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Female Facial Cleanser Usage in Indonesia

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On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each cleanser purchase, younger groups tend to buy and spend more than the older

Find more at:
http://www.di-onlinesurvey.com/

Published in: Health & Medicine
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Female Facial Cleanser Usage in Indonesia

  1. 1. STUDY ABOUT FEMALE FACIAL CLEANSER USAGE IN INDONESIA BY DI-MARKETING (www.di-onlinesurvey.com) Jan, 2017
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about female facial cleanser usage in Indonesia  Methodology: Online survey  Fieldwork time: 5 days (19/12/2016 to 23/12/2016)  Sample size: N = 290  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Ponds, Biore and Garnier are the top brand awareness • TVC, points of sales and online ads are top awareness channels • Top 3 brand shares: Pond’s dominates market, leaving big gaps to Garnier and Clean & Clear • Foaming is the most popular cleanser, with 44% shares • 50-100ml is the most popular tube size • Supermarket is the most common purchase channel. Ecommerce accounts for 28% of users’ choice • On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each cleanser purchase, younger groups tend to buy and spend more than the older • Skin brightening and moisturization are the top reasons for choosing a cleanser brand • 84% respondents are satisfied with their facial cleanser brands • 56% seem to be loyal to their facial cleanser brands
  4. 4. 3 KEY FINDINGS VIETNAM INDONESIA Most well-known brands Pond’s, Biore and Nivea Pond’s, Biore and Garnier Market leaders Pond’s (28%) Pond’s (42%) Key sources of brand awareness TVC (66%), points of sales (59%) and Word of mouth (52%) TVC (75%), points of sales (70%) and online ads (59%) Key purchase channel Supermarket (87%) Supermarket (69%), Ecommerce (28%) Top brand choice criteria Pricing, oil cleansing and skin brightening Skin brightening and moisturization Largest expenditure group 59% spend Under $5 70% spend Under $5 VIETNAM VS. INDONESIA
  5. 5. 4 N = 290 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 100%Female 21% 36% 44% Over 30 26-30 18-25 28% 3% 4% 12% 15% 16% 21% Others Medan Yogyakarta Surabaya Bandung Bodetabek Jakarta 1% 2% 5% 7% 13% 19% 22% 32% Others Job seeker/Retired Factory Worker Engineer/Doctor/Teacher Student Self-employed Officer Housewife
  6. 6. 5 PONDS, BIORE AND GARNIER ARE THE TOP BRAND AWARENESS Do you know any facial cleanser brands listed below? (By age) N = 290 3% 3% 6% 15% 17% 18% 23% 26% 29% 33% 37% 51% 52% 73% 74% 79% 80% 88% Others Vichy Neutrogena The faceshop Clinique Cetaphil Biokos Hada Labo Bioderma Skinfood Hazeline Acnes SK II Clean&Clear Nivea Garnier Bioré Pond's Total 3% 5% 10% 17% 14% 18% 17% 27% 30% 33% 31% 56% 49% 72% 68% 80% 72% 83% 18-25 3% 4% 4% 16% 16% 20% 27% 26% 27% 37% 34% 53% 53% 72% 77% 76% 82% 90% 26-30 3% 0% 2% 12% 25% 13% 28% 23% 28% 28% 55% 35% 57% 80% 82% 80% 92% 92% Over 30 N = 127 N = 103 N = 60
  7. 7. 6 TVC, POINTS OF SALES AND ONLINE ADS ARE TOP AWARENESS CHANNELS How do you know these brands? (By age) 26% 28% 30% 32% 38% 46% 48% 59% 70% 75% News/ Magazines Through promotion persons Out of homes Sampling/ trial products Friends/ relatives recommendation Facebook ads Ecommerce sites Online ads Through selling places (supermarket,..) TV ads Total 26% 31% 33% 26% 37% 43% 48% 62% 67% 69% 18-25 29% 26% 30% 35% 40% 55% 53% 57% 72% 78% 26-30 22% 25% 25% 42% 35% 37% 38% 53% 75% 83% Over 30 N = 290 N = 127 N = 103 N = 60
  8. 8. 7 TOP 3 BRAND SHARES: POND’S DOMINATES MARKET, LEAVING BIG GAPS TO GARNIER AND CLEAN & CLEAR Which brand of facial cleanser are you using the most frequent? (By age) 24% 6% 7% 10% 12% 42% Others Nivea Bioré Clean&Clear Garnier Pond's Total 32% 5% 8% 12% 13% 30% 18-25 20% 7% 7% 9% 10% 48% 26-30 12% 5% 5% 10% 12% 57% Over 30 N = 290 N = 127 N = 103 N = 60
  9. 9. 8 MAJORITY BUY FACIAL CLEANSER BY THEMSELVES In your family, who usually buy facial cleanser for you? (By age) N = 290 N = 127 N = 103 N = 60 2%3% 8% 4% 6% 4% 2% 4% 5% 6% 2% 87% 81% 90% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Myself Mother Boyfriend/ husband Siblings/ Cousins/ Aunt Others
  10. 10. 9 FOAMING IS THE MOST POPULAR CLEANSER, WITH 44% SHARES If you buy facial cleanser for yourself, what type of facial cleanser do you use the most? (By age) 1% 8% 8% 8% 11% 9% 10% 9% 11% 11% 14% 10% 11% 12% 9% 15% 12% 15% 17% 14% 11% 44% 42% 45% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Foaming face washes Liquid cleansers Exfoliating cleansers Cream cleansers Gel cleanser Cleansing fluids Cleansing oil N = 253 N = 103 N = 93 N = 57
  11. 11. 10 50-100ML IS THE MOST POPULAR TUBE SIZE How big is the size of your facial cleanser? (By age) N = 253 N = 103 N = 93 N = 57 3% 3% 4% 2% 4% 5% 3% 4% 57% 56% 52% 65% 33% 33% 37% 26% 4% 3% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Over 200 ml 100 ml - 200 ml 50 ml - 100 ml Under 50 ml I don't remember/ don’t care
  12. 12. 11 18-25 AGE GROUP SEEMS TO BE THE HEAVIEST USERS WITH HIGHEST USAGE FREQUENCY How frequent do use facial cleanser? (By age) 2%1% 3% 12% 10% 5% 28% 59% 54% 66% 56% 22% 31% 19% 11% 5% 5% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 More than 3 times /day 3 times /day 2 times /day Once /day 2-3 days / time Once / week N = 253 N = 103 N = 93 N = 57
  13. 13. 12 SUPERMARKET IS THE MOST COMMON PURCHASE CHANNEL. ECOMMERCE ACCOUNTS FOR 28% OF USERS’ CHOICE Where do you usualy buy facial cleanser? (By age) 2% 5% 11% 19% 21% 22% 28% 28% 69% Others Sellers on facebook/ Instagram Brand shops in Department stores Brand shops on the mall Pharmacies (not chain) Grocery stores Ecommerce Website Beauty and pharmacy chain Supermarket Total 1% 5% 12% 21% 28% 22% 26% 28% 68% 18-25 5% 6% 10% 19% 19% 27% 34% 30% 69% 26-30 0% 2% 11% 16% 9% 14% 23% 26% 70% Over 30 N = 253 N = 103 N = 93 N = 57
  14. 14. 13 MAJORITY ARE SATISFIED WITH THEIR FACIAL CLEANSER BRANDS How do you feel with your current facial cleanser brand? (By brand) N = 253 N = 27* N = 108 N = 25* Weighted Average Score(**) 4.03 4.004.07 16% 11% 15% 12% 60% 70% 63% 76% 24% 19% 21% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Garnier Pond's Clean&Clear Very satisfied Satisfied Normal * Small sample size ** 5 = Very satisfied, 4 = Satisfied, 3 = Normal, 2 = Dissatisfied, 1 = Very dissatisfied 4.07
  15. 15. 14 QUALITY, PRICING AND WARRANTY ARE THE TOP BRAND CHOICE RATIONALES What is your usage intention towards this facial cleanser brand in the future? (By brand) N = 253 N = 108 N = 27* N = 25* Weighted Average Score 3.30 3.243.423.51 4% 5% 4% 4% 20% 23% 30% 28% 20% 18% 22% 20% 34% 35% 22% 36% 22% 19% 22% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Pond's Garnier Clean&Clear I will buy this brand only I will prefer buying this brand in priority I will continue buy this brand, but I will buy at other in the future I will use this brand parallel with other brand I will switch to other brand * Small sample size ** 5 = I will buy this brand only, 4 = I will prefer buying this brand in priority, 3 = l will continue buy this brand, but I will buy at other in the future, 2 = I will use this brand parallel with other brand, 1 = I will switch to other brand
  16. 16. 15 62% SAY THEY’LL RECOMMEND THEIR FACIAL CLEANSER BRAND TO OTHERS What is your ability to recommend your facial cleanser brand to others? (By brand) N = 253 N = 108 N = 27*N = 25* 3% 4% 3% 4% 35% 32% 36% 41% 37% 28% 41% 41% 25% 36% 20% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Clean&Clear Pond's Garnier I will recommend definitely I will recommend I may recommend I will not recommend *: Small sample size
  17. 17. 16 TOP DISSATISFACTIONS MOSTLY RELATE TO ACNE AND WHITENING PROBLEMS Is there anything that makes you unsatisfied about your current facial cleanser brand? 31% 5% 6% 6% 6% 6% 6% 7% 8% 8% 8% 8% 9% 9% 11% 11% 11% 11% 13% 15% Don't have anything Do not leave skin smooth Do not moisturize and leave skin soft Do not clean make up base completely Do not remove oil effectively Cause skin irritation Cause acne Do not firms skin/ brings back elasticity Do not brighten skin Do not remove toxins, purify skin effectively Do not remove dirt deeply Do not exfoliate skin effectively Do not prevent skin from getting oily Do not remove bacteria causing acne Do not make wrinkles less visible Do not make dark spots less visible Do not remove acne problems Do not prevent acne problems Do not whiten skin Do not minimize/ tighten pores Total N = 253
  18. 18. 17 NON-SKIN IRRITATION, SKIN TIGHTENING AND FAST EFFICIENCY ARE THE MOST CONCERNS RELATING TO CLEANSING FUNCTIONS What is your most funtional concerns when choosing a facial cleanser? N = 253 1% 3% 4% 4% 6% 6% 7% 8% 8% 9% 11% 13% 19% Not receptive to the sun Much foam Has a nice fragrance Does not thin skin Not sticky and greasy Many products for different skin kind Is verified by dermatologist and skin care institue Is verified by dermatology organization Not make skin dull back Has more natural ingredients Quick efficiency Doesn't leave dry/ tight skin feeling Mildly & not make skin irritated Total
  19. 19. 18 SKIN BRIGHTENING AND MOISTURIZATION ARE THE TOP REASONS FOR CHOOSING A CLEANSER BRAND Why do you choose that brand? (By brand) N = 253 1% 11% 15% 17% 18% 21% 22% 22% 23% 27% 29% 30% 31% 31% 31% 33% 36% 37% 38% 51% 60% Others Remove toxins, purify skin Exfoliate skin Natural ingredients Make wrinkles less visible Clean make up base completely/ Replace make up remover Famous brands Minimize/ tighten pores Remove bacteria causing acne Firms skin/ brings back elasticity Make dark spots less visible Remove oil Leave skin smooth Remove dirt deeply Whiten skin Remove acne problems Prevent acne problems Prevent skin from getting oily Affordable price Moisturize and leave skin soft Brighten skin Total 0% 8% 8% 10% 14% 21% 24% 19% 19% 28% 33% 31% 32% 31% 33% 29% 31% 37% 41% 44% 62% Pond's 0% 4% 19% 15% 19% 19% 19% 26% 19% 11% 33% 19% 22% 33% 33% 30% 30% 26% 48% 48% 78% Garnier* 0% 4% 12% 16% 4% 8% 8% 20% 24% 8% 4% 28% 12% 28% 20% 32% 36% 44% 28% 44% 40% Clean&Clear* N = 108 N = 27 N = 25 *: Small sample size
  20. 20. 19 ON AVERAGE, INDONESIAN BUY FACIAL CLEANSER 11 TIMES PER YEAR, YOUNGER GROUPS TEND TO BUY MORE THAN THE OLDER How frequent do you buy facial cleanser? (By age) 5%2% 4% 4% 5% 6% 9% 25% 25% 29% 16% 55% 57% 52% 56% 11% 14% 11% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 More than once / month Once / month Every 2 months Every 3 months Every 4-6 months More than 6 months I don't remember N = 253 N = 103 N = 93 N = 57 Purchase Frequency Per Year 11 times 10 times 12 times 11 times
  21. 21. 20 ON AVERAGE, INDONESIAN SPEND $5.64 FOR EACH CLEANSER PURCHASE, YOUNGER GROUPS TEND TO SPEND MORE THAN THE OLDER How much do you spend on facial cleanser per each purchase? (By age) 6% 7% 4% 5% 4% 6% 3% 6% 6% 6% 4% 15% 15% 17% 14% 39% 36% 44% 35% 29% 29% 24% 39% 2% 2% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Under $1.5 $1.5 - $2.49 $2.5 - $4.99 $5 - $9.99 $10 - $14.99 $15 - $20 Over $20 Weighted Average Expenditure $5.66 $4.68$6.15$5.64 N = 253 N = 103 N = 93 N = 57
  22. 22. 21 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  23. 23. 22 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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