Table of Contents
Introduction and Abbreviation
-
- Definitions
- Consumer research
- ACORN
- Abbreviations
Executive Summary
-
- Slow steady growth for men’s toiletries
- Young men are more susceptible to new grooming concepts
- Multinational brands dominate the men’s market
- Retail and non-retail trends
- Men stick to what they know
- Youth market will remain the key target
Market Drivers
-
- The importance of targeting the young in an ageing market
-
- Figure 1: The UK male population, by age group, 1998-2007
- Economic wellbeing
-
- Figure 2: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- Men in employment
-
- Figure 3: Number of men in paid employment in the UK, 1998-2007
- Celebrity endorsement
- Lifestyle changes
- Impact of the media
- Importance of gift purchasing
Market Size and Trends
-
-
- Figure 4: UK retail sales of men’s toiletries, 1998-2003
- Barriers to growth
- Using plain language to appeal to men
- Growth in performance-related men’s products
-
Market Segmentation
-
-
- Figure 5: UK retail sales of men’s toiletries, by sector, 1999-2003
-
- Figure 6: UK retail sales of men’s toiletries, by sector, 2003
- Bodysprays bring new users into men’s toiletries
- Deodorants overlap with bodysprays
- Shaving links to skincare
- Men’s haircare
- Men’s shower gels
- Men’s skincare
- Mass versus premium
-
- Figure 7: UK retail sales of men’s toiletries, mass versus premium, 1999-2003
- Figure 8: UK retail sales of men’s toiletries, mass versus premium, 1999-2003
-
The Supply Structure
-
- Companies and brands
- Manufacturers’ shares
-
- Figure 9: UK manufacturers’ share, total mass men’s toiletries, 2002 and 2003
- Lever Fabergé
- Gillette
- Beiersdorf
- Sara Lee
- Coty
- Other brands
- Own-label
- Premium men’s lines
- New product development
- Nivea for Men Revitalising Crème
- Biotherm Homme Aquapower
- KMI XCD
- King of Shaves ASC2
- Nivea for Men’s Oil Control
- Brylcreem’s Next Generation Gels
- Garnier Surf Hair
New Product Trends
-
- Deodorants
- March 2004
- Avon Cosmetics
- February 2004
- Avon Cosmetics
- Lever Fabergé
- Coty
- January 2004
- Gillette
- Parfums Grès
- Benetton
- Cerruti
- November 2003
- Zirh International
- René Lezard
- Kenzo Parfums
- Lever Fabergé
- October 2003
- Gucci
- Daniel Hechter
- S Oliver
- Fragrance
- March 2004
- Unilever Prestige
- Unilever Cosmetics International
- February 2004
- Avon Cosmetics
- January 2004
- Hugo Boss
- Ermenegildo Zegna
- Hermès
- Parfums Grès
- Benetton
- Cerruti
- November 2003
- Christian Lacroix
- Zirh International
- René Lezard
- Kenzo Parfums
- October 2003
- Van Cleef & Arpels
- Paul Smith
- Givenchy
- Dunhill
- Gucci
- Daniel Hechter
- S Oliver
- Skincare
- February 2004
- Beiersdorf
Advertising and Promotion
-
- Above the line
-
- Figure 10: Main monitored media advertising expenditure on men’s toiletries and fragrances, 1998-2003
- Men’s deodorants account for 40% of total adspend
-
- Figure 11: Indexed retail sales versus indexed main monitored media advertising expenditure on men’s toiletries and fragrances, 1998-2003
- Top-spending men’s brands
-
- Figure 12: Top-spending brands, men’s toiletries and fragrances, 2003
- Lynx receives highest spend
- Below the line
-
- Figure 13: Selected below-the-line promotions on men’s toiletries, October-December 2003
Distribution
-
- Retailers cautious of expansion
-
- Figure 14: UK retail sales of men’s toiletries and fragrances, by outlet type, 2001 and 2003
- Boots balances branded and own-label lines
- Grocers focus on bestsellers
- Department stores benefit from new brand investment
- Superdrug targets young men through women
- Internet provides alternative shopping for men
-
- Figure 15: UK retail sales of men’s toiletries and fragrances, by outlet type, 2003
The Consumer
-
-
- Figure 16: Weight of usage of men’s toiletries, by product type, 2003
- Shampoo has highest penetration
- Shaving products and shower gels feature as part of daily grooming
- Less than a third of men use moisturiser
-
- Figure 17: Usage of shampoos, shaving products and aftershave/male fragrances, by age and socio-economic group, 2003
- Continued innovation essential in shampoo market
- Well-groomed appearance important to those aged 20-34
- Younger men most likely to use aftershave/fragrances
-
- Figure 18: Usage of shampoos, shaving products and aftershave/male fragrances, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Pre-/no family groups important to shaving products and fragrances
-
- Figure 19: Usage of shampoos, shaving products and aftershave/male fragrances, by marital status, working status and household size, 2003
- Shaving products feature as part of working men’s grooming routine
-
- Figure 20: Usage of shampoos, shaving products and aftershave/male fragrances, by region, 2003
-
- Figure 21: Usage of shower gels, facial moisturisers and conditioners, by age and socio-economic group, 2003
- Young men choose shower gel…
- …and facial moisturisers
- Usage of conditioners is relatively low
-
- Figure 22: Usage of shower gels, facial moisturisers and conditioners, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Washing habits of the young benefit penetration of shower gels
-
- Figure 23: Usage of shower gels, facial moisturisers and conditioners, by marital status, working status and household size, 2003
- Moisturisers used by men in full-time employment
-
- Figure 24: Usage of shower gels, facial moisturisers and conditioners, by region, 2003
- Those in Greater London use facial moisturisers
- Attitudes towards skincare and looking young
-
- Figure 25: Men’s attitudes towards personal appearance, 2003
- Gap in attitudes towards skincare and actual usage
-
- Figure 26: Men’s attitudes towards the statement ‘Skincare products are for women, not for men’, by age and socio-economic group, 2003
- Older men are least likely to use skincare products
-
- Figure 27: Men’s attitudes towards the statement ‘Skincare products are for women, not for men’, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Pre-/no family consumers see skincare as important
-
- Figure 28: Men’s attitudes towards the statement ‘Skincare products are for women, not for men’, by marital status, working status and household size, 2003
- Skincare appeals to single men and workers
-
- Figure 29: Men’s attitudes towards the statement ‘Skincare products are for women, not for men’, by region, 2003
-
- Figure 30: Men’s attitudes towards the statement ‘It is important to keep young looking’, by age and socio-economic group, 2003
- Importance of youthful looks most notable among 20-24s
-
- Figure 31: Men’s attitudes towards the statement ‘It is important to keep young looking’, by lifestage, presence of children and Mintel’s Special Groups, 2003
-
- Figure 32: Men’s attitudes towards the statement ‘It is important to keep young looking’, by marital status, working status and household size, 2003
-
- Figure 33: Men’s attitudes towards the statement ‘It is important to keep young looking’, by region, 2003
-
The Consumer – Type Purchased and Reasons for Buying
-
- Type of toiletries purchased
-
- Figure 34: Toiletries bought in the last three months, January 2004
-
- Figure 35: Toiletries bought in the last three months, January 2004
-
- Figure 36: Toiletries bought in the last three months, by age and socio-economic group, January 2004
- 25-34s have wide repertoire of grooming products
-
- Figure 37: Toiletries bought in the last three months, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Pre-/no family consumers are an important target
-
- Figure 38: Toiletries bought in the last three months, by marital status, working status, household size and tenure, January 2004
- Personal appearance important in the workplace
-
- Figure 39: Toiletries bought in the last three months, by region and ACORN categories, January 2004
-
- Figure 40: Toiletries bought in the last three months, by media usage, TV viewing and supermarket usage, January 2004
- Sainsbury’s represents good opportunity
-
- Figure 41: Toiletries bought in the last three months, by age and socio-economic group, January 2004
- PDI important factor in type of razor purchased
-
- Figure 42: Toiletries bought in the last three months, by lifestage, presence of children and Mintel’s Special Group, January 2004
- Replacement blades and system razors have young profile
-
- Figure 43: Toiletries bought in the last three months, by marital status, working status, household size and tenure, January 2004
- Working status determines type of razor purchased
-
- Figure 44: Toiletries bought in the last three months, by region and ACORN categories, January 2004
-
- Figure 45: Toiletries bought in the last three months, by media usage, TV viewing and supermarket usage, January 2004
- Mid-market tabloid readers purchase system razors
-
- Figure 46: Other toiletries bought in the last three months, by age and socio-economic group, January 2004
- Fragrances most popular among the under-25s
-
- Figure 47: Other toiletries bought in the last three months, by lifestage, presence of children and Mintel’s Special Groups, January 2004
-
- Figure 48: Other toiletries bought in the last three months, by marital status, working status, household size and tenure, January 2004
- Well-groomed appearance important to working men
-
- Figure 49: Other toiletries bought in the last three months, by region and ACORN categories, January 2004
- Aspirational nature of fine fragrances
-
- Figure 50: Other toiletries bought in the last three months, by media usage, TV viewing and supermarket usage, January 2004
- Fragrances and hairstyling aids used by popular tabloid readers
-
- Figure 51: Further toiletries bought in the last three months, by age and socio-economic group, January 2004
- Skincare is a growing trend among younger consumers
-
- Figure 52: Further toiletries bought in the last three months, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Pre-/no family take care of their skin
-
- Figure 53: Further toiletries bought in the last three months, by marital status, working status, household size and tenure, January 2004
-
- Figure 54: Further toiletries bought in the last three months, by region and ACORN categories, January 2004
-
- Figure 55: Further toiletries bought in the last three months, by media usage, commercial TV viewing and supermarket usage, January 2004
- Broadsheet readers use skincare and bath oil
- Reasons for buying
-
- Figure 56: Reasons for buying toiletries, January 2004
- Findings point to strong loyalty
-
- Figure 57: Reasons for buying toiletries, January 2004
-
- Figure 58: Reasons for buying toiletries, by age and socio-economic group, January 2004
- Well-known brand name key among younger men
-
- Figure 59: Reasons for buying toiletries, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Specific targeting important to brands
-
- Figure 60: Reasons for buying toiletries, by marital status, working status, household size and tenure, January 2004
- Value for money important to the less affluent
-
- Figure 61: Reasons for buying toiletries, by region and ACORN categories, January 2004
- Aspire while you perspire
-
- Figure 62: Reasons for buying toiletries, by media usage, TV viewing and supermarket usage, January 2004
- Price-promotional offers in popular tabloids?
-
- Figure 63: Other reasons for buying toiletries, by age and socio-economic group, January 2004
- Fragrance is important to young, single men
-
- Figure 64: Other reasons for buying toiletries, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Family men less likely to make independent choice…
-
- Figure 65: Other reasons for buying toiletries, by marital status, working status, household size and tenure, January 2004
- …as are those who are married
-
- Figure 66: Other reasons for buying toiletries, by region and ACORN categories, January 2004
- Fragrance and special offers appeal to Expanding consumers
-
- Figure 67: Other reasons for buying toiletries, by media usage, commercial TV viewing and supermarket usage, January 2004
- Morrisons and Tesco shoppers like a bargain
- Reasons for buying and type of purchase
-
- Figure 68: Reasons for buying toiletries, by type of toiletries purchased, January 2004
- Delivery key to repeat purchase
-
- Figure 69: Further reasons for buying toiletries, by type of toiletries purchased, January 2004
- Special offers are important to most men
- Number of toiletries purchased – assessing enthusiasm
-
- Figure 70: Number of toiletries purchased, by age and socio-economic group, January 2004
- Wide repertoire exists among young men
-
- Figure 71: Number of toiletries purchased, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Disposable income important to levels of purchase
-
- Figure 72: Number of toiletries purchased, by marital status, working status, household size and tenure, January 2004
- Majority of single men purchased four or more types of toiletries
-
- Figure 73: Number of toiletries purchased, by region and ACORN categories, January 2004
-
- Figure 74: Number of toiletries purchased, by media usage, commercial TV viewing and supermarket usage, January 2004
- Cross-promotion could benefit from wide repertoires
- Identifying targets
- Basic hygienists (23% of sample)
- Pretty Boys (21% of sample)
- Moderate Men (22% of sample)
- Unconcerned (34% of sample)
-
- Figure 75: Consumer typologies, by age and socio-economic group, January 2004
- High-volume usage diminishes with age
-
- Figure 76: Consumer typologies, by lifestage, presence of children and Mintel’s Special Groups, January 2004
- Caring for children affects caring for looks
-
- Figure 77: Consumer typologies, by marital status, working status, household size and tenure, January 2004
- Married men get partners to do shopping
-
- Figure 78: Consumer typologies, by region and ACORN categories, January 2004
- It costs money to look good
-
- Figure 79: Consumer typologies, by media usage, TV viewing and supermarket usage, January 2004
- Pretty Boys shop at Waitrose or Sainsbury’s
The Future
-
- Potential for growth
- Will young men be persuaded to use ‘cosmetics’?
- Niche brands will remain niche
- Importance of the wider toiletries market
- Education will result in men trading up
- Potential for growth in Internet sales
Forecast
-
-
- Figure 80: Forecast of the men’s toiletries market, by value, 2003-07
- Continued take-up among young men
- Education and affluence will encourage trading up
- Increase in number of professionals will boost market
- Factors used in the forecast
-
Back to top