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Changing Male Grooming Behaviors & OccasionsPublished by: Datamonitor Published: Aug. 10, 2004 - 80 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 4 CHAPTER 2 THE FUTURE DECODED 12 Introduction 12 The male population is ageing 13 Men’s share of personal care use will grow faster in Europe 16 Growth in male personal care usage continues 18 Increasing frequency of usage 18 Adults account for a falling number of occasions 21 Skincare is the fastest growing US market in terms of occasions 22 Everyday use is the most important occasion 24 There are long term gradual changes in male attitudes 27 Men are growing more experimental with regard to grooming 27 Men are becoming more knowledgeable about personal care 30 Removing embarrassment is key to encouraging experimentation 31 Men are paying more attention to the image of products … 34 But most men value function over fashion 36 Men’s grooming needs are evolving 38 Dressing for success 38 Fear of the effects of ageing 39 Stress and fatigue influence grooming needs 40 Male Teens seek belonging, individuality and coolness 41 Metrosexuals are a key opinion forming group 42 Men have particular shopping preferences 42 Conclusions 44 CHAPTER 3 ACTION POINTS 45 Introduction 45 Target specific age groups 46 Adapt your message to Teenagers’ needs 47 Help shape long term habits 48 Target Senior men by combating fear of the effects of ageing 49 Product effectiveness is crucial to successfully targeting Seniors 50 Adapt your NPD to male needs 50 Male cosmetics are not a serious option 51 Ensure that NPD is focused on functionality 52 New practices can be encouraged by brand extensions 52 Shift from alcohol-based products to gentler formulations 53 Tailor your marketing and advertising to male consumers 54 Use shaving as a Trojan horse for skincare 54 Target women as they are important purchasers of male products 56 Use humor to appeal to younger men 56 Adapt your language to male consumers 57 Align your category management with male attitudes 58 Place men’s products near other male categories 59 Men just want to “shop and go” 60 CHAPTER 4 APPENDIX 61 Supplementary data 61 Male population by age group by country 61 Men’s personal care consumption occasions by country 64 Men’s personal care usage market value by country 70 Definitions 78 Research methodology 79 Relevant links 79 How to contact experts in your industry 80 LIST OF TABLES Table 1: Male population by age group and percentage of the male population by age group, Europe and US, 2003-2008 (millions and %) 15 Table 2: Overall personal care use market value (€m and US$m) by gender, Europe and US, 2003-2008 16 Table 3: Male share of overall personal care usage, Europe and US, 2003-2008 (%) 18 Table 4: Frequency of use of selected categories among men, UK, 2003 (%) 20 Table 5: Number of men's personal care occasions by lifestage, Europe and US, 2003-2008 (billions) 22 Table 6: Number of men's personal care occasions by market, Europe and US, 2003-2008 (billions) 24 Table 7: Number of men's personal care consumption occasions by type of occasion (billions), Europe and US, 2003-2008 27 Table 8: Proportion of French men who would undergo the following treatments by age group, 2004 29 Table 9: Women’s influence on men’s personal care product choices, Europe and US, 2004 31 Table 10: Frequency of usage of male-specific personal care brands, Europe and US, 2004 34 Table 11: Ranking of different attributes in order of influence on product choice*, Europe and US, 2004 (% male respondents) 36 Table 12: Aspects of personal care shopping that men dislike, Europe and US, 2004 (% male respondents) 44 Table 13: Importance of targeting specific male age groups in the future, Europe and US, 2004 (% industry executives surveyed) 46 Table 14: Relative importance of different male age groups to the future of the male grooming market, Europe and US, 2004 (% industry executives surveyed) 47 Table 15: Providing solutions for Senior men’s lifestyles and problems 50 Table 16: Main influences on men’s choice of new grooming products, Europe and US, 2004 (% male respondents) 54 Table 17: Male population by age group (millions) by country, 2003-2008 61 Table 18: Number of men’s personal care consumption occasions (billions) by type of occasion by country, 2003-2008 64 Table 19: Number of men’s consumption occasions (billions) by product market by country, 2003-2008 66 Table 20: Number of male personal care consumption occasions (billions) by age group by country, 2003-2008 68 Table 21: Men’s personal care usage market value (€m and US$m) by type of occasion by country, 2003-2008 70 Table 22: Men’s personal care usage market value (€m and US$m) by product market by country, 2003-2008 72 Table 23: Men’s personal care usage market value (€m and US$m) by age group by country, 2003-2008 75 Table 24: Definitions 78 LIST OF FIGURES Figure 1: Total male population by age group, Europe and US combined, 2003-2008 (%) 14 Figure 2: Male share of overall personal care usage, Europe and US, 2003-2008 (% value) 17 Figure 3: Penetration of selected product categories among men aged 15 years and over, UK, 2003 (%) 19 Figure 4: Proportion of French men who would undergo the following treatments by age group, 2004 29 Figure 5: Examples of successful personal care male-specific branding and marketing 33 Figure 6: Most important attribute in choosing a grooming product, Europe and US, 2004 (% male respondents) 36 Figure 7: Lever Fabergé’s Lynx (Axe) brand 48 Figure 8: Encouraging regimes: N.V. Perricone Out Patient Therapy Pore Refining Toner Pads 49 Figure 9: Projecting the right image is crucial to successfully introducing men to a new grooming concept 51 Figure 10: Lever Fabergé’s Axe anti-hangover shower gel 53 Figure 11: Examples of NPD in male-specific skincare 55 Figure 12: Examples of choice of language and terminology to target men 58 AbstractIntroductionDespite general attitudes gradually evolving, new and specific needs are emerging, creating exciting opportunities for manufacturers. The European male grooming market will grow at an annual rate of 4.0% over the next five years compared to only 2.8% for the US. Personal care players will have to understand men's particular needs in order to be able to effectively and accurately target them. Scope A complete map of all male personal care consumption occasions according to type of occasion, product market and lifestage. In-depth study of the emerging and evolving need states, growing consumption occasions and attitudinal shifts that drive the male grooming market. Detailed market values of male usage of personal care products split by occasion, lifestage and product market, with five year forecasts Highlights Personal hygiene is by far the most important male product market in terms of occasions, accounting for 68.1% and 68.6% of all occasions in Europe and the US respectively in 2003. 53% of European and American men cite articles, features and programs in the broadcast and printed media as their main source of information about new products and grooming practices. A staggering 89% of men in Europe and the US consider that good grooming and general presentation is essential to their professional success. Reasons to Purchase Learn about the emerging trends amongst male consumers that will define the male grooming market in the future. Identify the male consumer groups that will become key to the development of this market over the next five years. Understand how to tailor your NPD and marketing to more accurately target specific male groups and need states. Get Full Details About This Report >> |
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