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Men's Toiletries and Fragrances Market Assessment
Key Note Publications Ltd, Jan 2002
The market for men's toiletries has grown steadily, but not dramatically, since 1997, despite predictions - prompted by changing male lifestyles and attitudes, and by the growing popularity of men's magazines - that it would show more dramatic growth. This can be attributed partly to demographic factors: in particular, the declining numbers of young men in the under 25 and the 25 to 34 age groups. It can also be attributed to the fact that, although men may be more prepared than they were in the past to pay attention to, and spend money on, their appearance, they still seem reluctant to change their shopping habits, and are less willing than women to spend time browsing in stores, and seeking out new products. Since 2000, there have been a number of unsuccessful attempts by retailers to improve the retail environment for male toiletries shoppers. However, Key Note's research found that, although almost half of all men shop for their own toiletries, one in five do not enjoy the experience.
The relative lack of growth in the market has also been ascribed in part to the fact that it is dominated by two major brands, Gillette and Lever Fabergé.
Combined, body sprays, deodorants and shaving preparations account for nearly three-quarters of the male toiletries market. Sales of deodorants and body sprays have been strongly influenced by sports, boosted by the growing fitness market. The emphasis in new product development (NPD) for deodorants has been on product performance, while fragrance continues to be important in the body spray sector. The growing popularity of wet shaving, and the introduction during the late 1990s of premium wet-shaving systems, has aided the growth of the shaving preparations sector, and encouraged men to trade up to premium products NPD within this sector has focused on skin protection. Although still a niche sector, sales of male skincare products are growing, and a number of new brands entered the market during 2000 and 2001.
The male fragrances market, especially at the premium end, has been hampered by the abolition of duty-free concessions in Europe, and by the recent downturn in the global travel market. Demographic factors also play an important part, as men in their 20s and 30s are the main users of premium fragrances.
Demographic trends hold rather more promise for the men's toiletries market until 2006, as there will be an increase in the young male population. The predicted rise in the number of single-person households should also be beneficial, as men living on their own are more likely to buy male-targeted toiletries rather than share unisex products with their partners and/or children. However, it seems unlikely that the anti-ageing products, currently being optimistically targeted at the large numbers of 'baby boomer' males who are approaching middle age, will ever achieve more than niche status.
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