Men's Toiletries & Fragrances Market Assessment 2008

Key Note Publications Ltd, March 2008, Pages: 115

The market for men's toiletries and fragrances has developed in tandem with a number of lifestyle changes affecting the population in general, and men in particular. These include a growing interest in health, fitness and appearance among consumers, with the rise in gym attendance having been of particular consequence to the market for men's toiletries. There have also been changes in men's perceptions of themselves, meaning that they are more willing to show their `feminine sides'. However, despite many attempts to `label' this phenomenon, there is now a recognition that these changes have been more subtle than first thought and that changing the habits of men is not particularly easy.

The development of the men's magazine market, which began in earnest during the late 1980s, was very important in providing direct contact with male consumers through advertising. However, this sector declined sharply (in both volume and value terms) in 2006 and 2007.

Demographic trends (in particular, the ageing population) have not been particularly favourable to the men's toiletries and fragrances market. However, between 2003 and 2007, there was a significant increase in the number of men in the 15 to 24 age range. These men tend to be mass-market consumers and their numerical strength, combined with a willingness to spend time and money on skincare products and grooming routines, has been beneficial to the male toiletries market in general.
Although the male toiletries market has not performed as spectacularly as once predicted, the 2003 to 2007 period witnessed steady progress; however, growth has slowed after its peak in 2005.

In 2007, sales of male fragrances showed a slightly lower growth rate compared with 2006, but around the same level as in the previous 2 years. During the year there was a slight move away from the mass market and towards the premium sector.

We forecast that, between 2008 and 2012, the male toiletries market will continue to be more dynamic than male fragrances. There is still plenty of room for growth in the former market, in particular as the current generation of young males reach a more mature lifestage and, hopefully, will be more willing and able to spend on premium products. Growth in the male fragrances market will be less strong — the current economic climate may mean that consumers are less able to spend significant amounts of money on premium fragrances as gifts or as personal indulgences.

Executive Summary

1. Introduction
REPORT COVERAGE
DEFINITION
Men's Toiletries
Men's Fragrances

2. Strategic Overview
LIFESTYLE FACTORS
DEMOGRAPHIC TRENDS
Table 1: The UK Male Population by Age (000), 2003-2007
MARKET DYNAMICS AND SEGMENTATION
Table 2: The UK Men's Toiletries and Fragrances Market by Sector by Value at Current Prices (£m at rsp), Years Ending December 2003-2007
Figure 1: The UK Men's Toiletries and Fragrances Market by Sector by Value at Current Prices (£m at rsp), Years Ending December 2003-2007
DISTRIBUTION
Men's Toiletries
Men's Fragrances
COMPETITIVE STRUCTURE
MARKETING ACTIVITY
THE CONSUMER
Table 3: Usage of Toiletries (% of men), 2001, 2004, 2006 and 2007
MARKET FORECASTS
Table 4: The Forecast UK Men's Toiletries and Fragrances Market by Value at Current Prices (£m at rsp), Years Ending December 2008-2012

3. Men's Toiletries
MARKET SIZE AND SEGMENTATION
Table 5: The UK Men's Toiletries Market by Value at Current Prices (£m at rsp), Years Ending December 2003-2007
Table 6: The UK Men's Toiletries Market by Sector by Value at Current Prices (£m at rsp and %), Years Ending December 2005 and 2007
Figure 2: The UK Men's Toiletries Market by Sector Share by Value at Current Prices (%), Year Ending December 2007
COMPETITIVE STRUCTURE
BRAND USAGE
Table 7: Regular Usage of Toiletries Brands by Sex (% of respondents), 2007
CONSUMER TRENDS
Deodorant
Table 8: Deodorant Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 9: Frequency of Usage of Deodorant (% of men), Year Ending March 2007
Table 10: Type of Deodorant Used Most Often (% of men), Year Ending March 2007
Shower Gels
Table 11: Shower Gel Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 12: Frequency of Usage of Shower Gel (% of men), Year Ending March 2007
Bath Additives
Table 13: Bath Oils, Liquids and Additives Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 14: Frequency of Usage of Bath Oils, Liquids and Additives (% of men), Year Ending March 2007
Hair Care
Shampoo
Table 15: Shampoo Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 16: Frequency of Usage of Shampoo (% of men), Year Ending March 2007
Table 17: Type of Shampoo Used (% of men), Year Ending March 2007
Conditioner
Table 18: Conditioner Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 19: Frequency of Usage of Conditioner (% of men), Year Ending March 2007
Hair-Styling Products
Table 20: Hair-Styling Product Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 21: Frequency of Usage of Hair-Styling Products (% of men), Year Ending March 2007
Table 22: Type of Hair-Styling Products Used (% of men), Year Ending March 2007
Shaving Preparations
Table 23: Shaving Foam, Gel, Creams and Sticks Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 24: Frequency of Usage of Shaving Foam, Gel, Creams and Sticks (% of men), Year Ending March 2007
Facial Skincare
Table 25: Face Creams and Lotions Users — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 26: Frequency of Usage of Face Creams and Lotions (% of men), Year Ending March 2007
Table 27: Type of Face Creams and Lotions Used (% of men), Year Ending March 2007
DISTRIBUTION
RECENT DEVELOPMENTS
MARKETING ACTIVITY
Main Media Advertising Expenditure
Table 28: Main Media Advertising Expenditure on Mass-Market Men's Skincare Products (£000), Years Ending September 2006 and 2007
Table 29: Main Media Advertising Expenditure on Premium Men's Skincare Products (£000), Years Ending September 2006 and 2007
Table 30: Main Media Advertising Expenditure on Shaving Preparations (£000), Years Ending September 2006 and 2007
Recent Campaigns

4. Men's Fragrances
MARKET SIZE AND SEGMENTATION
Table 31: The UK Men's Fragrances Market by Value at Current Prices (£m at rsp), Years Ending December 2003-2007
Table 32: The UK Men's Fragrances Market by Sector by Value at Current Prices (£m at rsp and %), Years Ending December 2005 and 2007
Figure 3: The UK Men's Fragrances Market by Sector Share by Value at Current Prices (%), Year Ending December 2007
COMPETITIVE STRUCTURE
BRAND USAGE
Table 33: Usage of Fragrance Brands in the Past 6 Months by Sex (% of respondents), 2007
CONSUMER TRENDS
Table 34: Aftershave and Male Fragrance Usage — Profile and Penetration by Age and Social Grade (% of men), Year Ending March 2007
Table 35: Frequency of Usage of Aftershave/Male Fragrances (% of men), Year Ending March 2007
Table 36: Type of Male Fragrance Product Used (% of men), Year Ending March 2007
DISTRIBUTION
RECENT DEVELOPMENTS
MARKETING ACTIVITY
Table 37: Main Media Advertising Expenditure on Mass-Market Men's Fragrances and Toiletries (£000), Years Ending September 2006 and 2007
Table 38: Main Media Advertising Expenditure on Premium Men's Fragrances (£000), Years Ending September 2006 and 2007

5. An International Perspective
RECENT DEVELOPMENTS
Europe
The US
The Rest of the World

6. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL FACTORS
Table 39: People Living Alone in Great Britain by Sex and Age† (%), 1986/1987 and 2005
TECHNOLOGICAL FACTORS

7. Consumer Dynamics
SUMMARY OF RESULTS
Table 40: Summary of Results (% of respondents), 2008
SHOPPING HABITS
"More Often Than Not I Choose and Shop for These Products Myself"
"More Often Than Not Someone Else in my Household Shops for These Products for Me, But I Tell Them What Brands or Types I Want"
Table 41: Shopping for Shampoos, Deodorants and Shower Gels (% of respondents), 2008
"More Often Than Not Someone Else in my Household Shops for These Products for Me, and I Don't Get Involved in What Brands or Types They Buy"
"I Never Shop for Things Like Shampoo, Deodorant and Shower Gel for Myself"
Table 42: Those Not Shopping for Toiletries (% of respondents), 2008
ENJOYMENT OF SHOPPING FOR TOILETRIES
"I Enjoy Choosing and Shopping for Things Like Shampoo, Deodorant and Shower Gel for Myself"
"I Do Not Enjoy Choosing and Shopping for Things Like Shampoo, Deodorant and Shower Gel Myself, But I Have to Do It"
Table 43: Enjoyment of Shopping for Toiletries (% of respondents), 2008
HOUSEHOLD USE OF TOILETRIES
"There are Other People Living in my Household, But I Have my Own Shampoo and Shower Gel and Deodorant"
"At Home, I Generally Use the Same Shampoo or Shower Gel or Deodorant as Other People in my Family"
Table 44: Using Separate Toiletries, and Sharing Toiletries with Other Members of the Household (% of respondents), 2008
PRODUCT PREFERENCES
"I Like to Use Products Which Have Been Designed Especially for Me, Rather Than Ones Which Either Men or Women Can Use"
"I Like to Use These Types of Products with Matching Fragrances if Possible"
Table 45: Preference for Products Designed for Men, and for Using Products with Matching Fragrances (% of respondents), 2008
BRAND LOYALTY
"I Don't Care Which Brands of Shampoo, Deodorant or Shower Gel I Use"
"I Have Quite Strong Feelings About Which Brand I Use"
Table 46: Attitudes Towards Branded Products (% of respondents), 2008
Special Offers And New Products
"I Often Buy a Different Brand from my Usual if it is on Special Offer"
"I Like to Try New Types of Shampoo, Deodorant or Shower Gel"
Table 47: Attitudes Towards Buying Different Brands, and Towards Trying New Types of Product (% of respondents), 2008

8. Company Profiles
ALLIANCE BOOTS LTD
Corporate Strategy
Advertising
Profitability
Table 48: Financial Results for The Boots Company PLC (£000), Years Ending 31st March 2005-2007
Recent and Future Developments
BEIERSDORF UK LTD
Corporate Strategy
Advertising
Profitability
Table 49: Financial Results for Beiersdorf UK Ltd (£000), Years Ending 31st December 2004-2006
Recent and Future Developments
KNOWLEDGE & MERCHANDISING INC LTD
Corporate Strategy
Advertising
Profitability
Table 50: Financial Results for Knowledge & Merchandising Inc Ltd (£000), Years Ending 31st December 2004-2006
Recent and Future Developments
L'ORÉAL (UK) LTD
Corporate Strategy
Advertising
Profitability
Table 51: Financial Results for L'Oréal (UK) Ltd (£000), Years Ending 31st December 2004-2006
Recent and Future Developments
PROCTER & GAMBLE LTD
Corporate Strategy
Advertising
Profitability
Table 52: Financial Results for Procter & Gamble Ltd (£000), Years Ending 30th June 2004-2006
Recent and Future Developments
UNILEVER PLC/UNILEVER UK LTD
Corporate Strategy
Advertising
Profitability
Table 53: Financial Results for Unilever UK Ltd (£000), Years Ending 31st December 2004-2006
Recent and Future Developments

9. The Future
DEMOGRAPHIC FACTORS
Table 54: The Projected UK Male Population by Age† (000), 2008-2012
THE CONSUMER
FORECASTS
Table 55: The Forecast UK Men's Toiletries and Fragrances Market by Sector by Value at Current Prices (£m at rsp), Years Ending December 2008-2012
Figure 4: The Forecast UK Men's Toiletries and Fragrances Market by Value at Current Prices (£m at rsp), Years Ending December 2003-2012

10. Further Sources
General Sources
Government Publications
Bisnode Sources

Alliance Boots Ltd
Beiersdorf Uk Ltd
Knowledge & Merchandising Inc Ltd
L'oréal (Uk) Ltd
Procter & Gamble Ltd
Unilever Plc/Unilever Uk Ltd

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