Table of Contents
Introduction
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- Definitions
- Excluded
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case scenario for retail value sales of men’s toiletries products, 2007-17
- Market factors
- Companies, brands and innovation
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- Figure 2: New products launches by top ten companies, by market share, to year ended 30 June 2012
- The consumer
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- Figure 3: Men's attitudes towards appearance, July 2012
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- Figure 4: Men’s attitudes towards purchasing innovative men’s toiletries, by age, July 2012
- What we think
Issues in the Market
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- How can brands most effectively reach the male consumer?
- Can companies maximise brand loyalty?
- Who should the male grooming brands be marketing to?
- Where is he shopping?
Trend Application
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- Trend: Who Needs Humans?
- Trend: Many Mes
- 2015 Trend: Old Gold
Market Environment
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- Key points
- A shifting demographic
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- Figure 5: Trends in the age structure of the UK male population, 2007-17
- A changing workforce
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- Figure 6: Forecast adult population trends, by socio-economic group, 2007-17
- The grey pound
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- Figure 7: Forecast adult population trends, by lifestage, 2007-17
- A recession-proof market?
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- Figure 8: Male unemployment rate, Q1 2007-Q1 2012
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Big businesses dominate new product launches
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- Figure 9: New products launches, by top ten companies, 2010-12 (year ended 30 June)
- Sensitive skin claims dominate new products
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- Figure 10: New products launches by top ten claims, 2011-12 (year ended 30 June)
- Brand diversification is proving a success
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- Figure 11: New products launches, by launch type, by share, 2010-12
- Skincare continues to dominate new product launches
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- Figure 12: New products launches, by category, 2010-12
Market Size and Forecast
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- Key points
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- Figure 13: UK retail value sales of men’s grooming products, at current and constant 2012 prices, 2007-17
- Market growth set to peak in 2012
- A change of focus
- The future
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- Figure 14: Best- and worst-case scenario for retail value sales of men’s toiletries products, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Basics continue to thrive
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- Figure 15: UK retail value sales of men’s toiletries products, by sector, 2011 and 2012
- Haircare shows promise
- Skincare takes a breather
- Another blow for the shaving market
Market Share
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- Key points
- Lynx continues to dominate
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- Figure 16: Manufacturers’ value shares in men’s toiletries, 2011 and 2012 (year ending June)
- Nivea benefits from increased exposure
- Gillette feels the sting of the lacklustre shaving market
- Own brands suffer at the hands of men’s brand loyalty
Companies and Products
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- Unilever
- Background and structure
- Strategy and performance
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- Figure 17: Financial performance of Unilever, 2010 and 2011
- Product range and innovation
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- Figure 18: New product launches by Unilever, January-June 2012
- Marketing and advertising
- Beiersdorf
- Background and structure
- Strategy and performance
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- Figure 19: Financial performance of Beiersdorf, 2010 and 2011
- Figure 20: Financial performance of Beiersdorf UK Ltd, 2009 and 2010
- Product range and innovation
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- Figure 21: New product launches by Beiersdorf, January-June 2012
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Strategy and performance
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- Figure 22: Financial performance of Procter & Gamble, 2010 and 2011
- Product range and innovation
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- Figure 23: New product launches by Procter & Gamble, January-June 2012
- Marketing and advertising
- L’Oréal
- Background and structure
- Strategy and performance
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- Figure 24: Financial performance of L’Oréal, 2010 and 2011
- Product range and innovation
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- Figure 25: New product launches by L’Oréal, January-June 2012
- Marketing and advertising
- Coty
- Background and structure
- Strategy and performance
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- Figure 26: Financial performance of Coty UK Limited, 2010 and 2011
- Product range and innovation
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- Figure 27: New product launches by Coty, January-June 2012
- Marketing and advertising
- PZ Cussons
- Background and structure
- Strategy and performance
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- Figure 28: Financial performance of PZ Cussons, 2010 and 2011
- Product range and innovation
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- Figure 29: New product launches by PZ Cussons, January-June 2012
- Marketing and advertising
Brand Research
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- Brand map
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- Figure 30: Attitudes towards and usage of brands in the men’s toiletries sector, July 2012
- Correspondence analysis
- Brand attitudes
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- Figure 31: Attitudes by men’s toiletries brands, July 2012
- Brand personality
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- Figure 32: Men’s toiletries brand personality – macro image, July 2012
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- Figure 33: Men’s toiletries brand personality – micro image, July 2012
- Brand experience
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- Figure 34: Men’s toiletries brand usage, July 2012
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- Figure 35: Satisfaction with various men’s toiletries brands, July 2012
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- Figure 36: Consideration of men’s toiletries brands, July 2012
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- Figure 37: Consumer perceptions of current men’s toiletries brand performance, July 2012
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- Figure 38: Men’s toiletries brand recommendation – Net Promoter Score, July 2012
- Brand index
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- Figure 39: Men’s toiletries brand index, July 2012
- Figure 40: Men’s toiletries brand index vs. recommendation, July 2012
- Target group analysis
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- Figure 41: Target groups, July 2012
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- Figure 42: Men’s toiletries brand usage, by target groups, July 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Companies put their money where their innovation is
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- Figure 43: Advertising spend on men’s toiletries by selected advertisers, 2008-12
- Deodorants dominate
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- Figure 44: Men’s toiletries advertising spend, by category, 2008-12
- The changing face of brand promotion
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- Figure 45: Men’s toiletries advertising spend by selected companies, by media type, 2008-12
Channels to Market
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- Key points
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- Figure 46: UK retail sales of men’s toiletries, by outlet type, year ended June 2011 and 2012
- The chemist still dominates
- Online sales boom
- The supermarket: a potential market
Men’s Lifestyles
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- Key points
- The great outdoors appeals to men
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- Figure 47: Men's lifestyles, July 2012
Men’s Attitudes Towards Appearance
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- Key points
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- Figure 48: Men's attitudes towards appearance, July 2012
- Confidence and grooming
- The fashion for facial hair
- Followers of fashion
Men’s Use of Toiletries
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- Key points
- Moisturiser is the new essential
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- Figure 49: Men's use of toiletries, July 2012
- Young buoy haircare
- Three in ten men use more than seven products
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- Figure 50: Number of toiletries used by men, July 2012
- Frequency is inconsistent
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- Figure 51: Men's frequency of use of toiletries, by product, July 2012
- Men are brand-loyal
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- Figure 52: Usage of men's toiletries brands, July 2012
- Brand loyalty high
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- Figure 53: Number of men's toiletries brands used, July 2012
Attitudes Towards Buying Toiletries
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- Key points
- The power of perfume
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- Figure 54: Men’s attitudes towards purchasing toiletries, July 2012
- A defined marketplace
- Almost three quarters of men are keen shoppers
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- Figure 55: Levels of apathy towards purchasing toiletries, July 2012
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- Figure 56: Demographic profile of men according to their attitudes towards buying men’s toiletries, July 2012
Consumer Typologies
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- Key points
- Almost three in ten men are Uninvolved
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- Figure 57: Consumer typologies, July 2012
- Highly Styled (20%)
- Who are they?
- Neat and natural (27%)
- Who are they?
- Moustached Men (24%)
- Who are they?
- Uninvolved (29%)
- Who are they?
Appendix – Market Environment
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- Figure 58: Male employment, by occupation, 2007-11
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Appendix – Who’s Innovating?
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- Figure 59: New products launches, by top ten claims, by market share, 2010-12
- Figure 60: New products launches, by launch type, 2010-12
- Figure 61: New products launches, by category, 2010-12
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Appendix -Brand Research
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- Figure 62: Brand usage, July 2012
- Figure 63: Brand commitment, July 2012
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- Figure 64: Brand momentum, July 2012
- Figure 65: Brand diversity, July 2012
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- Figure 66: Brand satisfaction, July 2012
- Figure 67: Brand recommendation, July 2012
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- Figure 68: Brand attitude, July 2012
- Figure 69: Brand image – Macro Image, July 2012
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- Figure 70: Brand image – Micro Image, July 2012
- Figure 71: Profile of target groups, by demographics, July 2012
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- Figure 72: Psychographic segmentation by target groups, July 2012
- Figure 73: Brand usage, by target groups, July 2012
- Brand index
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- Figure 74: Brand index, July 2012
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Appendix – Men's Lifestyles
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- Figure 75: Most popular men's lifestyles, by demographics, July 2012
- Figure 76: Next most popular men's lifestyles, by demographics, July 2012
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- Figure 77: Men's lifestyles, by most popular men's lifestyles, July 2012
- Figure 78: Men's lifestyles, by next most popular men's lifestyles, July 2012
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- Figure 79: Men's use of toiletries, by most popular men's lifestyles, July 2012
- Figure 80: Men's use of toiletries, by next most popular men's lifestyles, July 2012
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Appendix – Men's Attitudes Towards Appearance
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- Figure 81: Most popular men's attitudes towards appearance, by demographics, July 2012
- Figure 82: Next most popular men's attitudes towards appearance, by demographics, July 2012
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- Figure 83: Other men's attitudes towards appearance, by demographics, July 2012
- Figure 84: Men's attitudes towards appearance, by most popular men's attitudes towards appearance, July 2012
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- Figure 85: Men's attitudes towards appearance, by next most popular men's attitudes towards appearance, July 2012
- Figure 86: Men's attitudes towards appearance, by other men's attitudes towards appearance, July 2012
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- Figure 87: Men's use of toiletries, by most popular men's attitudes towards appearance, July 2012
- Figure 88: Men's use of toiletries, by next most popular men's attitudes towards appearance, July 2012
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- Figure 89: Men's use of toiletries, by other men's attitudes towards appearance, July 2012
- Figure 90: Men's lifestyles, by most popular men's attitudes towards appearance, July 2012
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- Figure 91: Men's lifestyles, by next most popular men's attitudes towards appearance, July 2012
- Figure 92: Men's lifestyles, by other men's attitudes towards appearance, July 2012
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Appendix – Men’s Use of Toiletries
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- Figure 93: Men's use of toiletries, by facial moisturisers including aftershave balms and frequency, by demographics, July 2012
- Figure 94: Men's use of toiletries, by self-tan and frequency, by demographics, July 2012
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- Figure 95: Men's use of toiletries, by shaving preparations eg shaving gel and frequency, by demographics, July 2012
- Figure 96: Men's use of toiletries, by shampoo, conditioner, hair treatments and frequency, by demographics, July 2012
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- Figure 97: Men's frequency of use of toiletries – hair styling products, by demographics, July 2012
- Figure 98: Men's frequency of use of toiletries – hair colourants, by demographics, July 2012
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- Figure 99: Men's frequency of use of toiletries – deodorants, by demographics, July 2012
- Figure 100: Men's frequency of use of toiletries – bodysprays, by demographics, July 2012
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- Figure 101: Men's use of toiletries, by talcum powder and frequency, by demographics, July 2012
- Figure 102: Men's frequency of use of toiletries – body lotions and toning gels, by demographics, July 2012
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- Figure 103: Men's frequency of use of toiletries – depilatories, by demographics, July 2012
- Figure 104: Men's frequency of use of toiletries – hand and nail products and frequency, by demographics, July 2012
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- Figure 105: Men's frequency of use of toiletries – lip balms and frequency, by demographics, July 2012
- Figure 106: Repertoire of toiletries used by men, by demographics, July 2012
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- Figure 107: Men's frequency of use of toiletries, by product, July 2012
- Figure 108: Men's lifestyles, by men's users of most popular toiletries, July 2012
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- Figure 109: Men's lifestyles, by men's users of next most popular toiletries, July 2012
- Figure 110: Men's lifestyles, by men's users of other toiletries, July 2012
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- Figure 111: Men's lifestyles, by men's non-users of most popular toiletries, July 2012
- Figure 112: Men's lifestyles, by men's non-users of next most popular toiletries, July 2012
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- Figure 113: Men's lifestyles, by men's non-users of other toiletries, July 2012
- Figure 114: Men's attitudes towards appearance, by men's users of most popular toiletries, July 2012
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- Figure 115: Men's attitudes towards appearance, by men's users of next most popular toiletries, July 2012
- Figure 116: Men's attitudes towards appearance, by men's users of other toiletries, July 2012
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- Figure 117: Men's attitudes towards appearance, by men's non-users of most popular toiletries, July 2012
- Figure 118: Men's attitudes towards appearance, by men's non-users of next most popular toiletries, July 2012
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- Figure 119: Men's attitudes towards appearance, by men's non-users of other toiletries, July 2012
- Figure 120: Men's frequency of use of toiletries, by product, by men's users of most popular toiletries, July 2012
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- Figure 121: Men's frequency of use of toiletries, by product, by men's users of next most popular toiletries, July 2012
- Figure 122: Men's frequency of use of toiletries, by product, by men's users of other toiletries, July 2012
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- Figure 123: Men's frequency of use of toiletries, by product, by men's non-users of most popular toiletries, July 2012
- Figure 124: Men's frequency of use of toiletries, by product, by men's non-users of next most popular toiletries, July 2012
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- Figure 125: Men's frequency of use of toiletries, by product, by men's non-users of other toiletries, July 2012
- Figure 126: Repertoire of toiletries used by men, July 2012
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- Figure 127: Men's use of toiletries, by repertoire of toiletries used by men, July 2012
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Appendix – Men’s Use of Toiletries Brands
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- Figure 128: Usage of men's toiletries brands, by demographics, July 2012
- Figure 129: Repertoire of men's toiletries brands, by demographics, July 2012
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- Figure 130: Usage of men's toiletries brands, July 2012
- Figure 131: Repertoire of men's toiletries brands, July 2012
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- Figure 132: Usage of men's toiletries brands, by repertoire of men's toiletries brands, July 2012
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Appendix – Attitudes Towards Buying Toiletries
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- Figure 133: Most popular attitudes towards purchasing toiletries, by demographics, July 2012
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- Figure 134: Next most popular attitudes towards purchasing toiletries, by demographics, July 2012
- Figure 135: Other attitudes towards purchasing toiletries, by demographics, July 2012
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- Figure 136: Men’s attitudes towards purchasing toiletries, by most popular attitudes towards purchasing toiletries, July 2012
- Figure 137: Men's attitudes towards appearance, by most popular attitudes towards purchasing toiletries, July 2012
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- Figure 138: Men's attitudes towards appearance, by next most popular attitudes towards purchasing toiletries, July 2012
- Figure 139: Men's attitudes towards appearance, by other attitudes towards purchasing toiletries, July 2012
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Appendix – Consumer Typologies
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- Figure 140: Target groups, by demographics, July 2012
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- Figure 141: Men's frequency of use of toiletries, by product, by target groups, July 2012
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- Figure 142: Usage of men's toiletries brands, by target groups, July 2012
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- Figure 143: Men’s attitudes towards purchasing toiletries, by target groups, July 2012
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- Figure 144: Men's lifestyles, by target groups, July 2012
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- Figure 145: Men's attitudes towards appearance, by target groups, July 2012
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