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  6. > Market Focus: Trends and Developments in the Male Toiletries Sector in China

Product Synopsis

This report provides a concise overview of the Male Toiletries market in China. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the Chinese Male Toiletries sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
While growth has been steady in local currency terms, closely matching volume growth, volatile exchange rates have added complexity to the market for international companies. For instance, the value of the Chinese Yuan versus the US$ fell rapidly during the second half of 2012.

What are the key drivers behind recent market changes?
The most important motivation by far is Quality, since Chinese consumers are now paying increased attention to product quality following the continual revelation of inferior quality cosmetic products available in the market.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the Chinese Male Toiletries sector. This allows for the rapid identification of key growth opportunities across major Male Toiletries categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Male Toiletries sector.

Key growth categories are highlighted by analyzing the market dynamics of major Male Toiletries categories.

Market shares are provided for the leading brands and private labels across Male Toiletries categories.

An overview of packaging trends in Chines Male Toiletries sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

Older Consumers, who are aged 55 years and over, and Pre-Mid-Lifers aged 36-44 in China are the most frequent users of Men's Disposable Razors and Blades. Rising disposable income and a desire to follow individual grooming trends in the work place is prompting them to use Men's Disposable Razors and Blades on a regular basis.

With shaving being a very precise exercise, customers place great importance on skin protection as well as a smooth shaving experience. Chinese consumers are looking for quality products that fit their needs, which is why it is important for the brand to be well-positioned in the consumer's mind.

Consumers desire better value for money from their purchases by either trading down to lower priced items, or by trading up to higher priced ones when they feel there is value in doing so. This means that value for money isn't limited to simply cost, but also involves offering consumers added value from their purchases at a reasonable price.

Due to rising disposable income and lifestyle changes, Chinese men are becoming more comfortable purchasing Pre-Shave Cosmetics and Aftershaves and Colognes that come with added skincare benefits.

Key Highlights

More lengthy grooming routines among men are driving growth in the Male Toiletries Market. Aftershave and Pre-Shave Cosmetics will continue to see products with extended benefits being targeted at consumers purchasing from the Facial Care category of the Men's Skincare segment.

Men's Disposable Razors and Blades in China is a mature market driven by the demand for high quality and value for money products. This category is increasing in local currency terms, but fluctuations in volatile exchange rates in US$ terms are affecting growth.

Despite increasing disposable income in recent years, many Chinese consumers still remain cost-conscious and tend to opt for private label products for better deals. Meanwhile, the lowest penetration was in Disposable Razors and Blades where private label held a value share of4.9%, mainly due to the low price difference between brands such as Flying Eagle and private label.

The Disposable Razors and Blades category accounted for over 88.2% of the total number of packs used in the Chinese Male Toiletries sector in 2012, driving significant demand for Rigid Plastics, Paper and Board, and Flexible Packaging Bags/Sachets.

The demand for dry shaving and increasing use of Post-Shave cosmetics will explore anti-aging formulations in the Male Toiletries sector, targeting older Chinese consumer. Therefore, marketers of Male Toiletries in China must adapt their strategies to make the most of current trends.

Table Of Contents

Market Focus: Trends and Developments in the Male Toiletries Sector in China
Country context
-          Rising living standards have shifted consumers' focus from basic needs to a higher quality of life
-          Department stores account for majority of Health and Beauty sales
-          Hypermarkets and Supermarkets are the most preferred destination for buying Male Toiletries products in China
Consumer Profile
-          Use of Male Toiletries is high among Older Consumers and those who are financially Better Off
-          Opportunities exist to encourage Chinese consumers to adopt a daily Shaving routine
-          The Male Toiletries sector in China is characterized by growing number of Quality Seeking consumers
-          Quality of a product remains key for the purchase of Male Toiletries in China
-          Age specific needs and products that offer better value for money are other key trends driving the market growth
Sector Analysis
-          Male Toiletries market in China is growing steadily, however, fluctuating exchange rates have added complexity to the market
-          After Shaves and Colognes and Pre-Shave Cosmetics are to record the fastest value growth during 2012-2017
-          Pre-Shave Cosmetics and Aftershaves and Colognes will gain market share in 2007-17
-          Pre-Shave Cosmetics and Aftershaves and Colognes will continue to grow in China's Male Toiletries market
-          Innovation in providing shaving comfort is driving category growth in Men's Disposable Razors and Blades
Brands and Private Labels
-          Private label penetration in Male Toiletries categories is relatively low
-          High private label growth expected in Pre-Shave Cosmetics and Aftershaves and Colognes categories
-          Gillette is the leading brand among all the categories of Male Toiletries in China
Packaging Insight
-          The high volume share of Disposable Razors and Blades is creating demand of Rigid Plastic and Flexible Packaging Bags/Sachets
-          Rigid Plastic will remain the most popular packaging material along with Flexible Packaging while use of Paper and Board will decline
Future Outlook- four key trends in China's Male Toiletries sector
-          The future of Male Toiletries market in China is characterized by increasing desire for dry shaving
Data Appendix and Summary Methodology


Companies Mentioned

The Procter and Gamble Company, Coty, Inc., L'Oreal S.A., Beiersdorf AG, Avon Products, Inc., PUIG, Energizer Holdings, Inc. ,Shanghai Jahwa United Company Ltd. ,Shiseido Company, Limited  ,

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