2020
9
Germany Men’s Attitudes to Skin and Haircare Market Report 2020
2020-01-27T10:01:15+00:00
REP9CABEB83_C8A0_461E_9B0F_D0604EC0B3B3
2195
32490
[{"name":"Beauty and Cosmetics","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/beauty-cosmetics"},{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"}]
Report
en_GB
A lack of dedicated NPD is undermining men's involvement in the BPC sector. Harness lifestyle factors, expand mass market options and boost education to excel. Bettina Krechel, Research Director…

Germany Men’s Attitudes to Skin and Haircare Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Men’s Attitudes to Skin and Haircare – Germany market including the behaviours, preferences and habits of the consumer.

Younger men are more interested in their appearance than their older counterparts. Brands that can appeal to this group by aligning with their lifestyle choices and ethics and boosting their understanding of these categories will attract long-term loyalty.

Quickly Understand

  • How to appeal to young German men?
  • How can your brand tap into diversity and inclusivity?
  • What are the new opportunities within the male skin and haircare market?
  • What is German men’s usage of hair products?
  • What are the purchase factors when buying haircare?
  • How to build trust by implementing guidance and education into campaigns?

Covered in this report

Brands mentioned: American Crew, Bad Weather, Barberians, Barber Pro, Biodroga, Boy de Chanel, Brisk, Bulldog, DM Drogerie-Markt, Ebenholz, Hussein Seif, John Frieda, Keune, Kiehl’s, Méthode Jeanne Piaubert, Mitch Hair, MVRCK, Nivea, Oriflame NovAge Men, Redken Brews, Rituals, Seb Man, SEINZ., System Professional, etc.

Products covered:

Men’s Haircare:

  • Shampoos: All types of shampoo for washing hair, including beauty or standard shampoos, as well as anti-dandruff/medicated types. Also includes 2-in-1 shampoo and conditioner
  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays
  • Styling products: All products that are used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays

Men’s Skincare:

  • Moisturisers/treatments
  • Cleansers, including scrubs, washes, wipes
  • Masks
  • Specialised products such as lip balms, eyecare

Expert analysis from a specialist in the field

Written by Bettina Krechel, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

A lack of dedicated NPD is undermining men’s involvement in the BPC sector. Harness lifestyle factors, expand mass market options and boost education to excel.
Bettina Krechel
Research Director – Mintel Reports Germany

Table of Contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • Graph 1: men's usage of hair products, September 2019
    • Graph 2: men's usage of facial cleansing products, September 2019
    • Graph 3: men's usage of facial caring products, September 2019
    • Graph 4: men's behaviours around facial skin/haircare, September 2019
    • Opportunities
  2. market drivers

    • Graph 5: share of maximum population projections for men, by age group, 2020-30
    • Graph 6: men's top three grooming priorities after hygiene basics on an average day, by age, January 2019
    • Graph 7: men's frequency of conducting selected lifestyle tasks, October 2019
    • Graph 8: men's interest in sector advertising*, by age, October 2019
  3. What consumers want, and why

    • Usage of hair products
    • Graph 9: men's usage of haircare products, by age, September 2019
    • Graph 10: men's usage of hair styling products, by age, September 2019
    • Purchase factors when buying haircare
    • Graph 11: purchase factors for men when buying hair products for themselves, by age, September 2019
    • Interest in trying haircare with specific ingredients
    • Graph 12: men's usage and interest in hair product ingredients, September 2019
    • Graph 13: men's usage and interest in hair product ingredients, under-35s only, September 2019
    • Usage of facial cleansing products
    • Graph 14: men's usage of facial cleansing products, September 2019
    • Graph 15: men's usage of facial cleansing products, by age, September 2019
    • Usage of facial care products
    • Graph 16: men's usage of facial care products, September 2019
    • Graph 17: repertoire of facial care products used by men, by age, September 2019
    • Changes in behaviours around facial skincare
    • Graph 18: men's facial skincare behaviours over the last 12 months, September 2019
    • Graph 19: men's facial skincare behaviours over the last 12 months, under-35s only, September 2019
    • Sources of inspiration
    • Graph 20: sources of grooming inspiration for men, by age, September 2019
    • Statements around face/haircare
    • Graph 21: men's behaviours around facial skin/haircare, September 2019
    • Attitudes towards face/haircare
    • Graph 22: men's attitudes towards facial skin/haircare, September 2019
    • Graph 23: men's attitudes towards facial skin/haircare, under-35s only, September 2019
  4. Launch activity and innovation

    • Graph 24: share of total NPD in facial skincare and hair products positioned at men, 2016-19
    • Graph 25: NPD in men's facial skincare, by launch type, 2016-19
    • Graph 26: NPD in men's facial skincare, by leading claims*, 2016-19
    • Graph 27: NPD in men's facial skincare, by most active ultimate companies*, 2016-19
    • Graph 28: NPD in men's facial skincare, by beauty price positioning, 2016-19
    • Graph 29: NPD in men's hair products, by launch type, 2016-19
    • Graph 30: NPD in men's hair products, by most active ultimate companies*, 2016-19
    • Graph 31: NPD in men's haircare, by leading claims*, 2016-19
    • Graph 32: NPD in men's hair products, by beauty price positioning, 2016-19
  5. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch