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Men's Toiletries - China - November 2012

“Men were ignored for a long time in the toiletries market. Fragrances and toiletries were not things usually associated with the traditionally macho image of a man in China. However demands on men’s personal image have increased – due to climbing incomes and social and professional demands – and men have started taking a greater interest in toiletries.”


– Jiang Xinyi, Research Analyst


In this report, we answer the key questions:

  • What are the growth drivers and barriers in China’s men’s toiletries market?
  • What trends can we see in China’s men’s toiletries market?
  • What are the key issues for the men’s toiletries market in China?
  • What marketing strategies will be most successful for brands?
  • How can local brands achieve greater growth in the market?
 
Report Description:

Men were ignored for a long time in the toiletries market. Fragrances and toiletries were not things usually associated with the traditionally macho image of a man in China. However demands on men’s personal image have increased – due to climbing incomes and social and professional demands – and men have started taking a greater interest in toiletries.

In the last decade, there has been a flood of male-targeted brands and products. These include the likes of Biotherm, Lancôme, Clinique, Shiseido, Clarins, Vichy and Dior; modern mass-market brands such as L’Oréal Paris, Olay, Garnier, Gillette, NIVEA, Mentholatum, Adidas and Biore; not to mention ascending Chinese brands including GF, Mensplus, ssda, YOUR-LIFE, Lei-di, Gaoxi, NBA and XIA WA.

Within the last five years, there has been a deluge of men’s toiletries brands and ranges being launched, as manufacturers jostle to capture market share. Men’s toiletries have become the most important segment in the market. In the last five years, the male market has become a driver of the toiletries industry and a powerful engine of growth for mature brands. The era of the metrosexual man has clearly arrived in China.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

          • Figure 1: Market size of toiletries market in China, 2007-11
        • The consumer
          • High-end Consumers
            • Mainstream Consumers
              • Brand Loyalists
                • The market
                  • Figure 2: Value sales (RMB mn) and growth rate of the men’s toiletries market in China, by segment, 2007-12
                • The forecast
                  • Figure 3: Forecast for the men’s toiletries market in China, by value, 2007-17
                • Market segmentation
                  • Figure 4: Share of men’s toiletries in the overall toiletries market, by segment, 2007-12
                • Companies
                  • Figure 5: Leading men’s toiletries companies in China, by value sales (RMB mn) and market share, 2011
                  • Figure 6: Percentage of men who have purchased men’s toiletries in the last 12 months, by brand, July 2012
                • Issues in the market
                  • Drivers of and obstacles to growth
                    • Segmentation by function has limited potential
                      • Brand marketing lacks specificity and effectiveness
                        • Product innovation is key to fighting competition from health and beauty services
                          • Massive potential of tier two and three cities
                          • Drivers and Barriers in the Men’s Toiletries Market

                            • Key points
                              • Low rate of penetration of men’s toiletries
                                • Low frequency of usage of men’s toiletries products
                                    • Figure 7: Frequency of using men’s toiletries products, June 2012
                                    • Figure 8: Usage frequency of facial skincare products amongst women, May 2012
                                    • Figure 9: Frequency of using hair care products, by gender, February 2012
                                    • Figure 10: Use of shower products, by demographics June 2012
                                    • Figure 11: Usage frequency of eau de parfum amongst women, April 2012
                                  • Factors behind the low rate of penetration and frequency of usage of men’s toiletries
                                    • Growing importance of the service sector
                                      • Figure 12: GDP sector composition in China (5), 2006-10
                                      • Figure 13: Frequency of using men’s toiletries products, July 2012
                                    • Marketisation of the economy
                                      • Social class
                                        • Income
                                          • Figure 14: Frequency of using men’s toiletries products, by monthly personal income, July 2012
                                          • Figure 15: Frequency of using men’s toiletries products, by monthly personal income, July 2012
                                        • Level of education
                                          • Figure 16: Frequency of using men’s toiletries products, by level of education, July 2012
                                        • Buyers and users are different people
                                          • Figure 17: Buyers of men’s toiletries products, July 2012
                                        • What it means
                                        • Function Segmentation Has Limited Potential

                                          • Key points
                                            • Function segmentation of products
                                              • Figure 18: Men’s toiletries in China, by product function as a percentage of new product launches, 2008-11
                                            • Functional segmentation of products is best suited to only a section of consumers
                                              • Figure 19: Top factors considered when buying men’s toiletries, July 2012
                                            • What it means
                                            • Brand Marketing Lacks Specificity and Effectiveness

                                              • Key points
                                                  • Figure 20: Top factors to consider when buying men’s toiletries, July 2012
                                                • Manufacturers try to build a “masculine” brand image
                                                  • Different consumer types have different value orientations
                                                    • Figure 21: Male toiletries target groups, July 2012
                                                  • High flyers are the core consumers
                                                    • Price, promotion and celebrity are more effective at connecting with mainstream consumers
                                                      • Women play an influential role in the purchasing process of men’s toiletries
                                                        • Figure 22: Buyers of men’s toiletries products, July 2012
                                                      • Increasing women’s knowledge of men’s toiletries through advertising in women’s magazines
                                                        • Combining advertising of men’s and women’s products will catch the attention of female consumers
                                                          • Encouraging gifting of men’s toiletries to drive consumption
                                                            • What it means
                                                            • Product Innovation is Key to Responding to Competition From Other Product Types and Services

                                                              • Key points
                                                                • Cosmetic surgery competes with men’s skincare, hair care and body care products
                                                                    • Figure 23: Men’s facial skincare product claims, 2008-11
                                                                    • Figure 24: Men’s hair care product claims, 2008-11
                                                                  • Beauty salons and spas compete with men’s skincare
                                                                    • Hairdressers compete with men’s hair styling and colouring products
                                                                      • Tanning salons compete with fake tan products
                                                                        • Electric razors compete with shaving products
                                                                          • Economical
                                                                            • Safety
                                                                              • Specialism
                                                                                • Instant results
                                                                                  • Figure 25: Top 3 factors considered when buying men’s toiletries, July 2012
                                                                                • Using organic ingredients to highlight product safety
                                                                                  • Figure 26: Selected claims of men’s toiletries product launches, China, 2008-11
                                                                                • Using professional-grade ingredients to boost product effectiveness
                                                                                  • Using new technologies to increase novelty and uniqueness of products
                                                                                    • What it means
                                                                                    • Tier Two and Three Cities Have Massive Potential

                                                                                      • Key points
                                                                                          • Figure 27: Economic and population growth in tier one, two and three cities in China, 2000-10
                                                                                        • The retail industry is expanding into tier two and three cities
                                                                                          • Better growth prospects for the men’s toiletries sector in tier two and three cities
                                                                                            • Figure 28: Frequency of using men’s toiletries products, July 2012
                                                                                            • Figure 29: Frequency of using men’s toiletries products, July 2012
                                                                                          • Foreign brand move into tier two and three cities
                                                                                            • Chinese brands have more advantage in lower tier cities
                                                                                              • Figure 30: Attitudes towards men’s toiletries, July 2012
                                                                                            • Consumers in lower tier cities are more concerned with price
                                                                                              • Figure 31: Top factors considered when buying men’s toiletries, July 2012
                                                                                              • Figure 32: Attitudes towards men’s toiletries and pricing, July 2012
                                                                                              • Figure 33: Men’s toiletries brands bought in the past 12 months, July 2012
                                                                                            • Retail channel penetration in tier two and three cities
                                                                                              • Figure 34: Place of buying men’s toiletries, July 2012
                                                                                            • Modern supermarkets and hypermarkets
                                                                                              • Health and beauty stores
                                                                                                • Department stores
                                                                                                  • Online retailing
                                                                                                    • Beauty stores for men
                                                                                                      • What it means
                                                                                                        • The future of the market
                                                                                                          • Figure 35: Men’s toiletries market’s sales, 2007-17
                                                                                                      • Appendix – Frequency of Using Men’s Toiletries Products

                                                                                                          • Figure 36: Frequency of using men’s toiletries products, July 2012
                                                                                                          • Figure 37: Frequency of using men’s toiletries products, July 2012
                                                                                                          • Figure 38: Most popular frequency of using men’s deodorant, antiperspirants and body sprays, by demographics, July 2012
                                                                                                          • Figure 39: Next most popular frequency of using men’s deodorant, antiperspirants and body sprays, by demographics, July 2012
                                                                                                          • Figure 40: Frequency of using men’s hair care products, by demographics, July 2012
                                                                                                          • Figure 41: Most popular frequency of using men’s care products, by demographics, July 2012
                                                                                                          • Figure 42: Next most popular frequency of using men’s care products, by demographics, July 2012
                                                                                                          • Figure 43: Most popular frequency of using men’s facial/skincare products, by demographics, July 2012
                                                                                                          • Figure 44: Next most popular frequency of using men’s facial/skincare products, by demographics, July 2012
                                                                                                          • Figure 45: Most popular frequency of using men’s shower products, by demographics, July 2012
                                                                                                          • Figure 46: Next most popular frequency of using men’s shower products, by demographics, July 2012
                                                                                                          • Figure 47: Most popular frequency of using men’s shaving products, by demographics, July 2012
                                                                                                          • Figure 48: Next most popular frequency of using men’s shaving products, by demographics, July 2012
                                                                                                          • Figure 49: Most popular frequency of using men’s fragrances by demographics, July 2012
                                                                                                          • Figure 50: Next most popular frequency of using men’s fragrances by demographics, July 2012
                                                                                                          • Figure 51: Most popular frequency of using men’s body lotions and body toning gels, by demographics, July 2012
                                                                                                          • Figure 52: Next most popular frequency of using men’s body lotions and body toning gels, by demographics, July 2012
                                                                                                          • Figure 53: Frequency of using fake tan/gradual tanner/self-tanning for men, by demographics, July 2012
                                                                                                          • Figure 54: Most popular frequency of using colour cosmetics specifically for men, by demographics, July 2012
                                                                                                          • Figure 55: Next most popular frequency of using colour cosmetics specifically for men, by demographics, July 2012
                                                                                                      • Appendix – Buyers of Men’s Toiletries Products

                                                                                                          • Figure 56: Buyers of men’s toiletries products, July 2012
                                                                                                          • Figure 57: Buyers of men’s toiletries products, by demographics, July 2012
                                                                                                      • Appendix – Top 3 Factors Considered When Buying Men’s Toiletries

                                                                                                          • Figure 58: Top 3 factors considered when buying men’s toiletries, July 2012
                                                                                                          • Figure 59: Top ranked factors considered when buying men’s toiletries, by demographics, July 2012
                                                                                                          • Figure 60: Second ranked factors considered when buying men’s toiletries, by demographics, July 2012
                                                                                                          • Figure 61: Third ranked factors considered when buying men’s toiletries, by demographics, July 2012
                                                                                                      • Appendix – Men’s Toiletries Brands Bought in the Past 12 Months

                                                                                                          • Figure 62: Men’s toiletries brands bought in the past 12 months, July 2012
                                                                                                          • Figure 63: Most popular men’s toiletries brands bought in the past 12 months, by demographics, July 2012
                                                                                                          • Figure 64: Next most popular men’s toiletries brands bought in the past 12 months, by demographics, July 2012
                                                                                                          • Figure 65: Other men’s toiletries brands bought in the past 12 months, by demographics, July 2012
                                                                                                      • Appendix – Repertoire Analysis

                                                                                                          • Figure 66: Repertoire of men’s toiletries brands bought in the past 12 months, July 2012
                                                                                                          • Figure 67: Repertoire of men’s toiletries brands bought in the past 12 months, by demographics, July 2012
                                                                                                      • Appendix – Brands of Men’s Toiletries Bought Most Often

                                                                                                          • Figure 68: Brands of men’s toiletries bought most often, July 2012
                                                                                                          • Figure 69: Brands of men’s toiletries bought most often, by demographics, July 2012
                                                                                                      • Appendix – Place of Buying Men’s Toiletries

                                                                                                          • Figure 70: Place of buying men’s toiletries, July 2012
                                                                                                          • Figure 71: Most popular place of buying men’s toiletries, by demographics, July 2012
                                                                                                          • Figure 72: Next most popular place of buying men’s toiletries, by demographics, July 2012
                                                                                                      • Appendix – Attitudes Towards Men’s Toiletries

                                                                                                          • Figure 73: Attitudes towards men’s toiletries, July 2012
                                                                                                          • Figure 74: Agreement with the statements ‘International men’s toiletries brands are better quality than local brands’ and ‘High priced men’s toiletries products work better than less expensive ones’, by demographics, July 2012
                                                                                                          • Figure 75: Agreement with the statements ‘Private label men’s toiletries products work just as well as branded ones’ and ‘I tend to stick to the same brand for all men’s toiletries products’, by demographics, July 2012
                                                                                                          • Figure 76: Agreement with the statements ‘I trust Japanese and Korean men’s toiletries brands more than local brands’ and ‘I don’t care about the image of brands I use for men toiletries’, by demographics, July 2012
                                                                                                          • Figure 77: Agreement with the statements ‘It is important for me to keep a groomed image both in work and personal life’ and ‘Using men’s toiletries makes me look more sophisticated’, by demographics, July 2012
                                                                                                          • Figure 78: Agreement with the statements ‘Using men’s toiletries can make me more attractive to women’ and ‘Recommendations from magazines influence my choices for men’s toiletries’, by demographics, July 2012
                                                                                                          • Figure 79: Agreement with the statements ‘Celebrity endorsement influences my choice of men’s toiletries’ and ‘Recommendations from websites/blogs influence my choice for men’s toiletries’, by demographics, July 2012
                                                                                                          • Figure 80: Agreement with the statement ‘I always look out for promotional offers when buying men’s toiletries’, by demographics, July 2012
                                                                                                          • Figure 81: Most popular attitudes towards men’s toiletries (any agree), by demographics, July 2012
                                                                                                          • Figure 82: Next most popular attitudes towards men’s toiletries (any agree), by demographics, July 2012
                                                                                                          • Figure 83: Other attitudes towards men’s toiletries (any agree), by demographics, July 2012
                                                                                                      • Appendix – Usage Frequency of Skin and Body Care Products

                                                                                                          • Figure 84: Usage frequency of skin and body care products, May 2012
                                                                                                          • Figure 85: Usage frequency of skin and body care products, May 2012
                                                                                                      • Appendix – Frequency of Using Hair Care Products

                                                                                                          • Figure 86: Most popular frequency of using shampoo products, by demographics, February 2012
                                                                                                          • Figure 87: Next most popular frequency of using shampoo products, by demographics, February 2012
                                                                                                      • Appendix – Usage of Bath and Shower Products

                                                                                                          • Figure 88: Usage of bath and shower products, June 2012
                                                                                                          • Figure 89: Usage of bath and shower products, June 2012
                                                                                                          • Figure 90: Usage of bath and shower products, by demographics, June 2012
                                                                                                      • Appendix – Usage of Perfumes and Fragrance Products

                                                                                                          • Figure 91: Usage of perfumes and fragrance products, April 2012
                                                                                                          • Figure 92: Usage of perfumes and fragrance products, April 2012
                                                                                                          • Figure 93: Most popular usage of any perfumes and fragrance products, by demographics, April 2012
                                                                                                          • Figure 94: Next most popular usage of any perfumes and fragrance products, by demographics, April 2012

                                                                                                      Men's Toiletries - China - November 2012

                                                                                                      US $3,990.00 (Excl.Tax)