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

Product Synopsis

This report provides a concise overview of the Male Toiletries market in Russia. 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 Russian 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 Russia will steadily increase during 2012-2017. Volume growth will be primarily driven by the Men's Disposable Razors and Blades category. However, the market has experienced volatile growth in US$ terms, due to fluctuating exchange rates, which has added complexity to the market for international companies operating in the Russian Male Toiletries market.

What are the key drivers behind recent market changes?
The rise in demand is a result of the changing lifestyles of Russian Men, who have started to invest greater time and money into grooming themselves. Increased grooming awareness is also expected to grow the market of Post-Shave cosmetic products.

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 Russian 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 Russia.

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 Russian 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

Most of the large retailers in Russia remain concentrated in Tier 1 cities like Moscow and St. Petersburg. Russia is currently witnessing a trend for multi-format retailing by major retailers such as Auchan, a Hypermarket chain venturing into small format stores, or Magnit, also a Hypermarket retailer operating Drugstores. These retailers are branching out of the main Russian metropolitan areas and currently expanding in tier 2 and tier 3 cities with their multi-channel retailing strategy.

Men's Disposable Razors and Blades in Russia is a mature market, while product innovation is driving demand for Aftershaves and Colognes. The Aftershaves and Colognes category is expected to witness the highest category growth in the overall Male Toiletries market between 2012 and 2017.

Health and Beauty Stores and Hypermarkets and Supermarkets dominate retail sales in the Health and Beauty sector. Competition is set to increase as the retail chains expand steadily outside of Moscow and St. Petersburg to other major cities in Russia.

The majority of Russian consumers prefer to use branded Male Toiletries and look for their usual brand when making purchases. Furthermore, big budget advertising campaigns by major brands also make it difficult for Private Labels to gain market share

The increasing use of Pre and Post-Shave Cosmetics will drive demand for Bottle and Tube pack types. Moreover, packaging will see stylish designs in closures and colors. Meanwhile, demand for Box outers will also increase as a result of the rising usage of Aftershaves and Colognes.

Key Highlights

Consumer analysis, based on Wealth Group and Age Group, reveals that Older males with Moderate Income have the highest consumption share of Male Toiletries products by volume in Russia. In addition, Time Pressed and Time Poor men have the highest consumption frequency of Male Toiletries in Russia.

Aftershaves and Colognes is set to be the fastest growing category in the Male Toiletries market, driven by demand for multiple products including anti-aging products. Men's Disposable Razors and Blades is the largest category in the market by value share, but it is growing slowly compared to other Pre- and Post-Shave categories, which have gained in popularity among Russian men.

Increased demand and growth opportunities in the male grooming market has driven Male Toiletries companies to introduce products such as aftershave lotion and balms with added benefits such as a hydrating effect, skin protection, anti-rash, and anti-aging.

The Disposable Razors and Blades category accounted for over 60% of the total number of packs used in Russian Male Toiletries sector in 2012, driving significant demand for Rigid Plastic and Flexible Packaging materials. Paper and Board and Rigid Metal are the other key packaging type for Disposable Razors and Pre-Shave Cosmetics in Russia.

A change in Gender Behavior has seen Russian men seek greater comfort when shaving, as well as developing an increased interest in their appearance; this is driving the Male Toiletries market in Russia. Demand for products that suit the busy lifestyle are also gaining popularity among Russian consumers.

Table Of Contents

Market Focus: Trends and Developments in the Male Toiletries Sector in Russia
Country context
-          Rising income among a growing middle class is fuelling growth in consumer markets
-          Hypermarkets and Supermarkets and Health and Beauty Stores dominate retail sales in Russia
-          Hypermarkets and Supermarkets are the most prominent distribution channel for sale of Male Toiletries in Russia
Consumer Profile
-          The Male Toiletries market is led by Older male consumers and those with Moderate Income
-          Older consumers have the highest consumption frequency in Russian Male Toiletries market
-          Consumers have the greatest desire for toiletry products that target their specific gender needs, as well as offering convenience
-          Good quality products addressing individual shaving needs remain in high demand in the Male Toiletries market
Sector Analysis
-          Russia Male Toiletries market will register a steady increase in volume and value sales during 2012-2017
-          Aftershaves and Pre-shave Cosmetics to grow faster in the Male Toiletries market during 2007-2017
-          Aftershaves and Colognes to record the fastest value growth during 2012-2017
-          Disposable Razors and Blades continue to be high-value category in the Russian Male Toiletries market
-          Post-shave and Pre-shave Cosmetics to witness increased sales and high growth over 2012-2017
Brands and Private Labels
-          Gillette leads the brand share in the Aftershaves and Colognes and Disposable Razor and Blades categories
-          Nivea and Gillette are leading brands in the Post-Shave and Pre-Shave Cosmetics categories.
-          Private Label penetration is low, with consumers most receptive in Aftershaves and Colognes
-          Increasing Private Label sales contributed to high value growth of Aftershaves and Colognes
Packaging Insight
-          The high volume share of Disposable Razors and Blades is creating demand for Rigid Plastic and Flexible Packaging Bags/Sachets
-          The higher growth of Pre and Post-Shave cosmetics will drive demand for Bottle and Tube pack types
Future Outlook
-          Demand for multi-functional products and multiple retail channel will drive the Male Toiletries sector in Russia
Data Appendix and Summary Methodology

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