Abstract
Since Mintel last reported on mens toiletries in its Market Intelligence Mens Toiletries report in April 2004, the market has shown value growth, but has not achieved the boom that was originally predicted. However, some of the new, emerging sectors, including mens skincare and mens haircare have gathered pace. Men are definitely showing a greater interest in looking after their personal appearance, although for many this means following a simple grooming regime.
That said, according to Mintels exclusive consumer research, three quarters of women buy toiletries for the household. Only 39% of men buy for themselves, although there is a skew amongst young men aged 24 and under, who are more involved in the purchasing process. This illustrates a major barrier facing this market, as the majority of men do not get excited about this category, and in many cases the purchasing of mens toiletries is simply just another household item to buy on the weekly shopping list.
Table of Contents
- Introduction and Abbreviations
- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Premier Insight
- What women want
- Lets talk about sex
- Points mean prizes
- Executive Summary
- Growing interest in personal appearance drives market
- Boom fails to materialise
- Shaving and deodorants are central to mens daily routine
- Multinationals dominate the mass market
- Exclusive consumer research show women as main purchasers of
menstoiletries
- Future prospects
- Market Drivers
- Changing dynamics of the male population by age
- Figure 1: Trends and projections in UKmale population, by age group,
2000 and 2005
- From small acorns...Levels of employment -- growing pressure to look good
from risingemployment
- Figure 2: UK workforce in employment, bygender, 2000-10
- Rising levels of PDI to spend on looking good
- Figure 3: PDI and consumer expenditure, atconstant 2000 prices, 2000-10
- Changing attitudes
- Attitudes toward toiletries
- Figure 4: Agreement with statements onpersonal care, 2001-05
- Increase in male specific media
- Celebrities as role models
- Importance of gifting
- Market Size
- Figure 5: UK retail sales of menstoiletries, 2000-05
- Slowly but surelyA no-nonsense approach works bestThe sports
connectionMarket Segmentation
- Figure 6: UK retail sales of menstoiletries by sector, 2002-05
- Functional routine suits most menNew emerging sectors set the pace for
future growth
- Figure 7: UK retail sales of menstoiletries by sector, 2005
- Mens fragrance
- Mens bodysprays
- Mens deodorants
- Shaving preparations
- Shower gels
- Haircare
- Skincare
- Figure 8: UK retail sales of menstoiletries, mass versus premium,
2002-05
- The Supply Structure
- Brand shares
- Figure 9: Manufacturer shares for massmens toiletries, 2002-05
- Major companies and brands
- Unilever Home & Personal Care
- Lynx
- Sure For Men
- Gillette
- Beiersdorf
- Sara Lee
- Coty
- Other brands
- King of Shaves
- Own-label
- Premium mens lines
- New Product Trends
- Figure 10: UK New product development bysub-category, October 2004-05
- Innovators
- Hair removal for men
- Body toners
- Make-up for men (or enhancers)
- Futurology
- The development of mens skincare
- Distribution
- Men choose comfortable environment in which to shop
- Figure 11: Sales of mens toiletries, byoutlet type, 2001-05
- Boots tries another format for mens toiletries
- Grocers set store by mens toiletries
- Department stores focus on mens fragrance
- New owners for Superdrug
- The Internet
- Retailing alternatives for men
- The Consumer
- Figure 12: Weight of usage of menstoiletries, by product type, 2005
- ...but are conditioners for the girls?
- Easing the chore of shaving
- Getting men to increase their use of fragrance
- Similarities between shower and shaving products usage profiles
- Mens usage of facial skincare has a long way to go
- Figure 13: Usage of face creams &lotions, by demographic sub-group,
2005
- Changing attitudes
- Figure 14: Agreement with statements onpersonal appearance, 2001-05
- General toiletry buying habits
- Figure 15: Toiletry buying habits among UKconsumers, October 2005
- Demographic detail -- male purchasing
- Targeting men as they change lifestylesDemographic detail -- female
purchasing
- Targeting teenagers through their mothersBuying gifts for the younger
manThe Consumer -- Detailed Demographics
- Figure 16: Usage of shampoos, shavingproducts and aftershave/male
fragrances, by demographic sub-group, 2005
- Figure 17: Usage of shower gels, facecreams & lotions and
conditioners, by demographic sub-group, 2005
- Figure 18: Toiletry buying habits among UKconsumers, October 2005
- Mens attitudes to buying toiletries
- Figure 19: Attitudes to buying toiletriesamong UK consumers, by
demographic sub-group, October 2005
- Womens attitudes to buying toiletries
- Figure 20: Attitudes to buying toiletriesby demographic sub-group, by
demographic sub-group, October 2005
- The Consumer -- Attitudes and Enthusiasm
- Attitudes to buying mens toiletries
- Figure 21: Attitudes to menstoiletries, October 2005
- More scope for unisex
- Linking fashion and fragrance
- Womens shopping habits for mens toiletries
- Demographic detail -- attitudes among male purchasers
- Young working men have little time to shop
- Building brand awareness through advertising and PR
- Encouraging trial through cross promotions
- Demographic detail -- attitudes among female purchasers
- Leveraging branded products for men amongst female purchasers
- Targeting young women through their loyalty cards
- How consumers shop for mens toiletries
- Figure 22: Attitudes to buying menstoiletries, October 2005
- Providing sales advice on consumers own terms
- Opportunities for selling mens brands on the Internet
- Detailed demographics -- attitudes to shopping
- Dual siting in department stores may help to bring in mensgrooming
shoppers
- Targeting those who do the weekly shop
- Leading men to the grooming fixtureAttitudes to Buying Toiletries
- Attitudes to mens toiletries
- Figure 23: Attitudes to menstoiletries, by demographic sub-group,
October 2005
- Men
- Figure 24: Attitudes to menstoiletries, by demographic sub-group,
October 2005
- Women
- Figure 25: Attitudes to menstoiletries, by demographic sub-group,
October 2005
- Attitudes to buying mens toiletries
- Figure 26: Attitudes to buying menstoiletries, by demographic
sub-group, October 2005
- Men
- Figure 27: Attitudes to buying menstoiletries, by demographic
sub-group, October 2005
- Women
- Figure 28: Attitudes to buying menstoiletries, by demographic
sub-group, October 2005
- The Future and Forecast
- Figure 29: Forecast of the menstoiletries market, 2005-10
- Figure 30: Indexed growth in menstoiletries, 2000-10
- Slow, steady growth is assured
- Simplicity is the way forward
- Categories for growth
- Retailing opportunities
- Factors incorporated in the forecast
|
有關報告
|
