Men's Toiletries - Germany - March 2008

Table of Contents

• Issues in the Market
• Definition
• Excluded
• Consumer research
• Abbreviations
• Market in Brief
• Strong growth in 2006 and 2007
• Changing grooming habits create new demand
• NPD becomes more sophisticated
• A receptive audience
• Manufacturers fight to maintain share
• Further diversification and expansion is on the cards
• Internal Market Environment
• Key Points
• Men take pride in their appearance
  • Figure 1: Attitudes towards personal appearance, by country, 2005 and 2007
• The right male toiletries profit from a return to a clearly male image
• Individual needs
• Clean shaving trends support the shaving segment
• Broader Market Environment
• Key Points
• Young men are the main aficionados
  • Figure 2: Trends in German adult male population, by age, 2002-12
• Recovering economy
  • Figure 3: Trends in German PDI, consumer expenditure and GDP, at 2007 prices, 2002-12
• Decline in number of working men is bad news
  • Figure 4: Trends in German employment, by gender, 2002-12
• The rise in single person households makes marketing harder
• REACH is adopted
• Who' s Innovating?
• Key Points
  • Figure 5: New product launches in men' s toiletries, by country, 2005-07
• NPD in Germany
  • Figure 6: New launches by sub-category, Germany, 2005-07
• Fragrances/aftershave
• Deodorants
• Shower gels and bath products
• Haircare
• Shaving preparations
• Face and skincare products
• Market Size and Forecast
• Key Points
  • Figure 7: Forecast of German retail value sales of men' s toiletries, at current and constant prices, 2007-12
  • Figure 8: German retail value sales of men' s toiletries, by sector, 2002-07
  • Figure 9: Per cent growth/decline in sales of men' s toiletries by type, 2002-07
• Strong, steady growth
  • Figure 10: German retail value sales of men' s toiletries and average spend per man (aged 15+), 2002-12
  • Figure 11: Indexed growth in sales of men' s toiletries, by country, 2002-12
• Factors used in the forecast
• Prospects
• Segment Performance
• Key Points
• A good performance overall
  • Figure 12: German retail value sales of men' s toiletries, by type, 2005-07
• Male fragrances, aftershaves, pre-shaves
  • Figure 13: German retail value sales of male fragrances, by type, 2005-07
• Male deodorants and bodysprays
• Male-targeted shower gels and bath products
• Male-targeted haircare
• Shaving preparations
  • Figure 14: German retail value sales of shaving preparations, by type, 2005-07
• Men' s face and skincare products
  • Figure 15: German retail value sales of men' s skincare for face and body, by type, 2005-07
• Market Share
• Key Points
• Male fragrances, aftershaves, pre-shaves
  • Figure 16: Manufacturers' value shares of men' s fragrances & aftershave, 2005-07
  • Figure 17: Popularity of men' s fragrance (and bodyspray) brands, top 10, 2003-07
  • Figure 18: Popularity of men' s aftershave brands, top 10, 2003-07
• Male deodorants and bodysprays
• Male-targeted shower gels
• Male-targeted haircare
• Shaving preparations
  • Figure 19: Brand value shares of shaving preparations, 2005-07
• Men' s face and skincare brands
  • Figure 20: Brand value shares of men' s facial skincare brands, 2005-07
  • Figure 21: Popularity of male facial skincare brands, 2004-07
• Own-labels
• Natural toiletries
• Companies and Products
• Beiersdorf AG
• Coty
• L' Or&eaucte;al
• M¨urer & Wirtz
• Procter & Gamble
• Unilever Deutschland
• Brand Communication and Promotion
• Key Points
• Ad spend is static
  • Figure 22: Main monitored media advertising expenditure on men' s toiletries, by country, 2005-07
  • Figure 23: Main monitored media advertising expenditure on men' s toiletries in Germany, Companies spending over €1 million, 2007
• Channels to Market
• Key Points
• Self-service druggists gain share
  • Figure 24: German retail value sales of male fragrances & aftershave, by outlet, 2005-07
• Consumer -- Pan-European Overview
• Key Points
  • Figure 25: Use of toiletries by men and index of usage, Germany, 2007
  • Figure 26: Penetration and frequency of use of male toiletries and cosmetics, by country, by type, 2007
• Consumer -- Trends in Germany
• Key Points
  • Figure 27: Trends in use of male toiletries and cosmetics, 2002-07
  • Figure 28: Per capita spend on men' s toiletries, by country, 2007
• Consumer -- Usage and Attitudes
• Key Points
  • Figure 29: Men' s use of toiletries, by type, full-time vs non-working men, 2007
• Shaving foam/gel/cream/sticks
• Aftershave/male fragrances
• Face creams and lotions
• Deodorants
• Shampoo and conditioner
• Hairstyling products
• Male use of toiletries -- detailed demographics
  • Figure 30: Use of male toiletries and cosmetics, by demographic sub-group, 2007
• Shaving preparations
  • Figure 31: Use of shaving foam/gel/cream/sticks, by demographic sub-group, 2007
• Aftershave/male fragrance
  • Figure 32: Use of aftershave/male fragrance, by demographic sub-group, 2007
• Face creams and lotions
  • Figure 33: Use of face creams and lotions, by demographic sub-group, 2007
• Deodorants
  • Figure 34: Use of deodorants, by demographic sub-group, 2007
• Shower gel
  • Figure 35: Use of shower gel, by demographic sub-group, 2007
• Shampoo
  • Figure 36: Use of shampoo, by demographic sub-group, 2007
• Conditioner
  • Figure 37: Use of conditioners, by demographic sub-group, 2007
• Hairstyling products
  • Figure 38: Use of hairstyling products, by demographic sub-group, 2007
• Attitudes
  • Figure 39: Cross-analysis use of products, by lifestyle statements, 2007
  • Figure 40: Cross-analysis use of male toiletries and cosmetics, 2007