Introduction
Despite 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.
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