|European Male Grooming Market to Grow at an Annual Rate of 4.0% over the Next Five Years Compared to Only 2.8% for the US|
Research and Markets (http://www.researchandmarkets.com) has announced the addition of Changing Male Grooming Behaviors & Occasions to their offering.
Despite general attitudes gradually evolving, new and specific needs are emerging, creating exciting opportunities for manufacturers.
The European male grooming market will grow at an annual rate of 4.0% over the next five years compared to only 2.8% for the US.
Personal care players will have to understand men's particular needs in order to be able to effectively and accurately target them.
Scope of Report:
A complete map of all male personal care consumption occasions according to type of occasion, product market and life stage.
In-depth study of the emerging and evolving need states, growing consumption occasions and attitudinal shifts that drive the male grooming market.
Detailed market values of male usage of personal care products split by occasion, life stage and product market, with five-year forecasts
Highlights of Report:
Personal hygiene is by far the most important male product market in terms of occasions, accounting for 68.1% and 68.6% of all occasions in Europe and the US respectively in 2003.
53% of European and American men cite articles, features and programs in the broadcast and printed media as their main source of information about new products and grooming practices.
A staggering 89% of men in Europe and the US consider that good grooming and general presentation is essential to their professional success.
Reasons to Purchase:
Learn about the emerging trends amongst male consumers that will define the male grooming market in the future.
Identify the male consumer groups that will become key to the development of this market over the next five years.
Understand how to tailor your NPD and marketing to more accurately target specific male groups and need states.
CHAPTER 1 EXECUTIVE SUMMARY 3
Hot topic 3
The future decoded 3
Action points 4
CHAPTER 2 THE FUTURE DECODED 12
The male population is ageing 13
Men's share of personal care use will grow faster in Europe 16
Growth in male personal care usage continues 18
Increasing frequency of usage 18
Adults account for a falling number of occasions 21
Skincare is the fastest growing US market in terms of occasions 22
Everyday use is the most important occasion 24
There are long term gradual changes in male attitudes 27
Men are growing more experimental with regard to grooming 27
Men are becoming more knowledgeable about personal care 30
Removing embarrassment is key to encouraging experimentation 31
Men are paying more attention to the image of products ... 34
But most men value function over fashion 36
Men's grooming needs are evolving 38
Dressing for success 38
Fear of the effects of ageing 39
Stress and fatigue influence grooming needs 40
Male Teens seek belonging, individuality and coolness 41
Metrosexuals are a key opinion forming group 42
Men have particular shopping preferences 42
CHAPTER 3 ACTION POINTS 45
Target specific age groups 46
Adapt your message to Teenagers' needs 47
Help shape long term habits 48
Target Senior men by combating fear of the effects of ageing 49
Product effectiveness is crucial to successfully targeting Seniors 50
Adapt your NPD to male needs 50
Male cosmetics are not a serious option 51
Shift from alcohol-based products to gentler formulations 53
Tailor your marketing and advertising to male consumers 54
Use shaving as a Trojan horse for skincare 54
Target women as they are important purchasers of male products 56
Use humor to appeal to younger men 56
Adapt your language to male consumers 57
Align your category management with male attitudes 58
Place men's products near other male categories 59
Men just want to "shop and go" 60
For more information visit http://www.researchandmarkets.com/reports/c5181