Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Terms
Executive Summary
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- Men paying more attention to their looks
- A growing market
- Deodorant the largest segment
- The competitive arena
- Driving the desire to look good
- Big companies and strong brands
- The retail picture
- Marketing strategies
- Man products with universal benefits
- Consumer usage
- Attitudes and behavior about product trial and incentives
- The impact of race and Hispanic origin
Insights and Opportunities
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- Vanity
- Separate aisles and stores
- An opening for specialty retailers
Inspire Insights
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- Trend: Guiding Choice
- Trend: Girly Men
Market Size and Forecast
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- Key points
- Rebounding in 2010 and 2011
- Sales and forecast of market
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- Figure 1: U.S. retail sales and forecast of men’s toiletries, at current prices, 2006-16
- Figure 2: U.S. retail sales and forecast of men’s toiletries, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: U.S. retail sales and fan chart forecast of men’s toiletries, at current prices, 2006-16
Market Drivers
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- The desire to look good
- Hairless is in, equals more shaving duties
- Increased population of older men
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- Figure 4: U.S. male population by age, 2006-16
- Hispanic men spend more time and money on grooming
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- Figure 5: U.S. male population by race and Hispanic origin, 2006-16
- Higher frequency of use
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- Figure 6: Frequency of use of men’s grooming products—average # Times Used in the Last 7 Days, by Hispanic origin, February 2010-March 2011
- Yet income is less…
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- Figure 7: Median household income by race and Hispanic origin of householder, 2010
Competitive Context
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- Selective spending in a paycheck-to-paycheck world
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- Figure 8: Median household income in inflation-adjusted dollars, 2000-10
- Man aisle
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- Figure 9: Purchase choices desired, by age, June 2011
- Anti-aging attracts more men
- Natural products
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- Figure 10: Purchase circumstances under which men are likely to buy, June 2011
Segment Performance
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- Key points
- Deodorants and antiperspirants drive growth
- All other segments grow as well
- Sales of market, by segment
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- Figure 11: FDMx sales of men’s toiletries, segmented by type, 2010 and 2011
- Figure 12: FDMx sales of men's toiletries, by segment, 2006-11
Segment Performance—Deodorant/Antiperspirant
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- Key points
- Sales growth as strong brands introduce creative marketing
- Sales and forecast of deodorant/antiperspirant
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- Figure 13: FDMx sales and forecast of deodorant/antiperspirant, at current prices, 2006-16
Segment Performance—Shaving Lotion/Cologne/Talc/Gift Sets and Packs
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- Key points
- Big brands breathing new life into segment
- Sales and forecast of shaving lotion/cologne/talc/gift sets and packs
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- Figure 14: FDMx sales and forecast of shaving lotion/cologne/talc/gift sets and packs, at current prices, 2006-16
Segment Performance—Haircare
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- Key points
- Steady growth dominated by hair coloring
- Sales and forecast of haircare
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- Figure 15: FDMx sales and forecast of haircare, at current prices, 2006-16
Segment Performance—Shaving Cream/Gel
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- Key points
- Steady growth for the segment
- Sales and forecast of shaving cream/gel
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- Figure 16: FDMx sales and forecast of shaving cream/gel, at current prices, 2006-16
Segment Performance—Skincare
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- Key points
- Popular brands help reinvigorate segment
- Men want moisturizing too, but like convenience
- Sales and forecast of skincare
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- Figure 17: FDMx sales and forecast of skincare, at current prices, 2006-16
Retail Channels
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- Key points
- Sales in drug stores growing at a faster pace
- Online sales and Walmart
- Sales of men’s grooming products, by channel
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- Figure 18: U.S. retail sales of men’s toiletries, by channel, 2010-11
Retail Channels—Drug Stores
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- Key points
- Sales on the rise in drug stores
- Two chains that are reaching out to men
- Drug store sales of men’s grooming products
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- Figure 19: U.S. drug store sales of men’s grooming products, at current prices, 2006-11
Retail Channels—Other FDMx
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- Key points
- Regular visits by men
- The men’s zone
- Other FDMx store sales of men’s grooming products
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- Figure 20: U.S. other FDMx store sales of men’s grooming products, at current prices, 2006-11
Leading Companies
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- Key points
- The big guns
- Increasing product repertoire
- Some challenges
- Manufacturer sales of men’s grooming products
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- Figure 21: Select FDMx manufacturer sales of men’s grooming products in the U.S., 2010-11
Brand Share—Deodorant/Antiperspirant
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- Key points
- That man smell
- Adrenaline and Total Defense boost sales
- Mennen and Mitchum refocusing
- Manufacturer and brand sales of deodorant/antiperspirant
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- Figure 22: Select FDMx brand sales and market share of deodorant/antiperspirant in the U.S., 2010-11
Brand Share—Shaving Lotion/Cologne/Talc/Gift Sets and Packs
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- Key points
- The new guy still getting attention
- Stetson’s brand equity not enough to create growth
- Old Spice and Gillette Fusion boost sales
- Manufacturer and brand sales of shaving lotion/cologne/talc/gift sets and packs
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- Figure 23: Select FDMx brand sales and market share of shaving lotion/cologne/talc/gift sets and packs in the U.S., 2010-11
Brand Share—Haircare
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- Key points
- Hair coloring shows the most activity
- Increased interest in hair styling
- Other brands emphasize “for men”
- Manufacturer and brand sales of haircare
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- Figure 24: Select FDMx brand sales and market share of haircare in the U.S., 2010-11
Brand Share—Shaving Cream/Gel
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- Key points
- Gillette grew, but Edge has the edge
- Barbasol held steady while Nivea sales improved
- Manufacturer and brand sales of shaving cream/gel
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- Figure 25: Select FDMx brand sales and market share of shaving cream/gel in the U.S., 2010-11
Brand Share—Skincare
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- Key points
- Gillette Fusion leads
- L’Oréal gains ground
- Manufacturer and brand sales of skincare
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- Figure 26: Select FDMx brand sales and market share of skincare in the U.S., 2010-11
Innovation and Innovators
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- Mantique
- Celebs
- Natural/organic
- Imports
- Anti-aging
- Hair styling products
- Deodorants and antiperspirants
- Shaving creams and gels
- Moisturizers
- Shaving lotion/cologne/talc/gift sets and packs
Marketing Strategies
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- Overview of the brand landscape
- How to reach men about grooming
- The internet
- Magazines
- Success from other sectors
- A few hiccups
- Axe
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- Figure 27: Brand analysis of Axe, 2011
- Web presence
- TV ads
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- Figure 28: Axe Excite, television ad, 2011
- Degree
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- Figure 29: Brand analysis of Degree, 2011
- Web presence
- TV ads
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- Figure 30: Degree, television ad, 2011
- Dove Men+Care
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- Figure 31: Brand analysis of Dove Men+Care, 2011
- Web presence
- TV ads
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- Figure 32: Dove Men+Care, television ad, 2011
- Edge
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- Figure 33: Brand analysis of Edge, 2011
- Web presence
- TV ads
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- Figure 34: Edge, television ad, 2011
- Mitchum
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- Figure 35: Brand analysis of Mitchum, 2011
- Web presence
- TV ads
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- Figure 36: Mitchum, television ad, 2011
- Old Spice
- Viral success
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- Figure 37: Brand analysis of Old Spice, 2011
- Web presence
- Facebook posts:
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- Figure 38: Old Spice, television ad, 2011
- Figure 39: Head & Shoulders, television ad, 2011
- Figure 40: Just For Men, television ad, 2011
- Figure 41: Vaseline, television ad, 2011
Usage
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- Key points
- Scale down as age
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- Figure 42: Number of toiletries products used, by age, June 2011
- Try one, try them all
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- Figure 43: Types of products used, crosstab with number of toiletries products used, June 2011
- Deodorant and antiperspirant
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- Figure 44: Use of deodorant and antiperspirant, by age, February 2010-March 2011
- Solid deodorant format preferred
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- Figure 45: Types of deodorant and antiperspirants used, February 2010-March 2011
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- Figure 46: Brands of deodorant and antiperspirants used, by age, February 2010-March 2011
- Shaving cream/gel
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- Figure 47: Use of shaving cream and gel, by age, February 2010-March 2011
- Figure 48: Formula type of shaving cream and gel, by age, February 2010-March 2011
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- Figure 49: Form of shaving cream and gel, by age, February 2010-March 2011
- Brands used
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- Figure 50: Brands of shaving cream and gels used, by age, February 2010-March 2011
- Hair products
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- Figure 51: Use of haircare products, by age, February 2010-March 2011
- Moisturizers and facial cleansers
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- Figure 52: Use of moisturizers/creams/lotions and facial cleansers, by age, February 2010-March 2011
- Brand loyalty
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- Figure 53: Brand loyalty, by products used, June 2011
Purchasing Behavior and Product Preferences
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- Key points
- Men are interested in special products and stores just for them
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- Figure 54: Purchase choices desired, by age, June 2011
- Free samples work
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- Figure 55: Purchase circumstances under which men are likely to buy, by age, June 2011
Grooming Repertoire and Habits
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- Key points
- Younger men like to spend more time and change it up
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- Figure 56: Attitudes about men’s grooming, by age, June 2011
Retailer Choices
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- Key points
- Walmart is the place
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- Figure 57: Retailers used for men’s toiletries, by age, June 2011
Impact of Race and Hispanic Origin
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- Key points
- Less shaving cream for blacks and Asians
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- Figure 58: Use of shaving cream and gel, by race and Hispanic origin, February 2010-March 2011
- White men don’t use as many moisturizers and facial cleansers
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- Figure 59: Use of moisturizers/creams/lotions and facial cleansers, by race and Hispanic origin, February 2010-March 2011
- Created for men specifically and scented
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- Figure 60: Purchase choices desired, by race and Hispanic origin, June 2011
- Hispanics and blacks spend time on their appearance
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- Figure 61: Attitudes about men’s grooming, by race and Hispanic origin, June 2011
Custom Consumer Groups
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- Key points
- Not married with children want more male-specific choices
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- Figure 62: Purchase choices desired, by marital status and presence of children in household, June 2011
- Married men without kids less inclined to preen
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- Figure 63: Attitudes about men’s grooming, by marital status and presence of children in household, June 2011
Cluster Analysis
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- Well-Groomed and Suggestible
- Characteristics
- Demographics
- Opportunity
- Deodorizers
- Characteristics
- Demographics
- Opportunity
- Appearance Apathetic
- Characteristics
- Demographics
- Opportunity
- Cluster characteristics
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- Figure 64: Men’s toiletries clusters, June 2011
- Figure 65: Products regularly used in grooming routine, by men’s toiletries clusters, June 2011
- Figure 66: Purchase choices desired, by men’s toiletries clusters, June 2011
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- Figure 67: Purchase circumstances under which men are likely to buy, by men’s toiletries clusters, June 2011
- Figure 68: Attitudes about men’s grooming, by men’s toiletries clusters, June 2011
- Cluster demographics
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- Figure 69: Men’s toiletries clusters, by age, June 2011
- Figure 70: Men’s toiletries clusters, by household income, June 2011
- Figure 71: Men’s toiletries clusters, by race, June 2011
- Figure 72: Men’s toiletries clusters, by Hispanic origin, June 2011
- Figure 73: Men’s toiletries clusters, by education, June 2011
- Cluster methodology
Appendix—Trade Associations
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