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Male-specific body wash, deodorant, hair gel, shaving cream, razors, moisturizer, etc., constitute one of those markets that now outpace the overall beauty/grooming retail markets in many countries of the world, despite economic recession. Valued at $19.7 billion worldwide in 2009, male-specific grooming products will mushroom to $28.0 billion by 2014. And one must not forget that men also use grooming products that are non-male-specific - which raises the total value of male consumption to a colossal $61.3 billion in 2009, with $84.9 billion expected within five years. From either perspective, more is being spent on men's grooming, thanks to the ongoing rise of middle-class sectors; the enhanced connectivity of even the poorest corners of the world, via the Internet; marketers' more sophisticated appeals to men; and the universality of prestige and natural food/HBC channels, across hundreds of international borders. The potential is staggering - executives who consult this new Packaged Facts report will discover the best way for their companies to tap unmined men's grooming dollars in the United States and Canada, BRIC (Brazil, Russia, India, and China) France, Germany, Italy, Japan, Spain, and other countries and regions. As usual, Packaged Facts' in-depth analysis is backed up by historical and future sales figures; by Experian Simmons demographic data; and by a clear format that makes the report a true "ready reference." Also included are detailed competitive profiles of Beiersdorf/Nivea, Colomer/American Crew, Johnson & Johnson/Neutrogena, Kao/Biore, P & G/Gillette, and several others. There has never been a better time to enter the men's grooming market in multiple countries.
Read an excerpt from this report below. Report MethodologyMen's Grooming Products: A Global Analysis is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how such products are sold through retail stores, as well as through direct means - the Internet, for example. Packaged Facts also consults with industry executives based around the world. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data. Stats on market revenues and growth trends derive from all available data, whether quantitative or qualitative, on the men's grooming marketplace; that is to say, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress. Information about many international product introductions is provided by Product Launch Analytics, a service of Datamonitor. As noted above, extensive demographic data is provided by Experian Simmons. The Bottom Line: What Your Company Really Gets... With Men's Grooming Products: A Global Analysis, you and your team will gain a comprehensive overview of the ins and outs of selling such products all over Planet Earth. Most importantly, the report anchors men's grooming in the broader HBC and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by hard data presented in well-organized tables and charts. How Your Company Will Benefit from This Report... If your company is already an established player in beauty or grooming products, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the men's grooming product consumer, then this report is a great intro to the international marketplace, and thus a launching pad for a successful venture.
Market Insights: A Selection From The Report U.S., Japan, France, Germany Lead Sales of All Grooming Products Consumed by Men In 2009, the United States’ retail sales of all grooming products consumed by men are expected to push to $14.1 billion, or to more than double Japan’s $6.3 billion, according to Packaged Facts. [Table 1-5] France and Germany follow, with $4.6 and $4.5 billion, respectively. Brazil and China are tied in fifth place, with about $4.4 billion each. The five fastest-growing markets are Russia, which has catapulted over 49% during 2004-2009, to $2.9 billion; China, powering upward by more than 46% to its abovementioned $4.4 billion; Spain, achieving almost a 45% jump, to $3.1 billion; Brazil, climbing 42% to its $4.4 billion; and the United States, which has seen retail sales jump 41%, to reach its $14.1 billion. Use of the Wife’s/Girlfriend’s Beauty Products Certain surveys conducted by HBC marketers to determine the degree to which men typically dip into their wives’ or girlfriends’ exfoliants, eye creams, moisturizers, and other skincare and haircare products, appear to be unreliable - they have shown that over 90% of men secretly use such products on a regular basis. While this incidence and frequency of discreet use may not be credible, the idea that men are learning more complex grooming regimens from the women in their lives is logical - and for some marketers, the dynamic of malefemale partnership may present selling opportunities. At least anecdotally, it is widely observed that some men do indeed try their partners’ beauty products. Packaged Facts suggests that lots more try these products at their partners’ urging, or perhaps most successfully, with the welcome reinforcement of the wife’s/girlfriend’s actual presence. There would be nothing more likely to convince a heterosexual man of the benefits of an exfoliating scrub, for example, than a romantic interlude in the tub with the love of his life, who applies the luxurious scrub to his back. In the NewsMen’s Grooming Products Withstand Recession, Four Factors Identified as Critical to Market’s Robustness New York, October 14, 2009 — Men’s grooming is one of the few product markets equipped to maintain positive growth during the recession, according to leading market research publisher Packaged Facts in its latest study, Men's Grooming Products: A Global Analysis. The report identifies four factors driving the market: the ongoing rise of middle-class sectors in fast growing nations such as Brazil, Russia, India, and China; the Internet and similar technology providing enhanced access to new consumer bases outside wealthy industrialized regions; marketers’ increasingly sophisticated appeals to men, including creating or repositioning brands that flatter the male sense of national and/or ethnic identity; and the universal appeal of naturally or organically formulated toiletries that satisfy growing consumer consciousness regarding environmentalism and potential health problems originating from chemical-laden products. By the close of 2009, Packaged Facts projects that the global retail value of all grooming products used by men—including bath products, deodorant, haircare, shaving products, and skincare products—will exceed $61 billion, with grooming products positioned specifically to men accounting for a third of the total. Within five years, the global market for all male-consumed grooming products is forecast to mushroom to $85 billion, compared to $28 billion for male-specific products. “It has only been in the 2000s that the men’s grooming market has become a steadily strong performer, in large part because marketers have finally assembled the essential keys to marketing to men, typically through humorous advertising that emphasizes the multifunctionality of products that work fast and efficiently,” says Don Montuori, publisher of Packaged Facts. “But men are becoming more adventurous in their personal care regimens. Not only are many of the world’s men trying premium male-specific hair gels or skin creams for the fist time, but some are also trying a greater range of grooming products, including unisex items.” Men's Grooming Products: A Global Analysis investigates the world consumer marketplace for personal care products used by men in their daily grooming routines. The world market is discussed as a whole; according to country and region; according to five product categories—bath products, deodorant, haircare, shaving products, and skincare; according to rival marketers’ competitive strategies; and according to retail sell-through contexts. In addition, the report provides valuable demographic information on men’s grooming consumer bases in the United States and selected other markets. About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services. | |||||||||
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