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STUDY ABOUT FEMALE FACIAL CLEANSER USAGE IN INDONESIABY DI-MARKETING (www.di-onlinesurvey.com)
Jan, 2017
2
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
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
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
N = 290
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
Female 100%
Over 30
26-30
18-25
21%
36%
44%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
28%
3%
4%
12%
15%
16%
21%
Others
Job seeker/Retired
Factory Worker
Engineer/Doctor/Teacher
Student
Self-employed
Officer
Housewife
1%
2%
5%
7%
13%
19%
22%
32%
6
PONDS, BIORE AND GARNIER ARE THE TOP BRAND AWARENESS
Do you know any facial cleanser brands listed below? (By age)
N = 290
Others
Vichy
Neutrogena
The faceshop
Clinique
Cetaphil
Biokos
Hada Labo
Bioderma
Skinfood
Hazeline
Acnes
SK II
Clean&Clear
Nivea
Garnier
Bioré
Pond's
3%
3%
6%
15%
17%
18%
23%
26%
29%
33%
37%
51%
52%
73%
74%
79%
80%
88%
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
TVC, POINTS OF SALES AND ONLINE ADS ARE TOP AWARENESS CHANNELS
How do you know these brands? (By age)
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
26%
28%
30%
32%
38%
46%
48%
59%
70%
75%
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
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)
Others
Nivea
Bioré
Clean&Clear
Garnier
Pond's
24%
6%
7%
10%
12%
42%
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
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
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 8%4%
6%
4% 2%
4%
5%
6%2%
87%81%
90%95%
2%
Myself
Mother
Boyfriend/ husband
Siblings/ Cousins/ Aunt
Others
10
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)
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8% 8% 8% 11%
9% 10% 9%11%
11% 14%10%
11%
12% 9%15%
12%
15% 17% 14% 11%
44% 42% 45% 46%
1%
Foaming face washes
Liquid cleansers
Exfoliating cleansers
Cream cleansers
Gel cleanser
Cleansing fluids
Cleansing oil
N = 253 N = 103 N = 93 N = 57
11
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
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 4% 2%4% 5% 3%
4%
57% 56%52%
65%
33% 33%37%
26%
4% 3% 4% 4%
Over 200 ml
100 ml - 200 ml
50 ml - 100 ml
Under 50 ml
I don't remember/ don’t care
12
18-25 AGE GROUP SEEMS TO BE THE HEAVIEST USERS WITH HIGHEST USAGE FREQUENCY
How frequent do use facial cleanser? (By age)
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 3%
12%10% 5%
28%
59%
54%66%
56%
22%31%
19%
11%
5% 5% 6% 4%
2%
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
SUPERMARKET IS THE MOST COMMON PURCHASE CHANNEL.ECOMMERCE ACCOUNTS FOR 28% OF USERS’ CHOICE
Where do you usualy buy facial cleanser? (By age)
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
2%
5%
11%
19%
21%
22%
28%
28%
69%
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
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*
WeightedAverageScore(**)
4.03 4.004.07
Total Garnier Pond's Clean&Clear0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16%11% 15% 12%
60% 70% 63%76%
24%19% 21%
12%
Very satisfied
Satisfied
Normal
* Small sample size** 5 = Very satisfied, 4 = Satisfied, 3 = Normal, 2 = Dissatisfied, 1 = Very dissatisfied
4.07
15
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*WeightedAverage
Score3.30 3.243.423.51
Total Pond's Garnier Clean&Clear0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4% 5% 4% 4%
20%23%
30% 28%
20%18%
22%20%
34%35%
22%36%
22% 19% 22%
12%
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
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*
Total Clean&Clear Pond's Garnier0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 4% 3% 4%
35% 32% 36%41%
37%
28%
41%
41%
25%
36%
20%15%
I will recommend definitely
I will recommend
I may recommend
I will not rec-ommend
*: Small sample size
17
TOP DISSATISFACTIONS MOSTLY RELATE TO ACNE AND WHITENING PROBLEMS
Is there anything that makes you unsatisfied about your current facial cleanser brand?
Don't have anythingDo not leave skin smooth
Do not moisturize and leave skin softDo not clean make up base completely
Do not remove oil effectivelyCause skin irritation
Cause acneDo not firms skin/ brings back elasticity
Do not brighten skinDo not remove toxins, purify skin effectively
Do not remove dirt deeplyDo not exfoliate skin effectively
Do not prevent skin from getting oilyDo not remove bacteria causing acne
Do not make wrinkles less visibleDo not make dark spots less visible
Do not remove acne problemsDo not prevent acne problems
Do not whiten skinDo not minimize/ tighten pores
31%5%
6%6%6%6%6%
7%8%8%8%8%9%9%
11%11%11%11%
13%15%
Total
N = 253
18
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
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
1%
3%
4%
4%
6%
6%
7%
8%
8%
9%
11%
13%
19%
Total
19
SKIN BRIGHTENING AND MOISTURIZATION ARE THE TOP REASONS FOR CHOOSING A CLEANSER BRAND
Why do you choose that brand? (By brand)
N = 253
OthersRemove toxins, purify skin
Exfoliate skinNatural ingredients
Make wrinkles less visibleClean make up base completely/ Replace make up remover
Famous brandsMinimize/ tighten pores
Remove bacteria causing acneFirms skin/ brings back elasticity
Make dark spots less visibleRemove oil
Leave skin smoothRemove dirt deeply
Whiten skinRemove acne problemsPrevent acne problems
Prevent skin from getting oilyAffordable price
Moisturize and leave skin softBrighten skin
1%11%
15%17%18%
21%22%22%23%
27%29%30%31%31%31%33%36%37%38%
51%60%
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
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)
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5% 6%
9%
25%
25%
29%
16%
55%57%
52% 56%
11% 14% 11% 7%
2%
4%5%
4%
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
PurchaseFrequencyPer Year
11times
10times
12times
11 times
21
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)
Total 18-25 26-30 Over 300%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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%
Under $1.5
$1.5 - $2.49
$2.5 - $4.99
$5 - $9.99
$10 - $14.99
$15 - $20
Over $20
WeightedAverage
Expenditure$5.66 $4.68$6.15$5.64
N = 253 N = 103 N = 93 N = 57
22
CONTACT US
• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] 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, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: [email protected] 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, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656
23
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654
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