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NEW YORK, NY -- Men's grooming is one of the few product
markets equipped to maintain positive growth during the recession, according
to leading market research publisher Packaged Facts in its latest study,
"Men's Grooming Products: A Global Analysis."
The report identifies four factors driving the market: the ongoing rise
of middle-class sectors in fast growing nations such as Brazil, Russia,
India, and China; the Internet and similar technology providing enhanced
access to new consumer bases outside wealthy industrialized regions; marketers'
increasingly sophisticated appeals to men, including creating or repositioning
brands that flatter the male sense of national and/or ethnic identity;
and the universal appeal of naturally or organically formulated toiletries
that satisfy growing consumer consciousness regarding environmentalism
and potential health problems originating from chemical-laden products.
By the close of 2009, Packaged Facts projects that the global retail
value of all grooming products used by men -- including bath products,
deodorant, haircare, shaving products, and skincare products -- will exceed
$61 billion, with grooming products positioned specifically to men accounting
for a third of the total. Within five years, the global market for all
male-consumed grooming products is forecast to mushroom to $85 billion,
compared to $28 billion for male-specific products.
"It has only been in the 2000s that the men's grooming market has
become a steadily strong performer, in large part because marketers have
finally assembled the essential keys to marketing to men, typically through
humorous advertising that emphasizes the multifunctionality of products
that work fast and efficiently," says Don Montuori, publisher of
Packaged Facts. "But men are becoming more adventurous in their personal
care regimens. Not only are many of the world's men trying premium male-specific
hair gels or skin creams for the fist time, but some are also trying a
greater range of grooming products, including unisex items."
"Men's Grooming Products: A Global Analysis"
investigates the world consumer marketplace for personal care products
used by men in their daily grooming routines. The world market is discussed
as a whole; according to country and region; according to five product
categories -- bath products, deodorant, haircare, shaving products, and
skincare; according to rival marketers' competitive strategies; and according
to retail sell-through contexts. In addition, the report provides valuable
demographic information on men's grooming consumer bases in the United
States and selected other markets.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics,
including consumer goods and retailing, foods and beverages, demographics,
pet products and services, and financial products. Packaged Facts also
offers a full range of custom research services.
Source: Packaged Facts
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