The U.S. Market for Men's Grooming Products: Putting a New Face on Men's Personal Care Products, 3rd Edition

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Published Jan 1, 2004 | 306 Pages | Pub ID: LA904609

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For at least a decade the men’s personal care market has defied all predictions of robust growth, but the stage may be set for a better performance. A high level of new product activity—to the tune of approximately 1,000 new products during the 1999-2003 period—includes heavily promoted, all-new brands from companies like Unilever (AXE) and L'Oréal (LancĂ´me Homme, gearing up for a U.S. debut in 2004) as well as expanded or repositioned brands from the likes of Beiersdorf (Nivea for Men), Procter & Gamble (Old Spice Red Zone), and Colgate-Palmolive (Speed Stick 24/7). At the same time, a key new demographic for these products is coming of age in single young men age 12-24, who are much more likely than previous generations to buy—and be heavier users of—grooming products for men. Add media hits like the grooming and personal care focused Queer Eye for the Straight Guy to the publicity mix, along with the well-groomed “metrosexual” urban male contingent, and it may realistically be deduced that things are finally looking for men’s toiletries—although “getting the girl” is still the most powerful product sell.

Packaged Facts has been tracking the U.S. market for men’s grooming product longer and in greater depth than any other publisher of market research reports, and this report synthesizes and expands upon nearly two decades of expertise and reporting from a uniquely U.S. perspective, while also taking into account important European marketing and new product trends. The report covers a breadth of products across six major categories—shaving products (including lotions, creams, soaps, foams, gels, aftershave, preshave, razors/replacement blades, and electric shavers); fragrance products (including body splashes and sprays); deodorant products (including the new hybrid deodorant/body sprays); haircare products (including haircoloring, styling, and hair-growth products); skincare products (including facial and body moisturizers, facial cleansers, facial scrubs and masks, suncare products, lip balm, talc, and depilatories); and bath and shower products (including body washes and scrubs, bath additives, after-bath products, and specialty bar soaps).

Report Methodology
The information in The U.S. Market for Men’s Grooming Products: Putting a New Face on Men's Personal Care Productsis based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

Pegging 2003 sales at $5 billion and forecasting sales of at least $6 billion by 2008, the report tracks sales for the overall retail universe (mass-market, department store, specialty store, and direct), quantifying mass-market sales to the marketer/brand share level via the most current IRI data available. The report also documents market size and composition, marketing and retail trends, and the role of the Internet, providing “Looking Ahead” trend forecasts and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Spring 2003.

What You’ll Get in this Report
The U.S. Market for Men’s Grooming Products: Putting a New Face on Men's Personal Care Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Men’s Grooming Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream personal care marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the men’s grooming market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for men’s grooming products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for men’s grooming based on Simmons data.

This report will help:

  • Marketing Managersidentify market opportunities and develop targeted promotion plans for men’s personal grooming products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the personal care arena.
  • Advertising agencie working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Scope and Methodology
    • Market Parameters
    • Report Methodology

  • The Market
    • Retail Sales to Near $10 Billion by 2008
    • 2003 IRI-Tracked Mass-Market Sales at $2.3 Billion
    • Shaving and Fragrance Categories Dominate Market
    • Figure 1-1: Share of Total U.S. Retail Sales of Men’s Grooming Products by Category, 2003 (percent)
    • Shaving Category Returns Half of Mass-Market Sales
    • Product Usage Skewed by Age
    • Heavy Marketing, Light Returns
    • Mass-Market Retail “Anti-Merchandising” Stymies Market

  • The Marketers
    • Marketer Overview
    • Gillette in a League of Its Own
    • Major Personal Care Marketers
    • Most Fragrance Marketers Based in Department Stores
    • Gillette Dominates Mass Market
    • Figure 1-2: Marketer Shares of U.S. Mass-Market Sales of Men’s Grooming Products, 2003 (percent)
    • The High-Tech Wars
    • Pressure from the Sides

  • Marketing & Retail Trends
    • High Rate of New Product Introductions
    • Age Segmentation Focuses Mainly on Young Men
    • Older Men Also in the Sights
    • Tech-ing Up
    • E-Commerce: More Than a Trend
    • Measured Advertising Expenditures Top $382 Million
    • High-Testosterone Advertising Themes Still Rule
    • Getting the Girl
    • More Evolved Advertising

  • The Consumer
    • 69% of Men Use Shaving Cream/Gel
    • Usage Skews by Gender
    • Figure 1-3: Male Usage Rates for Selected Grooming Product Classifications, 2003 (U.S. adult males)

  • Looking Ahead: Trends and Opportunities
    • Mass-Market Retail Development Is Critical
    • Cross-Category Masterbranding
    • Compelling New Products
    • Market Segmentation and Product Positioning

Chapter 2: The Products

  • Introduction
    • Scope of Report: Six Product Categories
    • IRI Breakouts Used for Market Quantification
    • Products Excluded
    • Products Also Classified by Distribution Class
    • Prestige Product Overlap
    • Specialty Ingredients
    • Packaging and Labeling
    • Gift Sets

  • Shaving Products
    • Five Product Segments
    • Razors
    • Shaving Cream
    • Electric Shavers & Trimmers
    • Shaving Product Packaging

  • Fragrance Products
    • Two Market Segments
    • Fragrance Variations
    • Body Sprays
    • Aftershaves, Preshaves, and Talc
    • Mass vs. Class
    • Fragrance Packaging

  • Deodorant Products
    • Deodorant vs. Antiperspirant
    • Body Sprays and Wipes
    • Natural Ingredients
    • Deodorant Packaging

  • Haircare Products
    • Three Segments
    • Haircoloring Products
    • Gradual Formulations
    • Temporary, Semi-Permanent, and Permanent Colorings
    • Hair-Growth Products
    • Hairstyling Products
    • Shampoos & Conditioners
    • Haircare Product Packaging

  • Skincare Products
    • Category Definition
    • Facial Moisturizers and Hand and Body Lotions
    • Facial Cleansers
    • Depilatories, Lip Balm, and Suncare Products
    • Skincare Product Packaging

  • Bath & Shower Products
    • Category Definition
    • Body Washes
    • Specialty Soaps
    • Multifunctional Products
    • Bath & Shower Product Packaging

    Product Regulation
    • Overview
    • Drug vs. Cosmetic Regulation
    • Regulation by Product Type
    • Most Products Treated as Cosmetics
    • Deodorants/Antiperspirants: Aluminum Compounds Under Scrutiny
    • Haircoloring Products Closely Watched
    • Hair-Growth and Thinning-Hair Product Claims Restricted
    • Cosmeceuticals Fly Under FDA Radar
    • Environmental Regulation of Aerosol and Pump Sprays

Chapter 3: The Market

  • Market Size and Growth
    • Retail Sales of Men’s Grooming Products Sluggish Overall
    • Table 3-1: U.S. Retail Sales of Men’s Grooming Products, 1999-2003 (in millions of dollars)
    • Figure 3-1: Sales Growth Rates for U.S. Mass-Market Men’s Grooming Products: By Category, 1999-2003 (percent)
    • 2003 IRI-Tracked Mass-Market Sales at $2.3 Billion
    • Table 3-2: IRI-Tracked Sales of Men’s Grooming Products, 1999-2003 (in millions of dollars)
    • Mass-Market Shaving Product Sales at $1.1 Billion
    • Table 3-3: IRI-Tracked Sales of Men’s Shaving Products, 1999-2003 (in millions of dollars)
    • Smallest Segment Charts Biggest Percentage Gains
    • Table 3-4: IRI-Tracked Sales of Men’s Refill Razor Blades, 1999-2003 (in millions of dollars)
    • Table 3-5: IRI-Tracked Sales of Men’s Disposable Razors, 1999-2003 (in millions of dollars)
    • Table 3-6: IRI-Tracked Sales of Men’s Shaving Cream, 1999-2003 (in millions of dollars)
    • Table 3-7: IRI-Tracked Sales of Men’s Razors, 1999-2003 (in millions of dollars)
    • Table 3-8: IRI-Tracked Sales of Men’s Electric Shavers & Trimmers, 1999-2003 (in millions of dollars)
    • Mass-Market Men’s Deodorant Sales at $577 Million
    • Table 3-9: IRI-Tracked Sales of Men’s Deodorant, 1999-2003 (in millions of dollars)
    • Mass-Market Men’s Fragrance Product Sales Up 7% in 2003
    • Table 3-10: IRI-Tracked Sales of Men’s Fragrance Products, 1999-2003 (in millions of dollars)
    • Shaving Lotion/Cologne/Talc Segment Up, Men’s Gift Packs/Sets Down
    • Table 3-11: IRI-Tracked Sales of Men’s Shaving Lotion/Cologne/Talc, 1999-2003 (in millions of dollars)
    • Table 3-12: IRI-Tracked Sales of Men’s Gift Packs/Sets, 1999-2003 (in millions of dollars)
    • Mass-Market Men’s Haircare Product Sales Stall
    • Table 3-13: IRI-Tracked Sales of Men’s Haircare Products, 1999-2003 (in millions of dollars)
    • Table 3-14: IRI-Tracked Sales of Men’s Haircoloring Products, 1999-2003 (in millions of dollars)
    • Table 3-15: IRI-Tracked Sales of Men’s Hair-Growth Products, 1999-2003 (in millions of dollars)
    • Table 3-16: IRI-Tracked Sales of Men’s Hairstyling Products, 1999-2003 (in millions of dollars)
    • Men’s Bath & Shower and Skincare Categories Going Strong
    • Table 3-17: IRI-Tracked Sales of Men’s Bath & Shower Products, 1999-2003 (in millions of dollars)
    • Table 3-18: IRI-Tracked Sales of Men’s Skincare Products, 1999-2003 (in millions of dollars)

  • Market Composition
    • Shaving and Fragrance Categories Dominate Market
    • Figure 3-2: Share of Total U.S. Retail Sales of Men’s Grooming Products by Category, 2003 (percent)
    • Shaving Category Returns Half of Mass-Market Sales
    • Table 3-19: Share of U.S. Mass-Market Sales of Men’s Grooming Products by Category, 1999 vs. 2003 (percent)
    • Disposable Razors Gaining Share in Shaving Category
    • Table 3-20: Share of U.S. Mass-Market Sales of Men’s Shaving Products Category by Segment, 1999 vs. 2003 (percent)
    • Shaving Lotion/Cologne/Talc Segment Outperforms Men’s Gift Packs/Sets
    • Figure 3-3: Share of U.S. Mass-Market Sales of Men’s Fragrance Category by Segment, 1999 vs. 2003 (percent)
    • Men’s Haircoloring Segment Gaining Share
    • Table 3-21: Share of U.S. Mass-Market Sales of Men’s Haircare Products Category by Segment, 1999 vs. 2003 (percent)
    • Mass-Market Outlets Gaining in Share
    • Figure 3-4: Share of U.S. Men’s Grooming Product Sales by Retailer Type, 2003 (percent)
    • Product Usage Skewed by Age
    • Table 3-22a: Male Usage Indices for Selected Grooming Products: By Age Bracket, 2003 (U.S. adult males)
    • Table 3-22b: Male Usage Indices for Selected Grooming Products: By Age Bracket, 2003 (U.S. adult males)
    • Minority Men Up Front
    • Table 3-23: Male Usage Indices for Selected Grooming Products: By Race/Ethnicity, 2003 (U.S. adult males)
    • A Western Skew for Some Product Types
    • Table 3-24: Male Usage Indices for Selected Grooming Products: By Region, 2003 (U.S. adult males)
    • Middle-Income Groups Falling Through the Cracks
    • Table 3-25a: Male Usage Indices for Selected Grooming Products: By Individual Income Bracket, 2003 (U.S. adult males)
    • Table 3-25b: Male Usage Indices for Selected Grooming Products: By Individual Income Bracket, 2003 (U.S. adult males)
    • Household Sizes Reflect Age Skews
    • Table 3-26: Male Usage Indices for Selected Grooming Products: By Household Size, 2003 (U.S. adult males)

  • Factors to Market Growth
    • Heavy Marketing, Light Returns
    • The Young Male Target
    • Table 3-27: Projected U.S. Male Population by Age Bracket, 2000-2010 (in thousands)
    • Untapped Targets
    • The Nontraditional Male
    • The Ethnic Male
    • The Aging Male
    • Male-Oriented Media Tell Men “It’s OK to Primp”
    • Mass-Market Retail “Anti-Merchandising” Stymies Market
    • E-Commerce Kudos
    • Figure 3-5: Projected U.S. Retail Sales of Men’s Grooming Products, 2003-2008 (in millions of dollars)

  • Projected Market Growth
    • Retail Sales to Near $10 Billion by 2008
    • Table 3-28: Projected U.S. Retail Sales of Men’s Grooming Products, 2003-2008 (in millions of dollars)
    • Bath & Shower and Skincare Categories to Pace Market Growth
    • Table 3-29: Projected U.S. Retail Sales of Men’s Grooming Products by Category, 2003-2008 (in millions of dollars)

Chapter 4: The Marketers

  • Marketer Overview
    • Numbers and Types
    • Gillette in a League of Its Own
    • Other Shaving Product Contenders
    • Global Personal Care Marketers
    • Other Leading Personal Care Players
    • Most Fragrance Marketers Based in Department Stores
    • Specialty Store Lines
    • Direct-Sales Outfits
    • Niche Marketers in Natural and Organic
    • Table 4-1: U.S. Men’s Grooming Products: Selected Marketers, Brands, and Products, 2003

  • Marketer and Brand Shares
    • Methodology
    • Gillette Dominates Mass Market
    • Figure 4-1: Marketer Shares of U.S. Mass-Market Sales of Men’s Grooming Products, 2003 (percent)
    • Gillette on Top in Shaving Category
    • Figure 4-2: Marketer Shares of U.S. Mass-Market Sales of Men’s Shaving Products, 2003 (percent)
    • Figure 4-3: Marketer Shares of U.S. Mass-Market Sales of Men’s Electric Shavers/Trimmers, 2002 vs. 2003 (percent)
    • Deodorant Category Less Top-Heavy
    • Men’s Fragrance Category Highly Fragmented
    • Combe Leads Haircare Category and Haircoloring Segment
    • Figure 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Haircare Products, 2003 (percent)
    • Few Mass-Market Players in Men’s Skincare and Bathcare
    • Department Store Marketer Rankings
    • Specialty Store Marketer Rankings
    • Direct-Sales Marketer Rankings
    • Table 4-2: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Refill Razor Blades, 2002 vs. 2003 (percent)
    • Table 4-3: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Disposable Razors, 2002 vs. 2003 (percent)
    • Table 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Shaving Cream, 2002 vs. 2003 (percent)
    • Table 4-5: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Deodorant, 2002 vs. 2003 (percent)
    • Table 4-6: Marketer Shares of U.S. Mass-Market Sales of Men’s Fragrances, 2003 (percent)
    • Table 4-7: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Shaving Lotion/Cologne/Talc, 2002 vs. 2003 (percent)
    • Table 4-8: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Gift Packs/Sets, 2002 vs. 2003 (percent)
    • Table 4-9: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Haircoloring Products, 2002 vs. 2003 (percent)
    • Table 4-10: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Hair-Growth Products, 2002 vs. 2003 (percent)
    • Table 4-11: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Hairstyling Products and Shampoo, 2002 vs. 2003 (percent)
    • Table 4-12: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Bath & Shower Products, 2002 vs. 2003 (percent)
    • Table 4-13: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Skincare Products, 2002 vs. 2003 (percent)

  • Competitive Overview
    • A Top-Heavy Market
    • Trimming the Fat
    • The High-Tech Wars
    • Pressure from the Sides
    • Competitive Focus: Men’s Electric Shavers & Trimmers
    • Rayovac Buys Remington
    • Competitive Trends
    • Technology/Convenience Features Drive New Product Development
    • Online Stores a Key Strategic Component

Chapter 5: Competitive Profiles

  • Competitive Profile: Beiersdorf
    • Corporate Overview
    • Nivea for Men Another Market Pioneer
    • Enter La Prairie for Men

  • Competitive Profile: Combe, Inc.
    • Corporate Overview
    • A Top-Ranked Player in Men’s Grooming
    • Covering All Age Bases in Men’s Haircoloring
    • Vintage Brand Leveraging?

  • Competitive Profile: Coty, Inc.
    • Corporate Overview
    • Number Seven in Men’s Grooming
    • Adidas Coty’s Ticket to Men’s Grooming Masterbranding

  • Competitive Profile: Estée Lauder Cos., Inc.
    • Corporate Overview
    • On Top in Prestige Male Grooming
    • Building on Aramis
    • Origins and Aveda Also Target Men’s Grooming
    • A Flow of Men’s Fragrances

  • Competitive Profile: The Gillette Co.
    • Corporate Overview
    • Men’s Grooming Masterbranding and Big-Ticket Promotions
    • Mach 3 Turbo Wet Razor in Marketing Overdrive
    • Gillette Sensor 3 Disposable Razor Scales Up the Segment
    • Facing Off Against Energizer/Schick
    • Skin Renewal Version Joins Shaving Cream Line
    • Deodorant Efforts Aimed at Xtreme Young Men
    • FreeGlider and Syncro Pace Electric Shavers
    • On the Web

  • Competitive Profile: Norelco Consumer Products Co.
  • (Philips Electronics North America Corp.)
    • Corporate Overview
    • Marketing Strategy Based on Innovation, Consumer Research—and Big Promotional Bucks

  • Competitive Profile: The Procter & Gamble Co.
    • Corporate Overview
    • Men’s Grooming Masterbranding
    • The Road Ahead

  • Competitive Profile: Remington Products Co. (Rayovac Corp.)
    • Corporate Overview
    • Life Under Rayovac

  • Competitive Profile: Schick-Wilkinson Sword
  • (Energizer Holdings, Inc.)
    • Corporate Overview
    • Schick Xtreme 3 Posts Strong Showing
    • Enter Quattro

  • Competitive Profile: Unilever
    • Corporate Overview
    • The “Path to Growth” Strategy
    • Unilever a Top Three Men’s Grooming Products Marketer
    • Enter Axe
    • Degree Ties in with Ironman Events
    • Value-Priced Suave for Men: “100% Not Girly”

Chapter 6: Marketing & Retail Trends

  • Marketing and New Product Trends
    • High Rate of New Product Introductions
    • Table 6-1: U.S. Market for Men’s Grooming Products: Number of New Product Introductions by Category, 1999-August 2003 (number and percent)
    • Age Segmentation Focuses Mainly on Young Men
    • Older Men Also in the Sights
    • Tech-ing Up
    • Environmental Protection
    • Product Suites Cross Category Lines and Leverage Designer Names
    • Ethnic Targeting
    • E-Commerce: More Than a Trend
    • Table 6-2: U.S. Market for Men’s Grooming Products: Selected New Product Introductions, 2002-Fall 2003

  • Consumer Advertising Trends
    • Measured Expenditures Top $382 Million
    • Top Three Marketers Account for Over Half of Spending
    • Table 6-3: Marketer Shares of National Consumer Advertising Expenditures for Men’s Grooming Products, 2002 (percent)
    • Gillette Out Front at $99 Million
    • Procter & Gamble on Second, Unilever on Third
    • Second-Tier Men’s Grooming Adspends
    • Other Million-Dollar Plus Spenders
    • High-Testosterone Advertising Themes Still Rule
    • Competitive Performance
    • Getting the Girl
    • Haircolor Also Positioned on Convenience
    • Norelco Santa Ads Back on TV
    • Prestige Product Advertising More Refined

  • Consumer and Trade Promotions
    • Consumer Promotions Intensive and Varied
    • Sampling and Sweepstakes
    • Prestige-Level Promotions
    • On the Web
    • Public Relations
    • Trade Advertising and Promotion

  • Retail Trends
    • Distribution Basics
    • “Gray Market” Diversion Widespread in Fragrance Category
    • Problems at Retail
    • Mass-Market Retailer Trends
    • Figure 6-1: Share of U.S. Men’s Grooming Product Sales by Retailer Type, 2003 (percent)
    • The Mass-Market Divide
    • Department Store Trends
    • Specialty Store Trends
    • Direct-Marketing Trends
    • Internet Trends
    • Table 6-4: Selected E-Commerce Websites for Men’s Grooming Products, November 2003

Chapter 7: The Consumer

  • Consumer Overview
    • The Simmons Survey System
    • 69% of Men Use Shaving Cream/Gel
    • Usage Skews by Gender
    • Figure 7-1: Male Usage Rates for Selected Grooming Product Classifications, 2003 (U.S. adult males)
    • Table 7-1: Usage Rates for Selected Grooming Product Classifications: Men vs. Women, 2003 (U.S. adults)

  • Category Focus: Shaving Products
    • Edge Gel the Brand Leader at 19%
    • Gillette Mach 3 the Brand Leader at 21%
    • Downscale Demographics for Disposable Razors
    • Older, Affluent Skew for Electric/Battery Shavers
    • Table 7-2: Male Usage Rates for Selected Shaving Cream/Gel Classifications, 2003 (U.S. adult males)
    • Table 7-3: Male Usage Rates for Selected Refill Razor Blade Classifications, 2003 (U.S. adult males)
    • Table 7-4: Demographic Characteristics Favoring Use of Refill Razor Blades, 2003 (U.S. adult males)
    • Table 7-5: Male Usage Rates for Selected Disposable Razor Classifications, 2003 (U.S. adult males)
    • Table 7-6: Demographic Characteristics Favoring Use of Disposable Razors, 2003 (U.S. adult males)
    • Table 7-7: Male Usage Rates for Selected Electric & Battery Shaver Classifications, 2003 (U.S. adult males)
    • Table 7-8: Demographic Characteristics Favoring Use of Electric & Battery Shavers, 2003 (U.S. adult males)

  • Category Focus: Fragrance Products
    • 37% Use Aftershave
    • Old Spice vs. Calvin Klein
    • Table 7-9: Male Usage Rates for Selected Aftershave/Cologne Classifications, 2003 (U.S. adult males)
    • Table 7-10: Demographic Characteristics Favoring Use of Aftershave/Cologne, 2003 (U.S. adult males)
    • Table 7-11: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Old Spice, 2003 (U.S. adult males)
    • Table 7-12: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Calvin Klein, 2003 (U.S. adult males)
    • Table 7-13: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Gillette Series, 2003 (U.S. adult males)
    • Table 7-14: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Avon, 2003 (U.S. adult males)

  • Category Focus: Deodorant/Antiperspirant Products
    • 60% Use Scented Deodorant
    • 15% Use Mennen Speed Stick
    • Table 7-15: Male Usage Rates for Selected Deodorant/Antiperspirant Classifications, 2003 (U.S. adult males)

  • Category Focus: Haircare Products
    • 16% Rate for Head & Shoulders
    • Younger, Single Skew for Hair Conditioners
    • Hair Gel vs. Hairspray
    • Home Haircoloring a Niche Segment
    • Table 7-16: Male Usage Rates for Selected Shampoo Classifications, 2003 (U.S. adult males)
    • Table 7-17: Male Usage Rates for Selected Hair Conditioner/Treatment Classifications, 2003 (U.S. adult males)
    • Table 7-18: Demographic Characteristics Favoring Use of Hair Conditioner/Treatment, 2003 (U.S. adult males)
    • Table 7-19: Male Usage Rates for Selected Hairstyling Product Classifications, 2003 (U.S. adult males)
    • Table 7-20: Demographic Characteristics Favoring Use of Hairstyling Products Other than Hairspray, 2003 (U.S. adult males)
    • Table 7-21: Male Usage Rates for Selected Hairspray Classifications, 2003 (U.S. adult males)
    • Table 7-22: Demographic Characteristics Favoring Use of Hairspray, 2003 (U.S. adult males)
    • Table 7-23: Male Usage Rates for Selected Home Haircoloring Product Classifications, 2003 (U.S. adult males)
    • Table 7-24: Demographic Characteristics Favoring Use of Home Haircoloring Products, 2003 (U.S. adult males)

  • Category Focus: Skincare Products
    • Minorities Are Prime Users of Moisturizers
    • College-Age Men Are Prime Users of Facial Cleansers
    • 26% Use Sunblock Products
    • Coppertone and Competitors
    • Table 7-25: Male Usage Rates for Selected Moisturizer Product Classifications, 2003 (U.S. adult males)
    • Table 7-26: Demographic Characteristics Favoring Use of Moisturizers, 2003 (U.S. adult males)
    • Table 7-27: Male Usage Rates for Selected Facial Cleanser Classifications, 2003 (U.S. adult males)
    • Table 7-28: Demographic Characteristics Favoring Use of Facial Cleansers, 2003 (U.S. adult males)
    • Table 7-29: Male Usage Rates for Selected Suncare Product Classifications, 2003 (U.S. adult males)
    • Table 7-30: Demographic Characteristics Favoring Use of Suncare Products, 2003 (U.S. adult males)

Chapter 8: Looking Ahead

  • Trends and Opportunities
    • Mass-Market Retail Development Is Critical
    • Cross-Category Masterbranding
    • Compelling New Products
    • The Convenience Card
    • Market Segmentation and Product Positioning
    • Revivals of Dormant Brands

  • Appendix: Addresses of Selected Marketers

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