Abstract
As more and more German men take up elaborate grooming habits, the market is diversifying and expanding. It is valued at € 1,270 million in 2007, up 22% from 2002 and 8% on 2006. The best growth rates came in 2006 and 2007, reflecting a boost for newer, higher-margin sectors, as well as much NPD. The hair and skincare sectors are expanding the fastest and only the dated aftershave and eau de cologne segments have declined. Coty with Davidoff, and Procter & Gamble with Boss, lead for fragrances, while Axe (Unilever) and adidas (Coty) are strong deodorant and shower gel brands. Male skincare is led by pioneer Nivea for Men (Beiersdorf), but L' Oréal Men Expert is fast gaining ground.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Men' s toiletries include:
- male fragrances, eg aftershaves, colognes, pre-shaves
- male deodorants and bodysprays
- male-targeted shower gels
- male-targeted haircare, including shampoos and styling products, eg gel, wax, cream
- shaving preparations
- men' s skincare
- men' s bodycare products, eg body gels, abdominal gels, body lotions.
Excluded:
- Razors, blades and electrical shavers are excluded
- Duty-free products and products bought overseas are also excluded from market size data.
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