Male Grooming and Personal Care Consumer - UK - July 2010

ISSUES IN THE MARKET
Key themes
Abbreviations
FUTURE OPPORTUNITIES
 EXTEND MY BRAND
 SPONTANEITY RULES
MARKET IN BRIEF
Overcoming a lack of engagement
Reaching men through technology
Working men most engaged
Price-sensitivity and the need for education
Low adspend levels
Advice and assistance
Seven in ten have skin insecurities
Anticipating skin problems
Less inclined to identify their skin or hair type
Unconvinced by claims
INTERNAL MARKET ENVIRONMENT
Key points
Men’s and women’s hair and skin concerns
Figure 1: Description of hair/skin, by gender, 2009
Hair concerns
Figure 2: Hair conditions prone to, by gender, 2009
Attitudes towards appearance
Figure 3: Trends in men’s attitudes towards personal appearance, 2005-09
Men’s media
Figure 4: UK retail sales of men’s magazines, by volume and value, 2005-10
BROADER MARKET ENVIRONMENT
Key points
Demographic trends
Figure 5: Trends in the age structure of the UK male population, 2005-15
Marital status and effects on purchasing
Figure 6: Marital status of men in the UK, profile, by age, 2009
The impact of employment
Figure 7: Employment and unemployment among men, 2005-15
MALE APPEARANCE CONCERNS
Key points
General appearance concerns
Figure 8: Appearance concerns amongst men, March 2010
Four in ten men have three or more appearance concerns
Figure 9: Number of appearance concerns amongst men, March 2010
Skincare concerns
Figure 10: Skin concerns amongst men, March 2010
Worriers could inspire innovation
Number of skincare concerns
Figure 11: Number of skin concerns amongst men, March 2010
Launches out of step with men’s concerns
Figure 12: Comparison of the skincare concerns men have, and the proportion of men’s grooming launches (Jan-July 2010) that specifically address these concerns, 2010
CREDIBILITY OF PRODUCT CLAIMS AMONGST MEN
Key points
Influence of product claims
Figure 13: Attitudes towards beauty and personal care products and the claims they make, March 2010
The importance of a good education
Claims are unconvincing
 SKINCARE
Figure 14: Belief in claims made, by skincare products, March 2010
Cosmetic claims less credible
Doubting Toms
Figure 15: Percentage point difference between the claims of skincare products that men are more likely to disbelieve than believe, by skincare products, March 2010
Figure 16: Number of claims made, by skincare products, by credibility, March 2010
 HAIRCARE
Figure 17: Belief in claims made, by haircare products, March 2010
MEN’S BUYING HABITS IN THE LAST SIX MONTHS
Key points
 SKINCARE
Figure 18: Skincare buying habits in the past six months, March 2010
 HAIRCARE
Figure 19: Haircare buying habits in the past six months, March 2010
 ATTITUDES TOWARDS BUYING PRODUCTS
Figure 20: Attitudes towards buying beauty and personal care products, March 2010
Counter-intuitive
Functional approach
USE OF BEAUTY, HEALTH AND WELLBEING TREATMENTS AMONGST MEN
Key points
Figure 21: Male experience of beauty, health and wellbeing treatments, March 2010
 TARGET GROUPS
Figure 22: Consumer target groups for men’s grooming products, March 2010
The Unengaged (45%)
Who are they?
The Experimenters (28%)
Who are they?
Last Resorters (16%)
Who are they?
Disinterested (11%)
Who are they?
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 23: Conditions men are prone to, by demographics, 2009
Figure 24: Men’s attitudes towards personal appearance, by demographics, 2009
Figure 25: Men’s attitudes towards personal appearance, by demographics, 2009
APPENDIX – MALE APPEARANCE CONCERNS
Male concerns
Figure 26: Appearance concerns amongst men, by demographics, March 2010
Don’t have, but concerned about
Figure 27: Appearance concerns amongst men, by demographics, March 2010
Number of appearance concerns
Male concerns
Figure 28: Number of appearance concerns amongst men, by demographics, March 2010
Don’t have, but concerned about
Figure 29: Number of appearance concerns don’t have but concerned about amongst men, by demographics, March 2010
 SKINCARE CONCERNS
Have
Figure 30: Skin concerns amongst men, by demographics, March 2010
Figure 31: Skin concerns amongst men, by demographics, March 2010
Don’t have, but concerned about
Figure 32: Skin concerns amongst men, by demographics, March 2010
Figure 33: Skin concerns amongst men, by demographics, March 2010
Number of skincare concerns
Figure 34: Number of skin concerns amongst men, by demographics, March 2010
Don’t have, but concerned about
Figure 35: Number of skin concerns don’t have but concerned amongst men, by demographics, March 2010
APPENDIX – CREDIBILITY OF PRODUCT CLAIMS AMONGST MEN
Skincare
Figure 36: Belief in claims made by skincare products by number of skin concerns amongst men, March 2010
Figure 37: Number of skin concerns amongst men, by number of claims made by skincare products that men find credible, March 2010
Figure 38: Number of claims made by skincare products that men find credible, by number of skin concerns amongst men, March 2010
Believe
Figure 39: Belief in claims made by skincare products, by demographics, March 2010
Figure 40: Belief in claims made by skincare products, by demographics, March 2010
Figure 41: Belief in claims made by skincare products, by demographics, March 2010
Credibility by hair care concerns
Figure 42: Belief in claims made by hair care products, by selected hair care concerns, March 2010
Number of claims that men find credible – skincare
Figure 43: Number of claims made by skincare products that men find credible, by demographics, March 2010
Disbelieve
Figure 44: Disbelief in claims made by skincare products, by demographics, March 2010
Figure 45: Disbelief in claims made by skincare products, by demographics, March 2010
Figure 46: Disbelief in claims made by skincare products, by demographics, March 2010
Number of claims that lack credibility – skincare
Figure 47: Number of claims made by skincare products that lack credibility, by demographics, March 2010
 HAIR CONCERNS
Figure 48: Belief in claims made by hair care products, by selected hair care concerns, March 2010
Figure 49: Hair concerns amongst men, by demographics, March 2010
Belief in hair care product claims
Figure 50: Belief in claims made by hair care products, by demographics, March 2010
Figure 51: Belief in claims made by hair care products, by demographics, March 2010
Fragrance buying habits
Figure 52: Fragrance buying habits in the past six months, by demographics, March 2010
Figure 53: Fragrance buying habits in the past six months, by demographics, March 2010
Figure 54: Fragrance buying habits in the past six months, by demographics, March 2010
 ATTITUDES TOWARDS BEAUTY AND PERSONAL CARE CLAIMS
Figure 55: Most popular attitudes towards claims made by beauty and personal care products, by demographics, March 2010
Figure 56: Next most popular attitudes towards claims made by skincare products, by demographics, March 2010
APPENDIX – MEN’S BUYING HABITS IN THE LAST SIX MONTHS
Skincare
Figure 57: Skincare buying habits in the past six months, by demographics, March 2010
Figure 58: Skincare products that men have not used in the past six months, by demographics, March 2010
Figure 59: Further skincare products that men have not used in the past six months, by demographics, March 2010
Hair care
Figure 60: Hair care buying habits in the past six months, by demographics, March 2010
Figure 61: Hair care buying habits in the past six months, by demographics, March 2010
 ATTITUDES TOWARDS BUYING PRODUCTS
Figure 62: Most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
Figure 63: Next most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
APPENDIX – USE OF BEAUTY, HEALTH AND WELLBEING TREATMENTS AMONGST MEN
Use
Figure 64: Male experience of beauty, health and wellbeing treatments, by demographics, March 2010
Would consider using
Figure 65: Beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
Figure 66: Further beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
Figure 67: Other beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
Wouldn’t consider using
Figure 68: Beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
Figure 69: Further beauty, health and wellbeing treatments men would not consider using by demographics, March 2010
Figure 70: Other beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
 TARGET GROUPS
Figure 71: Attitudes towards claims made by skincare products by target groups, March 2010
Figure 72: Men who have skin concerns, by target groups, March 2010
Figure 73: Men who have appearance concerns, by target groups, March 2010
Figure 74: Belief in claims made by skincare products, by target groups, March 2010
Figure 75: Belief in claims made by hair care products, by target groups, March 2010
Figure 76: Attitudes towards buying beauty and personal care products, by target groups, March 2010
Figure 77: Male experience of beauty, health and wellbeing treatments, by target groups, March 2010
Figure 78: Target groups, by demographics, March 2010