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Men's Toiletries - UK - October 2014

“Post-recession, the male toiletries consumer remains intent on saving money on day-to-day purchases, and fashion trends continue to stunt certain markets such as shaving and hair removal. As a result the market has plateaued, however a number of opportunity areas exist for brands such as catering to a tween audience, the emerging body care segment and premium brand extensions.”
– Charlotte Libby, Senior Beauty Analyst

This report looks at the following issues:

  • The male toiletries market must appeal to an ageing consumer
  • Sport and exercise shapes the market
  • Male grooming brands should explore extensions into new segments

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • Sales growth stalls due to fashion trends and savvy shopping
              • Figure 1: Best- and worst-case forecast of UK value sales of men’s toiletries, 2009-19
            • Opportunities to cater to a tween and senior audience
              • Skincare increases share of launch activity
                • Figure 2: New product launches in men’s toiletries, by category, January 2011-August 2014
              • Young men worried about body odour
                • Figure 3: Main appearance concerns, July 2014
              • More men moisturising
                • Figure 4: Men’s use of toiletries, July 2012 and July 2013
              • Men are exercising more in 2014
                • Figure 5: Men’s lifestyles, July 2014
              • What we think
              • Issues and Insights

                  • The male toiletries market must appeal to an ageing consumer
                    • The facts
                      • The implications
                        • Sport and exercise shapes the market
                          • The facts
                            • The implications
                              • Male grooming brands should explore extensions into new segments
                                • The facts
                                  • The implications
                                  • Trend Application

                                      • Trend: Second Skin
                                        • Trend: Accentuate the Negative
                                          • Trend: Man in the Mirror
                                          • Market Drivers

                                            • Key points
                                              • Male population set to grow by 4% to 2019
                                                • Figure 6: Trends in the age structure of the UK male population, 2009-19
                                              • One-person households present gender-specific product opportunities
                                                • Figure 7: UK households, by size, 2009-19
                                              • Male consumers are interested in understanding chemical content
                                                • Fashion shaping the male shaving market
                                                  • Figure 8: Male attitudes towards body hair, June 2014
                                              • Who’s Innovating?

                                                • Key points
                                                  • Skincare increases share of launch activity
                                                    • Figure 9: New product launches in men’s toiletries, by category, January 2011-August 2014
                                                    • Figure 10: Top 10 product positioning claims in the men’s skincare market (by top 10 for 2013), January 2012-August 2014
                                                    • Figure 11: Product launch examples of men’s skincare products featuring the paraben-free claim, Jan-Aug 2014
                                                  • Men’s hair removal market focuses on body hair
                                                    • Shaving moves to traditional inspired products
                                                      • Figure 12: UK men’s shaving and hair removal product launches, by top five companies and other, 2013
                                                      • Figure 13: Examples of traditional inspired men’s shaving preparation and depilatory launches, January 2013-August 2014
                                                    • Haircare explores volume and thickness
                                                      • Figure 14: Top five product positioning claims of men’s haircare products, 2012-13
                                                      • Figure 15: Examples of men’s haircare product launches with anti-hair loss claims, August 2013-August 2014
                                                    • Unilever lead men’s toiletries NPD in 2014
                                                      • Figure 16: New product launches in the men’s toiletries market, by top five companies in January-August 2014
                                                      • Figure 17: Product launch examples from Lynx, January-August 2014
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Value sales growth stalls in 2013
                                                        • Figure 18: UK retail value sales of men’s toiletries, at current and constant 2014 prices, 2009-19
                                                        • Figure 19: Best- and worst-case forecast of UK value sales of men’s toiletries, 2009-19
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Skincare segment posts 11% YOY increase
                                                            • Figure 20: UK retail value sales of men’s toiletries, by sector, 2012-14
                                                          • Deodorants and bodysprays play largest part in market decline
                                                            • Shaving preparations struggle
                                                            • Market Share

                                                              • Key points
                                                                • L’Oréal and Dove Men+Care increase share
                                                                  • Figure 21: Top ten brand shares in the men’s toiletries market & other, years to July, 2013 and 2014
                                                                • Poor performing markets result in leading brands shrinking
                                                                • Companies and Products

                                                                  • Estée Lauder
                                                                    • Background and structure
                                                                      • Strategy and financial performance
                                                                        • Figure 22: Estée Lauder Cosmetics Limited financial performance, 2012-13
                                                                      • Product range and innovation
                                                                          • Figure 23: Examples of new product launches by Estée Lauder in the men’s toiletries market, October 2013-September 2014
                                                                        • Marketing and advertising
                                                                          • L’Oréal
                                                                            • Background and structure
                                                                              • Strategy and financial performance
                                                                                • Figure 24: L’Oréal (UK) Ltd financial performance, 2011-12
                                                                              • Product range and innovation
                                                                                • Figure 25: Examples of new product launches by L’Oréal in the men’s toiletries market, October 2013 – September 2014
                                                                              • Marketing and advertising
                                                                                • Unilever
                                                                                  • Background and structure
                                                                                    • Strategy and financial performance
                                                                                      • Figure 26: Key financials for Unilever UK Limited, 2011-12
                                                                                    • Product range and innovation
                                                                                      • Figure 27: Examples of new product launches by Unilever in the men’s toiletries market, October 2013 – September 2014
                                                                                    • Marketing and advertising
                                                                                      • Bulldog
                                                                                        • Figure 28: Examples of new product launches by Bulldog in the men’s toiletries market, October 2013 – September 2014
                                                                                    • Brand Research

                                                                                        • Brand map
                                                                                            • Figure 29: Attitudes towards and usage of brands in the men’s toiletries sector, August 2014
                                                                                          • Correspondence analysis
                                                                                            • Brand attitudes
                                                                                              • Figure 30: Attitudes, by men’s toiletries brand, August 2014
                                                                                            • Brand personality
                                                                                              • Figure 31: Men’s toiletries brand personality – Macro image, August 2014
                                                                                              • Figure 32: Men’s toiletries brand personality – Micro image, August 2014
                                                                                            • Brand experience
                                                                                              • Figure 33: Men’s toiletries brand usage, August 2014
                                                                                              • Figure 34: Satisfaction with various men’s toiletries brands, August 2014
                                                                                              • Figure 35: Consideration of men’s toiletries brands, August 2014
                                                                                              • Figure 36: Consumer perceptions of current men’s toiletries brand performance, August 2014
                                                                                            • Brand recommendation
                                                                                              • Figure 37: Recommendation of selected men’s toiletries brands, August 2014
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Advertising spend begins to decline
                                                                                                • Figure 38: Main monitored advertising spend in the men’s toiletries market, January 2011-August 2014
                                                                                              • Outdoor campaigns see most growth
                                                                                                • Figure 39: Advertising spend on men’s toiletries, by media type, January 2012-August 2014
                                                                                              • Category spend reflects sales
                                                                                                • Figure 40: Advertising spend on men’s toiletries, by product category, January 2012-August 2014
                                                                                              • Unilever responsible for over half of category ad spend
                                                                                                • Figure 41: Advertising spend on men’s toiletries, by advertiser, 2013
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Online channel sees growth
                                                                                                  • Figure 42: UK retail value sales of men’s toiletries, by outlet type, 2012-14
                                                                                                • In-store treatments present an opportunity
                                                                                                • The Consumer – Appearance Concerns

                                                                                                  • Key points
                                                                                                    • Young men worry about body odour
                                                                                                      • Figure 43: Main appearance concerns, July 2014
                                                                                                    • Stress spots trouble men
                                                                                                      • Dry skin a concern for one in five men
                                                                                                      • The Consumer – Product Usage and Frequency

                                                                                                        • Key points
                                                                                                          • More men moisturising
                                                                                                            • Figure 44: Men’s use of toiletries, July 2012 and July 2013
                                                                                                          • Body toning a new focus
                                                                                                              • Figure 45: Examples of men’s bodycare products with toning and firming claims, July 2013-August 2014
                                                                                                            • Hygiene drives frequency of use
                                                                                                              • Figure 46: Frequency of product usage, July 2014
                                                                                                            • Skincare is a growth segment but still has the most infrequent users
                                                                                                              • Hair styling and depilatory usage driven by younger men
                                                                                                              • The Consumer – Purchasing Men’s Toiletries

                                                                                                                • Key points
                                                                                                                  • Men take responsibility for product purchases
                                                                                                                    • Figure 47: Product purchasing, July 2014
                                                                                                                  • One in ten use products chosen by a partner
                                                                                                                  • The Consumer – Brand Preferences

                                                                                                                    • Key points
                                                                                                                      • Self-tan preferred from prestige brands
                                                                                                                        • Figure 48: Brand preferences, July 2014
                                                                                                                      • Basic hygiene products bought at budget price point
                                                                                                                        • Grey hair presents an opportunity for male haircare
                                                                                                                          • Young men most likely to be prestige shoppers
                                                                                                                          • The Consumer – Attitudes towards Men’s Toiletries

                                                                                                                            • Key points
                                                                                                                              • Natural trend can benefit the men’s market
                                                                                                                                • Figure 49: Attitudes towards men's toiletries, July 2014
                                                                                                                              • Fragrance a key purchasing criteria
                                                                                                                                • Young men feel pressure to look attractive
                                                                                                                                • The Consumer – Men’s Lifestyles

                                                                                                                                  • Key points
                                                                                                                                    • Men taking a greater interest in exercise
                                                                                                                                      • Figure 50: Men’s lifestyles, July 2014
                                                                                                                                    • Socialising suffers post-recession
                                                                                                                                      • Hair styling takes a more natural approach
                                                                                                                                        • Figure 51: Men's grooming, July 2014
                                                                                                                                      • Professional treatments in decline
                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                          • Figure 52: Advertising spend on men’s toiletries, by advertiser, January 2011 – August 2014

                                                                                                                                      Companies Covered

                                                                                                                                      • Alberto-Culver Company (UK)
                                                                                                                                      • Aveda
                                                                                                                                      • Brylcreem
                                                                                                                                      • Bumble & Bumble
                                                                                                                                      • Cadbury Trebor Bassett
                                                                                                                                      • Channel 4
                                                                                                                                      • Clinique Laboratories Ltd (UK)
                                                                                                                                      • Donna Karan International Inc.
                                                                                                                                      • Ermenegildo Zegna Ltd
                                                                                                                                      • Estée Lauder Companies Inc. (The)
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Garnier
                                                                                                                                      • Giorgio Armani S.p.A.
                                                                                                                                      • Jo Malone
                                                                                                                                      • L'Oréal (UK)
                                                                                                                                      • LAB Series Research Centre
                                                                                                                                      • Ralph Lauren Ltd
                                                                                                                                      • Shiseido International
                                                                                                                                      • SoftSheen Carson
                                                                                                                                      • Starbucks Coffee Company UK Ltd
                                                                                                                                      • Tommy Hilfiger Corporation
                                                                                                                                      • Toni & Guy
                                                                                                                                      • Twitter, Inc.
                                                                                                                                      • Unilever Plc
                                                                                                                                      • Waitrose

                                                                                                                                      Men's Toiletries - UK - October 2014

                                                                                                                                      £1,995.00 (Excl.Tax)