What Men Want – Examining the Male Consumer in Beauty and Personal Care

Strategy Briefing

About This Report

Feb 2016

Although men continue to significantly out earn women across all regions, men’s grooming and fragrances only account for 11% of the global beauty market. Men’s skin care has been the stellar performer with double-digit growth, albeit from a small base with the majority of new sales coming from the skin care inclined Asia Pacific region. Product adoption is the biggest challenge facing men’s grooming as well as the strongly consolidated competitive landscape across all categories.

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What Men Want – Examining the Male Consumer in Beauty and Personal Care

The lucrative male consumer group

Despite the fact that the populations of men and women globally remain largely equal, men continue to significantly out earn women across both emerging and developed markets.

Men drive growth across both industries

Women dominate across both beauty and fashion industries but looking more specifically at growth rates men continue to outpace women, driven by changing cultural attitudes towards men’s appearance fuelling growth.

The end of men’s shaving’s domination

Despite hair care being considered a staple product in most parts of the world, skin care outsells hair care in most regions. Men’s skin care’s higher sales are largely due to its higher prices even in the mass segment compared to any other categories in men’s toiletries.

Skin care maintains growth upsurge in men’s grooming

The majority of growth is coming from the skin care inclined Asia Pacific region, however, upcoming emerging markets in men’s skin care include Latin America.

Differences in purchase influencers

In developed markets, men remained commercially driven with sales and free samples generating the higher responses. The vast unexplored consumer base in emerging markets is more technically savvy and responsive to all marketing methods.

Men’s grooming faces multiple challenges

Adoption is the biggest challenge facing men’s grooming as well as the strongly consolidated competitive landscape across all categories.

Lessons from the apparel industry: offer exclusivity and engagement

Retailers and brands have began investing heavily in creating an engaging, enjoyable store experience for men, which is becoming a necessary distribution strategy in men’s grooming.

Introduction

Scope
Key findings

Global Overview

The l ucrative male c onsumer g roup
Millennials ’ rising spending power and consumption
Generations Z and Alpha in the focus of long ? term strategies
Men remain low ? key in their grooming habits
Women dominate across both beauty and fashion industries…
...but growth dynamics for men accelerate moving forward
Men continue to spend considerably more on apparel than beauty
The end of men’s shaving’s domination

Key Consumer Drivers

Case study: The evolution of the male consumer

Key consumer Drivers

Men v enture into the luxury sphere
Higher usage volume vs simplicity in men’s grooming
Decision making b egins to imitate w omen’s
Male consumers seek to try s omething n ew
Research becomes a key s tep in path to purchase
What influences purchase decisions for male c onsumers?
Men’s grooming shopping journeys span across multiple channels

Industry Challenges

Men’s grooming continues to face key challenges
Product adoption a key challenge as men’s skin care remains niche
Product adoption ? the most promising skin care markets
Consolidated competitive l andscape l ikely to diversify
Usage ? men’s personal grooming routines remain low maintenance
Room for further product diversification in men’s skin care
Brand heritage key to capturing male consumers
Case study: Targeting a multicultural male consumer base
Distribution remains concentrated in mainstream channels
Subscriptions transform the shaving industry in the US
Case study: Online shaving club model exported to the UK

Lessons from the Apparel Industry

Diversification and innovation f uel g rowth
Fashion players break into the menswear market
Case study: Trousers prove lucrative for Bonobos
Case study: Mr Porter - t he men’s online lifestyle brand
“ Retailtainment ” for men
Potential for male-specific concept stores boosts men’s grooming

Outlook for Men’s Grooming

What will men’s consumption habits look like in 2019?
Skin care maintains growth surge in men’s grooming
Asia Pacific domination unrivalled in skin care
Mass continues to dominate in both personal care and apparel
Summarising the male c onsumer
Solving the male c onsumer puzzle

Appendix

Definitions
Overview of survey methodology