W&s report shampoo_market_2012

Date: March 2013

Creator: W&S Research team

REPORT ON SHAMPOO

VIETNAM 2012 Research time: 27th – 31st December 2012

Based on Vinaresearch’s panellist

A. Executive summary

[1] Clean scalp is the most important factor, account for 85.5%

• Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant

factor when choosing shampoo products. The second factor is Not itchy, account for 83.2%.

• 88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo

brand. The following is Removing dirt from hair with 84.9%. For female group, Hair damage

prevention is voted as the most important factor for them, account for 85.4%. The following are Healthy

and strong hair with 84.4%.

[2] 81.3% chose Dandruff-specialized shampoo

• Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are

Normal and Premium type with 58.4% and 45.6% respectively.

• Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4%

respectively. The second type also used by both these two group is Normal one, respectively account for

54.3% and 61.7%.

[3] Clear is well-recognized by 96.5% of 579 respondents

• Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in

term of TOM, account for 33.5%.

• Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The

second brand that is remembered by male group is X-men while female group memorizes Dove with

94.7%. The third one in male group is Romano (85.7%) and female group votes Sunsilk (93.1%).


[4] Clear is used by many respondents, account for 27.6%

• When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene

(13.0%), X-men (11.9%) and Head & Shoulders (11.6%).

• Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in

male group with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses

Romano (14.0%) and female group choose Dove (14.6%).

[5] Most respondents satisfies with their current brand

As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5%

completely satisfies with their current brand.

[6] 64.9% satisfies with their current brand because of Treating dandruff

well and 54.0% do not satisfy about Still having dandruff

Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points

which respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having

dandruff, No aroma and High price.

[7] Nearly 97% intend to change to another shampoo brand

Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change.

And Clear is mostly recommended to be used in the future, account for 16.5%.


[8] Current brand is assessed as higher price than the future one

Though current brand has many outstanding points more than future one, its price is not so reasonable as

the future brand.

[9] Clear was mostly used as the main brand in the past with 24.3%

24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are

Sunsilk (14.3%), Rejoice (11.5%) and Pantene (11.2%).

[10] Current brand gains many good points more than the past one

Compared to the past brand, the current one has many better points especially Many advertisements

(78.6%), Recommended by many users (69.2%), and Impressive advertising (67.1%).

[11] Supermarket is the place that most respondents go for buying

shampoo product, accout for 85.1%

There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and

Convenient store (33.7%).

[12] Near to my house is the top reason for choosing current place for

buying shampoo product

46.6% bought shampoo brand at the current place because of being Near to my house. The second reason

is Right price, account for 40.2%.


[13] Nearly 83% uses Bottle as their regular packaging

Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as

the sencond packaging which is used regularly with 15%.

[14] Respondents usually buy shampoo product at least Once a

month, account for 34.7%

There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there

is 31.3% purchasing shampoo products Once / 2 – 3 months.

[15] 95% remembers advertisements of shampoo brands

When asking if you remember advertising of shampoo brand you remember, there is 95% remembering

advertising. X-men is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear

with 42.5%.

[16] Most respondents are impressed by advertisement of Clear

Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for

Clear Men. The following is X-men with statement “Real man”.

B. Research information

Research method : Quantitative research – Online

Timing : 27th – 31st December 2012

Sample size : 579

Research area : Nationwide

Target : Main decision maker for shampoo product

Research objectives : Explore shampoo market in 2012

Sampling method : Natural sampling

C – Research Findings

1. Important factors

Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant factor when

choosing shampoo products. The second factor is Not itchy, account for 83.2%.

Clean scalp is the most important factor, account for 85.5%

[Figure 1] Important factors

Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579

17.8

15.5

8.6

13.5

47.5

10.4

20.9

14.9

16.8

34.5

49.1

21.4

44.4

48.2

29.9

35.9

32.5

39.4

27.5

31.6

42.1

34.0

43.7

38.3

29.2

44.7

17.8

25.4

45.3

41.6

53.0

41.1

12.6

51.6

29.5

44.6

33.9

18.7

12.1

27.8

8.5

6.4

Hair falling prevention

Healthy and strong hair

Clean scalp

Removing dirt from hair

Good foaming

Not itchy

Aroma

Hair damage prevention

Prestigious brand

Famous brand

International brand

Reasonable price

Recycled packaging

Nice packaging

Definitely not important Rather not important Neutral Rather important Definitely important Unit: %

1. Important factors

88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo brand. The

following is Removing dirt from hair with 84.9%. For female group, Hair damage prevention is voted as the most

important factor for them, account for 85.4%. The following are Healthy and strong hair with 84.4%

Clean scalp is the most important important for Male group while Prevent

hair damage is the most important one for Female group

[Figure 1] Important factors – By Gender

Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579

Q. Please tell me your gender? [SA] Based on n=579

88.0

84.9

82.2

76.7

76.4

72.9

70.2

69.0

65.9

62.4

47.3

43.0

38.0

33.3

Clean scalp


Not itchy

Prestigious brand

Aroma

Reasonable price




Famous brand

International brand

Good foaming

Nice packaging

Recycled packaging

Male

(n=258)

85.4

84.4

84.1

83.5

82.6

78.2

76.9

72.3

67.9

52.6

37.7

36.4

26.8

20.6



Not itchy

Clean scalp


Prestigious brand


Reasonable price

Aroma

Famous brand

Good foaming

International brand

Nice packaging

Recycled packaging

Female

(n=321)

Unit: % Unit: %

2. Kind of shampoo

Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are Normal and

Premium type with 58.4% and 45.6% respectively.

81.3% chose Dandruff-specialized shampoo

[Figure 2] Kind of shampoo

Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579

81.3

58.4

45.6 44.0

1.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Dandruff-specialized Normal Premium Herbal Others

Unit: %

2. Kind of shampoo

Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4% respectively. The

second type also used by both these two group is Normal one, respectively account for 54.3% and 61.7%.

Both male and female group use Dandruff-specialized shampoo

[Figure 2] Kind of shampoo – By Gender

Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579


54.3

39.5

82.6

50.0

0.4

61.7

47.7

80.4

42.1

2.2

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Normal Herbal Dandruff-specialized Premium Others

Male Female

Unit: %

3. Awareness of shampoo brand

Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in term of

TOM, account for 33.5%.

Clear is well-recognized by 96.5% of 579 respondents

[Figure 3] Awareness of shampoo brand

Q. When mentioning about shampoo brands in Vietnam, what brands come to your mind? [MA] Based on n=579

Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579

96.5

88.8 88.3 86.0 85.7 84.6 80.8 78.4 77.0

33.5

9.7 13.5

10.2 5.4 6.0 5.5

0.5

7.9

0.4 0.3 0.4 0.2 0.3 0.3 0.2 0.1 0.4 0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Clear Dove Sunsilk X-men Rejoice Head &

Shoulders

Romano Double

Rich

Pantene

Total awareness TOM Other spontaneous

Unit: %

3. Awareness of shampoo brand

Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The second brand

that is remembered by male group is X-men while female group memorizes Dove with 94.7%. The third one in male

group is Romano (85.7%) and female group votes Sunsilk (93.1%).

Clear is well-recognized in both male and female group

[Figure 3] Awareness of shampoo brand – By Gender

Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579


95.7

92.2

85.7

82.2

81.4

79.1

78.3

68.2

67.1

61.6

Clear

X-men

Romano

Sunsilk

Dove

Head & Shoulders

Rejoice

Double Rich

Pantene

Lifebuoy

Male

(n=258)

97.2

94.7

93.1

91.6

89.1

86.6

85.0

83.5

81.0

78.5

Clear

Dove

Sunsilk

Rejoice

Head & Shoulders

Double Rich

Pantene

Enchanteur

X-men

Lifebuoy

Female

(n=321)

Unit: % Unit: %

4. Brand used most often

When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene (13.0%), X-

men (11.9%) and Head & Shoulders (11.6%).

Clear is used by many respondents, account for 27.6%

[Figure 4] Brand used most often

Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579

27.6

13.0 11.9 11.6

8.5 8.3 6.6

5.5 7.1

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Clear Pantene X-men Head &

Shoulders

Dove Sunsilk Romano Rejoice Others

4. Brand used most often

Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in male group

with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses Romano (14.0%) and female

group choose Dove (14.6%).

Clear is mostly used by both male and female group

[Figure 4] Brand used most often

Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579


35.3

26.4

14.0

8.5

3.9

3.5

3.1

0.8

0.8

0.8

Clear

X-men

Romano

Head & Shoulders

Rejoice

Sunsilk

Pantene

Dove

Enchanteur

Axe 2in1

Male

(n=258)

21.5

20.9

14.6

14.0

12.1

6.9

3.1

1.2

1.2

0.6

Clear

Pantene

Dove

Head & Shoulders

Sunsilk

Rejoice

Enchanteur

Lifebuoy

Double Rich

Romano

Female

(n=321)

Unit: % Unit: %

5. Satisfaction level toward current brand

As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5% completely

satisfies with their current brand.

Most respondents satisfied with their current brand

[Figure 5] Satisfaction level toward current brand

Q. Please tell me how much do you satisfy with your current brand? [SA] Based on n=579

40.6

48.5

34.4

31.6

56.3

40.3

36.2

45.3

41.3

46.9

60.5

35.4

50.7

55.1

42.7

48.8

Rejoice (n=32)

Romano (n=38)

Sunsilk (n=48)

Head & Shoulders (n=67)

X-men (n=69)

Pantene (n=75)

Clear (n=160)

Definitely dissatisfied Rather dissatisfied Neutral

Rather satisfied Definitely satisfied

Unit: % Unit: %

6. Satisfied and dissatisfied points of current brand

Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points which

respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having dandruff, No aroma

and High price.

64.9% satisfies with their current brand because of Treating dandruff well

and 54.0% do not satisfy about Still having dandruff

[Figure 6] Satisfied and dissatisfied points of current brand

Q. Please tell me three points you feel satisfied with your current brand?[MA] Based on n=

Q. Please tell me three points you feel dissatisfied with your current brand? [MA] Based on n=

No. Top 10 satisfied points %

1 Treating dandruff well 64.9

2 Comfortable and attractive fragrance 53.9

3 Smooth hair 37.2

4 Reasonable price 25.0

5 Preventing hair from falling down 14.7

6 Cool scalp 13.8

7 Not itchy 8.5

8 Cleaning dirt 8.5

9 Healthy hair 7.0

10 Branded 5.2

No. Top 10 dissatisfied points %

1 Still having dandruff 54.0

2 No aroma 30.2

3 High price 28.6

4 Hair falling down 25.4

5 Dry hair 19.0

6 Not smooth 14.3

7 Creating less foam 12.7

8 Easy to be dirty 11.1

9 Aroma does not last 9.5

10 Aroma is heavy 6.3

7. Brand used in the future

Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change. And Clear is

mostly recommended to be used in the future, account for 16.5%.

Nearly 97% intend to change to another shampoo brand

[Figure 7] Brand used in the future

Q. Amongst brands you know, which one you will use in the future? [SA] Based on n=579

97%

3%

Intend to change Not intend to change

97% intends to

change

n=579

16.5

11.7

10.7

9.6

7.7

7.5

5.5

4.6

3.0

3.0

20.1

Clear

Head & Shoulders

Romano

Dove

Pantene

X-men

Enchanteur

Sunsilk

Double Rich

Rejoice

Others

n=562 have intention

Unit: %

8. Comparision between current and future brand

Though current brand has many outstanding points more than future one, its price is not so reasonable as the future

brand.

Current brand is assessed as higher price than the future one

[Figure 8] Comparision between current and future brand

Q. Please compare between current brand and future one in terms of the following things? [SA] Based on n=562 have intention to change

Many

advertis

ments

Many

promoti

on

campaig

ns

Impressi

ve

advertisi

ng

Recom

mended

by many

users

High

price

Widely

sold

Easy-to-

use

packagi

ng

Famous

brand

Eye-

catching

packagi

ng

Good

quality

Current brand 50.9 49.9 56.9 52.9 54.7 51.5 58.6 52.7 49.5 52.9

Brand in the future 49.1 50.1 43.1 47.1 45.3 48.5 41.4 47.3 50.5 47.1

Unit: %

9. Brand used in the past

24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are Sunsilk

(14.3%), Rejoice (11.5%) and Pantene (11.2%).

Clear was mostly used as the main brand in the past with 24.3%

[Figure 9] Brand used in the past

Q. Amongst brands you used in the past, which one you used most often? [SA] Based on n= 573 using another brand in the past

24.3

14.3

11.5 11.2 10.3

5.9 5.6 4.7

3.1 3.1

5.9

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Clear Sunsilk Rejoice Pantene Head &

Shoulders

X-men Dove Romano Lifebuoy Enchanteur Others

Unit: %

10. Comparision between current and past brand

Compared to the past brand, the current one has many better points especially Many advertisements (78.6%),

Recommended by many users (69.2%), and Impressive advertising (67.1%).

Current brand gains many good points more than the past one

[Figure 10] Comparision between current and past brand

Q. Please compare between current brand and past one in terms of the following things?[Matrix SA] Based on n=573 have past brand

Many

advertis

ments

Many

promotio

n

campaig

ns

Impressi

ve

advertisi

ng

Recomm

ended by

many

users

High

price

Widely

sold

Easy-to-

use

packagin

g

Famous

brand

Eye-

catching

packagin

g

Good

quality

Past brand 21.4 42.9 32.9 30.8 30.4 42.1 36.8 46.3 39.0 44.7

Currentbrand 78.6 57.1 67.1 69.2 69.6 57.9 63.2 53.7 61.0 55.3

Unit: %

11. Places for buying current shampoo brand

There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and Convenient

store (33.7%).

Supermarket is the place that most respondents go for buying shampoo

product, accout for 85.1%

[Figure 11] Places for buying current shampoo brand

Q. Please tell me where you often buy your shampoo brand? [MA] Based on n

85.1

71.7

33.7

21.2

5.0 2.2 1.4 0.9

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Supermarket Grocery Convenient

store

Hair-specialized

store

Hair salon Online

shopping

website

One price store Others

Unit: %

12. Reasons for choosing that place

46.6% bought shampoo brand at the current place because of being Near to my house. The second reason is Right price,

account for 40.2%.

Near to my house is the top reason for choosing current place for buying

shampoo product

[Figure 12] Reason for choosing that place

Q. Please tell me three reasons you choose that place? [FA] Based on n=579

No. Top 10 reasons %

1 Near to my house 46.6

2 Right price 40.2

3 Convenient 32.8

4 There are many products to choose 28.0

5 Prestigious 25.9

6 Promotion campaigns 20.4

7 Buy with other products 10.9

8 On my way 7.6

9 Quick payment 5.7

10 Visiting and shopping 5.4

13. Regular packaging

Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as the sencond

packaging which is used regularly with 15%.

Nearly 83% uses Bottle as their regular packaging

[Figure 13] Regular packaging

Q. Please tell me what kind of packaging you often use for your shampoo brand? [SA] Based on n=579

83%

15%

1% 1%

Bottle Pack Tube Box

14. Frequency of buying shampoo brand

There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there is 31.3% purchasing

shampoo products Once / 2 – 3 months.

Respondents usually buy shampoo product at least Once a month, account

for 34.7%

[Figure 14] Frequency of buying shampoo brand

Q. Please tell me how often you buy shampoo? [SA] Based on n=579

6.6 6.6 7.9 8.6

34.7

31.3

4.3

.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

More than once a

week

Once a week Once / 2 weeks Once / 3 weeks Once a month Once / 2 - 3

months

Less than once / 2

- 3 months

Unit: %

15. Awareness of advertising

When asking if you remember advertising of shampoo brand you remember, there is 95% remembering advertising. X-

men is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear with 42.5%.

95% remembers advertisements of shampoo brands

[Figure 15] Awareness of advertising

Q. Please tell me what brand's advertising you remember? [MA] Based on n=579

5%

95%

Not remember any advertising

Remember advertising

95% remembers

advertising

n=579

46.0

42.5

33.6

29.0

26.5

25.4

22.3

21.2

20.4

9.7

22.4

X-men

Clear

Head & Shoulders

Romano

Dove

Sunsilk

Enchanteur

Pantene

Rejoice

Double Rich

Others

n=562 remembers

advertising

Unit: %

16. Impressive advertisement

Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for Clear Men. The

following is X-men with statement “Real man”.

Most respondents are impressed by advertisement of Clear

[Figure 16] Impressive advertisement

Q. Please tell me your assessment toward the above advertisements? [MA] Based on n=562

No. Response about Clear’s advertisement

1

I am impressive with advertisement of Clear.

Smooth, long, and strong hair is very eye-catching.

Because I am a woman, I also want to have that

beautiful hair. Especially, there is no dandruff on

that hair scalp. Hair is strong from inside to outside

which attracts many guys.

2

Ronaldo chooses Clear Men because it symbolizes

strength, stylish, and winning. Clean scalp in 365

days.

3

TVC of Clear is very interesting. When it is hot, the

actor’s hair is frozen after using Clear. After a head

shaking, ice is broken which brings cool and fresh

feelings.

No. Response about X-men’s advertisement

1

I like TVC of X-men. A guy rescues a beautiful girl

kidnapped by bad guys. Car racing around

containers and handsome face of that guy. The

ending part of this TVC is a X circle symbolizing

for X-men created by car racing. I really like that

circle as it is so creative.

2

I am impressed with TVC of X-men. The actor and

actress are in dangerous because of earthquake

when they are in theater. The actress is fallen off the

upper floor. Foturnately, the man promptly takes her

hands and uses his metal wire knit to throw it into

next red carpet. Then, he jumps on it to rescue both

of them.

D. Member profile

44.6 55.4

Gender

Male

Female

6.9

33.7

16 - 19

years old

20 - 24

years old

25 - 29

years old

30 - 34

years old

35 years old

and above

.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

Age

55.1

8.1

Single Married,

no kid

Married

with kid

Widowed Divorced Others

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Marital status

Unit: %

Unit: %

Unit: %

W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market

research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch –

our actively managed over 108,000 members panel with various segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Company Limited

» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC

» Office phone: 84 – 8 – 38 223 215 Fax: 84 – 8 – 38 223 216

» Email: [email protected]

» Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data,

tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company

Limited (also include its website address http://vinaresearch.jp).

Documents

W&s report shampoo_market_2012