Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer Research Methodology
- Abbreviations and terms
- Abbreviations
- Terms
- Generations
Executive Summary
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- Highlights
- Report summary
- Challenging market
- Shifting employment trends drive interest in appearance
- Media and the male body image
- Boomers drive sales with higher incomes
- Slow growth of users and slow acceptance of non-traditional grooming products
- Growing segmentation by gender grows men’s product sales at expense of unisex toiletries
- Innovations help drive market for men’s products
- Skincare leads unisex sales but still minor in men’s products
- Sale of deodorant brand will dramatically affect manufacturer market share
- Finding new media and means to promote products
- Wal-Mart’s Remix program will affect sales both short and long term
- Sales by channel vary depending on male-specific and unisex products
- Consumer penetration of products
- Time has not increased usage of products among respondents
- Race a significant factor in skincare product usage
- Acne remains a problem for many adult men
- Teens’ trends in hair styling products
- Who purchases men’s grooming products and what influences trial of new products
- Attitudes/opinions regarding grooming and products
- Where respondents buy toiletries
- A close shave for consumers
- Future relies on innovation
- Men’s toiletries forecast to grow slightly while unisex declines
Market Drivers
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- Changing workplace from blue collar to white/pink collar increases interest in appearance
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- Figure 1: Employed persons by occupation, males aged 16+, 2000-06
- Media and male body image causing increased interest in appearance
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- Figure 2: Number of top five minimally invasive cosmetic procedures, men, 2000 and 2006
- Boomers driven to stay young propel number of cosmetic procedures
- Increasing wealth allows for higher standard of living
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- Figure 3: Median personal income of men, by age, 2005
- Figure 4: Household income distribution, 2003 and 2005
- Number of men growing slowly
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- Figure 5: Male population aged 12-64, by age, 2002 and 2007
- Share of men using each type of product is stagnant
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- Figure 6: Usage of men’s toiletries, by product type, 2002-06
Market Size and Trends
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- Figure 7: FDM sales of men’s and unisex toiletries, at current and constant prices, 2002-07
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- Figure 8: FDM market share of toiletries, men’s and unisex, 2002-07
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- Figure 9: FDM sales of male-specific toiletries, at current and constant prices, 2002-07
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- Figure 10: FDM sales of unisex toiletries, at current and constant prices, 2002-07
- Market trends
- Continued introduction of male-specific grooming lines
- Fighting wrinkles and aging important to all ages
- Multiple benefits save time and confusion while increasing convenience
- Shift away from “metrosexual” toward masculine roots
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Market Segmentation
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- Overview
- Introduction
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- Figure 11: FDM sales of men’s toiletries, segmented by type, 2005 and 2007
- Skincare products
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- Figure 12: FDM sales of men's skincare products, at current and constant prices, 2002-07
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- Figure 13: FDM share of dollar sales of male-specific skincare, by type, 2002-07
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- Figure 14: FDM sales of unisex skincare products, at current and constant prices, 2002-07
- Deodorants and antiperspirants
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- Figure 15: FDM sales of men's deodorants and antiperspirants, at current and constant prices, 2002-07
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- Figure 16: FDM sales of unisex deodorants and antiperspirants, at current and constant prices, 2002-07
- Haircare products
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- Figure 17: FDM sales of men's haircare products, at current and constant prices, 2002-07
- Figure 18: FDM sales of unisex haircare products, at current and constant prices, 2002-07
- Shaving cream and gel
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- Figure 19: FDM sales of men's shaving cream and gel, at current and constant prices, 2002-07
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- Figure 20: FDM sales of unisex shaving cream and gel, at current and constant prices, 2002-07
- Grooming/shaving scissors
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- Figure 21: FDM sales of men's grooming/shaving scissors, at current and constant prices, 2002-07
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- Figure 22: FDM sales of unisex grooming/shaving scissors, at current and constant prices, 2002-07
Supply Structure
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- Introduction
- FDM sales by manufacturer
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- Figure 23: Manufacturer FDM sales of men’s toiletries, 2005 and 2007
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- Figure 24: Manufacturer FDM sales of unisex toiletries, 2005 and 2007
- Skincare products
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- Figure 25: FDM manufacturer and brand sales of men’s skincare products, 2005 and 2007
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- Figure 26: FDM manufacturer and brand sales of unisex skincare products, 2005 and 2007
- Deodorants and antiperspirants
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- Figure 27: FDM manufacturer and brand sales of men’s deodorants and antiperspirants, 2005 and 2007
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- Figure 28: FDM manufacturer and brand sales of unisex deodorants and antiperspirants, 2005 and 2007
- Haircare products
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- Figure 29: FDM manufacturer and brand sales of men’s haircare products, 2005 and 2007
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- Figure 30: FDM manufacturer and brand sales of unisex haircare products, 2005 and 2007
- Shaving cream and gel
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- Figure 31: FDM manufacturer and brand sales of men’s shaving cream and gel, 2005 and 2007
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- Figure 32: FDM manufacturer and brand sales of unisex shaving cream and gel, 2005 and 2007
- Grooming/shaving scissors
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- Figure 33: FDM manufacturer and brand sales of men’s grooming/shaving scissors, 2005 and 2007
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- Figure 34: FDM manufacturer and brand sales of unisex grooming/shaving scissors, 2005 and 2007
Advertising and Promotion
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- Introduction
- Procter & Gamble
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- Figure 35: TV ad: Gillette Fusion #1
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- Figure 36: TV ad: Old spice #1
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- Figure 37: TV ad: TAG #1
- Dial Corp. (Henkel)
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- Figure 38: TV ad: Right guard #1
- L’Oréal USA
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- Figure 39: TV ad: L’Oréal vive pro for men #1
- Unilever
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- Figure 40: TV ad: Axe #1
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- Figure 41: TV ad: Degree #1
- Combe Inc.
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- Figure 42: TV ad: Just for men #1
- SC Johnson & Son Inc.
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- Figure 43: TV ad: Edge #1
- Beiersdorf Inc.
- Nivea for Men
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- Figure 44: TV ad: Nivea for men #1
- Figure 45: TV ad: Nivea for men #2
- Perio Products, Inc.
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- Figure 46: TV ad: Barbasol #1
- Mentholatum C.
Retail Distribution
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- Introduction
- Wal-Mart’s “Remix” may disproportionately affect small suppliers
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- Figure 47: FDM sales of unisex and men's toiletries, by retail channel, 2005 and 2007
- Drug stores
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- Figure 48: Drug store sales of unisex and men’s toiletries, 2002-07
- Supermarket/food stores
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- Figure 49: Supermarket/food store sales of unisex and men’s toiletries, 2002-07
- Other FDM channels
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- Figure 50: Other FDM channels’ sales of unisex and men’s toiletries, 2002-07
The Consumer: Usage, Types, Forms and Brands
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- Summary
- Use of men’s toiletries
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- Figure 51: Usage of men’s toiletries, by product type, January-October 2006
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- Figure 52: Usage of men’s toiletries, by product type, 2002-06
- Usage of deodorant and antiperspirant
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- Figure 53: Usage of deodorant and antiperspirant, by race/ethnicity, January-October 2006
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- Figure 54: Usage of deodorants and antiperspirants, by formula, January-October 2006
- Brand usage of deodorant and antiperspirant
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- Figure 55: Brand usage of deodorants and antiperspirants, January-October 2006
- Usage of shaving cream and gel
- Usage of shaving cream and gel by formula, scent and form
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- Figure 56: Usage of shaving cream and gel, by formula, scent and form, January-October 2006
- Brand usage of shaving cream and gel
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- Figure 57: Brand usage of shaving cream and gel, January-October 2006
- Usage of moisturizers, creams and lotions
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- Figure 58: Usage of moisturizers/creams/lotions, by race/ethnicity, January-October 2006
- Brand usage of moisturizers, creams and lotions
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- Figure 59: Brand usage of moisturizers/creams/lotions, January-October 2006
- Usage of facial cleansing and medicated products
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- Figure 60: Usage of facial cleansing and medicated products, by race/ethnicity, January-October 2006
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- Figure 61: Usage of facial cleansing and medicated products, by type and formula, by race/ethnicity, January-October 2006
- Brand usage of facial cleansing and medicated products
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- Figure 62: Brand usage of facial cleansing and medicated products, January-October 2006
- Usage of hair styling creams, gels, and lotions
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- Figure 63: Usage of hair styling creams, gels, and lotions, by type and brand, January-October 2006
- Usage of hair spray
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- Figure 64: Usage of hair spray, by age, January-October 2006
- Brand usage of hair spray
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- Figure 65: Brand usage of hair spray, January-October 2006
- Usage of hair coloring
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- Figure 66: Usage of hair coloring products, by race/ethnicity, January-October 2006
- Brand usage of hair coloring
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- Figure 67: Brand usage of hair coloring products, January-October 2006
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- Figure 68: Frequency of use of hair coloring products, January-October 2006
- Frequency of use of grooming products
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- Figure 69: Mean frequency of use of men’s grooming products, January-October 2006
- Attitudes regarding importance of personal appearance
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- Figure 70: Importance of appearance, agree summary, by age, January-October 2006
- Adult versus teen use of toiletries
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- Figure 71: Usage of men’s toiletries, by product type, adults vs teens, January-October 2006
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- Figure 72: Teen males’ usage of men’s toiletries, by product type, 2002-06
The Consumer: Influences, Attitudes and Reasons
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- Summary
- Who purchases toiletries for men
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- Figure 73: Who purchases toiletries for respondent, September 2007
- Penetration of men’s, unisex, and women’s toiletries
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- Figure 74: Use of men’s, unisex, and women’s toiletries, September 2007
- What/whom influences use of new products
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- Figure 75: Factors that influence use of new grooming products, September 2007
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- Figure 76: Factors that influence use of new grooming products, by age, September 2007
- Attitudes/opinions regarding grooming and personal appearance
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- Figure 77: Attitudes regarding men’s grooming, agree summary, by age, September 2007
- Changing use of amount of hair styling products
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- Figure 78: Changing use of amount of hairstyling products, by race/ethnicity, September 2007
- Use of same/different brand shaving cream and razor
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- Figure 79: Use of same/different brand shaving cream and razor, by age, September 2007
- Frequency of change in grooming products
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- Figure 80: Frequency of change in grooming products, by age, September 2007
- Where men’s toiletries are purchased
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- Figure 81: Most common location of purchase of men’s toiletries, September 2007
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- Figure 82: Most common location of purchase of men’s toiletries, by household income, September 2007
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- Figure 83: Most common location of purchase of men’s toiletries, by region, September 2007
- Attitudes/opinions regarding shaving cream
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- Figure 84: Attitudes/opinions regarding shaving cream, September 2007
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- Figure 85: Attitudes/opinions regarding shaving cream, by age, September 2007
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- Figure 86: Attitudes/opinions regarding shaving cream, by household income, September 2007
Future and Forecast
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- Future trends
- Innovation is key to expanding market
- Regimens
- Cosmeceuticals
- Products based on age group
- Continued “masstige” growth
- Market forecast
- Men-only and unisex toiletries
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- Figure 87: Forecast of total U.S. FDM sales of men’s and unisex toiletries, at current and constant prices, 2007-12
- Men-only toiletries
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- Figure 88: Forecast of U.S. FDM sales of male-specific toiletries, at current and constant prices, 2007-12
- Unisex toiletries
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- Figure 89: Forecast of U.S. FDM sales of unisex toiletries, at current and constant prices, 2007-12
- Forecast Factors
Appendix: Trade Associations
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