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Men's Toiletries - UK - October 2012

“Brand loyalty is the biggest strength of the male toiletries industry and maximising on this continues to be important for the market. Innovative marketing and strong communication are the main areas that brands need to be working on, making all the difference between a dynamic sales performance and a more lacklustre one.”

– Alexandra Richmond, Head of Beauty and Personal Care

Some questions answered in this report include:

  • How can brands most effectively reach the male consumer?
  • Can companies maximise brand loyalty?
  • Who should the male grooming brands be marketing to?
  • Where is he shopping?

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Methodology
            • Consumer research
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Best- and worst-case scenario for retail value sales of men’s toiletries products, 2007-17
                  • Market factors
                    • Companies, brands and innovation
                      • Figure 2: New products launches by top ten companies, by market share, to year ended 30 June 2012
                    • The consumer
                      • Figure 3: Men's attitudes towards appearance, July 2012
                      • Figure 4: Men’s attitudes towards purchasing innovative men’s toiletries, by age, July 2012
                    • What we think
                    • Issues in the Market

                        • How can brands most effectively reach the male consumer?
                          • Can companies maximise brand loyalty?
                            • Who should the male grooming brands be marketing to?
                              • Where is he shopping?
                              • Trend Application

                                • Trend: Who Needs Humans?
                                  • Trend: Many Mes
                                    • 2015 Trend: Old Gold
                                    • Market Environment

                                      • Key points
                                        • A shifting demographic
                                          • Figure 5: Trends in the age structure of the UK male population, 2007-17
                                        • A changing workforce
                                          • Figure 6: Forecast adult population trends, by socio-economic group, 2007-17
                                        • The grey pound
                                          • Figure 7: Forecast adult population trends, by lifestage, 2007-17
                                        • A recession-proof market?
                                          • Figure 8: Male unemployment rate, Q1 2007-Q1 2012
                                      • Strengths and Weaknesses

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Big businesses dominate new product launches
                                                • Figure 9: New products launches, by top ten companies, 2010-12 (year ended 30 June)
                                              • Sensitive skin claims dominate new products
                                                • Figure 10: New products launches by top ten claims, 2011-12 (year ended 30 June)
                                              • Brand diversification is proving a success
                                                • Figure 11: New products launches, by launch type, by share, 2010-12
                                              • Skincare continues to dominate new product launches
                                                • Figure 12: New products launches, by category, 2010-12
                                            • Market Size and Forecast

                                              • Key points
                                                • Figure 13: UK retail value sales of men’s grooming products, at current and constant 2012 prices, 2007-17
                                              • Market growth set to peak in 2012
                                                • A change of focus
                                                  • The future
                                                    • Figure 14: Best- and worst-case scenario for retail value sales of men’s toiletries products, 2007-17
                                                  • Forecast methodology
                                                  • Segment Performance

                                                    • Key points
                                                      • Basics continue to thrive
                                                        • Figure 15: UK retail value sales of men’s toiletries products, by sector, 2011 and 2012
                                                      • Haircare shows promise
                                                        • Skincare takes a breather
                                                          • Another blow for the shaving market
                                                          • Market Share

                                                            • Key points
                                                              • Lynx continues to dominate
                                                                • Figure 16: Manufacturers’ value shares in men’s toiletries, 2011 and 2012 (year ending June)
                                                              • Nivea benefits from increased exposure
                                                                • Gillette feels the sting of the lacklustre shaving market
                                                                  • Own brands suffer at the hands of men’s brand loyalty
                                                                  • Companies and Products

                                                                    • Unilever
                                                                      • Background and structure
                                                                        • Strategy and performance
                                                                          • Figure 17: Financial performance of Unilever, 2010 and 2011
                                                                        • Product range and innovation
                                                                          • Figure 18: New product launches by Unilever, January-June 2012
                                                                        • Marketing and advertising
                                                                          • Beiersdorf
                                                                            • Background and structure
                                                                              • Strategy and performance
                                                                                • Figure 19: Financial performance of Beiersdorf, 2010 and 2011
                                                                                • Figure 20: Financial performance of Beiersdorf UK Ltd, 2009 and 2010
                                                                              • Product range and innovation
                                                                                • Figure 21: New product launches by Beiersdorf, January-June 2012
                                                                              • Marketing and advertising
                                                                                • Procter & Gamble
                                                                                  • Background and structure
                                                                                    • Strategy and performance
                                                                                      • Figure 22: Financial performance of Procter & Gamble, 2010 and 2011
                                                                                    • Product range and innovation
                                                                                      • Figure 23: New product launches by Procter & Gamble, January-June 2012
                                                                                    • Marketing and advertising
                                                                                      • L’Oréal
                                                                                        • Background and structure
                                                                                          • Strategy and performance
                                                                                            • Figure 24: Financial performance of L’Oréal, 2010 and 2011
                                                                                          • Product range and innovation
                                                                                            • Figure 25: New product launches by L’Oréal, January-June 2012
                                                                                          • Marketing and advertising
                                                                                            • Coty
                                                                                              • Background and structure
                                                                                                • Strategy and performance
                                                                                                  • Figure 26: Financial performance of Coty UK Limited, 2010 and 2011
                                                                                                • Product range and innovation
                                                                                                  • Figure 27: New product launches by Coty, January-June 2012
                                                                                                • Marketing and advertising
                                                                                                  • PZ Cussons
                                                                                                    • Background and structure
                                                                                                      • Strategy and performance
                                                                                                        • Figure 28: Financial performance of PZ Cussons, 2010 and 2011
                                                                                                      • Product range and innovation
                                                                                                        • Figure 29: New product launches by PZ Cussons, January-June 2012
                                                                                                      • Marketing and advertising
                                                                                                      • Brand Research

                                                                                                        • Brand map
                                                                                                            • Figure 30: Attitudes towards and usage of brands in the men’s toiletries sector, July 2012
                                                                                                          • Correspondence analysis
                                                                                                            • Brand attitudes
                                                                                                              • Figure 31: Attitudes by men’s toiletries brands, July 2012
                                                                                                            • Brand personality
                                                                                                              • Figure 32: Men’s toiletries brand personality – macro image, July 2012
                                                                                                              • Figure 33: Men’s toiletries brand personality – micro image, July 2012
                                                                                                            • Brand experience
                                                                                                              • Figure 34: Men’s toiletries brand usage, July 2012
                                                                                                              • Figure 35: Satisfaction with various men’s toiletries brands, July 2012
                                                                                                              • Figure 36: Consideration of men’s toiletries brands, July 2012
                                                                                                              • Figure 37: Consumer perceptions of current men’s toiletries brand performance, July 2012
                                                                                                              • Figure 38: Men’s toiletries brand recommendation – Net Promoter Score, July 2012
                                                                                                            • Brand index
                                                                                                              • Figure 39: Men’s toiletries brand index, July 2012
                                                                                                              • Figure 40: Men’s toiletries brand index vs. recommendation, July 2012
                                                                                                            • Target group analysis
                                                                                                              • Figure 41: Target groups, July 2012
                                                                                                              • Figure 42: Men’s toiletries brand usage, by target groups, July 2012
                                                                                                            • Group One – Conformists
                                                                                                              • Group Two – Simply the Best
                                                                                                                • Group Three – Shelf Stalkers
                                                                                                                  • Group Four – Habitual Shoppers
                                                                                                                    • Group Five – Individualists
                                                                                                                    • Brand Communication and Promotion

                                                                                                                      • Key points
                                                                                                                        • Companies put their money where their innovation is
                                                                                                                          • Figure 43: Advertising spend on men’s toiletries by selected advertisers, 2008-12
                                                                                                                        • Deodorants dominate
                                                                                                                          • Figure 44: Men’s toiletries advertising spend, by category, 2008-12
                                                                                                                        • The changing face of brand promotion
                                                                                                                          • Figure 45: Men’s toiletries advertising spend by selected companies, by media type, 2008-12
                                                                                                                      • Channels to Market

                                                                                                                        • Key points
                                                                                                                          • Figure 46: UK retail sales of men’s toiletries, by outlet type, year ended June 2011 and 2012
                                                                                                                        • The chemist still dominates
                                                                                                                          • Online sales boom
                                                                                                                            • The supermarket: a potential market
                                                                                                                            • Men’s Lifestyles

                                                                                                                              • Key points
                                                                                                                                • The great outdoors appeals to men
                                                                                                                                  • Figure 47: Men's lifestyles, July 2012
                                                                                                                              • Men’s Attitudes Towards Appearance

                                                                                                                                • Key points
                                                                                                                                  • Figure 48: Men's attitudes towards appearance, July 2012
                                                                                                                                • Confidence and grooming
                                                                                                                                  • The fashion for facial hair
                                                                                                                                    • Followers of fashion
                                                                                                                                    • Men’s Use of Toiletries

                                                                                                                                      • Key points
                                                                                                                                        • Moisturiser is the new essential
                                                                                                                                          • Figure 49: Men's use of toiletries, July 2012
                                                                                                                                        • Young buoy haircare
                                                                                                                                          • Three in ten men use more than seven products
                                                                                                                                            • Figure 50: Number of toiletries used by men, July 2012
                                                                                                                                          • Frequency is inconsistent
                                                                                                                                            • Figure 51: Men's frequency of use of toiletries, by product, July 2012
                                                                                                                                          • Men are brand-loyal
                                                                                                                                            • Figure 52: Usage of men's toiletries brands, July 2012
                                                                                                                                          • Brand loyalty high
                                                                                                                                            • Figure 53: Number of men's toiletries brands used, July 2012
                                                                                                                                        • Attitudes Towards Buying Toiletries

                                                                                                                                          • Key points
                                                                                                                                            • The power of perfume
                                                                                                                                              • Figure 54: Men’s attitudes towards purchasing toiletries, July 2012
                                                                                                                                            • A defined marketplace
                                                                                                                                              • Almost three quarters of men are keen shoppers
                                                                                                                                                • Figure 55: Levels of apathy towards purchasing toiletries, July 2012
                                                                                                                                                • Figure 56: Demographic profile of men according to their attitudes towards buying men’s toiletries, July 2012
                                                                                                                                            • Consumer Typologies

                                                                                                                                              • Key points
                                                                                                                                                • Almost three in ten men are Uninvolved
                                                                                                                                                  • Figure 57: Consumer typologies, July 2012
                                                                                                                                                • Highly Styled (20%)
                                                                                                                                                  • Who are they?
                                                                                                                                                    • Neat and natural (27%)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • Moustached Men (24%)
                                                                                                                                                          • Who are they?
                                                                                                                                                            • Uninvolved (29%)
                                                                                                                                                              • Who are they?
                                                                                                                                                              • Appendix – Market Environment

                                                                                                                                                                  • Figure 58: Male employment, by occupation, 2007-11
                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                  • Figure 59: New products launches, by top ten claims, by market share, 2010-12
                                                                                                                                                                  • Figure 60: New products launches, by launch type, 2010-12
                                                                                                                                                                  • Figure 61: New products launches, by category, 2010-12
                                                                                                                                                              • Appendix -Brand Research

                                                                                                                                                                  • Figure 62: Brand usage, July 2012
                                                                                                                                                                  • Figure 63: Brand commitment, July 2012
                                                                                                                                                                  • Figure 64: Brand momentum, July 2012
                                                                                                                                                                  • Figure 65: Brand diversity, July 2012
                                                                                                                                                                  • Figure 66: Brand satisfaction, July 2012
                                                                                                                                                                  • Figure 67: Brand recommendation, July 2012
                                                                                                                                                                  • Figure 68: Brand attitude, July 2012
                                                                                                                                                                  • Figure 69: Brand image – Macro Image, July 2012
                                                                                                                                                                  • Figure 70: Brand image – Micro Image, July 2012
                                                                                                                                                                  • Figure 71: Profile of target groups, by demographics, July 2012
                                                                                                                                                                  • Figure 72: Psychographic segmentation by target groups, July 2012
                                                                                                                                                                  • Figure 73: Brand usage, by target groups, July 2012
                                                                                                                                                                • Brand index
                                                                                                                                                                  • Figure 74: Brand index, July 2012
                                                                                                                                                              • Appendix – Men's Lifestyles

                                                                                                                                                                  • Figure 75: Most popular men's lifestyles, by demographics, July 2012
                                                                                                                                                                  • Figure 76: Next most popular men's lifestyles, by demographics, July 2012
                                                                                                                                                                  • Figure 77: Men's lifestyles, by most popular men's lifestyles, July 2012
                                                                                                                                                                  • Figure 78: Men's lifestyles, by next most popular men's lifestyles, July 2012
                                                                                                                                                                  • Figure 79: Men's use of toiletries, by most popular men's lifestyles, July 2012
                                                                                                                                                                  • Figure 80: Men's use of toiletries, by next most popular men's lifestyles, July 2012
                                                                                                                                                              • Appendix – Men's Attitudes Towards Appearance

                                                                                                                                                                  • Figure 81: Most popular men's attitudes towards appearance, by demographics, July 2012
                                                                                                                                                                  • Figure 82: Next most popular men's attitudes towards appearance, by demographics, July 2012
                                                                                                                                                                  • Figure 83: Other men's attitudes towards appearance, by demographics, July 2012
                                                                                                                                                                  • Figure 84: Men's attitudes towards appearance, by most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 85: Men's attitudes towards appearance, by next most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 86: Men's attitudes towards appearance, by other men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 87: Men's use of toiletries, by most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 88: Men's use of toiletries, by next most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 89: Men's use of toiletries, by other men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 90: Men's lifestyles, by most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 91: Men's lifestyles, by next most popular men's attitudes towards appearance, July 2012
                                                                                                                                                                  • Figure 92: Men's lifestyles, by other men's attitudes towards appearance, July 2012
                                                                                                                                                              • Appendix – Men’s Use of Toiletries

                                                                                                                                                                  • Figure 93: Men's use of toiletries, by facial moisturisers including aftershave balms and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 94: Men's use of toiletries, by self-tan and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 95: Men's use of toiletries, by shaving preparations eg shaving gel and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 96: Men's use of toiletries, by shampoo, conditioner, hair treatments and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 97: Men's frequency of use of toiletries – hair styling products, by demographics, July 2012
                                                                                                                                                                  • Figure 98: Men's frequency of use of toiletries – hair colourants, by demographics, July 2012
                                                                                                                                                                  • Figure 99: Men's frequency of use of toiletries – deodorants, by demographics, July 2012
                                                                                                                                                                  • Figure 100: Men's frequency of use of toiletries – bodysprays, by demographics, July 2012
                                                                                                                                                                  • Figure 101: Men's use of toiletries, by talcum powder and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 102: Men's frequency of use of toiletries – body lotions and toning gels, by demographics, July 2012
                                                                                                                                                                  • Figure 103: Men's frequency of use of toiletries – depilatories, by demographics, July 2012
                                                                                                                                                                  • Figure 104: Men's frequency of use of toiletries – hand and nail products and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 105: Men's frequency of use of toiletries – lip balms and frequency, by demographics, July 2012
                                                                                                                                                                  • Figure 106: Repertoire of toiletries used by men, by demographics, July 2012
                                                                                                                                                                  • Figure 107: Men's frequency of use of toiletries, by product, July 2012
                                                                                                                                                                  • Figure 108: Men's lifestyles, by men's users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 109: Men's lifestyles, by men's users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 110: Men's lifestyles, by men's users of other toiletries, July 2012
                                                                                                                                                                  • Figure 111: Men's lifestyles, by men's non-users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 112: Men's lifestyles, by men's non-users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 113: Men's lifestyles, by men's non-users of other toiletries, July 2012
                                                                                                                                                                  • Figure 114: Men's attitudes towards appearance, by men's users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 115: Men's attitudes towards appearance, by men's users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 116: Men's attitudes towards appearance, by men's users of other toiletries, July 2012
                                                                                                                                                                  • Figure 117: Men's attitudes towards appearance, by men's non-users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 118: Men's attitudes towards appearance, by men's non-users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 119: Men's attitudes towards appearance, by men's non-users of other toiletries, July 2012
                                                                                                                                                                  • Figure 120: Men's frequency of use of toiletries, by product, by men's users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 121: Men's frequency of use of toiletries, by product, by men's users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 122: Men's frequency of use of toiletries, by product, by men's users of other toiletries, July 2012
                                                                                                                                                                  • Figure 123: Men's frequency of use of toiletries, by product, by men's non-users of most popular toiletries, July 2012
                                                                                                                                                                  • Figure 124: Men's frequency of use of toiletries, by product, by men's non-users of next most popular toiletries, July 2012
                                                                                                                                                                  • Figure 125: Men's frequency of use of toiletries, by product, by men's non-users of other toiletries, July 2012
                                                                                                                                                                  • Figure 126: Repertoire of toiletries used by men, July 2012
                                                                                                                                                                  • Figure 127: Men's use of toiletries, by repertoire of toiletries used by men, July 2012
                                                                                                                                                              • Appendix – Men’s Use of Toiletries Brands

                                                                                                                                                                  • Figure 128: Usage of men's toiletries brands, by demographics, July 2012
                                                                                                                                                                  • Figure 129: Repertoire of men's toiletries brands, by demographics, July 2012
                                                                                                                                                                  • Figure 130: Usage of men's toiletries brands, July 2012
                                                                                                                                                                  • Figure 131: Repertoire of men's toiletries brands, July 2012
                                                                                                                                                                  • Figure 132: Usage of men's toiletries brands, by repertoire of men's toiletries brands, July 2012
                                                                                                                                                              • Appendix – Attitudes Towards Buying Toiletries

                                                                                                                                                                  • Figure 133: Most popular attitudes towards purchasing toiletries, by demographics, July 2012
                                                                                                                                                                  • Figure 134: Next most popular attitudes towards purchasing toiletries, by demographics, July 2012
                                                                                                                                                                  • Figure 135: Other attitudes towards purchasing toiletries, by demographics, July 2012
                                                                                                                                                                  • Figure 136: Men’s attitudes towards purchasing toiletries, by most popular attitudes towards purchasing toiletries, July 2012
                                                                                                                                                                  • Figure 137: Men's attitudes towards appearance, by most popular attitudes towards purchasing toiletries, July 2012
                                                                                                                                                                  • Figure 138: Men's attitudes towards appearance, by next most popular attitudes towards purchasing toiletries, July 2012
                                                                                                                                                                  • Figure 139: Men's attitudes towards appearance, by other attitudes towards purchasing toiletries, July 2012
                                                                                                                                                              • Appendix – Consumer Typologies

                                                                                                                                                                  • Figure 140: Target groups, by demographics, July 2012
                                                                                                                                                                  • Figure 141: Men's frequency of use of toiletries, by product, by target groups, July 2012
                                                                                                                                                                  • Figure 142: Usage of men's toiletries brands, by target groups, July 2012
                                                                                                                                                                  • Figure 143: Men’s attitudes towards purchasing toiletries, by target groups, July 2012
                                                                                                                                                                  • Figure 144: Men's lifestyles, by target groups, July 2012
                                                                                                                                                                  • Figure 145: Men's attitudes towards appearance, by target groups, July 2012

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Advertising Standards Authority
                                                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                                                              • Coty UK Ltd
                                                                                                                                                              • Dolce & Gabbana
                                                                                                                                                              • Global Gillette
                                                                                                                                                              • Hugo Boss
                                                                                                                                                              • L'Oréal (UK)
                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                              • PZ Cussons
                                                                                                                                                              • Razorfish
                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                              • Unilever Plc
                                                                                                                                                              • Viktor & Rolf

                                                                                                                                                              Men's Toiletries - UK - October 2012

                                                                                                                                                              £1,995.00 (Excl.Tax)