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Men's Toiletries - UK - October 2013

“Growth in the men’s toiletries market came to a halt in 2013 as fashion moved toward a relaxed image, and money-saving behaviours resulted in a reduced spend. However, the trend for facial hair creates an opportunity for male toiletries to expand into areas less catered for, such as facial care and styling products designed specifically for men with facial hair.”

Charlotte Libby, Household and Personal Care Analyst

Some questions answered in this report include:

Which body concerns are most common amongst men?

Which are the most used products?

How do fashion trends impact the male grooming market?

How can men be encouraged to experiment more?

Following a strong year in 2012, 2013 has seen a slowdown in sales growth for the men’s toiletries market, with estimated annual growth of just 0.2% resulting in a market value of £590 million. A stronger performance from the men’s skincare segment has offset declines for deodorants and bodysprays. The male skincare market has benefitted from a growing user base, as men become increasingly comfortable using these products.

Hygiene essentials such as shower gel and deodorant continue to hold the highest levels of usage, however men show an affinity for ‘savvy shopping’ behaviours and often take advantage of price promotions to stock up on their preferred brands. The big challenge for brands is encouraging men over the age of 40, who show a level of disengagement in the category, to experiment and try new products.

This report investigates men’s changing attitudes towards grooming, with 2013 seeing a more relaxed approach, and with facial hair returning to fashion. The user base of men’s toiletries is evolving as men become more comfortable using grooming products, while fashion trends have seen shaving preparations decline.

Definitions

This report covers the following men’s toiletries products:
Male deodorants and bodysprays
Male-targeted haircare – includes hair growth products, eg Regain, and colour products, eg Just for Men
Male-targeted bath and shower
Male shaving preparations
Men’s skincare and talcum powder including men’s body lotions and body toning gels
Men’s depilatories (eg hair removal cream)
Self-tanning facial moisturisers for men.

Excluded

Male fragrances, eg aftershaves, colognes, pre-shaves
Razors, blades and electrical shavers are excluded.
Duty-free products and products bought overseas are also excluded from market size data.

Mintel notes that there is a high male usage of unisex toiletries, particularly shampoos and styling gels. Usage data of such unisex/family toiletries by men are also outside the scope of this report.

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Abbreviations
          • Executive Summary

              • Growth stalls in the men’s toiletries market
                • Figure 1: Best and worst case scenario for retail value sales of men’s toiletries, 2008-18
              • Market drivers
                • Skincare share of new launches grows
                  • Figure 2: New product launches, by category, January 2009-July 2013
                • Men more likely to have a relaxed approach to grooming
                  • Figure 3: Attitudes towards appearance, July 2012 and July 2013
                • Male skincare users increase
                  • Figure 4: Men’s use of toiletries, July 2012 and July 2013
                • Value-seeking behaviours drive product choice
                  • Figure 5: Factors influencing choice of men’s toiletries, July 2013
                • What we think
                • Issues in the Market

                    • Which body concerns are most common amongst men?
                      • Which are the most used products?
                        • How do fashion trends impact the male grooming market?
                          • How can men be encouraged to experiment more?
                          • Trend Application

                              • Trend: Mood to Order
                                • Trend: Extend My Brand
                                  • Mintel Futures: East Meets West
                                  • Market Drivers

                                    • Key points
                                      • Older men forecast to grow in numbers
                                        • Figure 6: Trends in the age structure of the UK male population, 2008-18
                                      • Men at work
                                        • Figure 7: Male employment and unemployment, 2008-18
                                      • Disposable income growing
                                        • Figure 8: GDP, PDI, consumer expenditure and savings at current prices, 2008-18
                                      • Three in ten men suffer from hair loss
                                        • Figure 9: Body complaints amongst men, July 2013
                                      • Healthy habits
                                        • Figure 10: Men’s habits related to health, November 2012
                                    • Who’s Innovating?

                                      • Key points
                                        • Level of true product innovation high in 2012 and 2013
                                          • Figure 11: New product launches in men’s toiletries, by launch type, January 2009-July 2013
                                          • Figure 12: Examples of new product launches from men’s toiletries brands, January-July 2013
                                        • Skincare share of new launches grows
                                          • Figure 13: New product launches in men’s toiletries, by category, January 2009-July 2013
                                        • Innovation in deodorants slows
                                          • Figure 14: New product launches in men’s toiletries, by branded vs. own-label, January 2009-July 2013
                                          • Figure 15: Examples of own-label multi-function product launches, January-July 2013
                                      • Market Size and Forecast

                                        • Key points
                                          • Growth stalls in 2013
                                            • Figure 16: UK retail value sales of men’s toiletries, at current and constant 2013 prices, 2008-18
                                          • Future growth slow but steady
                                            • Figure 17: Best and worst case scenario for retail value sales of men’s toiletries, 2008-18
                                          • Forecast methodology
                                          • Segment Performance

                                            • Key points
                                              • Growth in male skincare segment lifts the market
                                                • Figure 18: UK retail value sales of men’s toiletries products, by sector, 2012 and 2013
                                              • Beards in fashion
                                              • Market Share

                                                • Key points
                                                  • Lynx remains market leader
                                                    • Figure 19: Brand value shares in men’s toiletries, years ending July 2012 and 2013
                                                  • Dove Men + Care sees double digit growth
                                                    • Other brands see growth
                                                    • Companies and Products

                                                      • Alliance Boots
                                                          • Figure 20: Financial performance of Alliance Boots, 2012 and 2013
                                                          • Figure 21: New products launched by Alliance Boots, August 2012-July 2013
                                                        • Estée Lauder
                                                            • Figure 22: Financial performance of Estée Lauder Cosmetics Ltd, 2011 and 2012
                                                            • Figure 23: New products launched by Estée Lauder, August 2012-July 2013
                                                          • L’Oréal
                                                              • Figure 24: Financial performance of L’Oréal, 2010 and 2011
                                                              • Figure 25: New product launches by L’Oréal, August 2012-July 2013
                                                            • Procter & Gamble
                                                                • Figure 26: Financial performance of Procter & Gamble (Health and Beauty Care) Ltd, 2011 and 2012
                                                                • Figure 27: New product launches by Procter & Gamble, August 2012-August 2013
                                                              • Unilever
                                                                • Figure 28: Financial performance of Unilever Plc, 2011 and 2012
                                                                • Figure 29: New product launches by Unilever, August 2012-July 2013
                                                              • Other companies
                                                                • Figure 30: Other men’s toiletries companies accountable for the most product launches in August 2012 – August 2013
                                                            • Brand Research

                                                              • Brand map
                                                                  • Figure 31: Attitudes towards and usage of brands in the men’s toiletries sector, July 2013
                                                                • Correspondence analysis
                                                                  • Brand attitudes
                                                                    • Figure 32: Attitudes, by men’s toiletries brand, July 2013
                                                                  • Brand personality
                                                                    • Figure 33: Men’s toiletries brand personality – macro image, July 2013
                                                                    • Figure 34: Men’s toiletries brand personality – micro image, July 2013
                                                                  • Brand experience
                                                                    • Figure 35: Men’s toiletries brand usage, July 2013
                                                                    • Figure 36: Satisfaction with various men’s toiletries brands, July 2013
                                                                    • Figure 37: Consideration of men’s toiletries brands, July 2013
                                                                    • Figure 38: Consumer perceptions of current men’s toiletries brand performance, July 2013
                                                                  • Brand index
                                                                    • Figure 39: Men’s toiletries brand index, July 2013
                                                                  • Target group analysis
                                                                    • Figure 40: Target groups, July 2013
                                                                    • Figure 41: Men’s toiletries brand usage, by target groups, July 2013
                                                                  • 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
                                                                              • Advertising spend remained above the £30m mark in 2012
                                                                                • Figure 42: Male toiletries advertising spend of selected advertisers, January 2009-August 2013
                                                                              • Unilever accounts for 63% of men’s toiletries advertising spend
                                                                                • Figure 43: Advertising spend on men’s toiletries, by selected advertisers, January 2009-August 2013
                                                                              • TV advertising takes the dominant share of budget
                                                                                • Figure 44: Advertising spend of men’s toiletries, by media type, January 2009-August 2013
                                                                              • Deodorants lead both sales and advertising spend
                                                                                • Figure 45: Advertising spend of men’s toiletries, by category, January 2009-August 2013
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Chemists remain the dominant channel
                                                                                  • Figure 46: UK retail value sales of men’s toiletries, by outlet type, 2012-13
                                                                                • Department stores benefit from growth in prestige sector
                                                                                  • Online sales continue to climb
                                                                                  • Attitudes Towards Appearance

                                                                                    • Key points
                                                                                      • Men continue with a relaxed approach to grooming
                                                                                        • Figure 47: Attitudes towards appearance, July 2012 and July 2013
                                                                                      • City style
                                                                                      • Product Usage and Frequency

                                                                                        • Key points
                                                                                          • Skincare products see user base increase
                                                                                            • Figure 48: Men’s use of toiletries, July 2012 and July 2013
                                                                                          • Facial hair in fashion
                                                                                            • Three in four men use deodorant at least once a day
                                                                                              • Figure 49: Product usage and frequency, July 2013
                                                                                            • Younger men use a wider range of products
                                                                                              • Figure 50: Number of toiletries used, by age, July 2013
                                                                                          • Shopping for Men’s Toiletries

                                                                                            • Key points
                                                                                              • Men show high levels of brand loyalty
                                                                                                • Figure 51: Attitudes Towards Shopping for men's toiletries, July 2013
                                                                                              • Older men are the most disinterested when shopping for toiletries
                                                                                                • Retail environments can more effectively target men
                                                                                                  • Point of sale information can increase awareness
                                                                                                  • Factors Influencing Choice

                                                                                                    • Key points
                                                                                                      • Product fragrance influences half of men
                                                                                                        • Figure 52: Factors influencing choice of men’s toiletries, July 2013
                                                                                                      • Multipurpose appeals to younger men
                                                                                                        • Value seeking behaviours drive choice
                                                                                                          • City men buy premium
                                                                                                          • Interest in New Product Development

                                                                                                            • Key points
                                                                                                              • Limited interest in product innovation
                                                                                                                • Figure 53: Interest in new product development in men’s toiletries, July 2013
                                                                                                              • Interest in sports associated products
                                                                                                                • Figure 54: Interest in new product development in men’s toiletries, by number of men’s toiletries products used, July 2013
                                                                                                              • Hair styling future growth area
                                                                                                                • Backlash to unisex
                                                                                                                  • Male make-up remains niche
                                                                                                                  • Grooming Style

                                                                                                                    • Key points
                                                                                                                      • Grooming gives dads a confidence boost
                                                                                                                        • Figure 55: Attitudes towards grooming, July 2013
                                                                                                                      • High earners feel a well-groomed appearance is more professional
                                                                                                                        • Younger men more fashion-forward
                                                                                                                        • Appendix – Market Drivers

                                                                                                                            • Figure 56: Most popular body complaints, by demographics, July 2013
                                                                                                                            • Figure 57: Next most popular body complaints, by demographics, July 2013
                                                                                                                            • Figure 58: Other body complaints, by demographics, July 2013
                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                            • Figure 59: Company share of men’s toiletries new product development, 2012-13
                                                                                                                            • Figure 60: Positioning claims of UK men’s skincare product launches, January 2009-July 2013
                                                                                                                            • Figure 61: Positioning claims of UK men’s deodorant product launches, January 2009-July 2013
                                                                                                                            • Figure 62: Positioning claims of UK men’s shaving preparations and depilatory product launches, January 2009-July 2013
                                                                                                                            • Figure 63: Positioning claims of UK men’s soap, bath and shower product launches, January 2009-July 2013
                                                                                                                            • Figure 64: Positioning claims of UK men’s hair product launches, January 2009-July 2013
                                                                                                                        • Appendix – Segment Performance

                                                                                                                            • Figure 65: Unit sales for male toiletries, 2012-13
                                                                                                                        • Appendix – Brand Research

                                                                                                                            • Figure 66: Brand usage, July 2013
                                                                                                                            • Figure 67: Brand commitment, July 2013
                                                                                                                            • Figure 68: Brand momentum, July 2013
                                                                                                                            • Figure 69: Brand diversity, July 2013
                                                                                                                            • Figure 70: Brand satisfaction, July 2013
                                                                                                                            • Figure 71: Brand attitude, July 2013
                                                                                                                            • Figure 72: Brand image – macro image, July 2013
                                                                                                                            • Figure 73: Brand image – micro image, July 2013
                                                                                                                            • Figure 74: Profile of target groups, by demographics, July 2013
                                                                                                                            • Figure 75: Psychographic segmentation, by target groups, July 2013
                                                                                                                            • Figure 76: Brand usage, by target groups, July 2013
                                                                                                                          • Brand index
                                                                                                                            • Figure 77: Brand index, July 2013
                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                            • Figure 78: Retail value sales and advertising spend of men’s toiletries, 2012
                                                                                                                        • Appendix – Attitudes towards Appearance

                                                                                                                            • Figure 79: Most popular attitudes towards appearance, by demographics, July 2013
                                                                                                                            • Figure 80: Next most popular attitudes towards appearance, by demographics, July 2013
                                                                                                                            • Figure 81: Other attitudes towards appearance, by demographics, July 2013
                                                                                                                            • Figure 82: Product usage and frequency, by most popular attitudes towards appearance, July 2013
                                                                                                                            • Figure 83: Product usage and frequency, by next most popular attitudes towards appearance, July 2013
                                                                                                                            • Figure 84: Product usage and frequency, by other attitudes towards appearance, July 2013
                                                                                                                        • Appendix – Product Usage and Frequency

                                                                                                                            • Figure 85: Most popular frequency of all users, by demographics, July 2013
                                                                                                                            • Figure 86: Next most popular frequency of all users, by demographics, July 2013
                                                                                                                            • Figure 87: Other frequency of all users, by demographics, July 2013
                                                                                                                            • Figure 88: Frequency of using facial moisturisers including after shave balms, by demographics, July 2013
                                                                                                                            • Figure 89: Frequency of using self-tan, by demographics, July 2013
                                                                                                                            • Figure 90: Frequency of using shaving preparations, by demographics, July 2013
                                                                                                                            • Figure 91: Frequency of using shampoo, conditioner, hair treatments, by demographics, July 2013
                                                                                                                            • Figure 92: Frequency of using hair styling products, by demographics, July 2013
                                                                                                                            • Figure 93: Frequency of using hair colourants, by demographics, July 2013
                                                                                                                            • Figure 94: Frequency of using deodorants, by demographics, July 2013
                                                                                                                            • Figure 95: Frequency of using body sprays, by demographics, July 2013
                                                                                                                            • Figure 96: Frequency of using talcum powder, by demographics, July 2013
                                                                                                                            • Figure 97: Frequency of using body lotions, toning gels, by demographics July 2013
                                                                                                                            • Figure 98: Frequency of using depilatories, by demographics July 2013
                                                                                                                            • Figure 99: Frequency of using hand and nail products, by demographics July 2013
                                                                                                                            • Figure 100: Frequency of using lip balms, by demographics July 2013
                                                                                                                            • Figure 101: Frequency of using shower gel, by demographics July 2013
                                                                                                                            • Figure 102: Most popular repertoire for product usage and frequency, by demographics, July 2013
                                                                                                                            • Figure 103: Next most popular repertoire for product usage and frequency, by demographics, July 2013
                                                                                                                            • Figure 104: Attitudes towards appearance, by repertoire for product usage and frequency, July 2013
                                                                                                                        • Appendix – Shopping For Men’s Toiletries

                                                                                                                            • Figure 105: Most popular attitudes towards shopping for men's toiletries, by demographics, July 2013
                                                                                                                            • Figure 106: Next most popular attitudes towards shopping for men's toiletries, by demographics, July 2013
                                                                                                                            • Figure 107: Other attitudes towards shopping for men's toiletries, by demographics, July 2013
                                                                                                                            • Figure 108: Product usage and frequency, by most popular attitudes towards shopping for men's toiletries, July 2013
                                                                                                                            • Figure 109: Product usage and frequency, by next most popular attitudes towards shopping for men's toiletries, July 2013
                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                            • Figure 110: Most popular factors influencing choice, by demographics, July 2013
                                                                                                                            • Figure 111: Next most popular factors influencing choice, by demographics, July 2013
                                                                                                                            • Figure 112: Attitudes towards appearance, by most popular factors influencing choice, July 2013
                                                                                                                            • Figure 113: Attitudes towards appearance, by next most popular factors influencing choice, July 2013
                                                                                                                        • Appendix – Interest in New Product Development

                                                                                                                            • Figure 114: Most popular interest in new product development, by demographics, July 2013
                                                                                                                            • Figure 115: Next most popular interest in new product development, by demographics, July 2013
                                                                                                                            • Figure 116: Interest in new product development, by most popular body complaints, July 2013
                                                                                                                            • Figure 117: Interest in new product development, by next most popular body complaints, July 2013
                                                                                                                            • Figure 118: Interest in new product development, by most popular attitudes towards appearance, July 2013
                                                                                                                            • Figure 119: Interest in new product development, by next most popular attitudes towards Appearance, July 2013
                                                                                                                        • Appendix – Grooming Style

                                                                                                                            • Figure 120: Agreement with the statement ‘Looking neat and tidy is more important than following fashion’, by demographics, July 2013
                                                                                                                            • Figure 121: Agreement with the statement ‘My grooming routine is only to keep me clean/hygienic’, by demographics, July 2013
                                                                                                                            • Figure 122: Agreement with the statement ‘I feel more attractive when I’m well-groomed’, by demographics, July 2013
                                                                                                                            • Figure 123: Agreement with the statement ‘Being well-groomed gives me a confidence boost’, by demographics, July 2013
                                                                                                                            • Figure 124: Agreement with the statement ‘Being well-groomed improves my sense of well-being’, by demographics, July 2013
                                                                                                                            • Figure 125: Agreement with the statement ‘I look more professional when I’m well-groomed’, by demographics, July 2013
                                                                                                                            • Figure 126: Agreement with the statement ‘I feel more approachable when I’m well-groomed’, by demographics, July 2013
                                                                                                                            • Figure 127: Agreement with the statement ‘It’s important to me that I always look my best when I leave the house’, by demographics, July 2013
                                                                                                                            • Figure 128: Agreement with the statement ‘It’s important to keep looking young’, by demographics, July 2013
                                                                                                                            • Figure 129: Agreement with the statement ‘I prefer toiletries that fit it in with my active lifestyle’, by demographics, July 2013
                                                                                                                            • Figure 130: Agreement with the statement ‘I like to experiment with new looks’, by demographics, July 2013
                                                                                                                            • Figure 131: Agreement with the statement ‘I take grooming inspiration from celebrities/sports stars’, by demographics, July 2013
                                                                                                                            • Figure 132: Product usage and frequency, by agreement with the statement ‘Looking neat and tidy is more important than following fashion’ and ‘I take grooming inspiration from celebrities/sports stars’, July 2013
                                                                                                                            • Figure 133: Product usage and frequency, by agreement with the statement ‘It’s important to me that I always look my best when I leave the house’ and ‘Being well-groomed gives me a confidence boost’, July 2013
                                                                                                                            • Figure 134: Product usage and frequency, by agreement with the statement ‘It’s important to keep looking young’ and ‘I look more professional when I’m well-groomed’, July 2013
                                                                                                                            • Figure 135: Product usage and frequency, by agreement with the statement ‘My grooming routine is only to keep me clean/hygienic’ and ‘Being well-groomed improves my sense of well-being’, July 2013
                                                                                                                            • Figure 136: Product usage and frequency, by agreement with the statement ‘I feel more attractive when I’m well-groomed’ and ‘I feel more approachable when I’m well-groomed’, July 2013
                                                                                                                            • Figure 137: Product usage and frequency, by agreement with the statement ‘I prefer toiletries that fit it in with my active lifestyle’ and ‘I like to experiment with new looks’, July 2013

                                                                                                                        Companies Covered

                                                                                                                        • Adidas
                                                                                                                        • Advertising Standards Authority
                                                                                                                        • Alliance Boots
                                                                                                                        • Alliance Boots UK Retail
                                                                                                                        • Aveda
                                                                                                                        • Avon Cosmetics Ltd
                                                                                                                        • Beiersdorf UK Ltd
                                                                                                                        • Brylcreem
                                                                                                                        • Clinique Laboratories Ltd (UK)
                                                                                                                        • Coty UK Ltd
                                                                                                                        • Ermenegildo Zegna Ltd
                                                                                                                        • ESPN, Inc.
                                                                                                                        • Estée Lauder Companies Inc. (The)
                                                                                                                        • Facebook, Inc.
                                                                                                                        • Garnier
                                                                                                                        • Gillette UK Ltd
                                                                                                                        • Giorgio Armani S.p.A.
                                                                                                                        • Google UK
                                                                                                                        • L'Oréal (UK)
                                                                                                                        • L'Oréal SA
                                                                                                                        • Marks & Spencer (UK)
                                                                                                                        • Nivea
                                                                                                                        • Oriflame Cosmetics (UK & Ireland)
                                                                                                                        • Origins Natural Resources, Inc.
                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                        • Royal Botanic Gardens, Kew
                                                                                                                        • Tesco Plc
                                                                                                                        • The Body Shop - Retail Sales
                                                                                                                        • Toni & Guy
                                                                                                                        • Unilever Plc
                                                                                                                        • Wella Professional
                                                                                                                        • Wieden + Kennedy (London)
                                                                                                                        • Yahoo! UK & Ireland
                                                                                                                        • YouTube, Inc.
                                                                                                                        • Yves Rocher UK

                                                                                                                        Men's Toiletries - UK - October 2013

                                                                                                                        £1,995.00 (Excl.Tax)