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Trading Up Opportunities in Male Grooming: How To Profit By Going Beyond The 'Metrosexual' Myth

Published by: Datamonitor

Published: Sep. 28, 2006 - 54 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
METHODOLOGY
TABLE OF CONTENTS


ANALYSIS
TREND: Gender differences are being eroded as roles and responsibilities increasingly blur
Equality at work is blurring lifestyle distinctions between the sexes
The male population and its age make-up are only changing slowly
Male attitudes towards appearance suggest a greater willingness to adopt personal care regimes
TREND: Men are spending more on personal care products, but their share is not rising
Consumption is rising but share is falling in the US and Europe
Occasions are growing more slowly than spending, but the general pattern is similar
Haircare and skincare are the fastest-growing categories
INSIGHT: Males' trading-up behavior is real but lags behind women
Men are spending more per occasion overall - but failing to close the gender gap
Traditionally feminine areas are the biggest trading-up opportunities
Men's spending per occasion at category level is surprisingly close to women's
INSIGHT: Male grooming behaviors do not follow a straightforward age-related pattern
Young men are less skeptical about beauty regimes
Value and occasion growth is most focused on older consumers
Older men are the biggest personal care spenders, but occasions vary far less
Occasion numbers are largely flat with age
INSIGHT: Men's personal care occasion types are more traditional than women's
Regular occasions dominate and will continue to dominate male behavior
Men lag behind women in all non-traditional occasions
INSIGHT: Demonstrable functionality benefits are key when marketing to male consumers
Men of all ages are interested in functional products
Men are skeptical of claims largely through lack of knowledge
INSIGHT: Men are a good target audience for appearance-related supplements and foods
Beauty nutrition is outgrowing its traditional target audience
Beauty nutrition products' benefits can be tailored to suit male needs

ACTIONS
Target all male groups using age-appropriate strategies
Use humor and honesty to target younger age groups
Vary the strategy for targeting male Seniors depending on category
Market highly age- and problem-specific haircare and skincare products
Use ageless marketing to promote hygiene categories
Create products that encourage male uptake of non-traditional occasions
Send the message that using personal care to relax is not unmanly
Create more convenient and fun products to drive going out and away-from-home occasions
Build men's trust in functional product claims
Use non-traditional channels to build consumer understanding of product benefits
Create products where the benefits fit credibly with the brand proposition
Create supplements and nutraceuticals that address men's appearance needs


APPENDIX
Additional data
Male personal care in France
Male personal care in Germany
Male personal care in Italy
Male personal care in the Netherlands
Male personal care in Spain
Male personal care in Sweden
Male personal care in the UK
Male personal care in the rest of Europe
Definitions
Extended methodology
Ask the analyst


List of Tables
Table 1: Total number of males (m), Europe & US, 2000-2010
Table 2: Male percentage of population by age group (%), Europe & US, 2000-2010
Table 3: Total male consumption value of personal care products, by country (US$ m), Europe & US, 2000-2010
Table 4: Male share of total personal care consumption value, by country (% value), Europe & US, 2000-2010
Table 5: Total male consumption occasions of personal care products, by country (billions), Europe & US, 2000-2010
Table 6: Male share of total personal care consumption occasions by country (%), Europe & US, 2000-2010
Table 7: Total male personal care consumption value by category (US$ m), Europe & US, 2000-2010
Table 8: Male personal care consumption occasions by category (billions), Europe & US, 2000-2010
Table 9: Male consumption value by category as % of total category value, Europe & US, 2000-2010
Table 10: Male occasions per category as % of total occasions per category, Europe & US, 2000-2010
Table 11: Average male spend per 1,000 personal care occasions by country (US$), Europe & US, 2000-2010
Table 12: Male spend per personal care occasion as % of average spend by country (%), Europe & US, 2000-2010
Table 13: Average male spend per 1000 personal care occasions by category (US$), Europe & US, 2000-2010
Table 14: Male spend per personal care occasion as % of average spend, Europe & US, 2000-2010
Table 15: Male personal care consumption value by age group (US$ m), Europe & US, 2000-2010
Table 16: Male personal care occasions by age group (billions), Europe & US, 2000-2010
Table 17: Male personal care consumption value per head indexed by age group (average = 100), Europe & US, 2000-2010
Table 18: Male personal care occasions per head indexed by age group (average = 100), Europe & US, 2000-2010
Table 19: Male personal care consumption value by occasion type (US$ m), Europe & US, 2000-2010
Table 20: Male personal care occasions by occasion type (billions), Europe & US, 2000-2010
Table 21: Male personal care consumption value as % of total by occasion type (%), Europe & US, 2000-2010
Table 22: Influence on personal care product choice of different attributes (% of male respondents), Europe & US
Table 23: Consumers willing to pay more for personal care products that have active ingredients tailored to their gender and life-stage (% of respondents), Europe & US
Table 24: Consumer spending on oral beauty products (US$ m), Europe & US, 2000-2010
Table 25: Male percentage of population by age group (%), France, 2000-2010
Table 26: Value of male personal care consumption by category (US$ m), France, 2000-2010
Table 27: Male personal care occasions by category (billions), France, 2000-2010
Table 28: Male percentage of population by age group (%), Germany, 2000-2010
Table 29: Value of male personal care consumption by category (US$ m), Germany, 2000-2010
Table 30: Male personal care occasions by category (billions), Germany, 2000-2010
Table 31: Male percentage of population by age group (%), Italy, 2000-2010
Table 32: Value of male personal care consumption by category (US$ m), Italy, 2000-2010
Table 33: Male personal care occasions by category (billions), Italy, 2000-2010
Table 34: Male percentage of population by age group (%), Netherlands, 2000-2010
Table 35: Value of male personal care consumption by category (US$ m), Netherlands, 2000-2010
Table 36: Male personal care occasions by category (billions), Netherlands, 2000-2010
Table 37: Male percentage of population by age group (%), Spain, 2000-2010
Table 38: Value of male personal care consumption by category (US$ m), Spain, 2000-2010
Table 39: Male personal care occasions by category (billions), Spain, 2000-2010
Table 40: Male percentage of population by age group (%), Sweden, 2000-2010
Table 41: Value of male personal care consumption by category (US$ m), Sweden, 2000-2010
Table 42: Male personal care occasions by category (billions), Sweden, 2000-2010
Table 43: Male percentage of population by age group (%), UK, 2000-2010
Table 44: Value of male personal care consumption by category (US$ m), UK, 2000-2010
Table 45: Male personal care occasions by category (billions), UK, 2000-2010
Table 46: Male percentage of population by age group (%), rest of Europe, 2000-2010
Table 47: Value of male personal care consumption by category (US$ m), rest of Europe, 2000-2010
Table 48: Male personal care occasions by category (billions), rest of Europe, 2000-2010
Table 49: Definitions of consumer groups
Table 50: Definitions of occasions
Table 51: Definitions of other terms


List of Figures
Figure 1: Employing masculine humor encourages younger males to use functional products
Figure 2: Products targeted at Seniors should steer clear of overly feminized marketing messages
Figure 3: There are many different possible approaches to marketing baldness products
Figure 4: It is possible to use packaging and advertising to make relaxing products seem manly
Figure 5: Adding extra fun and convenience to going out occasions can increase perceived value
Figure 6: L'Oreal's Men's Expert line highlights how men can be targeted with a specific approach
Figure 7: A few unisex beauty supplements have reached the market

Abstract

Introduction

The faddish 'metrosexual' stereotype is distracting attention away from the real trends in male personal care behavior. Although men are increasingly appearance-focused, barriers to adoption have caused their share of personal care markets to lag behind predictions. Companies must focus on more specific needs in order to benefit from the male grooming opportunity.

Scope
  • Analysis of the number of male personal care occasions between 2000 and 2010, broken down by country, category, occasion type and age group
  • Quantitative data covering male grooming sales value between 2000 and 2010, broken down by country, category, occasion type and age group
  • Survey-based insight into the core needs and drivers behind changes in male grooming behaviors
  • Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights

In line with the metrosexual stereotype, it is true that men are using a higher value of personal care products in real terms than ever before. Male usage of personal care products has risen from a value of US$26.3bn in 2000 to US$29.7bn in 2005.

The value of personal care products used by men in Europe rose by 2.7% a year between 2000 and 2005 and is expected to rise by 2.3% a year between 2005 and 2010. In the US, the comparable figures are 1.9% and 2.0%.

Despite stereotypes to the contrary, older men are actually the most important growth market for personal care products. The group growing its spend fastest in Europe and the US is the Seniors group, which saw 3.9% annual growth in personal care value of consumption over the 2000 to 2005 period to reach a total value of US$9.8 billion.

Reasons to Purchase
  • Obtain exclusive data concerning men's personal care occasions and sales value over time segmented by gender, occasion type and category
  • Understand the attitudes driving changes in men's personal care consumption behavior
  • View best practice examples of targeting and marketing personal care products to men.



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