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The US Men's Toiletries Market: What Consumers Use and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Men's Toiletries Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Men's Toiletries market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Men's Toiletries market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Men's Toiletries market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. While Men's Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics, and Aftershaves and Colognes may not, and therefore consumption patterns have been affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics, and Pre-shave Cosmetics.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

While overall consumption of Pre-shave Cosmetics tends to decline as consumers get older, consumption frequency increases, with growing numbers of Heavy users. However, the number of Heavy users remains relatively low, indicating that suppliers need to develop strategies to increase users' consumption frequency.

Almost a quarter of Pre-Mid-Lifers are Heavy frequency consumers of Post-shave Cosmetics and approximately a third are Medium frequency consumers. This indicates that Post-shave Cosmetics play a habitual role in this age group's grooming routine.

While similar levels of Older Young Adults and Pre-Mid-Lifers consume Aftershaves and Colognes, Heavy frequency consumption is higher among Pre-Mid-Lifers. One reason for this is their greater disposable income.

Key Highlights

Market valuation reveals that the US men's toiletries market is dominated by Disposable Razors and Blades, which account for 70% of the market by value. This product category is followed by Aftershaves and Colognes and Pre-shave Cosmetics.

Brand data analysis reveals that, in volume terms, private labels have less than a 10% share of the men's toiletries market in the US. Private label presence is highest for Post-shave Cosmetics and lowest for Aftershaves and Colognes.

Increasing interest in grooming among men is the most important trend in the US Aftershaves and Colognes market. This bodes well for the market, which should increase in size, though consumers may begin demanding a wider breadth of products, threatening the market shares of established brands.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Men's Toiletries Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Aftershaves and Colognes
3.2.2 Men's Disposable Razors and Blades
3.2.3 Post-Shave Cosmetics - Men's
3.2.4 Pre-shave Cosmetics
3.3 Behavioral Trends and Market Value
3.3.1 Aftershaves and Colognes
3.3.2 Men's Disposable Razors and Blades
3.3.3 Post-Shave Cosmetics - Men's
3.3.4 Pre-shave Cosmetics
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Aftershaves and Colognes
4.1.2 Men's Disposable Razors and Blades
4.1.3 Post-Shave Cosmetics - Men's
4.1.4 Pre-shave Cosmetics
4.2 Consumer Profiles by Product Category
4.2.1 Aftershaves and Colognes
4.2.2 Men's Disposable Razors and Blades
4.2.3 Post-Shave Cosmetics - Men's
4.2.4 Pre-shave Cosmetics
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Men's Toiletries Brand Choice and Private Label Consumer Penetration
5.2.1 Aftershaves and Colognes
5.2.2 Men's Disposable Razors and Blades
5.2.3 Post-Shave Cosmetics - Men's
5.2.4 Pre-shave Cosmetics
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Men's Toiletries
6.1.2 Aftershaves and Colognes
6.1.3 Men's Disposable Razors and Blades
6.1.4 Post-Shave Cosmetics - Men's
6.1.5 Pre-shave Cosmetics
7 Consumption Impact: Market Valuation
7.1 Men's Toiletries Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Men's Toiletries Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Men's Toiletries Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Aftershaves and Colognes
8.1.2 Retail Share by Volume - Men's Disposable Razors and Blades
8.1.3 Retail Share by Volume - Post-Shave Cosmetics - Men's
8.1.4 Retail Share by Volume - Pre-shave Cosmetics
8.2 Profiles of End-Consumers of Men's Toiletries, by Retailer Used
8.2.1 Costco
8.2.2 Kroger
8.2.3 Publix
8.2.4 Safeway
8.2.5 Wal-Mart
8.2.6 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Men's Toiletries Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Men's Toiletries Value Share (%), by Age Groups, 2012
Table 4: United States Men's Toiletries Value Share (%), by Gender, 2012
Table 5: United States Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Men's Toiletries Value Share (%) by Wealth Groups, 2012
Table 8: United States Men's Toiletries Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Aftershaves and Colognes Consumer Group Share (% market value), 2012
Table 10: United States Men's Disposable Razors and Blades Consumer Group Share (% market value), 2012
Table 11: United States Post-Shave Cosmetics - Men's Consumer Group Share (% market value), 2012
Table 12: United States Pre-shave Cosmetics Consumer Group Share (% market value), 2012
Table 13: United States Total Aftershaves and Colognes Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: United States Total Men's Disposable Razors and Blades Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Post-Shave Cosmetics - Men's Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Pre-shave Cosmetics Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Aftershaves and Colognes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 18: United States Aftershaves and Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 19: United States Men's Disposable Razors and Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Men's Disposable Razors and Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Post-Shave Cosmetics - Men's Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Post-Shave Cosmetics - Men's Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Aftershaves and Colognes Consumer Profiles (% consumers by sub-group), 2012
Table 26: United States Men's Disposable Razors and Blades Consumer Profiles (% consumers by sub-group), 2012
Table 27: United States Post-Shave Cosmetics - Men's Consumer Profiles (% consumers by sub-group), 2012
Table 28: United States Pre-shave Cosmetics Consumer Profiles (% consumers by sub-group), 2012
Table 29: United States Men's Toiletries Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 30: United States Aftershaves and Colognes Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 31: United States Men's Disposable Razors and Blades Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: United States Post-Shave Cosmetics - Men's Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: United States Pre-shave Cosmetics Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: United States, Overall Men's Toiletries: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 35: United States, Aftershaves and Colognes: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: United States, Men's Disposable Razors and Blades: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: United States, Post-Shave Cosmetics - Men's: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: United States, Pre-shave Cosmetics: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: United States Men's Toiletries Market Value (US Dollar million), by Category, 2012
Table 40: United States Men's Toiletries Market Volume by Category, 2012
Table 41: United States Men's Toiletries Market Share (US$ million), by Category, 2012
Table 42: United States Men's Toiletries Expenditure Per Capita (US Dollar), by Category, 2012
Table 43: United States Men's Toiletries Expenditure Per Household (US Dollar), by Category
Table 44: United States Men's Toiletries Market Volume Share (Ltrs m Units m) by Category, 2012
Table 45: United States Men's Toiletries Consumption Per Capita by Category, 2012
Table 46: United States Men's Toiletries Consumption Per Household by Category, 2012
Table 47: United States Aftershaves and Colognes Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: United States Men's Disposable Razors and Blades Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 49: United States Post-Shave Cosmetics - Men's Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 50: United States Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 51: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 52: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 53: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 54: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 55: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 56: United States: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Men's Toiletries Value Share (%), by Age Groups, 2012
Figure 3: United States Men's Toiletries Value Share (%), by Gender, 2012
Figure 4: United States Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Men's Toiletries Value Share (%) by Wealth Groups, 2012
Figure 7: United States Men's Toiletries Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Aftershaves and Colognes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Aftershaves and Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Men's Disposable Razors and Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Men's Disposable Razors and Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Post-Shave Cosmetics - Men's Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Post-Shave Cosmetics - Men's Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Men's Toiletries Market Share (US$ million), by Category, 2012
Figure 17: United States Men's Toiletries Expenditure Per Capita (US$), by Category, 2012
Figure 18: United States Men's Toiletries Expenditure Per Household (US$), by Category
Figure 19: United States Aftershaves and Colognes Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: United States Men's Disposable Razors and Blades Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 21: United States Post-Shave Cosmetics - Men's Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: United States Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Walmart.

Read the full report:
The US Men's Toiletries Market: What Consumers Use and Why?
http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/us_men_s_toiletries_market_consumers_use_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Male_Grooming_Products

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

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