Consumer Trends in the Men's Toiletries Market in Italy

Synopsis

This report provides the results for the Men’s Toiletries market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Men’s Toiletries market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the men’s toiletries they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. While Men’s Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics and Aftershaves and Colognes may not, and therefore consumption patterns have been affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Detailed category coverage is provided, covering Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics and Pre-shave Cosmetics.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets.

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Men’s Disposable Razors and Blades the largest market in Italy
Market valuation reveals that Disposable Razors and Blades account for more than 50% of the overall Men’s Toiletries market in Italy. This is followed by Aftershaves and Colognes and Post-shave Cosmetics.

Branded products dominate the market
Brand data analysis reveals that the overall share of private labels in the Italian Men’s Toiletries market is less than 5% in volume terms. This indicates that the majority of consumers have high levels of brand loyalty and do not switch products because of factors such as price.

Value for money a key driver of Men’s Disposable Razors and Blades
The weak state of the Italian economy is reflected by the importance of the Better value for money trend in the Disposable Razors and Blades market, as consumers see this category as one where they may be able to control their spending by trading down or reducing consumption.