countries of receipt in 2018, in physical and value terms
Figure 21. Dynamics of the physical volume of GDP in market prices in the Russian Federation in 2010 - 2018, in % of the previous year
Figure 22. Dynamics of real disposable money income of the population in the Russian Federation in 2013-2018, in % to the previous year of the previous year
Figure 23. Dynamics of nominal and real wages population of the Russian Federation in 2010 - 2018
Figure 24. The structure of the population of the Russian Federation by income level in 2018, in % of the total
Figure 25. Dynamics of nominal and real retail trade turnover in the Russian Federation in 2010 – 2018, billion rubles
Figure 26. Structure of retail trade turnover by type of product in 2010-2018, in value terms
Figure 27. Forecast of liquid soap consumption in the Russian Federation in real terms under the baseline scenario in 2018-2025
Figure 28. Forecast of liquid soap consumption in the Russian Federation in real terms under the optimistic scenario in 2018-2025

APPENDIX
Figure 1. Liquid soap production structure by manufacturers in 2018 in % of total production in Russia
Figure 2. Liquid soap market structure by key players in 2018

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Colgate--Palmolive is a multinational corporation operating in 58 countries and marketing a wide variety of personal care and household products. The company's annual turnover is 5.7 billion dollars. Some of the Colgate-Palmolive brands are world leaders. For example, Colgate toothpaste is considered number one in the world in its respective markets.

The head office and factory of Colgate--Palmolive are located in Toronto. The marketing department is organized at the head office and operates according to a product-oriented system.

In this marketing research certain brands of soap were considered, such as Camay, Dove, and Palmolive.

These brands of soap belong to the skin care segment.

  • * Dove -- positioned as a facial soap in the skin care segment, has a loyal following of consumers due to its unique formulation and moisturizing properties. Reduced additives and flavoring make this segment a kind of "Cadillac" and dictate the corresponding price.
  • * Camay ("Cameo") - is made especially for women as a refreshing soap. Its persistent smell, high foaming properties are associated with real purity among buyers.
  • - Palmolive ("Palmolive") - positioned in the refreshing segment, has a cleansing formula, reduced additive content and aromatization.

My series of surveys covered the following group of consumers: both working women and housewives; as having higher education and / or high qualifications, and those who do not have special education and qualifications. The age of the respondents ranged from 18 to 49 years. They were given a questionnaire. First of all, I was interested in whether the respondents have a desire to buy soap of the above listed brands. 50% of those surveyed expressed their willingness to purchase Dove soap.

The purpose of the study is to collect data, analyze and report on the results, determine the competitiveness of the proposed brands of soap. Thus, this study is a five-step process. The first step is to clearly define the problem and set the objectives of the study. The second stage is the development of a plan for collecting information using primary and secondary data. The collection of primary data requires the choice of research methods (observation, experiment, interview), preparation of research instruments ( questionnaires, mechanical devices), choosing a method of communication with the audience (telephone, mail, personal interview). The third stage is the collection of information. The fourth stage is the analysis of the collected information to derive indicators of the average level, variable components and the identification of various kinds of relationships. The fifth stage is the presentation of the main results that will enable the marketing manager to make better decisions.

The main task, I think, is to study all the listed types of soap brands in order to identify potential and real consumers, as well as to assess the current situation on the skin care market.

Instrumentation: The method of collecting quantitative information was a survey, the instrument of which was a questionnaire. It was necessary to measure the various states of the object. For this, the following types of scales were used:

  • · dichotomous;
  • Multiple choice scale
  • ranking;
  • bipolar verbal (Likert scale);

Solid and liquid soaps belong to the shower and bath product group. Since soap is one of the most common hygiene products for Russian consumers, it occupies a large part of this market. According to research, 98% of Russians use soap, with about 50% of households buying more than four bars on average over a three-month period. Despite the fact that most consumers still use solid soap, cream soap, scrub soap, and antibacterial soap have appeared in the assortment of domestic soap makers. Consumers are increasingly liking this variety.

Experts say that initially soap was used exclusively for cleansing the hands and body, but today some other tasks have been added to the hygienic function of soap, for example, therapeutic tasks. Today, soap is used for healing, for sensitive skin, for stress relief, as an aromatherapy product, and for anti-aging skin (adapted from http://www.4p.ru/main/research/4383/ and http://www1.soldis.ru/press/82.html).

As in the cosmetics and perfumery market in general, and in the soap market in particular, as the culture of using cosmetics is being formed, the income of the population is growing, there is a constant renewal of the offer. If once solid bar soap was the only possible personal care product and, accordingly, the monopolist of the soap market, now solid toilet soap is gradually losing ground. The consumer begins to be interested in the unique properties of the product, specialization in specific properties, and there is a need for new products. Manufacturers are trying to meet the requirements of the consumer, bringing to the market all new products (based on materials http://www.marketing.spb.ru/mr/media/soap.htm and http://www1.soldis.ru/press/82.html).

Today, the soap market can be divided into the following segments:

Soap industrial production, which means ordinary solid soap. The industrial production of soap is complicated by the need for huge energy capacities, as well as large areas to accommodate large boilers and specialized production and packaging lines. In countries Western Europe this type of soap has long been used only as an original gift. At the same time, in Russia it still remains the number one cleanser, as well as in Turkey, America, Ukraine and Eastern Europe. Nevertheless, in our country, soap manufacturers are constantly working on updating the range and repositioning the product. Thus, manufacturers of the mass market segment have adopted the popular concepts of aromatherapy, SPA, wellness, which is reflected in product names, packaging, and advertising. The mass fascination with the ideas of exclusivity, naturalness and uniqueness of ingredients also gave a "second chance" to the bar soap segment.

Natural soap. For its production, three important natural component. Most often, this soap is sold by weight. Russian natural soap can be found at a price of 100 to 400 rubles per 100 g, soap foreign production it costs even more - from 600-700 rubles. per 100 g. In the market of our country, the share of such products is no more than 5% of the total. This is due to the low demand for this product, which is explained by its high price. A new category for the Russian market is gaining strength - solid soap self made, which is produced using a different technology than mass-produced soap, based on organic ingredients without synthetic ingredients.

Soft soap. The most common moisturizing component is glycerin: soap with its content is softer than usual. Most often outwardly it looks transparent or translucent. The cream soap popular today is also characterized by increased softness, which is achieved by adding a moisturizer.

Soap without soap. Outwardly, it is no different from traditional bar soap. However, it does not contain alkali. We can say that this type of soap is a solid gel for washing. This product is intended mainly for those who care about the health of their skin, but do not like to use liquid soap (according to http://www.inmoment.ru/beauty/health/soap-skin.html and http://www. 4p.ru/main/research/4383/).

Today, buyers have more stringent requirements for soap as a product: moisturizing, special care, beautiful packaging, an unusual smell, sometimes even associations with delicious food, for example, soap with a scent and in the form of ice cream. Large companies used a conceptual approach based on the fact that washing is not just a necessity, but a process that gives pleasure and creates a certain mood. Transnational companies have formed the middle and high price segments of personal hygiene products almost from scratch (according to http://www.4p.ru/main/research/4383/).

According to a study by Academy Service, in 2009 the capacity of the Russian soap market was 198.5 thousand tons, which is 8% less than in the previous year. By the end of 2010, the soap market may reach 166.7 thousand tons (Figure 1). If prevailing on domestic market trends in the production of soap and its sales will continue throughout 2010, the fall in consumption may be 16% per year, or 30% over 3 years (according to http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap.htm).

Figure 1. Dynamics of the soap market capacity in Russia in 2005-2009 and forecast for 2010, tons *

The crisis and the decline in demand for other detergents (gels, liquid soaps, etc.) have led to a decrease in its capacity. Experts note that the instability of production caused by the global financial crisis and the reduction in demand from buyers are affecting (based on materials http://www.pravda.ru/economics/market/12-09-2010/1049094-news-0/ and http://www.marketing.spb.ru/mr/media/soap.htm).

Until the mid-1990s, the enterprises of the Russian soap industry were reducing production volumes, and in retail dominated by imported products. Starting from 1996, most of the large domestic companies became corporatists and began to develop both production and marketing, advertising, branding and new packaging. As a result of the crisis of 1998, and since the end of the 90s, Russian soap has firmly taken its position in the market. In 2010, the share of domestic producers was 67% - this value has remained stable in the Russian market over the past three years (based on http://www.4p.ru/main/research/4383/ and http://www.marketing .spb.ru/mr/media/soap.htm).

Currently, domestic manufacturers are oriented mainly to the middle and low price segments. They produce mainly laundry and toilet soap, the demand for which is constantly falling. Most of soap Russian production is exported to the countries of the former USSR. The premium segments are occupied by imported products, which differ mainly in packaging design and advertising attractiveness. Imported products also dominate in the segment of liquid soaps, gels and other washing products, which are in increasing demand in the Russian Federation. The interest of the population in everything natural and fashion for healthy lifestyle life and environmental friendliness have expanded the range of sales channels - soaps have been actively bought in pharmacies, specialized stores have appeared offering customers a wide range of soaps, both solid and liquid, both industrial and handmade. The most popular soap brands, according to population surveys, are Baby Soap, Dove, Safeguard, Absolute, Fa. As a rule, Russians buy soap once a month (according to http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap.htm) .

If we talk about the segment of traditional hard toilet soap, then among the main domestic soap producers it is necessary to note such companies as the St. Petersburg "Nevskaya Kosmetika", the Moscow KO "Svoboda", the factory "Spring", the Nizhny Novgorod oil and fat plant.

CJSC "Nevskaya Kosmetika", according to the results of research, occupies the position of one of the leaders in the domestic soap-making market. Modern brands "Divny Sad", "Harmony" have become favorite brands recognized by consumers. Cosmetic Association "Freedom" exists since 1843, i.e. more than 160 years have passed since the Moscow merchant Alfons Antonovich Ralle opened in Moscow small production perfumery and cosmetics.

JSC Cosmetic Firm "Vesna" is one of the largest Russian manufacturers a wide range of perfumes and cosmetics and household chemicals. Since 1995, the Samara Perfume Plant began counting its new history, it was transformed into OJSC Vesna Cosmetics, which is one of the three leaders among Russian soap manufacturers.

JSC "Nizhny Novgorod oil and fat plant" produces more than 50 types of food and technical purpose. The plant also produces baby soap"My baby", which is designed specifically for the delicate skin of a child. The series includes three types of soap with moisturizing, softening and fortified useful additives (based on materials http://business.km.ru/magazin/view.asp?id=6516A0C722F84D889BA30120B38E6EDA)

A significant share of the Russian soap market is occupied by imported products. Soap deliveries to the Russian Federation come from more than 50 countries of the world. The main importers are Poland and Turkey. In terms of volume (51% of imports), liquid soaps, gels and other skin washing products are in the lead (43.5 million tons). Laundry soap is supplied to our country by 5.3 million tons (6% of imports) - Russian consumers are gradually switching to other household chemicals (Figure 2). As for exports, in 2009 it was mainly laundry soap - 46.6 million tons were sold abroad. It is produced in our country more and more for export to the countries of the former USSR - domestic demand for it is falling. Exports of toilet soap amounted to 9.6 million tons, while skin washes, gels and liquid soaps - 7.5 million tons. The main buyers of Russian soap are Ukraine, Kazakhstan, Kyrgyzstan and Afghanistan. The exporting country with the largest volume of supplies of liquid soap was Ukraine - 56-57% of total exports, 54% of toilet and 48-49% of laundry soap goes to Kazakhstan (according to http://www.pravda.ru/economics/market /12-09-2010/1049094-news-0/ , http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap. htm).

In accordance with the trends of recent years, despite the financial crisis, the liquid soap market is expected to grow even more (both in quantitative and monetary terms). At the same time, the toilet soap market will gradually decline.

Another one major trend recent years - an increased demand for handmade soap, formed on the interest in everything natural and environmentally friendly, as well as fashion for Original gifts(which is facilitated by the attractive design and exquisite aroma of the products). The largest suppliers of such soaps in Russia are Latvia (63%) and Bulgaria (37%), offering Lush, RoyalSoapDeLaurier, BombCosmetics, L`Occitain, FreshLine, StenderaZiepjuFabrika, RigasZiepjuManufaktura brands on the Russian market (based on http://www.pravda .ru/economics/market/12-09-2010/1049094-news-0/ , http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/ mr/media/soap.htm).

In Russia, handmade soap is produced by the St. Petersburg company Blanche (Blanche LLC). The bet was made on the regions, taking into account that the retail price of soap should not exceed 70 rubles. for 100 g. The composition of the first batch of Antik soap, released by the company, included therapeutic mud, vegetable oils, beeswax. Some ingredients for hand soap the company purchases abroad. According to experts, the market for “handmade” soap is still far from being saturated, but very promising, and the global trend is such that handmade cosmetics are gaining popularity every year (according to http://business.km.ru/magazin/view.asp ?id=6516A0C722F84D889BA30120B38E6EDA). Experts believe that this particular segment is the most attractive for investment, because today the consumer, and even more so those with a high income level, are beginning to be interested in the unique properties of the product. Currently, the number of places where you can buy this product has increased significantly - for example, in Moscow different kinds soaps are sold both in hardware stores, supermarkets, markets and small shops, as well as in pharmacies, as well as specialized company stores. This indicates not only the development of the market, but also the transition of the soap segment, as well as the cosmetics market, to the section of aesthetic goods (according to http://www.pravda.ru/economics/market/12-09-2010/1049094-news -0/ and http://www.allmedia.ru/newsitem.asp?id=884061).

In Moscow, the most preferred shopping place is a supermarket. According to the Academy Service company, 47% of Muscovites buy soap there (Figure 3), followed by a pharmacy and a hardware store.

As for the further dynamics of various segments of the Russian soap market, sales of more expensive soaps and greater market segmentation are expected - for example, by composition (based on glycerin, with moisturizing / exfoliating additives), by purpose (for hands, feet, intimate hygiene), by manufacturers (domestic / imported, handmade soap) (based on http://www.pravda.ru/economics/market/12-09-2010/1049094-news-0/ and http://www.marketing.spb .ru/mr/media/soap.htm).

Main conclusions:

In recent years, the universal soap used previously for washing, for washing the body, hair and hands, is becoming a thing of the past, giving way to new varieties of cosmetics, among which are: solid, liquid, natural soap, as well as “soap without soap” .

Today, the consumer is beginning to be interested in the unique properties of the product, specialization in specific properties, there is a need for new products that manufacturers are trying to satisfy.

Nevertheless, for Russian consumers, soap is one of the most common hygiene products. Despite the decline in sales, it is still the largest segment commodity group bath and shower products.

Russian soap producers produce mainly laundry and toilet soap, while foreign soap producers produce liquid soap, cream soap, gels, and other types of products belonging to the middle and upper price segments.

The desire of the population for everything natural and environmentally friendly has led to the rapid development of the handmade soap market in Russia, which is increasingly gaining popularity in Western countries. As a result, the market is expected to see even greater growth in the segments of liquid, natural, cream soap in quantitative and monetary terms, and a fall in the consumption of solid soap.

Soap supplies to Russia come from more than 50 countries. The attractiveness of the market is formed by low customs rates. The main importers are Poland and Turkey.

The most preferred place to buy soap are supermarkets. Consumers increasingly prefer to buy soap from pharmacies, hardware stores and specialty stores.


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