The U.S. Market for Men's Grooming Products: Putting a New Face on Men's Personal Care Products, 3rd Edition

Packaged Facts
January 1, 2004
306 Pages - SKU: LA904609
Attention: There is an updated edition available for this report.
Countries covered: United States

The U.S. Market for Men's Grooming Products: Putting a New Face on Men's Personal Care Products, 3rd Edition

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For at least a decade the men’s personal care market has defied all predictions of robust growth, but the stage may be set for a better performance. A high level of new product activity—to the tune of approximately 1,000 new products during the 1999-2003 period—includes heavily promoted, all-new brands from companies like Unilever (AXE) and L'Oréal (Lancôme Homme, gearing up for a U.S. debut in 2004) as well as expanded or repositioned brands from the likes of Beiersdorf (Nivea for Men), Procter & Gamble (Old Spice Red Zone), and Colgate-Palmolive (Speed Stick 24/7). At the same time, a key new demographic for these products is coming of age in single young men age 12-24, who are much more likely than previous generations to buy—and be heavier users of—grooming products for men. Add media hits like the grooming and personal care focused Queer Eye for the Straight Guy to the publicity mix, along with the well-groomed “metrosexual” urban male contingent, and it may realistically be deduced that things are finally looking for men’s toiletries—although “getting the girl” is still the most powerful product sell.

Packaged Facts has been tracking the U.S. market for men’s grooming product longer and in greater depth than any other publisher of market research reports, and this report synthesizes and expands upon nearly two decades of expertise and reporting from a uniquely U.S. perspective, while also taking into account important European marketing and new product trends. The report covers a breadth of products across six major categories—shaving products (including lotions, creams, soaps, foams, gels, aftershave, preshave, razors/replacement blades, and electric shavers); fragrance products (including body splashes and sprays); deodorant products (including the new hybrid deodorant/body sprays); haircare products (including haircoloring, styling, and hair-growth products); skincare products (including facial and body moisturizers, facial cleansers, facial scrubs and masks, suncare products, lip balm, talc, and depilatories); and bath and shower products (including body washes and scrubs, bath additives, after-bath products, and specialty bar soaps).

Report Methodology
The information in The U.S. Market for Men’s Grooming Products: Putting a New Face on Men's Personal Care Productsis based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

Pegging 2003 sales at $5 billion and forecasting sales of at least $6 billion by 2008, the report tracks sales for the overall retail universe (mass-market, department store, specialty store, and direct), quantifying mass-market sales to the marketer/brand share level via the most current IRI data available. The report also documents market size and composition, marketing and retail trends, and the role of the Internet, providing “Looking Ahead” trend forecasts and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Spring 2003.

What You’ll Get in this Report
The U.S. Market for Men’s Grooming Products: Putting a New Face on Men's Personal Care Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Men’s Grooming Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream personal care marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the men’s grooming market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for men’s grooming products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for men’s grooming based on Simmons data.

This report will help:

  • Marketing Managersidentify market opportunities and develop targeted promotion plans for men’s personal grooming products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the personal care arena.
  • Advertising agencie working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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