Mens Toiletries & Fragrances
Executive Summary
A number of lifestyle trends — including a growing willingness by men to spend both time and money on their appearance and increased activity within the men's magazine market — have favoured the men's toiletries and fragrances market. At the same time, however, demographic trends have worked against it, with a decrease in the number of younger men, particularly within the key 25 to 34 age group.
Despite population change, the market has continued to show good year-on-year growth, which can be attributed to strong new product development (NPD) and to the fact that companies have improved their understanding of how to market toiletries and skincare products to men.
Much attention has been paid to the retail environment for men's toiletries and fragrances; high-street and multiple retailers have put effort into trying to find the right way of presenting the products so that men are comfortable purchasing them.
Body sprays and deodorants still make up the largest segment of the male toiletries market, but their share has decreased as other segments — notably skincare and hair care — have become more important.
The market for men's fragrances grew strongly during the first 4 years of this decade. However, successive interest rate rises during the first 9 months of 2004 had an effect on sales of many types of luxury goods — including fragrances — and led to a slight slowdown in growth.
Exclusive research demonstrates that a high proportion of men are very involved in the process of choosing their own toiletries products. More than half say that they are responsible for both choosing and purchasing these items. Almost a further quarter say that, although they usually leave the actual purchasing to someone else in their household, they usually give instructions as to which brands, and which particular products, they would like. Fewer than one in five leave the whole process of choosing and purchasing the toiletries they use to someone else in their household.
However, there seems to be relatively little enthusiasm for ranges of toiletries that are specifically designed for men, or for the idea of matching fragrances for a range of male toiletries products.
Manufacturers of toiletries may have to work hard in order to gain brand loyalty among their male consumers, with relatively few men saying that they have quite strong feelings about toiletries brands.
The market for men's toiletries and fragrances is forecast to continue to grow at a steady rate over the next 5 years, led mainly by NPD.
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