Mens toiletries uk - october 2013

Mens Toiletries - UK - October 2013

Growth in the men’s toiletries market came to a halt in 2013 as fashion moved toward a relaxed
image, and money-saving behaviours resulted in a reduced spend. However, the trend for facial hair creates an
opportunity for male toiletries to expand into areas less catered for, such as facial care and styling products
designed specifically for men with facial hair.
table Of Content

introduction
definitions
excluded
abbreviations

executive Summary
growth Stalls In The Men’s Toiletries Market
figure 1: Best And Worst Case Scenario For Retail Value Sales Of Men’s Toiletries, 2008-18
market Drivers
skincare Share Of New Launches Grows
figure 2: New Product Launches, By Category, January 2009-july 2013
men Take A More Relaxed Approach To Grooming In 2013
figure 3: Attitudes Towards Appearance, July 2012 And July 2013
male Skincare Users Increase
figure 4: Men’s Use Of Toiletries, July 2012 And July 2013
value-seeking Behaviours Drive Product Choice
figure 5: Factors Influencing Choice Of Men’s Toiletries, July 2013
what We Think

issues In The Market
which Body Concerns Are Most Common Amongst Men?
which Are The Most Used Products?
how Do Fashion Trends Impact The Male Grooming Market?
how Can Men Be Encouraged To Experiment More?

trend Application
trend: Mood To Order

trend: Extend My Brand
mintel Futures: East Meets West

market Drivers
key Points
older Men Forecast To Grow In Numbers
figure 6: Trends In The Age Structure Of The Uk Male Population, 2008-18
men At Work
figure 7: Male Employment And Unemployment, 2008-18
disposable Income Growing
figure 8: Gdp, Pdi, Consumer Expenditure And Savings At Current Prices, 2008-18
three In Ten Men Suffer From Hair Loss
figure 9: Body Complaints Amongst Men, July 2013
healthy Habits
figure 10: Men’s Habits Related To Health, November 2012

who’s Innovating?
key Points
level Of True Product Innovation High In 2012 And 2013
figure 11: New Product Launches In Men’s Toiletries, By Launch Type, January 2009-july 2013
figure 12: Examples Of New Product Launches From Men’s Toiletries Brands, January-july 2013
skincare Share Of New Launches Grows
figure 13: New Product Launches In Men’s Toiletries, By Category, January 2009-july 2013
innovation In Deodorants Slows
figure 14: New Product Launches In Men’s Toiletries, By Branded Vs. Own-label, January 2009-july
2013
figure 15: Examples Of Own-label Multi-function Product Launches, January-july 2013

market Size And Forecast
key Points
growth Stalls In 2013
figure 16: Uk Retail Value Sales Of Men’s Toiletries, At Current And Constant 2013 Prices, 2008-18
future Growth Slow But Steady
figure 17: Best And Worst Case Scenario For Retail Value Sales Of Men’s Toiletries, 2008-18
forecast Methodology

segment Performance
key Points
growth In Male Skincare Segment Lifts The Market

beards In Fashion

market Share
key Points
lynx Remains Market Leader
figure 19: Brand Value Shares In Men’s Toiletries, Years Ending July 2012 And 2013
dove Men + Care Sees Double Digit Growth
other Brands See Growth

companies And Products
alliance Boots
figure 20: Financial Performance Of Alliance Boots, 2012 And 2013
figure 21: New Products Launched By Alliance Boots, August 2012-july 2013
estée Lauder
figure 22: Financial Performance Of Estée Lauder Cosmetics Ltd, 2011 And 2012
figure 23: New Products Launched By Estée Lauder, August 2012-july 2013
l’oréal
figure 24: Financial Performance Of L’oréal, 2010 And 2011
figure 25: New Product Launches By L’oréal, August 2012-july 2013
procter & Gamble
figure 26: Financial Performance Of Procter & Gamble (health And Beauty Care) Ltd, 2011 And 2012
figure 27: New Product Launches By Procter & Gamble, August 2012-august 2013
unilever
figure 28: Financial Performance Of Unilever Plc, 2011 And 2012
figure 29: New Product Launches By Unilever, August 2012-july 2013
other Companies
figure 30: Other Men’s Toiletries Companies Accountable For The Most Product Launches In August
2012 – August 2013

brand Research
brand Map
figure 31: Attitudes Towards And Usage Of Brands In The Men’s Toiletries Sector, July 2013
correspondence Analysis
brand Attitudes
figure 32: Attitudes, By Men’s Toiletries Brand, July 2013
brand Personality
figure 33: Men’s Toiletries Brand Personality – Macro Image, July 2013
figure 34: Men’s Toiletries Brand Personality – Micro Image, July 2013
brand Experience
figure 35: Men’s Toiletries Brand Usage, July 2013

figure 36: Satisfaction With Various Men’s Toiletries Brands, July 2013
figure 37: Consideration Of Men’s Toiletries Brands, July 2013
figure 38: Consumer Perceptions Of Current Men’s Toiletries Brand Performance, July 2013
brand Index
figure 39: Men’s Toiletries Brand Index, July 2013
target Group Analysis
figure 40: Target Groups, July 2013
figure 41: Men’s Toiletries Brand Usage, By Target Groups, July 2013
group One – Conformists
group Two – Simply The Best
group Three – Shelf Stalkers
group Four – Habitual Shoppers
group Five – Individualists

brand Communication And Promotion
key Points
advertising Spend Remained Above The £30m Mark In 2012
figure 42: Male Toiletries Advertising Spend Of Selected Advertisers, January 2009-august 2013
unilever Accounts For 63% Of Men’s Toiletries Advertising Spend
figure 43: Advertising Spend On Men’s Toiletries, By Selected Advertisers, January 2009-august
2013
tv Advertising Takes The Dominant Share Of Budget
figure 44: Advertising Spend Of Men’s Toiletries, By Media Type, January 2009-august 2013
deodorants Lead Both Sales And Advertising Spend
figure 45: Advertising Spend Of Men’s Toiletries, By Category, January 2009-august 2013

channels To Market
key Points
chemists Remain The Dominant Channel
figure 46: Uk Retail Value Sales Of Men’s Toiletries, By Outlet Type, 2012-13
department Stores Benefit From Growth In Prestige Sector
online Sales Continue To Climb

attitudes Towards Appearance
key Points
a More Relaxed Approach To Grooming
figure 47: Attitudes Towards Appearance, July 2012 And July 2013
city Style


product Usage And Frequency
key Points
skincare Products See User Base Increase
figure 48: Men’s Use Of Toiletries, July 2012 And July 2013
facial Hair In Fashion
three In Four Men Use Deodorant At Least Once A Day
figure 49: Product Usage And Frequency, July 2013
younger Men Use A Wider Range Of Products
figure 50: Number Of Toiletries Used, By Age, July 2013

shopping For Men’s Toiletries
key Points
men Show High Levels Of Brand Loyalty
figure 51: Attitudes Towards Shopping For Men's Toiletries, July 2013
older Men Are The Most Disinterested When Shopping For Toiletries
retail Environments Can More Effectively Target Men
point Of Sale Information Can Increase Awareness

factors Influencing Choice
key Points
product Fragrance Influences Half Of Men
figure 52: Factors Influencing Choice Of Men’s Toiletries, July 2013
multipurpose Appeals To Younger Men
value Seeking Behaviours Drive Choice
city Men Buy Premium

interest In New Product Development
key Points
limited Interest In Product Innovation
figure 53: Interest In New Product Development In Men’s Toiletries, July 2013
interest In Sports Associated Products
figure 54: Interest In New Product Development In Men’s Toiletries, By Number Of Men’s
Toiletries Products Used, July 2013
hair Styling Future Growth Area
backlash To Unisex
male Make-up Remains Niche

grooming Style
key Points

grooming Gives Dads A Confidence Boost
figure 55: Attitudes Towards Grooming, July 2013
high Earners Feel A Well-groomed Appearance Is More Professional
younger Men More Fashion-forward

appendix – Market Drivers
figure 56: Most Popular Body Complaints, By Demographics, July 2013
figure 57: Next Most Popular Body Complaints, By Demographics, July 2013
figure 58: Other Body Complaints, By Demographics, July 2013

appendix – Who’s Innovating?
figure 59: Company Share Of Men’s Toiletries New Product Development, 2012-13
figure 60: Positioning Claims Of Uk Men’s Skincare Product Launches, January 2009-july 2013
figure 61: Positioning Claims Of Uk Men’s Deodorant Product Launches, January 2009-july 2013
figure 62: Positioning Claims Of Uk Men’s Shaving Preparations And Depilatory Product Launches,
January 2009-july 2013
figure 63: Positioning Claims Of Uk Men’s Soap, Bath And Shower Product Launches, January
2009-july 2013
figure 64: Positioning Claims Of Uk Men’s Hair Product Launches, January 2009-july 2013

appendix – Segment Performance
figure 65: Unit Sales For Male Toiletries, 2012-13

appendix – Brand Research
figure 66: Brand Usage, July 2013
figure 67: Brand Commitment, July 2013
figure 68: Brand Momentum, July 2013
figure 69: Brand Diversity, July 2013
figure 70: Brand Satisfaction, July 2013
figure 71: Brand Attitude, July 2013
figure 72: Brand Image – Macro Image, July 2013
figure 73: Brand Image – Micro Image, July 2013
figure 74: Profile Of Target Groups, By Demographics, July 2013
figure 75: Psychographic Segmentation, By Target Groups, July 2013
figure 76: Brand Usage, By Target Groups, July 2013
brand Index
figure 77: Brand Index, July 2013


appendix – Brand Communication And Promotion
figure 78: Retail Value Sales And Advertising Spend Of Men’s Toiletries, 2012

appendix – Attitudes Towards Appearance
figure 79: Most Popular Attitudes Towards Appearance, By Demographics, July 2013
figure 80: Next Most Popular Attitudes Towards Appearance, By Demographics, July 2013
figure 81: Other Attitudes Towards Appearance, By Demographics, July 2013
figure 82: Product Usage And Frequency, By Most Popular Attitudes Towards Appearance, July 2013
figure 83: Product Usage And Frequency, By Next Most Popular Attitudes Towards Appearance, July 2013
figure 84: Product Usage And Frequency, By Other Attitudes Towards Appearance, July 2013

appendix – Product Usage And Frequency
figure 85: Most Popular Frequency Of All Users, By Demographics, July 2013
figure 86: Next Most Popular Frequency Of All Users, By Demographics, July 2013
figure 87: Other Frequency Of All Users, By Demographics, July 2013
figure 88: Frequency Of Using Facial Moisturisers Including After Shave Balms, By Demographics, July
2013
figure 89: Frequency Of Using Self-tan, By Demographics, July 2013
figure 90: Frequency Of Using Shaving Preparations, By Demographics, July 2013
figure 91: Frequency Of Using Shampoo, Conditioner, Hair Treatments, By Demographics, July 2013
figure 92: Frequency Of Using Hair Styling Products, By Demographics, July 2013
figure 93: Frequency Of Using Hair Colourants, By Demographics, July 2013
figure 94: Frequency Of Using Deodorants, By Demographics, July 2013
figure 95: Frequency Of Using Body Sprays, By Demographics, July 2013
figure 96: Frequency Of Using Talcum Powder, By Demographics, July 2013
figure 97: Frequency Of Using Body Lotions, Toning Gels, By Demographics July 2013
figure 98: Frequency Of Using Depilatories, By Demographics July 2013
figure 99: Frequency Of Using Hand And Nail Products, By Demographics July 2013
figure 100: Frequency Of Using Lip Balms, By Demographics July 2013
figure 101: Frequency Of Using Shower Gel, By Demographics July 2013
figure 102: Most Popular Repertoire For Product Usage And Frequency, By Demographics, July 2013
figure 103: Next Most Popular Repertoire For Product Usage And Frequency, By Demographics, July 2013
figure 104: Attitudes Towards Appearance, By Repertoire For Product Usage And Frequency, July 2013

appendix – Shopping For Men’s Toiletries
figure 105: Most Popular Attitudes Towards Shopping For Men's Toiletries, By Demographics, July 2013
figure 106: Next Most Popular Attitudes Towards Shopping For Men's Toiletries, By Demographics, July
2013
figure 107: Other Attitudes Towards Shopping For Men's Toiletries, By Demographics, July 2013
figure 108: Product Usage And Frequency, By Most Popular Attitudes Towards Shopping For Men's

Toiletries, July 2013
figure 109: Product Usage And Frequency, By Next Most Popular Attitudes Towards Shopping For Men's
Toiletries, July 2013

appendix – Factors Influencing Choice
figure 110: Most Popular Factors Influencing Choice, By Demographics, July 2013
figure 111: Next Most Popular Factors Influencing Choice, By Demographics, July 2013
figure 112: Attitudes Towards Appearance, By Most Popular Factors Influencing Choice, July 2013
figure 113: Attitudes Towards Appearance, By Next Most Popular Factors Influencing Choice, July 2013

appendix – Interest In New Product Development
figure 114: Most Popular Interest In New Product Development, By Demographics, July 2013
figure 115: Next Most Popular Interest In New Product Development, By Demographics, July 2013
figure 116: Interest In New Product Development, By Most Popular Body Complaints, July 2013
figure 117: Interest In New Product Development, By Next Most Popular Body Complaints, July 2013
figure 118: Interest In New Product Development, By Most Popular Attitudes Towards Appearance, July
2013
figure 119: Interest In New Product Development, By Next Most Popular Attitudes Towards Appearance,
July 2013

appendix – Grooming Style
figure 120: Agreement With The Statement ‘looking Neat And Tidy Is More Important Than
Following Fashion’, By Demographics, July 2013
figure 121: Agreement With The Statement ‘my Grooming Routine Is Only To Keep Me
Clean/hygienic’, By Demographics, July 2013
figure 122: Agreement With The Statement ‘i Feel More Attractive When I’m
Well-groomed’, By Demographics, July 2013
figure 123: Agreement With The Statement ‘being Well-groomed Gives Me A Confidence
Boost’, By Demographics, July 2013
figure 124: Agreement With The Statement ‘being Well-groomed Improves My Sense Of
Well-being’, By Demographics, July 2013
figure 125: Agreement With The Statement ‘i Look More Professional When I’m
figure 126: Agreement With The Statement ‘i Feel More Approachable When I’m
figure 127: Agreement With The Statement ‘it’s Important To Me That I Always Look My
Best When I Leave The House’, By Demographics, July 2013
figure 128: Agreement With The Statement ‘it’s Important To Keep Looking Young’,
By Demographics, July 2013
figure 129: Agreement With The Statement ‘i Prefer Toiletries That Fit It In With My Active

Lifestyle’, By Demographics, July 2013
figure 130: Agreement With The Statement ‘i Like To Experiment With New Looks’, By
Demographics, July 2013
figure 131: Agreement With The Statement ‘i Take Grooming Inspiration From Celebrities/sports
Stars’, By Demographics, July 2013
figure 132: Product Usage And Frequency, By Agreement With The Statement ‘looking Neat And
Tidy Is More Important Than Following Fashion’ And ‘i Take Grooming Inspiration From
Celebrities/sports Stars’, July 2013
figure 133: Product Usage And Frequency, By Agreement With The Statement ‘it’s Important
To Me That I Always Look My Best When I Leave The House’ And ‘being Well-groomed
Gives Me A Confidence Boost’, July 2013
figure 134: Product Usage And Frequency, By Agreement With The Statement ‘it’s Important
To Keep Looking Young’ And ‘i Look More Professional When I’m
Well-groomed’, July 2013
figure 135: Product Usage And Frequency, By Agreement With The Statement ‘my Grooming
Routine Is Only To Keep Me Clean/hygienic’ And ‘being Well-groomed Improves My Sense
Of Well-being’, July 2013
figure 136: Product Usage And Frequency, By Agreement With The Statement ‘i Feel More Attractive
When I’m Well-groomed’ And ‘i Feel More Approachable When I’m
Well-groomed’, July 2013
figure 137: Product Usage And Frequency, By Agreement With The Statement ‘i Prefer Toiletries
That Fit It In With My Active Lifestyle’ And ‘i Like To Experiment With New Looks’,
July 2013
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Mens toiletries uk - october 2013

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Mens toiletries uk - october 2013