Men's Toiletries - UK - March 2006

Table of Contents

• Introduction and Abbreviations
• Definition
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Premier Insight
• What women want
• Lets talk about sex
• Points mean prizes
• Executive Summary
• Growing interest in personal appearance drives market
• Boom fails to materialise
• Shaving and deodorants are central to mens daily routine
• Multinationals dominate the mass market
• Exclusive consumer research show women as main purchasers of menstoiletries
• Future prospects
• Market Drivers
• Changing dynamics of the male population by age
  • Figure 1: Trends and projections in UKmale population, by age group, 2000 and 2005
• From small acorns...Levels of employment -- growing pressure to look good from risingemployment
  • Figure 2: UK workforce in employment, bygender, 2000-10
• Rising levels of PDI to spend on looking good
  • Figure 3: PDI and consumer expenditure, atconstant 2000 prices, 2000-10
• Changing attitudes
• Attitudes toward toiletries
  • Figure 4: Agreement with statements onpersonal care, 2001-05
• Increase in male specific media
• Celebrities as role models
• Importance of gifting
• Market Size
  • Figure 5: UK retail sales of menstoiletries, 2000-05
• Slowly but surelyA no-nonsense approach works bestThe sports connectionMarket Segmentation
  • Figure 6: UK retail sales of menstoiletries by sector, 2002-05
• Functional routine suits most menNew emerging sectors set the pace for future growth
  • Figure 7: UK retail sales of menstoiletries by sector, 2005
• Mens fragrance
• Mens bodysprays
• Mens deodorants
• Shaving preparations
• Shower gels
• Haircare
• Skincare
  • Figure 8: UK retail sales of menstoiletries, mass versus premium, 2002-05
• The Supply Structure
• Brand shares
  • Figure 9: Manufacturer shares for massmens toiletries, 2002-05
• Major companies and brands
• Unilever Home & Personal Care
• Lynx
• Sure For Men
• Gillette
• Beiersdorf
• Sara Lee
• Coty
• Other brands
• King of Shaves
• Own-label
• Premium mens lines
• New Product Trends
  • Figure 10: UK New product development bysub-category, October 2004-05
• Innovators
• Hair removal for men
• Body toners
• Make-up for men (or enhancers)
• Futurology
• The development of mens skincare
• Distribution
• Men choose comfortable environment in which to shop
  • Figure 11: Sales of mens toiletries, byoutlet type, 2001-05
• Boots tries another format for mens toiletries
• Grocers set store by mens toiletries
• Department stores focus on mens fragrance
• New owners for Superdrug
• The Internet
• Retailing alternatives for men
• The Consumer
  • Figure 12: Weight of usage of menstoiletries, by product type, 2005
• ...but are conditioners for the girls?
• Easing the chore of shaving
• Getting men to increase their use of fragrance
• Similarities between shower and shaving products usage profiles
• Mens usage of facial skincare has a long way to go
  • Figure 13: Usage of face creams &lotions, by demographic sub-group, 2005
• Changing attitudes
  • Figure 14: Agreement with statements onpersonal appearance, 2001-05
• General toiletry buying habits
  • Figure 15: Toiletry buying habits among UKconsumers, October 2005
• Demographic detail -- male purchasing
• Targeting men as they change lifestylesDemographic detail -- female purchasing
• Targeting teenagers through their mothersBuying gifts for the younger manThe Consumer -- Detailed Demographics
  • Figure 16: Usage of shampoos, shavingproducts and aftershave/male fragrances, by demographic sub-group, 2005
  • Figure 17: Usage of shower gels, facecreams & lotions and conditioners, by demographic sub-group, 2005
  • Figure 18: Toiletry buying habits among UKconsumers, October 2005
• Mens attitudes to buying toiletries
  • Figure 19: Attitudes to buying toiletriesamong UK consumers, by demographic sub-group, October 2005
• Womens attitudes to buying toiletries
  • Figure 20: Attitudes to buying toiletriesby demographic sub-group, by demographic sub-group, October 2005
• The Consumer -- Attitudes and Enthusiasm
• Attitudes to buying mens toiletries
  • Figure 21: Attitudes to menstoiletries, October 2005
• More scope for unisex
• Linking fashion and fragrance
• Womens shopping habits for mens toiletries
• Demographic detail -- attitudes among male purchasers
• Young working men have little time to shop
• Building brand awareness through advertising and PR
• Encouraging trial through cross promotions
• Demographic detail -- attitudes among female purchasers
• Leveraging branded products for men amongst female purchasers
• Targeting young women through their loyalty cards
• How consumers shop for mens toiletries
  • Figure 22: Attitudes to buying menstoiletries, October 2005
• Providing sales advice on consumers own terms
• Opportunities for selling mens brands on the Internet
• Detailed demographics -- attitudes to shopping
• Dual siting in department stores may help to bring in mensgrooming shoppers
• Targeting those who do the weekly shop
• Leading men to the grooming fixtureAttitudes to Buying Toiletries
• Attitudes to mens toiletries
  • Figure 23: Attitudes to menstoiletries, by demographic sub-group, October 2005
• Men
  • Figure 24: Attitudes to menstoiletries, by demographic sub-group, October 2005
• Women
  • Figure 25: Attitudes to menstoiletries, by demographic sub-group, October 2005
• Attitudes to buying mens toiletries
  • Figure 26: Attitudes to buying menstoiletries, by demographic sub-group, October 2005
• Men
  • Figure 27: Attitudes to buying menstoiletries, by demographic sub-group, October 2005
• Women
  • Figure 28: Attitudes to buying menstoiletries, by demographic sub-group, October 2005
• The Future and Forecast
  • Figure 29: Forecast of the menstoiletries market, 2005-10
  • Figure 30: Indexed growth in menstoiletries, 2000-10
• Slow, steady growth is assured
• Simplicity is the way forward
• Categories for growth
• Retailing opportunities
• Factors incorporated in the forecast