Male Grooming Trends: Profiting in 2009 and Beyond

Published by: Datamonitor

Published: Feb. 27, 2009 - 129 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: the male grooming sector continues to show robust growth without fully living up to its enormous potential

TREND: The adult male population is steadily increasing in the majority of featured countries

The percentage of the population accounted for by men remains steady in the majority of featured countries

The dynamics of the male population clarify the potential of the male personal care market

Key takeouts and implications: with male population growth and a fairly constant gender balance, barriers to male personal care growth are attitudinal and behavioral rather than driven by physical numbers

TREND: Male attitudes to personal care are still evolving

The 'metrosexual' trend originated approximately 10 years ago

Retrosexuals and the menaissance movement mainly consist of men reacting to the metrosexual trend

Men do not feel under as much pressure as women to look good

Some men are increasing the amount of time they spend on their personal appearance

Some men are open to premiumization in personal care

Men are more skeptical of personal care products that rely on natural ingredients

Men are also less trusting of the efficacy of natural products

Attitudes to natural products are accurately reflected by consumption data

Endorsements from professional associations are regarded by men as the most credible product claims made by personal care products, but this does not motivate purchases

Key takeouts and implications: the male grooming market has grown in importance to the personal care sector, but much potential remains to be tapped

TREND: Motivational factors for men in the field of personal care show significant differences to equivalent female attitudes

Price is most important to men when choosing personal care products

Men feel a lower engagement with personal care products and brands than women do

Most men do not actively monitor new product launches in the field of personal care

Women perform the majority of household shopping tasks

Men do not feel particularly self-conscious when faced with advertising for personal care products

Key takeouts and implications: men do not feel the high engagement and emotional connections that women feel with personal care and grooming products

INSIGHT: Skincare remains underdeveloped in the male marketplace compared to the female

Minimizing body odor and sweat is the biggest skincare concern among men

Skincare products designed to improve body shape lack credibility with consumers

The scale and rate of growth in the female skincare market is continuing to outstrip that in the male market

Key takeouts and implications: a wide variety of skincare issues are of concern to many men, but encouragement is still needed to increase product usage

INSIGHT: Haircare remains a core category in male grooming

Many men are concerned about haircare issues but do not use products to address all of their fears

The gender gap in the haircare market is not as sizeable as in other personal care categories

Key takeouts and implications: substantial potential exists in the male haircare market

INSIGHT: The male market for fragrance is exhibiting relatively strong growth

The men's market for fragrance has been hit by recessionary conditions and other inhibitors

The male market is growing at a faster rate than the female market

Key takeouts and implications: the male fragrance market derives much of its value from its status as a gift

INSIGHT: Personal hygiene is rated as an important factor in achieving a sense of wellbeing by many men

Men agree that personal hygiene plays an important role in achieving a sense of wellbeing

Key takeouts and implications: personal hygiene is important to both sexes

INSIGHT: Oral hygiene is regarded as a necessity by the majority of men

Men are likely to act on their oral hygiene concerns

Key takeouts and implications: oral hygiene shows men are willing to act on personal care needs as an everyday necessity

ACTION POINTS

ACTION: Increase men's level of engagement with personal care brands

Viral and word-of-mouth marketing can be used to increase engagement

Include some aspects of marketing that will appeal to women

ACTION: Ensure that grooming products are priced realistically for men

Trading up opportunities should not be completely abandoned

ACTION: Market male grooming products as a necessary and functional part of everyday life

The male grooming market is open to new players

ACTION: Encourage men to act on their personal care concerns

Encouragement should not be limited to younger generations

Avoid spreading unnecessary fears among consumers

ACTION: Improve product offerings in the men's skincare category

Seek to target the attitude-behavior gap in male skincare behaviors

Anti-aging products still have much potential in the men's market

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Life expectancy, years, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 2: The male population in absolute (millions) terms and by percentage of the population as a whole

Table 3: Personal care market value (US$ million), by gender, 2007

Table 4: Consumer survey: the proportion of respondents who agreed that they felt under pressure to look good, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 5: Consumer survey: the proportion of respondents who advised that they had increased the amount of time spent on their personal appearance in the past six months (2008), by gender, in 15 countries across Europe, Asia-Pacific, South America and the US

Table 6: Consumer survey: the proportion of male respondents who advised that they had increased their consumption of higher quality cosmetics and toiletries in the preceding six months (2008), in 15 countries across Europe, Asia-Pacific, South America and the US

Table 7: Consumer survey: the proportion of respondents agreeing that 100% natural products are better for them, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 8: Consumer survey: the proportion of respondents who agreed that 100% natural personal care products were just as effective as non-natural products, by gender, Europe, Asia-Pacific, South America and the US, 2008

Table 9: Consumer survey: the proportion of respondents who advised that they had chosen to use more products with natural ingredients during the past six months (2008), by gender, in 15 countries across Europe, Asia-Pacific, South America and the US

Table 10: Consumer survey: the type of approach adopted to new products released in the personal care sector, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 11: Time spent shopping per day, (minutes), by gender, Europe, US and Asia-Pacific, 2002-2012

Table 12: Consumer survey: the proportion of respondents who agreed and disagreed that personal care advertising made them feel self-conscious, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 13: Consumer survey: the proportion of respondents who advised that skincare products offering body shape benefits lacked credibility, by gender, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008

Table 14: Consumer survey: the proportion of male respondents who rated personal hygiene as either 'important' or 'very important' in maintaining a sense of wellbeing, in 15 countries across Europe, Asia-Pacific, South America and the US

List of Figures

Figure 1: There are many factors to consider in the male grooming market

Figure 2: The male share of the personal care market is substantially lower than their share of the population in all featured countries

Figure 3: Men seem most comfortable discussing personal grooming subjects under the cloak of anonymity offered online

Figure 4: The varying degrees of credibility of product claims made by manufacturers of personal care products

Figure 5: More women than men are likely to cite factors as having a 'high' or 'very high' influence on their personal care product choices

Figure 6: Skincare accounts for the largest proportion of the female personal care market, but this is not mirrored in the men's category

Figure 7: The skincare market is dominated by women overall

Figure 8: Minimizing body odor is the biggest skincare-related concern among men

Figure 9: The female market for skincare is substantially bigger than the equivalent male market

Figure 10: The haircare market is more evenly distributed by gender, but still favors women

Figure 11: Factors influencing men's choice of haircare products

Figure 12: The female market for haircare is larger than the equivalent male market, but the gap between genders is not vast

Figure 13: The fragrance market is weighted in favor of women

Figure 14: The male market for fragrance is growing at a faster rate, although the female market remains dominant

Figure 15: The market for personal hygiene products is distributed evenly between genders

Figure 16: Personal hygiene is rated as the most important factor among male consumers in creating a sense of wellbeing

Figure 17: Usage of personal hygiene products is almost even by gender, although the female market is slightly more lucrative

Figure 18: The market for oral hygiene products is distributed evenly between genders

Figure 19: Oral hygiene issues cause much concern among male consumers

Figure 20: The usage of oral hygiene products is almost even by gender, although the female market is slightly more lucrative

Figure 21: Woody's Quality Grooming is building a male-oriented personal care brand through focusing on 'essential' products for the everyday man

Figure 22: Unilever has introduced a haircare range under the banner of its Axe deodorant brand

Figure 23: L'Oreal's Men Expert range aims to appeal to all age groups

Figure 24: The Nivea For Men range includes a moisturizer with anti-aging propoerties

Abstract

• Detailed insights and analysis documenting the attitudes and influences behind mens' grooming product choice
• In-depth and comprehensive quantitative data covering the increasing importance behind personal appearance and how this affects the market
• Strategic conclusions and actionable recommendations on male grooming trends for the personal care industry
• Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, New Zealand, Japan, South Korea, China, India

• Gain an understanding of men's attitudes towards grooming and how these are continuing to change
• Use the latest evidence based insights to launch and position products, so that they are successfully positioned to capitalize on prevalent attitudes
• Access a compelling blend of quantitative and qualitative data illustrating male consumer attitudes and market developments

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