Table of Contents
Issues in the Market
-
- Key themes
- Definitions
Insights and Opportunities
-
- Better targeting of male skincare
- A bold approach to retailing
Fast Forward Trends
-
- Trend 1: Really Simple Information
- What it is
- Market touchpoints/implications
- Trend 2: Nomadic Exploration
- What it is
- Market touchpoints/implications
Market in Brief
-
- Men’s toiletries make solid progress
- New terms for male groomers
- Different target groups
- High-tech versus natural
- Big players dominate
- The future is online
Internal Market Environment
-
- Key points
- Attitudes towards appearance
-
- Figure 1: Attitudes towards personal appearance, 2005 and 2007
- Social networking
- Men in the media
-
- Figure 2: UK projected growth in sales of men’s magazines, by volume and value estimates, 2008-11
- Celebrity
Broader Market Environment
-
- Key points
- Demographics
-
- Figure 3: UK male population, by age, 2002-12
- Looking good for women, or looking good for work?
-
- Figure 4: Marital status of men in the UK, by age, 2006
- Men in the workplace
- Marketing by stereotype
Competitive Context
-
- Key points
- Competition from women’s products
- Duty-free
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- European context
-
- Figure 5: New launches, by country, 2005-07
- Category breakdown
-
- Figure 6: UK launches, by category, 2005-07
- The natural/organic bandwagon
- Technology and ingredient claims
- Turning deodorants upside down
- Lynx leads the way
Market Size and Forecast
-
- Key points
-
- Figure 7: UK value sales of men’s toiletries, 2002-12
- Slowly, slowly
- For men
- Solving problems
- The future of the market
-
- Figure 8: Per capita spend on men’s toiletries in the UK amongst men aged 15+, 2002-12
Segment Performance
-
- Key points
-
- Figure 9: UK retail value sales of men’s toiletries, by sector, 2005-07
- Functional toiletries slow growth
- Men’s fragrances
- Bodysprays and deodorants/antiperspirants
- Shaving products
- Shower gels
- Men’s skincare
- Men’s haircare
- Other emerging sectors
- Market profile: mass versus premium
-
- Figure 10: UK retail sales of men’s toiletries, mass versus premium, 2005-07
Market Share
-
- Key points
- Manufacturer shares
-
- Figure 11: Manufacturers’ shares in mass men’s toiletries, 2005-07
- Loyalty functioning well
- Skincare nourishes growth
- Celebrity scores for Coty
Companies and Products
-
- Brand map
- Unilever
- Procter & Gamble
- Sara Lee
- Beiersdorf
- L’Oréal
- Coty
- KMI
- Other mass brands
- Premium brands
Brand Communication and Promotion
-
- Key points
- Media spend in Europe
-
- Figure 12: Main monitored media advertising expenditure and per capita spend on men’s toiletries, by country, 2007
- Adspend by advertiser
-
- Figure 13: Main monitored media advertising expendture on men’s toiletries, by company, UK, 2007
- Marketing themes
- PR and online activity
-
- Figure 14: Main monitored media advertising expenditure on men’s toiletries, by media type, UK, 2007
- Sports sponsorship
- Education versus image
Channels to Market
-
- Key points
- Boots heads the market
-
- Figure 15: Retail distribution of men’s toiletires, 2005-07
- Boots – all things to all men
- Convenience key to growth for grocers
- Shop assistants counter growth
- Mankind does it online
- Other outlets
Consumer – European Context
-
- Key points
- Attitudes and appearance
-
- Figure 16: Attitudes towards personal appearance, by country, 2007
- Vanity and the fairer sex
- Young outlook
- Usage
-
- Figure 17: Penetration of male toiletries, by country, by type, 2007
- Hair-raising fashion
- A close shave for the Brits?
- A scents of loss
Consumer – Usage
-
- Key points
- Usage trends
-
- Figure 18: Trends in use of male toiletries and cosmetics, 2002-07
- Under-45s not so smooth
- Red-faced about skincare
- Young hair fashion
- Chance to change the face of the planet?
-
- Figure 19: Use of face cream and lotions, by lifestyle statements, 2007
- Smells expensive
-
- Figure 20: Cross-analysis use of aftershave/male fragrances, by lifestyle statements, 2007
The Grooming Routine
-
- Key points
-
- Figure 21: Toiletries and shaving products included in regular male grooming routines, December 2007
- Essential functions
- New age man
-
- Figure 22: Products included in regular male grooming routines – under-25s and over-65s, December 2007
- Targeting the young and affluent
-
- Figure 23: Attitudes towards personal appearance, by region, 2007
- The male toiletries repertoire
Consumer Purchase
-
- Key points
- Men’s views on buying toiletries
-
- Figure 24: Men’s purchase of toiletries, December 2007
- Buying out of necessity
- Older men lack interest
- Earning power does not equate to higher spend
Men’s Attitudes Towards Toiletries
-
- Key points
-
- Figure 25: Men’s attitudes towards men’s toiletries, December 2007
- Lacklustre interest in men’s toiletries
- Confidence among young, upwardly mobile
- Potential for multi-use products
- Men’s attitudes according to what they use
- Target groups
- Educating the male consumers of today
- Group 1: Basics (Use up to four products)
- Group 2: Average Joe (between five and seven products used)
- Group 3: Metro Men (eight or more products used)
-
- Figure 26: Men’s toiletry usage groups, by types of toiletries men use on a regular basis, December 2007
-
- Figure 27: Men’s toiletry usage groups, by attitudes towards using toiletries, December 2007
-
- Figure 28: Men’s toiletry usage groups, by attitudes towards buying toiletries, December 2007
Appendix
-
- Advertising data
- Abbreviations
Appendix – Broader Market Environment
-
-
- Figure 29: UK male population, by age, 2002-12
-
Appendix – Brand Communication and Promotion
-
-
- Figure 30: Detailed media advertising expendture on men’s toiletries, by country, 2007
- Figure 31: Trends in main monitored media advertising expenditure on men’s toiletries, by country, 2005-07
-
Appendix – Consumer: Usage
-
-
- Figure 32: Penetration and frequency of use of male toiletries and cosmetics, by country, by type, 2007
-
- Figure 33: Use of male toiletries and cosmetics, by demographic sub-group, 2007
-
- Figure 34: Use of shaving foam/gel/cream/sticks, by demographic sub-group, 2007
-
- Figure 35: Use of aftershave/male fragrances, by demographic sub-group, 2007
-
- Figure 36: Use of face creams and lotions, by demographic sub-group, 2007
-
- Figure 37: Use of deodorants, by demographic sub-group, 2007
-
- Figure 38: Use of shampoo, by demographic sub-group, 2007
-
- Figure 39: Use of conditioners, by demographic sub-group, 2007
-
- Figure 40: Use of hair styling products, by demographic sub-group, 2007
-
Appendix – The Grooming Routine
-
-
- Figure 41: Toiletries and shaving products included in regular male grooming routines, by demographic sub-group, December 2007
- Figure 42: Toiletries and shaving products included in regular male grooming routines, by demographic sub-group, December 2007
-
Appendix – Men’s Attitudes Towards Toiletries
-
-
- Figure 43: Men’s attitudes towards men’s toiletries, by demographic sub-group, December 2007
- Figure 44: Men’s attitudes towards men’s toiletries, by demographic sub-group, December 2007
- Men’s attitudes according to what they use
-
- Figure 45: Most commonly used men’s toiletries, by attitudes towards men’s toiletries, December 2007
- Figure 46: Men’s toiletries used, by attitudes towards men’s toiletries, December 2007
- Men’s purchase of toiletries – demographic breakdown
-
- Figure 47: Men’s purchase of toiletries, by demographic sub-group, December 2007
- Figure 48: Men’s purchase of toiletries, by demographic sub-group, December 2007
- Men's toiletries – target groups from repertoire of usage
-
- Figure 49: Men’s toiletry usage groups, by demographic sub-group, December 2007
-
Back to top