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SUMMARY
After thirty years of anticipation, the men' s grooming market is finallystarting to blossom, as men become less self-conscious and more knowledgeableabout a range of personal care products. Ethnic men, a force of at least 84million, are party to the trend, too, and alone yield over $1.4 billion atretail. Smart marketers are researching how best to impress the principleHispanic, African-American, and Asian sectors. This new Packaged Facts Trendsreport concisely details the male ethnic HBC market, as divided here intoshaving products, hair care, deodorant, and skin care categories. Sales trendsand forecasts are presented and analyzed in the context of today' s society. Andthe competitive strategies of L' Oreal, Alberto-Culver, and several others arediscussed.Introducing Market Trends Market Trends is the latest product linefrom Packaged Facts. These timely, compact reports offer insight and analysisinto new product trends, demographic shifts, and consumer behaviors that affectthe food, beverage and consumer goods industries. Report Methodology Theinformation in Market Trends: The Ethnic Male Personal Care Market is based onboth primary and secondary research. Primary research involved interviews withmarketing, public relations and industry analysts within the grooming marketsand consultants to the industry. Secondary research entailed data-gathering fromrelevant trade, business, and government sources, including company literature.The analysis of consumer demographics derives from Simmons Market ResearchBureau survey data for fall 2003. How You Will Benefit from this Report Ifyour company wants to get a head' s up on the expected boon in ethnic male HBCproducts, you will find this report invaluable, as it provides a comprehensivepackage of information and insight not offered in any other single source. Youwill gain a thorough understanding of the factors that influence the developmentof this market. Plus, you' ll benefit from extensive data, presented ineasy-to-read and practical charts, tables and graphs. This report will help:- Marketing Managers identify market opportunities and develop targetedpromotion plans for new products and ingredients.
- Research and development professionals stay on top of competitorinitiatives and explore demand for new ethnic male grooming productintroductions.
- Advertising agencies working with clients in the personal care industry tohelp understand the product buyer to develop messages and images that compelconsumers to purchase these products.
- Business development executives understand the dynamics of the market andidentify possible partnerships.
- Information and research center librarians provide market researchers,brand and product managers and other colleagues with the vital informationthey need to do their jobs more effectively.
TABLE OF CONTENTS
I Executive SummaryII Methodology- Market Definition
- General Market Products Included
- How This Report Was Prepared
- Clarification of Terms
III The Products- Ethnic-Specific, General Use, Male and Unisex Products
- Four Men' s Ethnic HBC Categories: Shaving Products, Hair Care, Deodorant,Skin Care
- Shaving Products
- Shaving Cream, Soaps, Gels, Etc.
- Shaving Lotion/Fragrance/Talc
- Wet Razors
- Hair Care Products
- Shampoo and Conditioner
- Styling Products
- Treatments
- Haircolor
- Relaxers/Home Perms
- Deodorant
- Skin Care Products
- Anti-Acne Preps
- Basic [moisturizers, hand & body lotion, cleansers, etc.]
- Chemical vs. Natural Formulations
- Cosmeceutical Benefits for Blacks versus Hispanics versus Asians
- More Products for Hispanic and Asian Men in 2004
IV The Numbers- Sales of HBC to Ethnic Men at Over $1.4 Billion in 2003
- Male Ethnic-Specific Sales
- A Market Headed for a Big Pay-Off
- Shaving Products Push Up to $642 Million
- Hair Care Slips to $402 Million
- Deodorant Also Slips, to $304 Million
- Skin Care Relatively Bullish, at $88 Million
- Shaving Products Hold Biggest Share of Retail
V What Lies Ahead- More and More Men of Color
- Hispanic Men Now Most Numerous
- African-American Men Still the Prime Target
- Asian Men Neglected
- More Knowledge About Health and Appearance
- Marketers Step Up Efforts to Reach Men
- The Hispanic Product Wave: Tsunami or Sprinkle?
- Ethnic Men Show Pride, Yet Assimilate
- Ethnic Men and Mainstream Trends
- More Styles Acceptable
- Use of Hair Color More Widespread
- Skin Care' s Not Just for Sissies
- The Rise of Pop Prestige
- Ethnic Youth in the Equation
VI Projected SalesVII The Competitive Situation- Overview
- The Marketers
- Specialists and Generalists
- Few Target Male Ethnics Exclusively
- Types of Companies
- Table of Marketers and Brands
- Competitive Profile: L' Oreal
- Competitive Profile: Alberto-Culver
- Competitive Profile: Johnson Publishing
- Competitive Profile: Murray' s
- Competitive Profile: Luster Products
- Marketers to Watch
VIII Marketing and Product Trends- New Products
- Consumer Advertising Expenditure
- Consumer Advertising Positioning
- Consumer Promotions
- Trade Shows
IX At the Retail Level- Margins
- Assortment
- Shelvings Improving
X The Male Ethnic Consumer- Appendix: Selected Company Addresses
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