Mintel last reported on the market for men’s toiletries in Market Intelligence, March 2002. Since then, there has been an increasing number of new men’s grooming ranges, both in the premium and mass-market segments, which has helped to win over new customers to the category. In particular, much new product activity has been focused around the development of shaving and skincare products designed to appeal to men’s growing interest in personal appearance. As a result a wealth of profitable opportunities have arisen for manufacturers, retailers and advertisers.

This report explores the hypothesis: “The focus on large brands by the retailers is restricting the growth opportunities of smaller brands which add value to the men’s grooming market. Is this retail strategy restricting potential market growth?” As well as exclusive consumer research the report includes industry views on a range of pertinent topics and looks at the most important factors affecting the industry today including:

Slow and steady growth within the market of 19% since 1998

The emergence of men under 24 as the key target market for men’s toiletries

Continuing domination by the major brands offset by the innovation provided by smaller niche brands

Analysis of the types of retail outlet men prefer for toiletry purchases

The importance of brand loyalty within the sector

Examination of men’s attitudes to toiletries and how they may affect the future of the market.

The men’s grooming products covered by the report include:

male fragrances, eg aftershaves, colognes and pre-shaves

male deodorants and bodysprays

male-targeted haircare and shower gels

shaving preparations

men’s skincare and talcum powder.

Razors, blades and electrical shavers are excluded. Duty-free products and products bought overseas are also excluded from market size data. Mintel notes that there is a high male usage of non-gender-specific toiletries, particularly shampoos and styling gels. Usage data of such unisex/family toiletries by men are also outside the scope of this report.