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

Product Synopsis

This report provides a concise overview of the Male Toiletries market in the US. 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 companies 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 US Male Toiletries sector allows new entrants and established companies 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?
The volume of Male Toiletries used in the US will steadily increase during 2012-2017 at a CAGR slightly higher than that registered during 2007-2012.However, the market registered lower growth during 2009 as the market is not completely immune to the economic recession.

What are the key drivers behind recent market changes?
With a number of Millennials reaching 25 years of age, or older, during 2012-2017, their desire to experiment with new and innovative products, driven by their growing aspiration to look well groomed and styled, will drive demand for Male Toiletries in the country. Demand of Male Toiletries is also influenced by new gender behaviors. In addition, Male Toiletry needs in the US are driven by consumers' aspirations for higher quality products, along with those that offer better value for money

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 US Male Toiletries sector. This allows for the rapid identification of key growth opportunities across four 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 in the US.

Key growth categories are highlighted by analyzing the market dynamics of four Male Toiletries categories: Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics.

Market shares are provided for the leading brands across the Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics categories.

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

Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Male Toiletries sector.

Key Market Issues

The market for premium Male Toiletries products, particularly Aftershaves and Colognes, will continue to grow due to the gradual recovery of the US economy, supported by a positive tilt in the stock market which has led to a growth in consumer confidence. This is particularly the case amongst higher income group consumers who are no longer shy of making premium purchases in the Male Toiletries sector.

Aftershaves and Colognes and Disposable Razors and Blades are the most valuable categories in the US Male Toiletries sector and are expected to witness strong growth rates during 2012-2017.

Volume and value analysis shows that Hypermarket and Supermarket chains dominate the distribution of Male Toiletries products in the US, although the market is also marked by the presence of Drugstores and Pharmacies.

The improving state of the economy and a climbing stock market saw a rise in consumer confidence, with even high-income consumers not shying away from premium purchases. Consequently, the overall share of private label products in the US Male Toiletries sector remained low. The highest penetration rate was seen in the Pre-Shave Cosmetics category which was remarkably higher than the overall Male Toiletries private label penetration average.

While Post-Shave Cosmetics and Pre-Shave Cosmetics are expected to grow during 2012-2017, they are the lowest market value categories in the US Male Toiletries sector.

Key Highlights

Consumer analysis, based on Age Group, reveals that Older Consumers, Mid-Lifers and Pre-Mid-Lifers have the highest consumption share of Male Toiletries in the US. Consumer analysis, based on Wealth Group, reveals that Affluent men have the highest consumption share, while Time Poor male consumers have the highest consumption propensity of Male Toiletries in the country.

Disposable Razors and Blades will gain market share while the market share of Pre-Shave Cosmetics, Aftershaves and Colognes, and Post-Shave Cosmetics will decline between 2007 and 2017.

Manufacturers are focusing on launching innovative products that provide multiple benefits, primarily targeting the time-pressed working male population in the US who are growing more look-conscious and are seeking better grooming products with all-in-one benefits.

Disposable Razors and Blades accounted for almost 91.4% of the total number of packs used in the US Male Toiletries sector in 2012, driving significant demand of Rigid Plastic and Flexible Packaging Blister Packs. Disposable Razors and Blades do not use closures, while Box outers are used in case of Aftershaves and Colognes.

The growing demand of Disposable Razors and Blades in the US will result in the demand of Rigid Plastics and Flexible Packaging Blister Packs and Bag/Sachets. Demand of Screw Top closures and Box outers will increase as a result of the rising consumption of Aftershaves and Colognes.

Table Of Contents

Market Focus: Trends and Developments in the Male Toiletries Sector in the US
Country context
-          US Male Toiletries market provides significant opportunities to marketers helped by a recovering GDP and a growing proportion of affluent Millennials
-          Health and Beauty distribution is dominated by Hypermarkets and Supermarkets
-          Hypermarkets and Supermarkets are the dominant distribution channel both for overall Health and Beauty and for sales of Male Toiletries
Consumer Profile
-          Male Toiletries consumption in the US is skewed towards Older, Affluent and Time Poor consumers
-          Older consumers have the heaviest consumption of Male Toiletries in the US
-          Male Toiletries consumption in the US is primarily driven by men seeking products that can offer novel experiences
-          Male Toiletries demand is driven by consumers seeking novel experiences and products that can target evolving gender needs
-          Male Toiletries needs in the US are driven by consumers' aspiration for higher quality products along with those that offer better value for money
Sector Analysis
-          Disposable Razors and Blades continues to lead the Male Toiletries market growth
-          Disposable Razors and Blades will gain market share between 2007-2017
-          US Male Toiletries market will register a steady increase in volume and value growth
-          Post-Shave and Pre-Shave cosmetics continue to be low-value categories in the US Male Toiletries market
-          Aftershaves and Colognes and Disposable Razors and Blades continue to be high-value categories with the highest category growth rate
Brands and Private Labels
-          Gillette leads brand share in the Aftershaves and Colognes and Disposable Razors and Blades categories
-          Gillette leads brand share in the Post-shave and Pre-shave categories
-          Pre-Shave Cosmetics witnessed the highest Private Label penetration in the US Male Toiletries market
-          Increasing Private Label sales contributed to high value growth for Disposable Razors and Blades during 2009-2012
Packaging Insight
-          Rigid Plastic and Flexible Blister Packs are preferred packs for Disposable Razors and Blades
-          Growth in demand of Bottles, Screw Tops and Box outers will be driven by increased use of Aftershaves and Colognes
Future Outlook- four key trends in the US Male Toiletries sector
-          US Male Toiletries sector to witness subscription-based retailing along with growth in premium, multi-benefit and anti-aging post-shave products
Data Appendix and Summary Methodology


Companies Mentioned

The Procter and Gamble Company, Unilever PLC , Energizer Holdings, Inc., L'Oreal S.A., Wal-Mart, Walgreens, CVS Caremark ,Rite Aid ,

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