Table of Contents
Pan-European Men’s Grooming
-
- Definition
Executive Summary
-
- France
- Strong but not explosive growth
- Driven by lifestyle trends
- Demographic trends positive
- Good growth in most market sectors
- NPD and innovation are crucial in winning new customers
- Good intentions but not enough takers
- Perfumeries dominate distribution
- Market dominated by the multinationals
- Germany
- Men take their grooming and health more seriously and suppliers are glad to oblige
- Men are less choosy than women
- Greying population can dent growth
- Selective perfumes remain important, but lose cachet
- Market growth slows, though toiletries do well
- Distribution mainly via specialists, though less so than for women
- Nivea is top aftershave brand; Gillette and Palmolive lead shaving preparations
- Innovations drive shaving segments; here and elsewhere suppliers extend lines
- Germans less inclined to wet shave
- Career pressures and the shift to service industries may increase sales, but products must address specific male needs…
- Fragrance sales and body care lines set to grow…
- Italy
- Stronger growth than in the other C&T markets
- Demand for male-specific products is growing
- Manufacturers take men’s grooming seriously
- Men want a better shave and skin-friendly products
- Wet shaving very popular
- Innovation is driving the hardware segment
- Interest in health and fitness drives the toiletries market
- Aftershaves become part of skincare routine
- Will strong NPD boost the sales of fragrances?
- The rise of singles and the greying population a plus
- Changes in work patterns stimulate sales
- Men shop more but old habits die slowly
- Mass channels take the lead
- Competition is hotting up
- The future is promising
- Spain
- Rising pdi means more money available for personal goods
- Per capita spend on a par with Germany
- Fragrances/aftershave form the largest sector
- Men lag far behind women in use of grooming products
- Self-service outlets take increasing share of toiletries sales
- Grooming is a multinational business
- Men’s grooming moving away from basic shaving to personal care lines
- UK
- A buoyant sector of the cosmetics and toiletries market
- Sector performance
- Deodorants are largest male toiletries category
- Boots has the lead in retail sales
- Multinationals have global leadership
- GB males among the keenest C&T users
Market Drivers
-
- Rise in consumer spend should benefit premium products such as aftershave
-
- Figure 1: Consumer expenditure, at constant 1998 prices, by country, 1998-2003
- Working men more likely to use moisturiser, employment rise in Italy and Spain should help sales
-
- Figure 2: Men in employment, by country, 1998-2003
- Ageing population, potential to increase use of deodorant among older men
-
- Figure 3: Total population, by age, 2002
- Men who live in one or two-person households are less likely to use deodorant
-
- Figure 4: Household size, by country, 2001
Market Size and Trends
-
- Retail sales of men's grooming products grew most strongly in France and Spain during 1998-2003
-
- Figure 5: Indexed retail value sales of men's grooming products, by country, 1998-2003
- Men's grooming market in all five countries shows sustained, steady growth
-
- Figure 6: Retail value sales of men's grooming products, at current prices, by country, 1998-2003
- France and Germany are the largest markets for male grooming overall, Spain offers greatest potential
-
- Figure 7: Retail value sales of men's grooming products % share, by country, 2003
Market Segmentation
-
- Fragrances form largest value segment of total men's grooming market, particularly in France
-
- Figure 8: Retail value sales of sales of men's grooming products, by type, by country, 2002
- Male shaving preps segment is most developed in Germany, toiletries segment in UK
-
- Figure 9: Retail value sales of men's grooming products, by type, by country, 2002
- French men spend the most on grooming, Spanish men the least
-
- Figure 10: Per capita spend on men's grooming products, by type, by country, 2002
- Fragrances account for highest proportion of spend, French men spend the most on these
-
- Figure 11: Per capita spend on fragrances, by men, by country, 2002
- British men spend the most on toiletries, German men the least
-
- Figure 12: Per capita spend on toiletries, by men, by country, 2003
Distribution
-
- Grocery chains dominate UK market, but account for smallest proportion of sales in Italy
-
- Figure 13: Retail value sales of men' s grooming products, by outlet type, by country, 2002
- Pharmacies are most popular place to buy grooming products in Italy, perfumeries in France
-
- Figure 14: Retail value sales of men' s grooming products, by outlet type, by country, 2002
The Consumer
-
- Shampoo is most popular male grooming product, conditioner has smallest user base
-
- Figure 15: Usage of male grooming products, by country, 2002
- Aftershave is most likely to be used by German men, deodorant by British men
-
- Figure 16: Usage of shaving products, aftershave, facial moisturising cream and deodorant, by men, by country, 2002
- German men are the most likely to use shampoo, Italian men hair gel, mousses or sprays
-
- Figure 17: Usage of shampoo, conditioners and hair gels, mousses & sprays, by men, by country, 2002
- Shaving products
- Spanish and British men are most likely to use disposable razors, but do so infrequently
-
- Figure 18: Usage and frequency of using disposable razors, by country, 2002
- German men are least likely to use disposable razors, only around half of German men use them
-
- Figure 19: Usage of disposable razors/razor blades, by men, by working status, by country, 2002
- Disposable razors, like shaving foam, are most likely to be used by working men
-
- Figure 20: Usage of disposable razors, by men, by working status, by country, 2002
- German men are the least likely to use both shaving foam and disposable razors
-
- Figure 21: Usage of shaving foam cream and sticks, by income and working status, by country, 2002
- Except in Italy, where usage is almost universal, men who work are more likely to use shaving preparations
-
- Figure 22: Usage of shaving foam, creams and sticks, by men, by working status, by country, 2002
- German men are most likely to use razor blades regularly, despite low penetration
-
- Figure 23: Usage of 10 or more disposable razors/razor blades a month, by men, by income and working status, by country, 2002
- Except in Germany, most affluent tend to be lightest users of disposable razors
-
- Figure 24: Usage of 10 or more disposable razors/razor blades a month, by men, by income, by country, 2002
- British and French men are heaviest users of shaving foam, particularly more affluent older men
-
- Figure 25: Usage of shaving foam, gel, cream and sticks once a day or more, by men, by age, by country, 2002
- Over 54s most likely to be frequent users of shaving foam, gel, cream and sticks
-
- Figure 26: Usage of shaving foam, gel, cream and sticks once a day or more, by men, by age, by country, 2002
- Aftershave/male fragrances
- German men are most likely to use fragrances, French men are least likely to do so
-
- Figure 27: Usage of aftershave/male fragrances, by country, 2002
- Potential to encourage more affluent French men to use fragrances
-
- Figure 28: Usage of aftershave/male fragrance, by income and working status, by country, 2002
- Working men are more likely to use aftershave
-
- Figure 29: Usage of aftershave by men, by working status, by country, 2002
- Fragrance users in France, Germany and Spain aged over 34 are heaviest users
-
- Figure 30: Usage of aftershave/ male fragrances once a day or more, by age, by country, 2002
- Most affluent French men are heaviest aftershave users, despite relatively low penetration of this product
-
- Figure 31: Usage of aftershave/male fragrances once a day or more, by income and working status, by country, 2002
- Except in Britain, frequency of using male fragrances increases with income
-
- Figure 32: Usage of aftershave or male fragrances, by men, by income, by country, 2002
- Almost 1 in 2 Italian men who use fragrances use both eau de toilette and aftershave
-
- Figure 33: Types of aftershave/male fragrance used most often, by country, 2002
- Aftershave is most popular among British and German fragrance users
-
- Figure 34: Type of aftershave/male fragrance used most often, by country, 2002
- Moisturising creams and lotions
- German men are most receptive to using facial moisturiser, but French men use it most often
-
- Figure 35: Usage and frequency of using facial moisturising creams and lotions, by men, by country, 2002
- Men who live in households with children are more likely to use face cream
-
- Figure 36: Usage of facial moisturising creams and lotions, by presence of children and household size, by country, 2002
- Working men more likely to use facial moisturising cream, but in France only marginally so
-
- Figure 37: Usage of facial moisturising creams and lotions, by men, by income and working status, by country, 2002
-
- Figure 38: Usage of facial moisturising creams and lotions, by men, by working status, by country, 2002
- French and British moisturiser users use it most often
-
- Figure 39: Usage of facial moisturising cream and lotions more than once a day, by men, bycountry, 2002
- Deodorants
- The vast majority of men use deodorant on a daily basis
-
- Figure 40: Usage and frequency of using deodorants, by men, by country, 2002
- Men who live in smaller households are less likely to use deodorants
-
- Figure 41: Usage of deodorants, by men, by presence of children and number of people in household, by country, 2002
- Men aged under 25 are most likely to use a deodorant, over 64s least likely to do so
-
- Figure 42: Usage of deodorants, by men, by age, by country, 2002
- British men are most likely to use deodorants, Italians and French least likely to do so
-
- Figure 43: Usage of deodorants, by men, by income and working status, by country, 2002
- Except in France, men with higher incomes are most likely to use deodorants
-
- Figure 44: Usage of deodorants, by income group, by country, 2002
- German and British men are heaviest users of deodorant, Italians use it most infrequently
-
- Figure 45: Usage of deodorants once a day or more, by gender and age, by country, 2002
- Under 35s most likely to use deodorant once a day or more
-
- Figure 46: Usage of deodorant once a day or more, by men, by age, by country, 2002
-
- Figure 47: Usage of deodorants once a day or more, by men, by income and working status, by country, 2002
- Aerosol is most popular deodorant type among men in all countries
-
- Figure 48: Type of deodorant used most often, by men, by country, 2002
- In Germany, Spain and GB roll-on is most popular option after aerosol, in France and Italy it is sticks
-
- Figure 49: Type of deodorant used most often, by men, by country, 2002
- Shampoo
- French and German men are most likely to use shampoo, Spanish and British men are the most likely to use it once a day or more
-
- Figure 50: Usage and frequency of using shampoo, by men, by country, 2002
- Perhaps due to increased hair loss, over 54s less likely to use shampoo
-
- Figure 51: Usage of shampoo, by men, by age, by country, 2002
- In Italy 2-in-1 has a young user base which explains relatively low use of shampoo among under 55s
-
- Figure 52: Usage of shampoo, by men, by age, by country, 2002
- Men in highest income group are most likely to use shampoo
-
- Figure 53: Usage of shampoo, by men, by income and working status, by country, 2002
- Figure 54: Usage of shampoo, by men, by income, by country, 2002
- Spanish and British men are most likely to use shampoo once a day or more
-
- Figure 55: Usage of shampoo once a day or more, by men, by age, by country, 2002
-
- Figure 56: Usage of shampoo once a day or more, by men, by income and working status, by country, 2002
- Frequency of using shampoo increases with income
-
- Figure 57: Usage of shampoo once a day or more, by men, by income, by country, 2002
- Men in all countries generally use shampoo for normal hair
-
- Figure 58: Types of shampoo used, by men, by country, 2002
- Anti-dandruff shampoo is most popular in France and Britain
-
- Figure 59: Types of shampoo used most often, by men, by country, 2002
- Conditioners
- British men are most likely to use conditioners and use it the most frequently
-
- Figure 60: Usage and frequency of using conditioners, by men, by country, 2002
- Less than one in ten men use conditioner in France, Germany and Italy
-
- Figure 61: Usage of conditioners, by men, by age, by country, 2002
- Under 35s most likely to use conditioner
-
- Figure 62: Usage of conditioners, by men, by age, by country, 2002
- Around a quarter of Spanish men who use conditioner do so once a day or more
-
- Figure 63: Usage of conditioners once a day or more, by men, by working status, by country, 2002
- Except in Spain, men who work full-time are most likely to use conditioner
-
- Figure 64: Usage of conditioners once a day or more, by men, by working status, by country, 2002
- Hair gels, mousses and sprays
- Italian men are most likely to use hair gels, mousses and sprays, under 25s are core users
-
- Figure 65: Usage of hair gels, mousses and sprays, by men, by age, by country, 2002
- Spanish, least likely to use hair gels, mousses and sprays, also most infrequent users
-
- Figure 66: Usage of hair gels, mousses and sprays once a day or more, by men, by age, by country, 2002
- Young men under 35 are most frequent users of hair gels, mousses and sprays
-
- Figure 67: Usage of hair gels, mousses and sprays once a day or more, by men, by age, by country, 2002
- Hair gel is significantly more popular than mousse or spray
-
- Figure 68: Type of hair gel, mousse or spray used most often, by men, by country, 2002
-
- Figure 69: Type of hair gel used most often, by men, by country, 2002
Forecast
-
- French male grooming market will continue to be the largest and is also expected to show strongest growth
-
- Figure 70: Forecast indexed growth in retal sales of male grooming products, by country, 2003-07
- Spanish market will continue to offer greatest potential for future growth
-
- Figure 71: Forecast of male grooming market, at current prices, by country, 2003-07
- UK is forecast to overtake Germany in 2007 to become largest market after France
-
- Figure 72: Forecast retail sales of male grooming products % share, by country, 2007
Back to top