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Trading Up Opportunities in Male Grooming
how to profit by going beyond the 'metrosexual' myth

  • Publication Date:September 2006
  • Publisher:Datamonitor
  • Product Type: Report
  • Pages:54

Trading Up Opportunities in Male Grooming how to profit by going beyond the 'metrosexual' myth

Introduction

The faddish 'metrosexual' stereotype is distracting attention away from the real trends in male personal care behavior. Although men are increasingly appearance-focused, barriers to adoption have caused their share of personal care markets to lag behind predictions. Companies must focus on more specific needs in order to benefit from the male grooming opportunity.

Scope

  • Analysis of the number of male personal care occasions between 2000 and 2010, broken down by country, category, occasion type and age group
  • Quantitative data covering male grooming sales value between 2000 and 2010, broken down by country, category, occasion type and age group
  • Survey-based insight into the core needs and drivers behind changes in male grooming behaviors
  • Detailed action points offering practical strategies based on the trends and insights analyzed in the report

Highlights

In line with the metrosexual stereotype, it is true that men are using a higher value of personal care products in real terms than ever before. Male usage of personal care products has risen from a value of US$26.3bn in 2000 to US$29.7bn in 2005.

The value of personal care products used by men in Europe rose by 2.7% a year between 2000 and 2005 and is expected to rise by 2.3% a year between 2005 and 2010. In the US, the comparable figures are 1.9% and 2.0%.

Despite stereotypes to the contrary, older men are actually the most important growth market for personal care products. The group growing its spend fastest in Europe and the US is the Seniors group, which saw 3.9% annual growth in personal care value of consumption over the 2000 to 2005 period to reach a total value of US$9.8 billion.

Reasons to Purchase

  • Obtain exclusive data concerning men's personal care occasions and sales value over time segmented by gender, occasion type and category
  • Understand the attitudes driving changes in men's personal care consumption behavior
  • View best practice examples of targeting and marketing personal care products to men.
  • Catalyst
  • Summary
  • Methodology
    • AnaLYSIS
    • TREND: Gender differences are being eroded as roles and responsibilities increasingly blur
    • Equality at work is blurring lifestyle distinctions between the sexes
    • The male population and its age make-up are only changing slowly
    • Male attitudes towards appearance suggest a greater willingness to adopt personal care regimes
    • TREND: Men are spending more on personal care products, but their share is not rising
    • Consumption is rising but share is falling in the US and Europe
    • Occasions are growing more slowly than spending, but the general pattern is similar
    • Haircare and skincare are the fastest-growing categories
  • Insight: Males' Trading-Up Behavior Is Real But Lags Behind Women
    • Men are spending more per occasion overall - but failing to close the gender gap
    • Traditionally feminine areas are the biggest trading-up opportunities
    • Men's spending per occasion at category level is surprisingly close to women's
  • Insight: Male Grooming Behaviors Do Not Follow A Straightforward Age-Related Pattern
    • Young men are less skeptical about beauty regimes
    • Value and occasion growth is most focused on older consumers
    • Older men are the biggest personal care spenders, but occasions vary far less
    • Occasion numbers are largely flat with age
  • Insight: Men's Personal Care Occasion Types Are More Traditional Than Women's
    • Regular occasions dominate and will continue to dominate male behavior
    • Men lag behind women in all non-traditional occasions
  • Insight: Demonstrable Functionality Benefits Are Key When Marketing To Male Consumers
    • Men of all ages are interested in functional products
    • Men are skeptical of claims largely through lack of knowledge
  • Insight: Men Are A Good Target Audience For Appearance-Related Supplements And Foods
    • Beauty nutrition is outgrowing its traditional target audience
    • Beauty nutrition products' benefits can be tailored to suit male needs
  • Actions
    • Target all male groups using age-appropriate strategies
    • Use humor and honesty to target younger age groups
    • Vary the strategy for targeting male Seniors depending on category
    • Market highly age- and problem-specific haircare and skincare products
    • Use ageless marketing to promote hygiene categories
    • Create products that encourage male uptake of non-traditional occasions
    • Send the message that using personal care to relax is not unmanly
    • Create more convenient and fun products to drive going out and away-from-home occasions
    • Build men's trust in functional product claims
    • Use non-traditional channels to build consumer understanding of product benefits
    • Create products where the benefits fit credibly with the brand proposition
    • Create supplements and nutraceuticals that address men's appearance needs
  • Appendix
    • Additional data
    • Male personal care in France
    • Male personal care in Germany
    • Male personal care in Italy
    • Male personal care in the Netherlands
    • Male personal care in Spain
    • Male personal care in Sweden
    • Male personal care in the UK
    • Male personal care in the rest of Europe
    • Definitions
    • Extended methodology
    • Ask the analyst
  • List of Tables
    • Table 1: Total number of males (m), Europe & US, 2000-2010
    • Table 2: Male percentage of population by age group (%), Europe & US, 2000-2010
    • Table 3: Total male consumption value of personal care products, by country (US$ m), Europe & US, 2000-2010
    • Table 4: Male share of total personal care consumption value, by country (% value), Europe & US, 2000-2010
    • Table 5: Total male consumption occasions of personal care products, by country (billions), Europe & US, 2000-2010
    • Table 6: Male share of total personal care consumption occasions by country (%), Europe & US, 2000-2010
    • Table 7: Total male personal care consumption value by category (US$ m), Europe & US, 2000-2010
    • Table 8: Male personal care consumption occasions by category (billions), Europe & US, 2000-2010
    • Table 9: Male consumption value by category as % of total category value, Europe & US, 2000-2010
    • Table 10: Male occasions per category as % of total occasions per category, Europe & US, 2000-2010
    • Table 11: Average male spend per 1,000 personal care occasions by country (US$), Europe & US, 2000-2010
    • Table 12: Male spend per personal care occasion as % of average spend by country (%), Europe & US, 2000-2010
    • Table 13: Average male spend per 1000 personal care occasions by category (US$), Europe & US, 2000-2010
    • Table 14: Male spend per personal care occasion as % of average spend, Europe & US, 2000-2010
    • Table 15: Male personal care consumption value by age group (US$ m), Europe & US, 2000-2010
    • Table 16: Male personal care occasions by age group (billions), Europe & US, 2000-2010
    • Table 17: Male personal care consumption value per head indexed by age group (average = 100), Europe & US, 2000-2010
    • Table 18: Male personal care occasions per head indexed by age group (average = 100), Europe & US, 2000-2010
    • Table 19: Male personal care consumption value by occasion type (US$ m), Europe & US, 2000-2010
    • Table 20: Male personal care occasions by occasion type (billions), Europe & US, 2000-2010
    • Table 21: Male personal care consumption value as % of total by occasion type (%), Europe & US, 2000-2010
    • Table 22: Influence on personal care product choice of different attributes (% of male respondents), Europe & US
    • Table 23: Consumers willing to pay more for personal care products that have active ingredients tailored to their gender and life-stage (% of respondents), Europe & US
    • Table 24: Consumer spending on oral beauty products (US$ m), Europe & US, 2000-2010
    • Table 25: Male percentage of population by age group (%), France, 2000-2010
    • Table 26: Value of male personal care consumption by category (US$ m), France, 2000-2010
    • Table 27: Male personal care occasions by category (billions), France, 2000-2010
    • Table 28: Male percentage of population by age group (%), Germany, 2000-2010
    • Table 29: Value of male personal care consumption by category (US$ m), Germany, 2000-2010
    • Table 30: Male personal care occasions by category (billions), Germany, 2000-2010
    • Table 31: Male percentage of population by age group (%), Italy, 2000-2010
    • Table 32: Value of male personal care consumption by category (US$ m), Italy, 2000-2010
    • Table 33: Male personal care occasions by category (billions), Italy, 2000-2010
    • Table 34: Male percentage of population by age group (%), Netherlands, 2000-2010
    • Table 35: Value of male personal care consumption by category (US$ m), Netherlands, 2000-2010
    • Table 36: Male personal care occasions by category (billions), Netherlands, 2000-2010
    • Table 37: Male percentage of population by age group (%), Spain, 2000-2010
    • Table 38: Value of male personal care consumption by category (US$ m), Spain, 2000-2010
    • Table 39: Male personal care occasions by category (billions), Spain, 2000-2010
    • Table 40: Male percentage of population by age group (%), Sweden, 2000-2010
    • Table 41: Value of male personal care consumption by category (US$ m), Sweden, 2000-2010
    • Table 42: Male personal care occasions by category (billions), Sweden, 2000-2010
    • Table 43: Male percentage of population by age group (%), UK, 2000-2010
    • Table 44: Value of male personal care consumption by category (US$ m), UK, 2000-2010
    • Table 45: Male personal care occasions by category (billions), UK, 2000-2010
    • Table 46: Male percentage of population by age group (%), rest of Europe, 2000-2010
    • Table 47: Value of male personal care consumption by category (US$ m), rest of Europe, 2000-2010
    • Table 48: Male personal care occasions by category (billions), rest of Europe, 2000-2010
    • Table 49: Definitions of consumer groups
    • Table 50: Definitions of occasions
    • Table 51: Definitions of other terms
  • List of Figures
    • Figure 1: Employing masculine humor encourages younger males to use functional products
    • Figure 2: Products targeted at Seniors should steer clear of overly feminized marketing messages
    • Figure 3: There are many different possible approaches to marketing baldness products
    • Figure 4: It is possible to use packaging and advertising to make relaxing products seem manly
    • Figure 5: Adding extra fun and convenience to going out occasions can increase perceived value
    • Figure 6: L'Oreal's Men's Expert line highlights how men can be targeted with a specific approach
    • Figure 7: A few unisex beauty supplements have reached the market
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