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Male Grooming and Personal Care Consumer - UK - July 2010

This is the first time that Mintel has examined men’s attitudes towards grooming and personal care. The report complements Mintel’s reports Men’s Grooming – UK, June 2010 and Men’s Fragrances – UK, September 2010 and examines how men’s attitudes towards the beauty and personal care industry can be built upon to drive interest in the sector and encourage continued product usage beyond employment and into retirement.

  • Despite that 70% of men are worried about at least one aspect of their skin, just a third of men use face creams and lotions.
  • Three in ten men believe that many beauty and personal care products are completely unnecessary. Messages to communicate a product’s benefits are not resonating , particularly with men on higher incomes and over the age of 55.
  • One fifth of men are happy with the results of a product that they bought because of the claims it made. A greater proportion has been disappointed with the results however.
  • New product innovation is out of step with men’s skincare needs and could be better tailored to the skincare concerns that men actually have.
  • Employed men demonstrate higher interest in their appearance. Half of men who are not working admit to having little interest in beauty and personal care products. Almost four in ten men who are unemployed see them as unnecessary
  • Almost three in ten men pay no attention to the claims of beauty and personal care products. However, men disbelieve more skincare claims than they believe.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

          • Extend my brand
            • Spontaneity rules
            • Market in Brief

              • Overcoming a lack of engagement
                • Reaching men through technology
                  • Working men most engaged
                    • Price-sensitivity and the need for education
                      • Low adspend levels
                        • Advice and assistance
                          • Seven in ten have skin insecurities
                            • Anticipating skin problems
                              • Less inclined to identify their skin or hair type
                                • Unconvinced by claims
                                • Internal Market Environment

                                  • Key points
                                    • Men’s and women’s hair and skin concerns
                                      • Figure 1: Description of hair/skin, by gender, 2009
                                    • Hair concerns
                                      • Figure 2: Hair conditions prone to, by gender, 2009
                                    • Attitudes towards appearance
                                      • Figure 3: Trends in men’s attitudes towards personal appearance, 2005-09
                                    • Men’s media
                                      • Figure 4: UK retail sales of men’s magazines, by volume and value, 2005-10
                                  • Broader Market Environment

                                    • Key points
                                      • Demographic trends
                                        • Figure 5: Trends in the age structure of the UK male population, 2005-15
                                      • Marital status and effects on purchasing
                                        • Figure 6: Marital status of men in the UK, profile, by age, 2009
                                      • The impact of employment
                                        • Figure 7: Employment and unemployment among men, 2005-15
                                    • Male Appearance Concerns

                                      • Key points
                                        • General appearance concerns
                                          • Figure 8: Appearance concerns amongst men, March 2010
                                        • Four in ten men have three or more appearance concerns
                                          • Figure 9: Number of appearance concerns amongst men, March 2010
                                        • Skincare concerns
                                          • Figure 10: Skin concerns amongst men, March 2010
                                        • Worriers could inspire innovation
                                          • Number of skincare concerns
                                            • Figure 11: Number of skin concerns amongst men, March 2010
                                          • Launches out of step with men’s concerns
                                            • Figure 12: Comparison of the skincare concerns men have, and the proportion of men’s grooming launches (Jan-July 2010) that specifically address these concerns, 2010
                                        • Credibility of Product Claims Amongst Men

                                          • Key points
                                            • Influence of product claims
                                              • Figure 13: Attitudes towards beauty and personal care products and the claims they make, March 2010
                                            • The importance of a good education
                                              • Claims are unconvincing
                                                • Skincare
                                                  • Figure 14: Belief in claims made, by skincare products, March 2010
                                                • Cosmetic claims less credible
                                                  • Doubting Toms
                                                    • Figure 15: Percentage point difference between the claims of skincare products that men are more likely to disbelieve than believe, by skincare products, March 2010
                                                    • Figure 16: Number of claims made, by skincare products, by credibility, March 2010
                                                  • Haircare
                                                    • Figure 17: Belief in claims made, by haircare products, March 2010
                                                • Men’s Buying Habits in the Last Six Months

                                                  • Key points
                                                    • Skincare
                                                      • Figure 18: Skincare buying habits in the past six months, March 2010
                                                    • Haircare
                                                      • Figure 19: Haircare buying habits in the past six months, March 2010
                                                    • Attitudes towards buying products
                                                      • Figure 20: Attitudes towards buying beauty and personal care products, March 2010
                                                    • Counter-intuitive
                                                      • Functional approach
                                                      • Use of Beauty, Health and Wellbeing Treatments Amongst Men

                                                        • Key points
                                                            • Figure 21: Male experience of beauty, health and wellbeing treatments, March 2010
                                                          • Target groups
                                                            • Figure 22: Consumer target groups for men’s grooming products, March 2010
                                                          • The Unengaged (45%)
                                                            • Who are they?
                                                              • The Experimenters (28%)
                                                                • Who are they?
                                                                  • Last Resorters (16%)
                                                                    • Who are they?
                                                                      • Disinterested (11%)
                                                                        • Who are they?
                                                                        • Appendix – Internal Market Environment

                                                                            • Figure 23: Conditions men are prone to, by demographics, 2009
                                                                            • Figure 24: Men’s attitudes towards personal appearance, by demographics, 2009
                                                                            • Figure 25: Men’s attitudes towards personal appearance, by demographics, 2009
                                                                        • Appendix – Male Appearance Concerns

                                                                          • Male concerns
                                                                            • Figure 26: Appearance concerns amongst men, by demographics, March 2010
                                                                          • Don’t have, but concerned about
                                                                            • Figure 27: Appearance concerns amongst men, by demographics, March 2010
                                                                          • Number of appearance concerns
                                                                            • Male concerns
                                                                              • Figure 28: Number of appearance concerns amongst men, by demographics, March 2010
                                                                            • Don’t have, but concerned about
                                                                              • Figure 29: Number of appearance concerns don’t have but concerned about amongst men, by demographics, March 2010
                                                                            • Skincare concerns
                                                                              • Have
                                                                                • Figure 30: Skin concerns amongst men, by demographics, March 2010
                                                                                • Figure 31: Skin concerns amongst men, by demographics, March 2010
                                                                              • Don’t have, but concerned about
                                                                                • Figure 32: Skin concerns amongst men, by demographics, March 2010
                                                                                • Figure 33: Skin concerns amongst men, by demographics, March 2010
                                                                              • Number of skincare concerns
                                                                                • Figure 34: Number of skin concerns amongst men, by demographics, March 2010
                                                                              • Don’t have, but concerned about
                                                                                • Figure 35: Number of skin concerns don’t have but concerned amongst men, by demographics, March 2010
                                                                            • Appendix – Credibility of Product Claims Amongst Men

                                                                              • Skincare
                                                                                • Figure 36: Belief in claims made by skincare products by number of skin concerns amongst men, March 2010
                                                                                • Figure 37: Number of skin concerns amongst men, by number of claims made by skincare products that men find credible, March 2010
                                                                                • Figure 38: Number of claims made by skincare products that men find credible, by number of skin concerns amongst men, March 2010
                                                                              • Believe
                                                                                • Figure 39: Belief in claims made by skincare products, by demographics, March 2010
                                                                                • Figure 40: Belief in claims made by skincare products, by demographics, March 2010
                                                                                • Figure 41: Belief in claims made by skincare products, by demographics, March 2010
                                                                              • Credibility by hair care concerns
                                                                                • Figure 42: Belief in claims made by hair care products, by selected hair care concerns, March 2010
                                                                              • Number of claims that men find credible – skincare
                                                                                • Figure 43: Number of claims made by skincare products that men find credible, by demographics, March 2010
                                                                              • Disbelieve
                                                                                • Figure 44: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                                • Figure 45: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                                • Figure 46: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                              • Number of claims that lack credibility – skincare
                                                                                • Figure 47: Number of claims made by skincare products that lack credibility, by demographics, March 2010
                                                                              • Hair concerns
                                                                                • Figure 48: Belief in claims made by hair care products, by selected hair care concerns, March 2010
                                                                                • Figure 49: Hair concerns amongst men, by demographics, March 2010
                                                                              • Belief in hair care product claims
                                                                                • Figure 50: Belief in claims made by hair care products, by demographics, March 2010
                                                                                • Figure 51: Belief in claims made by hair care products, by demographics, March 2010
                                                                              • Fragrance buying habits
                                                                                • Figure 52: Fragrance buying habits in the past six months, by demographics, March 2010
                                                                                • Figure 53: Fragrance buying habits in the past six months, by demographics, March 2010
                                                                                • Figure 54: Fragrance buying habits in the past six months, by demographics, March 2010
                                                                              • Attitudes towards beauty and personal care claims
                                                                                • Figure 55: Most popular attitudes towards claims made by beauty and personal care products, by demographics, March 2010
                                                                                • Figure 56: Next most popular attitudes towards claims made by skincare products, by demographics, March 2010
                                                                            • Appendix – Men’s Buying Habits in the Last Six Months

                                                                              • Skincare
                                                                                • Figure 57: Skincare buying habits in the past six months, by demographics, March 2010
                                                                                • Figure 58: Skincare products that men have not used in the past six months, by demographics, March 2010
                                                                                • Figure 59: Further skincare products that men have not used in the past six months, by demographics, March 2010
                                                                              • Hair care
                                                                                • Figure 60: Hair care buying habits in the past six months, by demographics, March 2010
                                                                                • Figure 61: Hair care buying habits in the past six months, by demographics, March 2010
                                                                              • Attitudes towards buying products
                                                                                • Figure 62: Most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
                                                                                • Figure 63: Next most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
                                                                            • Appendix – Use of Beauty, Health and Wellbeing Treatments Amongst Men

                                                                              • Use
                                                                                • Figure 64: Male experience of beauty, health and wellbeing treatments, by demographics, March 2010
                                                                              • Would consider using
                                                                                • Figure 65: Beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
                                                                                • Figure 66: Further beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
                                                                                • Figure 67: Other beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
                                                                              • Wouldn’t consider using
                                                                                • Figure 68: Beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
                                                                                • Figure 69: Further beauty, health and wellbeing treatments men would not consider using by demographics, March 2010
                                                                                • Figure 70: Other beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
                                                                              • Target groups
                                                                                • Figure 71: Attitudes towards claims made by skincare products by target groups, March 2010
                                                                                • Figure 72: Men who have skin concerns, by target groups, March 2010
                                                                                • Figure 73: Men who have appearance concerns, by target groups, March 2010
                                                                                • Figure 74: Belief in claims made by skincare products, by target groups, March 2010
                                                                                • Figure 75: Belief in claims made by hair care products, by target groups, March 2010
                                                                                • Figure 76: Attitudes towards buying beauty and personal care products, by target groups, March 2010
                                                                                • Figure 77: Male experience of beauty, health and wellbeing treatments, by target groups, March 2010
                                                                                • Figure 78: Target groups, by demographics, March 2010

                                                                            Companies Covered

                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                            • Alliance Boots
                                                                            • Apple Computer UK Ltd
                                                                            • Asda Group Ltd
                                                                            • British Market Research Bureau (BMRB)
                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                            • Co-operative Group
                                                                            • Estée Lauder Companies Inc. (The)
                                                                            • Government Actuary's Department (GAD)
                                                                            • J. Sainsbury
                                                                            • Kantar Media
                                                                            • Kingfisher UK & Ireland
                                                                            • LAB Series Research Centre
                                                                            • Lidl (UK)
                                                                            • Marks & Spencer
                                                                            • mmO2 plc
                                                                            • Netto Foodstores Ltd
                                                                            • Orange plc (UK)
                                                                            • T-Mobile (UK) Ltd
                                                                            • Tesco Plc
                                                                            • Unilever Plc
                                                                            • Virgin Media Ltd
                                                                            • Virgin Mobile
                                                                            • Vodafone Group Plc (UK)
                                                                            • Waitrose
                                                                            • Wm Morrison Supermarkets
                                                                            • Yves Rocher UK

                                                                            Male Grooming and Personal Care Consumer - UK - July 2010

                                                                            US $2,583.33 (Excl.Tax)