Men's Toiletries - France - March 2008

Table of Contents

• Issues in the Market
• Definition
• Excluded
• Consumer research
• Abbreviations
• Market in Brief
• Billion Euro market
• In its own right
• Fragrance and deodorants take the majority of the market
• Men' s shower and haircare need more definition
• Skincare offers much room for growth
• Future
• Internal Market Environment
• Key Points
• Metrosexuality
• Changing roles
• A reflection of social trends
• Giving men what they didn' t know they wanted
• The appliance of science
• Forever young
  • Figure 1: Attitudes towards personal appearance, men, by country, 2007
  • Figure 2: Attitudes towards personal appearance, France, 2005 and 2007
• Broader Market Environment
• Key Points
• Ageing demographic
  • Figure 3: Trends in French adult male population, by age, 2002-12
• Economic conditions
  • Figure 4: Trends in French PDI, consumer expenditure and GDP, at current prices, 2002-12
• Employment helps drive use of men' s toiletries
  • Figure 5: Trends in French employment, 2000-05
• Who' s Innovating?
• Key Points
• Major trends in NPD
  • Figure 6: New product launches in men' s toiletries, by country, 2005-07
• New launches in France
  • Figure 7: Men' s toiletries launches, by sector, France, 2005-07
• High-performance haircare for sensitive souls -- and scalps
• Getting sporty in the shower
• Deodorants -- functionality and fragrance
• Shaving is a sensitive subject
• Skincare moves beyond cleansing
• Science reigns
• Treating the signs of ageing
• Men get that summer glow
• The scent of a man
• Limited edition
• Market Size and Forecast
• Key Points
• Worth €1 billion
  • Figure 8: French retail value sales of men' s toiletries, at current and constant prices, 2002-12
  • Figure 9: Indexed growth in sales of men' s toiletries, by country, 2002-12
• Forecast
  • Figure 10: French retail value sales of men' s toiletries and average spend per man (aged 15+), 2002-12
• Market value sustained
• Factors used in the forecast
• Segment Performance
• Key Points
  • Figure 11: French retail value sales of men' s toiletries, by sector, 2005-07
  • Figure 12: Per cent growth/decline in French sales of men' s toiletries by type, 2005-07
• Market Share
• Key Points
• The majors dominate the market
• The skin' s the thing
• Men' s fragmented fragrance
• L' Oréal leads skincare, but Nivea leads in mass
• Mennen and Axe top commodity brands
• Pharmacy small but different...
• Companies and Products
• L' Oréal
• Beiersdorf
• Procter & Gamble
• Clarins
• Unilever
• Estée Lauder
• Brand Communication and Promotion
• Key Points
  • Figure 13: Main monitored media advertising expenditure on men' s toiletries, by country, 2005-07
• Main media spending increased in 2007
• Fragrance leads, but skincare is well supported
• The biggest spend the most
  • Figure 14: Main monitored media advertising expenditure on men' s toiletries in France, companies spending over €1 million, 2007
• Channels to Market
• Key Points
• Mass versus selective
  • Figure 15: Retail distribution of men' s toiletries, 2005-07
• The rise of the multiples
• But men need serious merchandising
• Perfumeries focused on fragrance
• Other channels count for little
• Consumer -- Pan-European Overview
• Key Points
• A difference in kind...
  • Figure 16: Use of toiletries by men and index of usage, France, 2007
  • Figure 17: Penetration and frequency of use of male toiletries and cosmetics, by country, by type, 2007
• Consumer -- Trends in France
• Key Points
• Skincare catches on
  • Figure 18: Trends in use of male toiletries and cosmetics, France, 2002-07
• Per capita spend peaks in Spain
  • Figure 19: Per capita spend on men' s toiletries, by country, 2007
• Consumer -- Product Use in France
• Key Points
• A basic regime for cleanliness
  • Figure 20: Penetration and frequency of usage of male toiletries and cosmetics, France, 2007
• Younger men show greater interest, but numbers of older men are growing
  • Figure 21: Use of male toiletries and cosmetics, by age and income, 2007
• Is price a barrier to purchase?
  • Figure 22: Men' s use of toiletries, by type, full-time vs. non-working men, 2007
• Male use of toiletries -- detailed demographics
• Shaving preparations
• Aftershave
  • Figure 24: Use of aftershave, by demographic sub-group, 2007
• Face creams and lotions
  • Figure 25: Use of face creams and lotions, by demographic sub-group, 2007
• Deodorant
  • Figure 26: Use of deodorants, by demographic sub-group, 2007
• Shampoo
  • Figure 27: Use of shampoo, by demographic sub-group, 2007
• Conditioner
  • Figure 28: Use of conditioners, by demographic sub-group, 2007
• Hairstyling products
  • Figure 29: Use of hair styling products, by demographic sub-group, 2007
• Shower gels
  • Figure 30: Use of shower gels, by demographic sub-group, 2007
• Consumer -- Usage and Attitudes
• Key points
• Quality sells
• Room for anti-ageing claims
• Men stick with brands
  • Figure 31: Use of products, by financial attitudes, 2007
  • Figure 32: Use of products, by attitudes to skincare, 2007
  • Figure 33: Use of products, by attitudes to environmental issues and branding, 2007