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SUMMARY
Abstract
As more and more German men take up elaborate grooming habits, the market is diversifying and expanding. It is valued at € 1,270 million in 2007, up 22% from 2002 and 8% on 2006. The best growth rates came in 2006 and 2007, reflecting a boost for newer, higher-margin sectors, as well as much NPD. The hair and skincare sectors are expanding the fastest and only the dated aftershave and eau de cologne segments have declined. Coty with Davidoff, and Procter & Gamble with Boss, lead for fragrances, while Axe (Unilever) and adidas (Coty) are strong deodorant and shower gel brands. Male skincare is led by pioneer Nivea for Men (Beiersdorf), but L'Oréal Men Expert is fast gaining ground.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Men TABLE OF CONTENTS
Table of Contents
- Issues in the Market
- Definition
- Excluded
- Consumer research
- Abbreviations
- Market in Brief
- Strong growth in 2006 and 2007
- Changing grooming habits create new demand
- NPD becomes more sophisticated
- A receptive audience
- Manufacturers fight to maintain share
- Further diversification and expansion is on the cards
- Internal Market Environment
- Key Points
- Men take pride in their appearance
- Figure 1: Attitudes towards personal appearance, by country, 2005 and
2007
- The right male toiletries profit from a return to a clearly male image
- Individual needs
- Clean shaving trends support the shaving segment
- Broader Market Environment
- Key Points
- Young men are the main aficionados
- Figure 2: Trends in German adult male population, by age, 2002-12
- Recovering economy
- Figure 3: Trends in German PDI, consumer expenditure and GDP, at 2007
prices, 2002-12
- Decline in number of working men is bad news
- Figure 4: Trends in German employment, by gender, 2002-12
- The rise in single person households makes marketing harder
- REACH is adopted
- Who's Innovating?
- Key Points
- Figure 5: New product launches in men's toiletries, by country, 2005-07
- NPD in Germany
- Figure 6: New launches by sub-category, Germany, 2005-07
- Fragrances/aftershave
- Deodorants
- Shower gels and bath products
- Haircare
- Shaving preparations
- Face and skincare products
- Market Size and Forecast
- Key Points
- Figure 7: Forecast of German retail value sales of men's toiletries, at
current and constant prices, 2007-12
- Figure 8: German retail value sales of men's toiletries, by sector,
2002-07
- Figure 9: Per cent growth/decline in sales of men's toiletries by type,
2002-07
- Strong, steady growth
- Figure 10: German retail value sales of men's toiletries and average
spend per man (aged 15+), 2002-12
- Figure 11: Indexed growth in sales of men's toiletries, by country,
2002-12
- Factors used in the forecast
- Prospects
- Segment Performance
- Key Points
- A good performance overall
- Figure 12: German retail value sales of men's toiletries, by type,
2005-07
- Male fragrances, aftershaves, pre-shaves
- Figure 13: German retail value sales of male fragrances, by type,
2005-07
- Male deodorants and bodysprays
- Male-targeted shower gels and bath products
- Male-targeted haircare
- Shaving preparations
- Figure 14: German retail value sales of shaving preparations, by type,
2005-07
- Men's face and skincare products
- Figure 15: German retail value sales of men's skincare for face and
body, by type, 2005-07
- Market Share
- Key Points
- Male fragrances, aftershaves, pre-shaves
- Figure 16: Manufacturers' value shares of men's fragrances &
aftershave, 2005-07
- Figure 17: Popularity of men's fragrance (and bodyspray) brands, top 10,
2003-07
- Figure 18: Popularity of men's aftershave brands, top 10, 2003-07
- Male deodorants and bodysprays
- Male-targeted shower gels
- Male-targeted haircare
- Shaving preparations
- Figure 19: Brand value shares of shaving preparations, 2005-07
- Men's face and skincare brands
- Figure 20: Brand value shares of men's facial skincare brands, 2005-07
- Figure 21: Popularity of male facial skincare brands, 2004-07
- Own-labels
- Natural toiletries
- Companies and Products
- Beiersdorf AG
- Coty
- L'Or&eaucte;al
- M¨urer & Wirtz
- Procter & Gamble
- Unilever Deutschland
- Brand Communication and Promotion
- Key Points
- Ad spend is static
- Figure 22: Main monitored media advertising expenditure on men's
toiletries, by country, 2005-07
- Figure 23: Main monitored media advertising expenditure on men's
toiletries in Germany, Companies spending over €1 million, 2007
- Channels to Market
- Key Points
- Self-service druggists gain share
- Figure 24: German retail value sales of male fragrances &
aftershave, by outlet, 2005-07
- Consumer -- Pan-European Overview
- Key Points
- Figure 25: Use of toiletries by men and index of usage, Germany, 2007
- Figure 26: Penetration and frequency of use of male toiletries and
cosmetics, by country, by type, 2007
- Consumer -- Trends in Germany
- Key Points
- Figure 27: Trends in use of male toiletries and cosmetics, 2002-07
- Figure 28: Per capita spend on men's toiletries, by country, 2007
- Consumer -- Usage and Attitudes
- Key Points
- Figure 29: Men's use of toiletries, by type, full-time vs non-working
men, 2007
- Shaving foam/gel/cream/sticks
- Aftershave/male fragrances
- Face creams and lotions
- Deodorants
- Shampoo and conditioner
- Hairstyling products
- Male use of toiletries -- detailed demographics
- Figure 30: Use of male toiletries and cosmetics, by demographic
sub-group, 2007
- Shaving preparations
- Figure 31: Use of shaving foam/gel/cream/sticks, by demographic
sub-group, 2007
- Aftershave/male fragrance
- Figure 32: Use of aftershave/male fragrance, by demographic sub-group,
2007
- Face creams and lotions
- Figure 33: Use of face creams and lotions, by demographic sub-group,
2007
- Deodorants
- Figure 34: Use of deodorants, by demographic sub-group, 2007
- Shower gel
- Figure 35: Use of shower gel, by demographic sub-group, 2007
- Shampoo
- Figure 36: Use of shampoo, by demographic sub-group, 2007
- Conditioner
- Figure 37: Use of conditioners, by demographic sub-group, 2007
- Hairstyling products
- Figure 38: Use of hairstyling products, by demographic sub-group, 2007
- Attitudes
- Figure 39: Cross-analysis use of products, by lifestyle statements, 2007
- Figure 40: Cross-analysis use of male toiletries and cosmetics, 2007
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