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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
