TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Australian Dollar), 2003?08 20
Value analysis (Australian Dollar), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 29
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Colgate-Palmolive Company 40
Chapter 5 Category Analysis: Bath & Shower Products 43
Value analysis (Australian Dollar), 2003?08 43
Value analysis (Australian Dollar), 2008?13 44
Value analysis (US dollars), 2003?08 46
Value analysis (US dollars), 2008?13 46
Volume analysis, 2003?08 48
Volume analysis, 2008?13 49
Company and brand share analysis 52
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Deodorants 60
Value analysis (Australian Dollar), 2003?08 60
Value analysis (Australian Dollar), 2008?13 61
Value analysis (US dollars), 2003?08 63
Value analysis (US dollars), 2008?13 64
Volume analysis, 2003?08 66
Volume analysis, 2008?13 67
Company and brand share analysis 70
Distribution analysis 74
Expenditure and consumption per capita 76
Chapter 7 Category Analysis: Soap 82
Value analysis (Australian Dollar), 2003?08 82
Value analysis (Australian Dollar), 2008?13 83
Value analysis (US dollars), 2003?08 85
Value analysis (US dollars), 2008?13 85
Volume analysis, 2003?08 87
Volume analysis, 2008?13 88
Company and brand share analysis 91
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 8 Country Comparison 100
Value 100
Volume 104
Market share 108
Chapter 9 PESTLE Analysis 109
Summary 109
Political analysis 110
Economic analysis 114
Social analysis 119
Technology analysis 123
Legal analysis 127
Environmental analysis 131
Chapter 10 New Product Development 135
Product launches over time 135
Recent product launches 137
Chapter 11 Macroeconomic Profile 138
Macroeconomic indicators 138
Chapter 12 Research Methodology 143
Methodology overview 143
Secondary research 144
Market modeling 145
Creating an initial data model 145
Revising the initial data model 145
Creating a final estimate 146
Creating demographic value splits 146
Primary research 146
Data finalization 147
Ongoing research 147
Chapter 13 APPENDIX 148
Future readings 148
How to contact experts in your industry 148
Disclaimer 148

LIST OF FIGURES
Figure 1: Australia personal hygiene value and value forecast, 2003?13 (A$m, nominal prices) 22
Figure 2: Australia personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Australia personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Australia personal hygiene category growth comparison, by volume, 2003?13 28
Figure 5: Australia personal hygiene company share, by value, 2007?08 (%) 31
Figure 6: Australia personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: Australia bath & shower products value and value forecast, 2003?13 (A$m, nominal prices) 45
Figure 8: Australia bath & shower products category growth comparison, by value, 2003?13 47
Figure 9: Australia bath & shower products volume and volume forecast, 2003?13 (units, million) 50
Figure 10: Australia bath & shower products category growth comparison, by volume, 2003?13 51
Figure 11: Australia bath & shower products company share, by value, 2007?08 (%) 53
Figure 12: Australia bath & shower products distribution channels, by value, 2007?08 (%) 56
Figure 13: Australia deodorants value and value forecast, 2003?13 (A$m, nominal prices) 62
Figure 14: Australia deodorants category growth comparison, by value, 2003?13 65
Figure 15: Australia deodorants volume and volume forecast, 2003?13 (units, million) 68
Figure 16: Australia deodorants category growth comparison, by volume, 2003?13 69
Figure 17: Australia deodorants company share, by value, 2007?08 (%) 72
Figure 18: Australia deodorants distribution channels, by value, 2007?08 (%) 75
Figure 19: Australia soap value and value forecast, 2003?13 (A$m, nominal prices) 84
Figure 20: Australia soap category growth comparison, by value, 2003?13 86
Figure 21: Australia soap volume and volume forecast, 2003?13 (units, million) 89
Figure 22: Australia soap category growth comparison, by volume, 2003?13 90
Figure 23: Australia soap company share, by value, 2007?08 (%) 93
Figure 24: Australia soap distribution channels, by value, 2007?08 (%) 96
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 101
Figure 26: Global personal hygiene market value, 2003–08, top five countries 103
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 105
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 107
Figure 29: Annual data review process 144

LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Australia personal hygiene value, 2003?08 (A$m, nominal prices) 20
Table 4: Australia personal hygiene value forecast, 2008?13 (A$m, nominal prices) 21
Table 5: Australia personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Australia personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Australia personal hygiene volume, 2003?08 (units, million) 25
Table 8: Australia personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Australia personal hygiene brand share, by value, 2007?08 (%) 29
Table 10: Australia personal hygiene value, by brand 2007?08 (A$m, nominal prices) 30
Table 11: Australia personal hygiene company share by value, 2007?08 (%) 32
Table 12: Australia personal hygiene value, by company, 2007?08 (A$m, nominal prices) 32
Table 13: Australia personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: Australia personal hygiene value, by distribution channel, 2007?08 (A$m, nominal prices) 33
Table 15: Australia personal hygiene expenditure per capita, 2003?08 (A$, nominal prices) 35
Table 16: Australia personal hygiene forecast expenditure per capita, 2008?13 (A$, nominal prices) 35
Table 17: Australia personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: Australia personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: Australia personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: Australia personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Colgate-Palmolive Company key facts 40
Table 23: Australia bath & shower products value, 2003?08 (A$m, nominal prices) 43
Table 24: Australia bath & shower products value forecast, 2008?13 (A$m, nominal prices) 44
Table 25: Australia bath & shower products value, 2003?08 ($m, nominal prices) 46
Table 26: Australia bath & shower products value forecast, 2008?13 ($m, nominal prices) 46
Table 27: Australia bath & shower products volume, 2003?08 (units, million) 48
Table 28: Australia bath & shower products volume forecast, 2008?13 (units, million) 49
Table 29: Australia bath & shower products brand share, by value, 2007?08 (%) 52
Table 30: Australia bath & shower products value, by brand 2007?08 (A$m, nominal prices) 52
Table 31: Australia bath & shower products company share by value, 2007?08 (%) 54
Table 32: Australia bath & shower products value, by company, 2007?08 (A$m, nominal prices) 54
Table 33: Australia bath & shower products distribution channels, by value, 2007?08 (%) 55
Table 34: Australia bath & shower products value, by distribution channel, 2007?08 (A$m, nominal prices) 55
Table 35: Australia bath & shower products expenditure per capita, 2003?08 (A$, nominal prices) 57
Table 36: Australia bath & shower products forecast expenditure per capita, 2008?13 (A$, nominal prices) 57
Table 37: Australia bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Australia bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Australia bath & shower products consumption per capita, 2003?08 (units) 59
Table 40: Australia bath & shower products forecast consumption per capita, 2008?13 (units) 59
Table 41: Australia deodorants value, 2003?08 (A$m, nominal prices) 60
Table 42: Australia deodorants value forecast, 2008?13 (A$m, nominal prices) 61
Table 43: Australia deodorants value, 2003?08 ($m, nominal prices) 63
Table 44: Australia deodorants value forecast, 2008?13 ($m, nominal prices) 64
Table 45: Australia deodorants volume, 2003?08 (units, million) 66
Table 46: Australia deodorants volume forecast, 2008?13 (units, million) 67
Table 47: Australia deodorants brand share, by value, 2007?08 (%) 70
Table 48: Australia deodorants value, by brand 2007?08 (A$m, nominal prices) 71
Table 49: Australia deodorants company share by value, 2007?08 (%) 73
Table 50: Australia deodorants value, by company, 2007?08 (A$m, nominal prices) 73
Table 51: Australia deodorants distribution channels, by value, 2007?08 (%) 74
Table 52: Australia deodorants value, by distribution channel, 2007?08 (A$m, nominal prices) 74
Table 53: Australia deodorants expenditure per capita, 2003?08 (A$, nominal prices) 76
Table 54: Australia deodorants forecast expenditure per capita, 2008?13 (A$, nominal prices) 77
Table 55: Australia deodorants expenditure per capita, 2003?08 ($, nominal prices) 78
Table 56: Australia deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 79
Table 57: Australia deodorants consumption per capita, 2003?08 (units) 80
Table 58: Australia deodorants forecast consumption per capita, 2008?13 (units) 81
Table 59: Australia soap value, 2003?08 (A$m, nominal prices) 82
Table 60: Australia soap value forecast, 2008?13 (A$m, nominal prices) 83
Table 61: Australia soap value, 2003?08 ($m, nominal prices) 85
Table 62: Australia soap value forecast, 2008?13 ($m, nominal prices) 85
Table 63: Australia soap volume, 2003?08 (units, million) 87
Table 64: Australia soap volume forecast, 2008?13 (units, million) 88
Table 65: Australia soap brand share, by value, 2007?08 (%) 91
Table 66: Australia soap value, by brand 2007?08 (A$m, nominal prices) 92
Table 67: Australia soap company share by value, 2007?08 (%) 94
Table 68: Australia soap value, by company, 2007?08 (A$m, nominal prices) 94
Table 69: Australia soap distribution channels, by value, 2007?08 (%) 95
Table 70: Australia soap value, by distribution channel, 2007?08 (A$m, nominal prices) 95
Table 71: Australia soap expenditure per capita, 2003?08 (A$, nominal prices) 97
Table 72: Australia soap forecast expenditure per capita, 2008?13 (A$, nominal prices) 97
Table 73: Australia soap expenditure per capita, 2003?08 ($, nominal prices) 98
Table 74: Australia soap forecast expenditure per capita, 2008?13 ($, nominal prices) 98
Table 75: Australia soap consumption per capita, 2003?08 (units) 99
Table 76: Australia soap forecast consumption per capita, 2008?13 (units) 99
Table 77: Global personal hygiene market value, 2008 100
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 103
Table 79: Global personal hygiene market volume, 2008 104
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 107
Table 81: Leading players, top five countries 108
Table 82: Analysis of Australia’s political landscape 110
Table 83: Analysis of Australia’s economy 114
Table 84: Analysis of Australia’s social system 119
Table 85: Analysis of Australia’s technology landscape 123
Table 86: Average annual salaries for researchers across countries 126
Table 87: Comparative performance of patents received, 2000–06 126
Table 88: Analysis of Australia’s legal landscape 127
Table 89: Analysis of Australia’s environmental landscape 131
Table 90: Australia personal hygiene new product launches reports, by company, 2008 135
Table 91: Australia personal hygiene new product launches SKUs, by company (top five companies), 2008 135
Table 92: Australia personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 136
Table 93: Australia personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 136
Table 94: Australia personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 137
Table 95: Australia personal hygiene new product launches (reports) - Recent five launches (2008) 137
Table 96: Australia population, by age group, 2003?08 (millions) 138
Table 97: Australia population forecast, by age group, 2008?13 (millions) 139
Table 98: Australia population, by gender, 2003?08 (millions) 139
Table 99: Australia population forecast, by gender, 2008?13 (millions) 140
Table 100: Australia nominal GDP, 2003?08 (A$bn, nominal prices) 140
Table 101: Australia nominal GDP forecast, 2008?13 (A$bn, nominal prices) 140
Table 102: Australia real GDP, 2003?08 (A$bn, 2000 prices) 141
Table 103: Australia real GDP forecast, 2008?13 (A$bn, 2000 prices) 141
Table 104: Australia real GDP, 2003?08 ($bn, 2000 prices) 141
Table 105: Australia real GDP forecast, 2008?13 ($bn, 2000 prices) 142
Table 106: Australia consumer price index, 2003?08 (2000=100) 142
Table 107: Australia consumer price index, 2008?13 (2000=100) 142