Table of Contents
Introduction and Abbreviations
-
- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
-
- What women want
- Let’s talk about sex
- Points mean prizes
Executive Summary
-
- Growing interest in personal appearance drives market
- Boom fails to materialise
- Shaving and deodorants are central to men’s daily routine
- Multinationals dominate the mass market
- Exclusive consumer research show women as main purchasers of men’s toiletries
- Future prospects
Market Drivers
-
- Changing dynamics of the male population by age
-
- Figure 1: Trends and projections in UK male population, by age group, 2000 and 2005
- From small acorns…
- Levels of employment – growing pressure to look good from rising employment
-
- Figure 2: UK workforce in employment, by gender, 2000-10
- Rising levels of PDI to spend on looking good
-
- Figure 3: PDI and consumer expenditure, at constant 2000 prices, 2000-10
- Changing attitudes
- Attitudes toward toiletries
-
- Figure 4: Agreement with statements on personal care, 2001-05
- Increase in male specific media
- Celebrities as role models
- Importance of gifting
Market Size
-
-
- Figure 5: UK retail sales of men’s toiletries, 2000-05
- Slowly but surely
- A no-nonsense approach works best
- The sports connection
-
Market Segmentation
-
-
- Figure 6: UK retail sales of men’s toiletries by sector, 2002-05
- Functional routine suits most men
- New emerging sectors set the pace for future growth
-
- Figure 7: UK retail sales of men’s toiletries by sector, 2005
- Men’s fragrance
- Men’s bodysprays
- Men’s deodorants
- Shaving preparations
- Shower gels
- Haircare
- Skincare
-
- Figure 8: UK retail sales of men’s toiletries, mass versus premium, 2002-05
-
The Supply Structure
-
- Brand shares
-
- Figure 9: Manufacturer shares for mass men’s toiletries, 2002-05
- Major companies and brands
- Unilever Home & Personal Care
- Lynx
- Sure For Men
- Gillette
- Beiersdorf
- Sara Lee
- Coty
- Other brands
- King of Shaves
- Own-label
- Premium men’s lines
New Product Trends
-
-
- Figure 10: UK New product development by sub-category, October 2004-05
- Innovators
- Hair removal for men
- Body toners
- Make-up for men (or enhancers)
- Futurology
- The development of men’s skincare
-
Distribution
-
- Men choose comfortable environment in which to shop
-
- Figure 11: Sales of men’s toiletries, by outlet type, 2001-05
- Boots tries another format for men’s toiletries
- Grocers set store by men’s toiletries
- Department stores focus on men’s fragrance
- New owners for Superdrug
- The Internet
- Retailing alternatives for men
The Consumer
-
-
- Figure 12: Weight of usage of men’s toiletries, by product type, 2005
- …but are conditioners for the girls?
- Easing the chore of shaving
- Getting men to increase their use of fragrance
- Similarities between shower and shaving products’ usage profiles
- Men’s usage of facial skincare has a long way to go
-
- Figure 13: Usage of face creams & lotions, by demographic sub-group, 2005
- Changing attitudes
-
- Figure 14: Agreement with statements on personal appearance, 2001-05
- General toiletry buying habits
-
- Figure 15: Toiletry buying habits among UK consumers, October 2005
- Demographic detail – male purchasing
- Targeting men as they change lifestyles
- Demographic detail – female purchasing
- Targeting teenagers through their mothers
- Buying gifts for the younger man
-
The Consumer – Detailed Demographics
-
-
- Figure 16: Usage of shampoos, shaving products and aftershave/male fragrances, by demographic sub-group, 2005
-
- Figure 17: Usage of shower gels, face creams & lotions and conditioners, by demographic sub-group, 2005
-
- Figure 18: Toiletry buying habits among UK consumers, October 2005
- Men’s attitudes to buying toiletries
-
- Figure 19: Attitudes to buying toiletries among UK consumers, by demographic sub-group, October 2005
- Women’s attitudes to buying toiletries
-
- Figure 20: Attitudes to buying toiletries by demographic sub-group, by demographic sub-group, October 2005
-
The Consumer – Attitudes and Enthusiasm
-
- Attitudes to buying men’s toiletries
-
- Figure 21: Attitudes to men’s toiletries, October 2005
- More scope for unisex
- Linking fashion and fragrance
- Women’s shopping habits for men’s toiletries
- Demographic detail – attitudes among male purchasers
- Young working men have little time to shop
- Building brand awareness through advertising and PR
- Encouraging trial through cross promotions
- Demographic detail – attitudes among female purchasers
- Leveraging branded products for men amongst female purchasers
- Targeting young women through their loyalty cards
- How consumers shop for men’s toiletries
-
- Figure 22: Attitudes to buying men’s toiletries, October 2005
- Providing sales advice on consumers’ own terms
- Opportunities for selling men’s brands on the Internet
- Detailed demographics – attitudes to shopping
- Dual siting in department stores may help to bring in men’s grooming shoppers
- Targeting those who do the weekly shop
- Leading men to the grooming fixture
Attitudes to Buying Toiletries
-
- Attitudes to men’s toiletries
-
- Figure 23: Attitudes to men’s toiletries, by demographic sub-group, October 2005
- Men
-
- Figure 24: Attitudes to men’s toiletries, by demographic sub-group, October 2005
- Women
-
- Figure 25: Attitudes to men’s toiletries, by demographic sub-group, October 2005
- Attitudes to buying men’s toiletries
-
- Figure 26: Attitudes to buying men’s toiletries, by demographic sub-group, October 2005
- Men
-
- Figure 27: Attitudes to buying men’s toiletries, by demographic sub-group, October 2005
- Women
-
- Figure 28: Attitudes to buying men’s toiletries, by demographic sub-group, October 2005
The Future and Forecast
-
-
- Figure 29: Forecast of the men’s toiletries market, 2005-10
-
- Figure 30: Indexed growth in men’s toiletries, 2000-10
- Slow, steady growth is assured
- Simplicity is the way forward
- Categories for growth
- Retailing opportunities
- Factors incorporated in the forecast
-
Back to top