Body care / hair care and cosmetics

In this area the purchases of the above-mentioned products are reported and analyzed.

Special feature:
Since the purchase of body and hair care products and cosmetics serves more for individual usage, the products in this merchandise area are recorded in a person-related individual panel with 25,000 participants.

In this connection a distinction is drawn among the following partial markets among others:

• Hair care (hair care, hairstyling, coloring)
• Body care (body, hand and facial care)
• Feminine hygiene (sanitary napkins, panty liners, tampons)
• Cosmetics and fragrance
• Body cleansing (shower items, bath additives, soap)
• Deodorant
• Shaving commodities (razors, blades, shaving items and depilatories)
• After-shave lotion
• Sun protection

From the data information is gained that clarifies the following questions, among others:

• What is the share of hair-wash products in relation to spending on hair-care products altogether?
• Can categories (e.g. styling, fragrance) expand their circle of buyers or are they losing buyers?
• With what brands can my brand actually be substituted?
• Who buys on promotion and what brands does he or she buy?
• What target group do I reach with my brand?
• How high is customer loyalty?
• Are products at Schlecker purchased exclusively on promotion?
• Who buys their body-care products at Aldi?
• Does a particular brand actually reach the heavy buyers of a category?

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