Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A slowly growing market beset by challenges
- Deodorant tops segments, followed by aftershave and haircare
- Drug stores lead, but mass offers more value in a tough economy
- Number of men increases, but usage is flat through the years
- Unilever gains ground on P&G, most other companies decline
- Different branding strategies for Axe and Gillette
- What men say
- Usage
- Purchases
- Retailers used
- Attitudes and motivations
- Impact of race/Hispanic origin
Insights and Opportunities
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- Making grooming easier
- Significant potential for viral marketing
Inspire Insights
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- Trend: Market as Conversation
Market Size and Forecast
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- Key points
- The sputtering economy limits growth
- FDMx men’s grooming products market size and forecast
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- Figure 1: FDMx sales and forecast of men’s grooming products, at current prices, 2005-15
- Figure 2: FDMx sales and forecast of men’s grooming products, at inflation-adjusted prices, 2005-15
Market Drivers
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- Number of men grows slowly
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- Figure 3: Use of men’s grooming products, by age, February 2009 - March 2010
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- Figure 4: U.S. male population by age, 2005-15
- Rate of men’s grooming product use fails to rise through the years
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- Figure 5: Use of men’s grooming products, 2004-10
Competitive Context
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- Rising unemployment curbs household spending on men’s grooming products
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- Figure 6: U.S. annual unemployment rate, 2002-10
- Household incomes decline, decelerating growth
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- Figure 7: Median household income in inflation-adjusted dollars, 1998-2008
- Some men still use unisex products, or pay no attention
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- Figure 8: Use of male, unisex, and female grooming products, June 2010
Segment Performance
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- Key points
- Deodorant is up, but shaving cream and some non-staples decline
- Haircare and grooming/shaving scissors grow
- Sales of men’s grooming products, by segment
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- Figure 9: FDMx sales of men’s grooming products, segmented by type, 2009-10
Segment Performance—Deodorant/Antiperspirant
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- Key points
- High penetration leaves little room for growth
- Sales and forecast of men’s deodorant/antiperspirant
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- Figure 10: FDMx sales of men’s deodorant/antiperspirant, 2005-15
Segment Performance—Shaving Lotion/Cologne/ Talc/Gift Sets and Packs
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- Key points
- Sour economy, competition from body sprays cause steady declines
- Sales and forecast of men’s shaving lotion/cologne/talc/gifts sets and packs
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- Figure 11: FDMx sales of men’s shaving lotion/cologne/talc/gift sets & packs, 2005-15
Segment Performance—Haircare
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- Key points
- Aging population boosts hair coloring sales
- New styling products push sales
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- Figure 12: Purchase routines for men’s grooming products, by age, June 2010
- Sales and forecast of men’s haircare
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- Figure 13: FDMx sales of men’s haircare, 2005-15
Segment Performance—Shaving Cream/Gel
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- Key points
- High penetration keeps shaving cream from declining
- Sales and forecast of men’s shaving cream/gel
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- Figure 14: FDMx sales of men’s shaving cream/gel, 2005-15
Segment Performance—Grooming/Shaving Scissors
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- Key points
- Sales increase, but infrequent replacement cycles stem growth
- Sales and forecast of men’s grooming/shaving scissors
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- Figure 15: FDMx sales of men’s grooming/shaving scissors, 2005-15
Segment Performance—Skincare
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- Key points
- Steady and drastic declines reveal a struggling market for men’s skincare
- Sales and forecast of men’s skincare
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- Figure 16: FDMx sales of men’s skincare, 2005-15
Retail Channels
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- Key points
- Drug stores best represent health and personal care
- Other FDMx sales grow as men seek affordable products
- Channel sales of men’s grooming products
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- Figure 17: FDMx sales of men’s grooming products, by channel, at current prices, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- Drug will be challenged by mass, but more store openings help drug chains compete
- Drug store sales of men’s grooming products
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- Figure 18: Sales of men’s grooming products at drug stores, 2005-10
Retail Channels—Other FDMx
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- Key point
- Mass will lead as food stores fade
- Other FDMx store sales of men’s grooming products
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- Figure 19: Sales of men’s grooming products at other FDMx stores, at current prices, 2005-10
Leading Companies
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- Key points
- Top-selling P&G slips as Unilever grows sales and share
- Other leading companies trail, and all decline except Combe
- Leading companies
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- Figure 20: Select FDMx manufacturer sales of men’s grooming products in the U.S., 2009-10
Brand Share—Deodorant/Antiperspirant
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- Key points
- Lots of product launches, but not all can offset declines
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- Figure 21: Mennen Speed Stick StainGuard television ad, 2010
- Manufacturer and brand sales of men’s deodorant/antiperspirant
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- Figure 22: Select FDMx brand sales and market share of men’s deodorant/antiperspirant in the U.S., 2009-10
Brand Share—Shaving Lotion/Cologne/Talc/Gift Sets and Packs
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- Key points
- Axe helps Unilever dominate with a single brand
- Other brands prove volatile
- Manufacturer and brand sales of men’s shaving lotion/cologne/talc/gift sets & packs
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- Figure 23: Select FDMx brand sales and market share of men’s shaving lotion/cologne/talc/gift sets & packs in the U.S., 2009-10
Brand Share—Haircare
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- Key points
- Just for Men leads, but the Axe effect impacts the segment most
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- Figure 24: Just for Men television ad, 2010
- American Crew, Gillette trail
- Manufacturer and brand sales of men’s haircare
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- Figure 25: Select FDMx brand sales and market share of men’s haircare in the U.S., 2009-10
Brand Share—Shaving Cream/Gel
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- Key points
- Gillette leads but loses, while Edge surges
- Manufacturer and brand sales of men’s shaving cream/gel
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- Figure 26: Select FDMx brand sales and market share of men’s shaving cream/gel in the U.S., 2009-10
Brand Share—Grooming/Shaving Scissors
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- Key points
- Philips takes over top spot
- Manufacturer and brand sales of men’s grooming/shaving scissors
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- Figure 27: Select FDMx brand sales and market share of men’s grooming/shaving scissors in the U.S., 2009-10
Brand Share—Skincare
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- Key points
- Skincare for men is still a shadow of skincare for women
- Manufacturer and brand sales of men’s skincare
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- Figure 28: Select FDMx brand sales and market share of men’s skincare in the U.S., 2009-10
Innovation and Innovators
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- New deodorants have mercy on the shirt
- Spare the skin, spoil the skin
- Facial skincare isn’t just for women: men’s cleansers, sunscreen, aftershave, tanners, and more
Brands and Marketing Strategies
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- Overview
- Axe
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- Figure 29: Brand analysis of Axe, 2010
- Web advertising
- Axe TV ads
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- Figure 30: Axe Dry television ad, 2010
- Figure 31: Axe Twist television ad, 2010
- Gillette
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- Figure 32: Brand analysis of Gillette, 2010
- Web advertising
- Gillette TV ads
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- Figure 33: Gillette Fusion television ad, 2010
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- Figure 34: Gillette Odor Shield television ad, 2010
Usage
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- Key points
- Vast majority of men use deodorant/antiperspirants
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- Figure 35: Use of deodorant, by age, February 2009-March 2010
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- Figure 36: Types of deodorant used, by age, February 2009-March 2010
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- Figure 37: Brands of deodorant used, by age, February 2009-March 2010
- More than two thirds use shaving cream, but sales could still grow
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- Figure 38: Use of shaving cream/gel, by age, February 2009-March 2010
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- Figure 39: Brands of shaving cream/gel used, by age, February 2009-March 2010
- Brand loyalty usually does not cross over from shaving cream to razor
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- Figure 40: Use of identical shaving cream and razor brands, by age, June 2010
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- Figure 41: Use of identical shaving cream and razor brands, by HH income, June 2010
- Figure 42: Areas of the body regularly shaved, by age, June 2010
- Use of hair products is somewhat limited among men
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- Figure 43: Use of hair styling creams/gels/lotions, hair spray, and hair coloring products, by age, February 2009-March 2010
- Four in 10 use moisturizers; less than two in 10 use facial cleansers
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- Figure 44: Use of moisturizers/creams/lotion and facial cleansing and medicated products, by age, February 2009-March 2010
- Most use male-centric items
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- Figure 45: Use of male, unisex, and female grooming products, by age, June 2010
Purchases
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- Key points
- Most men buy their own grooming products
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- Figure 46: Primary buyers of men’s grooming products, by age, June 2010
- Men are mostly product-loyal, but many occasionally try new items
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- Figure 47: Purchase routines for men’s grooming products, by age, June 2010
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- Figure 48: Purchase routines for men’s grooming products, by HH income, June 2010
Retailers Used
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- Key points
- Walmart is used most for men’s grooming purchases; drug stores trail
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- Figure 49: Retailers used for men’s grooming product purchases, by age, June 2010
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- Figure 50: Retailers used for men’s grooming product purchases, by HH income, June 2010
Attitudes and Motivations
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- Key points
- Free samples and sale items are the biggest purchase motivators
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- Figure 51: Likelihood to buy men’s grooming products under specific circumstances, by age, June 2010
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- Figure 52: Likelihood to buy men’s grooming products under specific circumstances, by HH income, June 2010
- Most think all products work the same, or don’t think about it much
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- Figure 53: Attitudes towards men’s grooming products, by age, June 2010
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- Figure 54: Attitudes towards men’s grooming products, by HH income, June 2010
Impact of Race/Hispanic Origin
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- Key points
- Hispanics report the most shaving brand loyalty
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- Figure 55: Use of identical shaving cream and razor brands, by race/Hispanic origin, June 2010
- Blacks, Hispanics, and Asians use moisturizers more than whites
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- Figure 56: Use of moisturizers/creams/lotion and facial cleansing and medicated products, by race/Hispanic origin, February 2009-March 2010
- Whites stick to tried-and-true, while Hispanics experiment
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- Figure 57: Purchase routines for men’s grooming products, by race/Hispanic origin, June 2010
- Hispanics and blacks use Walmart the least, drug stores the most
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- Figure 58: Retailers used for men’s grooming product purchases, by race/Hispanic origin, June 2010
- Blacks encouraged by free sample/sale items most, blacks and Hispanics like recommendations
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- Figure 59: Likelihood to buy men’s grooming products under specific circumstances, by race/Hispanic origin, June 2010
- Blacks are more likely to distinguish between products they use
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- Figure 60: Attitudes towards men’s grooming products, by race/Hispanic origin, June 2010
Cluster Analysis
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- New-product groomers
- Demographics
- Characteristics
- Opportunities
- New-product-averse
- Demographics
- Characteristics
- Opportunities
- Face and neckers
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 61: Men’s grooming clusters, June 2010
- Figure 62: Purchase routines for men’s grooming products, by men’s grooming clusters, June 2010
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- Figure 63: Use of male, unisex, and female grooming products, by men’s grooming clusters, June 2010
- Figure 64: Likelihood to buy men’s grooming products under specific circumstances, by men’s grooming clusters, June 2010
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- Figure 65: Attitudes towards men’s grooming products, by men’s grooming clusters, June 2010
- Figure 66: Areas of the body regularly shaved, by men’s grooming clusters, June 2010
- Demographic tables
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- Figure 67: Men’s grooming clusters, by age, June 2010
- Figure 68: Men’s grooming clusters, by household income, June 2010
- Figure 69: Men’s grooming clusters, by race, June 2010
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- Figure 70: Men’s grooming clusters, by Hispanic origin, June 2010
- Figure 71: Men’s grooming clusters, by education, June 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Unemployed men are less likely to try new products
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- Figure 72: Purchase routines for men’s grooming products, by employment status, June 2010
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- Figure 73: Likelihood to buy men’s grooming products under specific circumstances, by employment status, June 2010
- Unemployment means less likelihood to change routines
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- Figure 74: Attitudes towards men’s grooming products, by employment status, June 2010
Appendix: Other Useful Consumer Tables
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- Purchases
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- Figure 75: Primary buyers of men’s grooming products, by HH income, June 2010
- Impact of race/Hispanic origin
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- Figure 76: Use of male, unisex, and female grooming products, by race/Hispanic origin, June 2010
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- Figure 77: Areas of the body regularly shaved, by race/Hispanic origin, June 2010
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- Figure 78: Primary buyers of men’s grooming products, by race/Hispanic origin, June 2010
Appendix: Trade Associations
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