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Men's Grooming - Europe - November 2010

The €5bn market for dedicated male grooming products has achieved a great deal in a relatively short time. The industry’s greatest achievement, arguably, has been to convince younger men that they need their own C&Ts; and that it is now permissible – even stylish – to take an interest in personal grooming.

However, the men’s market remains largely focussed on commodity sectors, such as deodorants, shampoos and shaving preparations. While facial moisturisers are growing strongly, with the claim migrating throughout the men’s category, men still demonstrate a deep resistance to skincare concepts such as anti-ageing and weight reduction. Usage of male grooming products remains weighted heavily to men in their twenties and thirties.

The family man who features in recent advertising from the likes of Unilever’s Dove For Men is a call to action to a much wider consumer base. Even so, the narrowness of the new Dove range implies acceptance of a new reality. Where complex facial skincare and body care products remain a niche, albeit a growing lucrative one, while high volume, low value products such as deodorants and bath and shower products drive the market.

Still, the market definitely has allure for manufacturers. In June 2009, Procter & Gamble bought two high-end male grooming brands, Art of Shaving and Zirh. While it is yet to wield the two brands with any significant activity in Europe, their acquisition is a sign of the company’s confidence in the prestige male grooming market. P&G’s rumoured interest in Beiersdorf indicates that it would also be interested in adding to its mass market offer too."

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Table of contents

  1. Issues in the Market

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

              • Targeting men
                • A young man's market
                  • Performance before premium
                    • The price is right
                      • Razor wars
                        • Moisturising makes it through
                          • Men go for the natural approach
                            • Role models move beyond sports
                              • Retailers have a part to play
                                • i-Males
                                • European Market Size and Forecast

                                  • Key points
                                      • Figure 1: Men’s grooming, by value in local currency, 2005-14
                                      • Figure 2: Men’s grooming spend per capita (population), 2005-10
                                  • Market Segmentation

                                    • Key points
                                      • France
                                        • Figure 3: France: Men’s grooming: Market segmentation, by value, 2009
                                      • Germany
                                        • Figure 4: Germany: Men’s grooming: Market segmentation, by value, 2009
                                      • Italy
                                        • Figure 5: Italy: Men’s grooming, by value, 2009
                                      • Spain
                                        • Figure 6: Spain: Men’s grooming: Market segmentation, by value, 2009
                                      • UK
                                        • Figure 7: UK: Men’s grooming: Market segmentation, by value, 2009
                                    • Companies and Product Innovation

                                      • Key points
                                          • Figure 8: Percentage of new product launches, by region, 2009
                                          • Figure 9: Percentage of new product launches, by top ten European countries, 2009
                                          • Figure 10: Percentage of new product launches, by category, by the ‘Big 5’ countries, 2009
                                          • Figure 11: Percentage of new product launches by top five claims by the ‘Big 5’ European countries, 2009
                                        • France
                                          • Figure 12: Percentage of new product launches, France, 2006-09
                                          • Figure 13: Top five claims on new product development, France, 2006-09
                                        • Most innovative products
                                          • Shaving gets sophisticated
                                            • Skincare offers to reclaim lost youth…
                                              • Q10 moves from Nivea to own label
                                                • Deodorants can be strong and sensitive
                                                  • Men's hair develops special needs…
                                                    • Now men can slim…cosmetically
                                                      • Germany
                                                        • Figure 14: Percentage of new product launches, Germany, 2006-09
                                                        • Figure 15: Top five claims on new product development, Germany, 2006-09
                                                      • Most innovative products
                                                        • Natural and botanical
                                                          • Bee is for male beauty
                                                            • Own label addresses ageing
                                                              • Grape expectations for shaving
                                                                • Shampoos help stressed hair
                                                                  • Shampoos build up the strength of stressed hair
                                                                    • Protect and shave
                                                                      • So much more from the shower
                                                                        • Italy
                                                                          • Figure 16: Percentage of new product launches, Italy, 2006-09
                                                                          • Figure 17: Top five claims on new product development, Italy, 2006-09
                                                                        • Most innovative products
                                                                          • Anti-ageing is a major added benefit
                                                                            • Sensitivity is also a major benefit
                                                                              • Marine elements
                                                                                • Platinum geezers
                                                                                  • Eyes front
                                                                                    • Hands up
                                                                                      • Deodorants do more
                                                                                        • No ordinary shower gel
                                                                                          • Spain
                                                                                            • Figure 18: Percentage of new product launches, Spain, 2006-09
                                                                                            • Figure 19: Top five claims on new product development, Spain, 2006-09
                                                                                          • Most innovative products
                                                                                            • Working in harmony
                                                                                              • Shampoo gives life
                                                                                                • Deodorants get active
                                                                                                  • Caring as well as cleansing
                                                                                                    • Tackling ingrown hairs
                                                                                                      • Ticking all the natural boxes
                                                                                                        • Additional benefits in skincare
                                                                                                          • Eye care comes to the fore
                                                                                                            • UK
                                                                                                                • Figure 20: Percentage of new product launches, UK, 2006-09
                                                                                                                • Figure 21: Top five claims on new product development, UK, 2006-09
                                                                                                              • Most innovative products
                                                                                                                • Hydrate & protect
                                                                                                                  • Adding empowerment
                                                                                                                    • Firming up the body
                                                                                                                      • Targeting the eyes with dual products
                                                                                                                        • Targeting the chin
                                                                                                                          • Botanicals feature strongly
                                                                                                                            • Anti-ageing is a key claim
                                                                                                                              • High performance is key
                                                                                                                                • But fashion is important too
                                                                                                                                  • Ethical remains a winning card
                                                                                                                                  • The Consumer

                                                                                                                                    • Key points
                                                                                                                                      • Perception of condition
                                                                                                                                        • Figure 22: Condition of hair, by country, 2009
                                                                                                                                        • Figure 23: Scalp conditions prone to, by country, 2009
                                                                                                                                        • Figure 24: Condition of skin by country, 2009
                                                                                                                                      • Usage
                                                                                                                                        • Figure 25: Regularly used men's toiletries, June 2010
                                                                                                                                        • Figure 26: Repertoire of regularly used men's toiletries, June 2010
                                                                                                                                      • Hair treatments
                                                                                                                                        • Figure 27: Used hair treatments in the last 12 months, by country, 2009
                                                                                                                                        • Figure 28: Frequency of use of hair treatments in the last 12 months, by country, 2009
                                                                                                                                        • Figure 29: Types of hair treatments used in the last 12 months, by country, 2009
                                                                                                                                      • Face creams and lotions
                                                                                                                                        • Figure 30: Used face creams and lotions in the last 12 months, by country, 2009
                                                                                                                                        • Figure 31: Frequency of use of face creams and lotions in the last 12 months, by country, 2009
                                                                                                                                        • Figure 32: Types of face creams and lotions used in the last 12 months, by country, 2009
                                                                                                                                      • Shampoo
                                                                                                                                        • Figure 33: Used shampoo in the last 12 months, by country, 2009
                                                                                                                                        • Figure 34: Frequency of use of shampoo in the last 12 months, by country, 2009
                                                                                                                                        • Figure 35: Types of shampoo used in the last 12 months, by country, 2009
                                                                                                                                      • Conditioners
                                                                                                                                        • Figure 36: Used conditioners in the last 12 months, by country, 2009
                                                                                                                                        • Figure 37: Frequency of use of conditioners in the last 12 months, by country, 2009
                                                                                                                                      • Hair styling products
                                                                                                                                        • Figure 38: Used hair styling products in the last 12 months, by country, 2009
                                                                                                                                        • Figure 39: Frequency of use of hair styling products in the last 12 months, by country, 2009
                                                                                                                                        • Figure 40: Types of hair styling products used in the last 12 months, by country, 2009
                                                                                                                                      • Hair colourants
                                                                                                                                        • Figure 41: Used hair colourants in the last 12 months, by country, 2009
                                                                                                                                      • Shower and bath products
                                                                                                                                        • Figure 42: Used shower and bath products in the last 12 months, by country, 2009
                                                                                                                                        • Figure 43: Frequency of use of shower gels/cream/body wash in the last 12 months, by country, 2009
                                                                                                                                        • Figure 44: Frequency of use of bath liquids/oils/salts in the last 12 months, by country, 2009
                                                                                                                                        • Figure 45: Types of shower and bath products used in the last 12 months, by country, 2009
                                                                                                                                      • Razors and razor blades and electric shavers
                                                                                                                                        • Figure 46: Used razors and razor blades and electric shavers in the last 12 months, by country, 2009
                                                                                                                                        • Figure 47: Frequency of use of razors and razor blades and electric shavers in the last 12 months, by country, 2009
                                                                                                                                        • Figure 48: Types of razors and razor blades and electric shavers used in the last 12 months, by country, 2009
                                                                                                                                      • Shaving foam, gel and cream
                                                                                                                                        • Figure 49: Used shaving foam gel and cream in the last 12 months, by country, 2009
                                                                                                                                        • Figure 50: Frequency of use of shaving foam gel and cream in the last 12 months, by country, 2009
                                                                                                                                        • Figure 51: Types of shaving foam gel and cream used in the last 12 months, by country, 2009
                                                                                                                                      • Deodorants
                                                                                                                                        • Figure 52: Used deodorants in the last 12 months, by country, 2009
                                                                                                                                        • Figure 53: Frequency of use of deodorants in the last 12 months, by country, 2009
                                                                                                                                        • Figure 54: Types of deodorants used in the last 12 months, by country, 2009
                                                                                                                                      • Who's using?
                                                                                                                                        • Figure 55: Most important users of hair treatments, by age and income group, 2009
                                                                                                                                        • Figure 56: Most important users of face creams and lotions, by age and income group,2009
                                                                                                                                        • Figure 57: Most important users of shampoo, by age and income group,2009
                                                                                                                                        • Figure 58: Most important users of conditioners, by age and income group,2009
                                                                                                                                        • Figure 59: Most important users of hair styling products, by age and income group, 2009
                                                                                                                                        • Figure 60: Most important users of shower gel/cream/bodywash, by age and income group, 2009
                                                                                                                                        • Figure 61: Most important users of bath liquids/oils/salts, by age and income group,2009
                                                                                                                                        • Figure 62: Most important users of razors, razor blades and electric shavers, by age and income group, 2009
                                                                                                                                        • Figure 63: Most important users of shaving foam, gel and cream, by age and income group, 2009
                                                                                                                                        • Figure 64: Most important users of deodorants, by age and income group, 2009
                                                                                                                                      • How much are men spending?
                                                                                                                                          • Figure 65: Expenditure on men's toiletries, UK, June 2010
                                                                                                                                          • Figure 66: Expenditure on men's toiletries, France, June 2010
                                                                                                                                          • Figure 67: Expenditure on men's toiletries, Germany, June 2010
                                                                                                                                          • Figure 68: Expenditure on men's toiletries, Italy, June 2010
                                                                                                                                          • Figure 69: Expenditure on men's toiletries, Spain, June 2010
                                                                                                                                        • How brand loyal are men?
                                                                                                                                            • Figure 70: Attitudes to male toiletries brands, UK, June 2010
                                                                                                                                            • Figure 71: Attitudes to male toiletries brands, France, June 2010
                                                                                                                                            • Figure 72: Attitudes to male toiletries brands, Germany, June 2010
                                                                                                                                            • Figure 73: Attitudes to male toiletries brands, Italy, June 2010
                                                                                                                                            • Figure 74: Attitudes to male toiletries brands, Spain, June 2010
                                                                                                                                          • Attitudes towards appearance
                                                                                                                                            • Figure 75: Attitudes towards personal appearance by country, 2009
                                                                                                                                            • Figure 76: Men's attitudes towards their appearance, June 2010
                                                                                                                                            • Figure 77: Attitudes towards purchasing and usage of men's toiletries, June 2010
                                                                                                                                            • Figure 78: Attitudes to male toiletries brands, June 2010

                                                                                                                                        Companies Covered

                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                        Men's Grooming - Europe - November 2010

                                                                                                                                        £1,877.00 (Excl.Tax)