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Men's Grooming - UK - June 2010

  • Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
  • Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.
  • Young men are of greatest value to the grooming market. Not only are they more experimental with their appearance and spend more time on grooming, but they are also more likely to use a wider range of products.
  • The products that are most likely to be used on a daily basis -deodorants, shower gels and face creams - are also the most likely to have seen a drop in overall usage between 2008 and 2009. Recession and unemployment may explain this fall: a lack of routine or need to look professional could explain the slight decline in usage in the last year.
  • Excluding bath, soap or shower products, more than a quarter of men only use regularly two different types of grooming product. Deodorants and shaving cream/gel are regular essentials. Although only using two types of product regularly, men may occasionally use other toiletries, such as moisturiser or hair styling products, as and when they feel they need to.
  • Most men prefer to use a handful of favourite brands, particularly in facial cleansing, hair styling and deodorants. Brand loyalty is lowest in the basic toiletry sectors of shaving preps and deodorants, which are subject to heavy discounting and likely to be bought on best price.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Ego is king
              • Taking grooming to the next level
                • The Future is online
                • Market in Brief

                  • Men’s grooming market is becoming more established
                    • Mixed reactions to the recession
                      • Innovation lacking
                        • Unilever still dominates
                          • Conservative market
                          • Internal Market Environment

                            • Key points
                              • The difference between men and women – skin and hair types
                                • Figure 1: Description of hair/skin, by gender, 2009
                                • 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 indexed sales of men’s magazines, by volume and value, 2005-10
                                • Figure 5: UK estimated value sales of men’s magazines, % by sector, 2009
                              • The growing role of the internet
                                • Attitudes towards appearance
                                • Broader Market Environment

                                  • Key points
                                    • Demographic trends
                                      • Figure 6: Trends in the age structure of the UK male population, 2005-15
                                    • Consumers of the future
                                      • Marital status and effects on purchasing
                                        • Figure 7: Profile of men by age and marital status in GB, 2009
                                      • The impact of employment
                                        • Figure 8: Male employment and unemployment, by gender, 2005-15
                                    • Strengths and Weaknesses

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Innovation by sector
                                              • Figure 9: New launch activity within men’s grooming, as a % of launches by sector, 2007-10
                                            • Mainstream focus
                                              • Deodorants keep market fresh
                                                • Innovation by position
                                                  • Figure 10: Positioning of new launches within men’s grooming, % of launches, 2007-10
                                                • Innovation by company
                                                  • Figure 11: New launch activity within men’s grooming, % of launches by company, 2007-10
                                              • Market Size and Forecast

                                                • Key points
                                                  • Figure 12: UK retail value sales of men’s grooming products, at current and constant 2010 prices, 2005-15
                                                • Recovery will drive innovation
                                                  • Forecast
                                                    • Factors used in the forecast
                                                    • Segment Performance

                                                      • Key points
                                                        • Mature sectors see sluggish growth
                                                          • Figure 13: UK retail value sales of men’s grooming products, by sector, 2008-10
                                                        • Innovation is key for male deodorant sales
                                                          • Figure 14: UK retail value sales of men’s deodorants and body sprays, 2008-10
                                                        • Recession shaving value off sales
                                                          • Figure 15: UK retail value sales of men’s shaving preparations, 2008-10
                                                        • Skincare goes mainstream
                                                          • Continuous innovation grows haircare
                                                            • Figure 16: UK retail value sales of men’s shampoos, conditioners and hair treatments, 2008-10
                                                          • Recession holds back growth of the premium sector
                                                            • Figure 17: UK retail value sales of men’s toiletries, mass market vs. premium, 2008-10
                                                        • Market Share

                                                          • Key points
                                                            • Innovation keeps sales fresh
                                                              • Figure 18: Manufacturers’ shares in mass men’s toiletries, 2008-10
                                                            • Gillette drives Procter & Gamble growth
                                                              • Mid-market players jostle for space
                                                              • Companies and Products

                                                                  • Figure 19: Brand map for men’s grooming, 2010
                                                                • Beiersdorf
                                                                  • Clarins
                                                                    • Coty
                                                                      • Estée Lauder
                                                                        • King of Shaves (demerged from KMI Ltd)
                                                                          • The Little Wing Trading Company
                                                                            • L’Oréal
                                                                              • Procter & Gamble
                                                                                • Sara Lee
                                                                                  • Simple Health & Beauty Group
                                                                                    • Unilever
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Figure 20: Main monitored media advertising spend on men’s toiletries, 2007-10
                                                                                      • Toiletries dominates advertising spend
                                                                                        • Figure 21: Main monitored media advertising spend on men’s toiletries, % by sector, 2007-10
                                                                                        • Figure 22: Main monitored media advertising spend on men’s toiletries, % by manufacturer, 2007-10
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Figure 23: UK retail sales of men’s grooming products, by outlet type, 2008-10
                                                                                      • Supermarkets close the gap
                                                                                        • The future is online
                                                                                          • Well-groomed
                                                                                          • Men’s Attitudes Towards Appearance

                                                                                            • Key points
                                                                                                • Figure 24: Men’s attitudes towards appearance, by amount of time spent on appearance, March 2010
                                                                                              • Fashion favours the young
                                                                                                • Image is King
                                                                                                  • The Quick Fixers
                                                                                                  • Product Usage and Frequency

                                                                                                    • Key points
                                                                                                      • Usage trends
                                                                                                        • Figure 25: Trends in men’s use of toiletries, 2005-09
                                                                                                      • Recession sees dip in daily-use sectors
                                                                                                        • Figure 26: Toiletries used by men once a day or more, by product, 2009
                                                                                                      • Younger men most valuable to hair care
                                                                                                        • Frequency of use
                                                                                                          • Product usage
                                                                                                            • Figure 27: Men’s grooming products used regularly (nets), March 2010
                                                                                                          • Product use by time spent on appearance
                                                                                                            • Figure 28: Men’s grooming products used regularly, by amount of time spent on appearance, March 2010
                                                                                                          • Skincare dominates self-image
                                                                                                            • Minimum fuss, maximum appeal
                                                                                                              • Figure 29: Number of men’s grooming products used regularly, March 2010
                                                                                                          • Consumer Brand Loyalty

                                                                                                            • Key points
                                                                                                                • Figure 30: men’s agreement with the statement ‘When buying toiletries the brand I choose is very important to me’, 2007-09
                                                                                                              • Degrees of loyalty
                                                                                                                  • Figure 31: Men’s attitudes towards usage of branded products, March 2010
                                                                                                                • Young people most brand-loyal
                                                                                                                  • Niche categories command greater loyalty
                                                                                                                  • Consumer Purchase of Grooming Products

                                                                                                                    • Key points
                                                                                                                      • The supermarket wins on price and convenience
                                                                                                                          • Figure 32: Men’s attitudes towards buying toiletries, by time spent on appearance, March 2010
                                                                                                                        • The Impact of price promotions
                                                                                                                          • The influence of new retail channels
                                                                                                                          • The Consumer – Target Groups

                                                                                                                            • Key points
                                                                                                                                • Figure 33: Target groups for men’s grooming products, March 2010
                                                                                                                              • Well-groomed (32%)
                                                                                                                                • What are their priorities?
                                                                                                                                  • Who are they?
                                                                                                                                    • Low-maintenance (31%)
                                                                                                                                      • What are their priorities?
                                                                                                                                        • Who are they?
                                                                                                                                          • Functionals (19%)
                                                                                                                                            • What are their priorities?
                                                                                                                                              • Who are they?
                                                                                                                                                • Experimentals (18%)
                                                                                                                                                  • What are their priorities?
                                                                                                                                                    • Who are they?
                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                        • Figure 34: Trends in description of hair/skin by men, 2005-09
                                                                                                                                                        • Figure 35: Description of men’s hair type, by demographics, 2009
                                                                                                                                                        • Figure 36: Description of men’s skin type, by demographics, 2009
                                                                                                                                                        • Figure 37: Conditions men are prone to, by demographics, 2009
                                                                                                                                                    • Appendix – Men’s Attitudes Towards Appearance

                                                                                                                                                        • Figure 38: Most popular male attitudes towards appearance, by demographics, March 2010
                                                                                                                                                        • Figure 39: Next most popular male attitudes towards appearance, by demographics, March 2010
                                                                                                                                                    • Appendix – Product Usage and Frequency

                                                                                                                                                        • Figure 40: Use of male toiletries and cosmetics, by demographics, 2009
                                                                                                                                                      • Frequency of use
                                                                                                                                                        • Shaving foam, gel, cream
                                                                                                                                                          • Figure 41: Penetration and frequency of use of shaving foam, gel, cream among men, by demographics, 2009
                                                                                                                                                        • Face creams and lotions
                                                                                                                                                          • Figure 42: Penetration and frequency of use of face creams and lotions (including masks and scrubs) among men, by demographics, 2009
                                                                                                                                                        • Deodorants
                                                                                                                                                          • Figure 43: Penetration and frequency of use of deodorants among men, by demographics, 2009
                                                                                                                                                        • Shampoo
                                                                                                                                                          • Figure 44: Penetration and frequency of use of (separate) shampoo among men, by demographics, 2009
                                                                                                                                                        • Conditioners
                                                                                                                                                          • Figure 45: Penetration and frequency of use of (separate) conditioners among men, by demographics, 2009
                                                                                                                                                        • 2 in 1 shampoo
                                                                                                                                                          • Figure 46: Penetration and frequency of use of 2 in 1 shampoo among men, by demographics, 2009
                                                                                                                                                        • Hair styling products
                                                                                                                                                          • Figure 47: Penetration and frequency of use of hair styling products (excluding hairspray) among men, by demographics, 2009
                                                                                                                                                        • Shower gels/cream/body cream
                                                                                                                                                          • Figure 48: Penetration and frequency of use of shower gels/cream/body cream among men, by demographics, 2009
                                                                                                                                                        • Bath liquids/oils/salts
                                                                                                                                                          • Figure 49: Penetration and frequency of use of bath liquids/oils/salts among men, by demographics, 2009
                                                                                                                                                        • Regularly used products
                                                                                                                                                          • Figure 50: Most popular male grooming products used regularly, by demographics, Month 2010
                                                                                                                                                          • Figure 51: Next most popular male grooming products used regularly, by demographics, Month 2010
                                                                                                                                                        • Number of grooming products used
                                                                                                                                                          • Figure 52: Number of male grooming products used regularly, by demographics, March 2010
                                                                                                                                                          • Figure 53: Types of male grooming products used regularly, by number of male grooming products used regularly, Month 2010
                                                                                                                                                        • Trends
                                                                                                                                                          • Figure 28: Trends in men’s frequency of using selected toiletries, by type, 2005-09
                                                                                                                                                      • Appendix – The Consumer – Brand Loyalty

                                                                                                                                                        • Importance of branding
                                                                                                                                                          • Figure 54: Men’s agreement with ‘When buying toiletries, the brand I choose is very important to me’, by demographics, 2009
                                                                                                                                                          • Figure 55: Men’s attitudes towards buying toiletries, by demographics, March 2010
                                                                                                                                                        • Deodorants
                                                                                                                                                          • Figure 56: Men’s attitudes towards usage of deodorant/anti-perspirant (roll-on/stick), by demographics, March 2010
                                                                                                                                                          • Figure 57: Men’s attitudes towards usage of deodorant/anti-perspirant (spray), by demographics, March 2010
                                                                                                                                                        • Shaving cream/gel
                                                                                                                                                          • Figure 58: Men’s attitudes towards usage of shaving cream/gel, by demographics, March 2010
                                                                                                                                                        • Moisturising lotion/cream
                                                                                                                                                          • Figure 59: Men’s attitudes towards usage of moisturising lotion/cream, by demographics, March 2010
                                                                                                                                                      • Appendix – Consumer Purchase of Grooming Products

                                                                                                                                                          • Figure 60: Most popular male attitudes towards buying toiletries, by demographics, March 2010
                                                                                                                                                          • Figure 61: Next most popular male attitudes towards buying toiletries, by demographics, March 2010
                                                                                                                                                      • Appendix – Target Groups

                                                                                                                                                          • Figure 62: Men’s attitudes towards appearance, by target groups, March 2010
                                                                                                                                                          • Figure 63: Number of male grooming products used regularly, by target groups, Month 2010
                                                                                                                                                          • Figure 64: Male grooming products used regularly, by target groups, March 2010
                                                                                                                                                          • Figure 65: Men’s attitudes towards buying toiletries, by target groups, March 2010
                                                                                                                                                          • Figure 66: Men’s attitudes towards appearance, by target groups, March 2010
                                                                                                                                                          • Figure 67: Men’s attitudes towards appearance, by target groups, March 2010
                                                                                                                                                          • Figure 68: Male grooming target groups, by demographics, March 2010

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Accantia Health and Beauty Ltd
                                                                                                                                                      • Adidas
                                                                                                                                                      • Alberto-Culver Company (UK)
                                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                      • Alliance Boots
                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                      • Aveda
                                                                                                                                                      • Avon Cosmetics Ltd
                                                                                                                                                      • Beiersdorf UK Ltd
                                                                                                                                                      • British Market Research Bureau (BMRB)
                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                      • Brylcreem
                                                                                                                                                      • Bumble & Bumble
                                                                                                                                                      • Burberry Group Plc
                                                                                                                                                      • Calvin Klein, Inc.
                                                                                                                                                      • Clarins UK Ltd
                                                                                                                                                      • Clinique Laboratories Ltd (UK)
                                                                                                                                                      • Co-operative Group
                                                                                                                                                      • Competition Commission
                                                                                                                                                      • Coty UK Ltd
                                                                                                                                                      • Duke Street Capital
                                                                                                                                                      • Estée Lauder Companies Inc. (The)
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Frederic Fekkai
                                                                                                                                                      • Freeview
                                                                                                                                                      • French Connection (Retail)
                                                                                                                                                      • Gillette UK Ltd
                                                                                                                                                      • Giorgio Armani S.p.A.
                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                      • Harrods Group Total
                                                                                                                                                      • Hugo Boss
                                                                                                                                                      • J. Sainsbury
                                                                                                                                                      • Kantar Media
                                                                                                                                                      • King of Shaves Company Ltd.
                                                                                                                                                      • L'Oréal (UK)
                                                                                                                                                      • L'Oréal USA
                                                                                                                                                      • LAB Series Research Centre
                                                                                                                                                      • Lacoste
                                                                                                                                                      • Lancôme
                                                                                                                                                      • Lidl (UK)
                                                                                                                                                      • LinkedIn
                                                                                                                                                      • Lloyds Retail Chemists Ltd
                                                                                                                                                      • Marks & Spencer
                                                                                                                                                      • mmO2 plc
                                                                                                                                                      • Monster
                                                                                                                                                      • Neal’s Yard Remedies
                                                                                                                                                      • Nestlé UK Ltd
                                                                                                                                                      • Netto Foodstores Ltd
                                                                                                                                                      • Nivea
                                                                                                                                                      • Orange plc (UK)
                                                                                                                                                      • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                      • Philips Consumer Electronics UK
                                                                                                                                                      • Procter & Gamble UK & Ireland
                                                                                                                                                      • Sara Lee Household & Body Care
                                                                                                                                                      • Schwarzkopf & Henkel
                                                                                                                                                      • Selfridges Retail Ltd
                                                                                                                                                      • Simple Health & Beauty Limited
                                                                                                                                                      • Space NK Ltd
                                                                                                                                                      • Superdrug Stores Plc
                                                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                                                      • talkSPORT
                                                                                                                                                      • Ted Baker
                                                                                                                                                      • Tesco Plc
                                                                                                                                                      • The Art of Shaving
                                                                                                                                                      • The Body Shop - Retail Sales
                                                                                                                                                      • The Fairtrade Foundation
                                                                                                                                                      • The Green People Company Ltd
                                                                                                                                                      • TIGI Haircare
                                                                                                                                                      • Unilever Plc
                                                                                                                                                      • Virgin Media Ltd
                                                                                                                                                      • Virgin Mobile
                                                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                                                      • Waitrose
                                                                                                                                                      • Wella AG
                                                                                                                                                      • Wilkinson Sword Limited
                                                                                                                                                      • Wm Morrison Supermarkets
                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                      Men's Grooming - UK - June 2010

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