Kantar Worldpanel - www.kantarworldpanel.com

Individual personal care panel launched in China


Kantar Worldpanel, the global leader in consumer panel insights, announces the launch of Worldpanel Beauty, a new individual personal care panel in China, to track individual end consumers’ purchase behaviours within personal care and beauty sector.

Despite the overall slowdown of the FMCG market in China, Kantar Worldpanel reports a strong 11% value growth of beauty categories* in the latest 52 weeks up to Dec. 04, 2015 compared to the year ago, far above FMCG market average at 4%. With the increasing sophistication of Chinese consumers, China personal care and beauty market has transformed from in the past manufacturer-led into now a consumer-led market. Understanding how consumers shop and make purchase decisions is crucial for the success of marketers. This new panel will reveal high-granularity insights on purchase behaviours of different demographic groups, provide single source diagnosis, and aims to spot the upcoming trends through peeking into the shopping baskets of “power users” with sophisticated skin care routine and shopping channels**.

Worldpanel Beauty covers the details of 40,000 end consumers’ purchase decisions in personal care and beauty categories, including the details of the product they purchased, for whom, and where. The most cutting-edge smartphone scanning technology is used to collect immediate and accurate recording of each purchase. To give a holistic view of the market, this new panel is composed of 20% male samples, completed by additional recruitment of young and high income consumers, and boosted with 20% power user samples.

Jason Yu, General Manager of Kantar Worldpanel China, said: “We are pleased to see the launch of the Worldpanel Beauty service in China. With this new tool, we will be able to help our clients better anticipate the forthcoming changes of this dynamic marketplace, spot the latest trends and opportunities to inspire more successful business decisions.”

The individual personal care panel is already available in Asia, starting from 2002 in Taiwan and since 2005 in South Korea. The launch of Worldpanel Beauty in China is part of Kantar Worldpanel’s strategy of developing innovative solutions to unlock new opportunities for brands to keep competitive edge and growth momentum. “China will be the country for Beauty in the future even in the midst of slowing down economy. Beauty sophistication will build up in consumers especially with Color makeup as part of indulgence and there will be various channels to support such consumer drive. eCommerce will continue to open up accessibility through various choices and Health & Beauty stores will provide experiences and specialty at the other end of the spectrum. Consumer Drive with Landscape evolution will bring Beauty to the next level of momentum”, said Ashley Kang, Asia Regional Beauty Director.

* Hair care, skin care, make up, personal wash, fragrance, deodorant, feminine care, female hair removal.
** Power user is defined by 7+ steps in face skin care/ make up routine; shop in emerging/luxurious channels (Department store, E-Commerce, Cosmetic Store, and/or Overseas)

Despite the overall Chinese slowdown, Kantar Worldpanel reports a strong 11% value growth of beauty categories.

Despite the overall Chinese slowdown, Kantar Worldpanel reports a strong 11% value growth of beauty categories.

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Rachel Lee
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