Men's Toiletries - China

Sep, 2013   |   Mintel Group   |   Format : PDF

Evolving lifestyles, changing social outlooks and cultural inspirations from the developed markets mean Chinese men are increasingly focused on their looks with a higher spending power. Brand premiumisation is one way to capitalise on the male vanity trend in China."

Some questions answered in this report include:

Usage frequency/Channel usage/Repertoire buyer
Attitudes towards mens toiletries products
Attitudes towards buying mens toiletries products

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
The market
Rethink the size of male grooming market
Dominant segments size
Figure 1: Leading segments in China mens toiletries, by value, 2007-12
Mens facial skincare remains the key sector for the future growth of male grooming
Figure 2: Best- and worst-case forecast for China value sales of colour cosmetics, 2008-18
Companies and brands
The consumer
Toiletry category penetration is on the rise
Figure 3: Toiletries used in the past 12 months, August 2013
Most men are active buyers of toiletries
Figure 4: Buyer typologies, August 2013
Brands credibility is a key motivating factor
Figure 5: Motivating factors for product purchase, August 2013
Key issues
Conversion and premiumisation based on segment profiles
Cross-selling is essential to unlock the opportunity for growth
Capitalise on male vanity in China
What it means
THE MARKET
Key points
Market dynamics
Figure 6: China beauty and personal care market size and growth rates, 2008-12
Rethink the size of male grooming market
Figure 7: Percentage of mens products launched in total products launched of each category, based on China GNPD database, 1999-September 2013
Figure 8: Frequency of using haircare products, by gender, February 2013
Dominant segments size
Figure 9: Leading segments in China mens toiletries, by value, 2007-12
Figure 10: Year-on-year growth rate of some mens products, 2008-13
Figure 11: Percentage of mens products launched in total products launched of each category, 2010-13
Mens facial skincare remains the key sector for the future growth of male grooming
Figure 12: Best- and worst-case forecast for China value sales of colour cosmetics, 2008-18
Market drivers
The rise of the Chinese middle class could drive significant growth
Figure 13: Discretionary spending by Chinese middle classes, march 2013
The increasing spending power of China
Figure 14: Growth rate of incomes and expenditure of urban households, by region, 2009-11
Make the single men look good
What it means
COMPANIES AND BRANDS
Key points
Western companies dominate in mens facial skincare
Figure 15: China mens facial skincare retail market shares, by value (%), 2012
LOral seeks more growth opportunities
Beiersdorf remains strong
Figure 16: Proportion of men who have purchased mens toiletries in the last 12 months, by brand, July 2012
P&G is on rise of premiumisation
Figure 17: SK-II Men Facial Treatment Essence costing about $100 per 75 ml, Q2, 2012
Jahwa distinguishes itself from the multinationals
Figure 18: Ads for the origin of Liushen floral water on Youku hits over 6 million views, 2012
Advertising and innovation
Can BB cream create a similar sensation amongst Chinese men?
Figure 19: Biotherm Homme BB Instant Great Skin All-In-One, cost RMB390 for 30ml, Q2 2013
Indulge in facial masks
Figure 20: A young man undergoes facial skincare treatment at a beauty fair in Wuhan, Hubei province, 2011
Figure 21: Innisfree Forest for Men, moisture cream and treatment mask, Q2 2012
Leading brands
LOral Men Expert
Figure 22: Profit and loss statement for LOral, 2011 and 2012
NIVEA MEN
Figure 23: NIVEA for Men Hydrating 10 Multi Effect Lotion, Q2 2013
Mentholatum Men
Figure 24: New Mentholatum Oil Control Micro-Charcoal Beads Face Wash featuring actor Rain, Q2 2013
Gf
Figure 25: Gf Energising Emulsion for Men featuring a triple nourishing formula, Q2 2012
What it means
THE CONSUMER PRODUCT USAGE AND FREQUENCY
Key points
Toiletry category penetration is on the rise
Figure 26: Toiletries used in the past 12 months, August 2013
Potential for increasing frequency of usage
Figure 27: Facial products used in the past 12 months, August 2013
Figure 28: Hair products used in the past 12 months, August 2013
Figure 29: Body products used in the past 12 months, August 2013
Figure 30: Other products used in the past 12 months, August 2013
THE CONSUMER NUMBER OF PRODUCTS USED AND PURCHASE DECISION PROCESS
Key points
Variety seekers are leading the male grooming trend
Figure 31: Number of toiletry products used in past 12 months, August 2013
Figure 32: Number of products used in the past 12 month, by age group, August 2013
Figure 33: Number of products used in the past 12 month, by income group, August 2013
Figure 34: Number of products used in the past 12 month, by city, august 2013
Figure 35: Number of toiletries products used in the last 12 months, by types of products used, August 2013
Most men are active buyer of toiletries
Figure 36: Involvement in the purchase of toiletries, August 2013
Figure 37: Buyer typologies, August 2013
Figure 38: Buyer typology, by number of products used in the past 12 months, August 2013
Figure 39: Buyer type, by monthly personal income group, August 2013
THE CONSUMER BUYING CHANNEL USAGE
Key points
Hypermarkets and supermarkets are still dominating while online retailing is on the rise
Figure 40: Purchase of mens toiletries, by channel, August 2013
Figure 41: Buying channel usage, by buyer type, August 2013
THE CONSUMER ATTITUDES TOWARDS BUYING MEN'S TOILETRIES
Key points
Focus on functionality and clear labelling
Figure 42: Attitudes towards buying mens toiletries, August 2013
Figure 43: Attitudes towards buying mens toiletries, by income, August 2013
THE CONSUMER MOTIVATING FACTORS FOR PRODUCT PURCHASE
Key points
Brands credibility is a key motivating factor
Figure 44: Motivating factors for product purchase, August 2013
Figure 45: LOral Men Expert facial cleanser with red lava mud, Q2 2013
THE CONSUMER ATTITUDES TOWARDS MALE GROOMING
Key points
Figure 46: Attitudes towards male grooming, August 2013
KEY ISSUES IN THE MARKET CONVERSION AND PREMIUMISATION BASED ON SEGMENT PROFILES
Key points
Recognise the heterogeneity between segments and tailor product offering accordingly
Figure 47: Target segments for mens toiletries based on attitudes towards male grooming, by segment, August 2013
Figure 48: Any agreement with attitudes towards male grooming, by typology, August 2013
Functional & Fancy-free (30%)
Figure 49: Monthly personal income, by target groups for male grooming products, August 2013
Who are they?
Marketing message:
Mr Stylish (28%)
Figure 50: City tiers, by target groups for male grooming products, August 2013
Who are they?
Marketing message:
Disengaged (19%)
Who are they?
Figure 51: Age of respondents, by target groups for male grooming products, August 2013
Marketing message:
Savvy Seeker (23%)
Who are they?
Marketing message:
Cultivating the Functional & Fancy-free a daily grooming routine
Figure 52: Any agreement with attitudes towards male grooming in Functional & Fancy-free typology, August 2013
Prioritise the premiumisation of Mr Stylish
Figure 53: Any agreement with attitudes towards male grooming in Mr Stylish typology, August 2013
Figure 54: Kiehl's Facial Fuel for men is designed to instantly fight visible signs of fatigue for smoother, healthier-looking skin, Q2 2013
Figure 55: Mentholatum the Supers Man Moisture Lip Balm, Q2 2013
What it means
KEY ISSUES IN THE MARKET CROSS-SELLING IS ESSENTIAL TO UNLOCK THE OPPORTUNITY FOR GROWTH
Key points
Cross-category mix and match to attract repertoire users
Figure 56: Number of toiletry products used in the past 12 months, August, 2013
Figure 57: Buyer types for mens toiletries, by number of different types of product used, August 2013
Figure 58: Usage frequency for men's toiletries products in China, August 2013
Figure 59: Nivea for Mens brand offers products across a wide range of categories enabling the great opportunity of cross-category mix-and-match deals, from left to right: facial cleanser, deodorant, facial moisturiser, suncare lip care, shower gel), January 2010-September 2013
Within-category multi-buy deals to drive usage frequency
Figure 60: Usage frequency for womens facial skincare products, May 2013
The opportunity to convert non-users
Figure 61: One of the advertisement posts to demonstrate the Lynx effect, Q2 2012
What it means
KEY ISSUES IN THE MARKET CAPITALISE ON MALE VANITY IN CHINA
Key points
Hes worth it
Figure 62: Factors influencing choice of mens toiletries products, by monthly personal income, August 2013
Figure 63: The rapid brand proliferation of Amorepacific, left to right: Laneige Homme anti-ageing lotion, Mamonde M Moisture Control, Lirikos Homme Line Marine Wrinkle Repair lotion, Sulwhasoo for Men fluid, Primera Men Organience fluid, January 2010-September 2013
Smells good, feels good
Figure 64: The different needs between men and women when using a shampoo, 2012
Figure 65: The Laneige Homme Anti-Fatigue Lotion, Q4 2012
The aisle for him
Figure 66: Buyer type, by monthly personal income, August 2013
Figure 67: Purchase channel, by monthly personal income, August 2013
Figure 68: Watsons own-label male range from top to toe (from left to right: hairstyling wax, body lotion, facial lotion and lip care), 2012-13
Added-value service to define premium
Figure 69: Any agreement with attitudinal statements on male grooming, by monthly personal income, August 2013
Online category for him
Figure 70: Any agreement with attitudinal statements on male grooming, by monthly personal income, August 2013
What it means
APPENDIX
Consumer behaviour: Men's toiletries used in the last 12 months
Figure 71: Penetration and usage frequency of men's toiletries products in China, August 2013
Figure 72: Penetration and usage frequency of men's toiletries products in China, August 2013
Figure 73: Most popular penetration and usage frequency of men's toiletries products in China Face, by demographics, August 2013
Figure 74: Next most popular penetration and usage frequency of men's toiletries products in China Face, by demographics, August 2013
Figure 75: Most popular penetration and usage frequency of men's toiletries products in China Facial cleanser, by demographics, August 2013
Figure 76: Next most popular penetration and usage frequency of men's toiletries products in China Facial cleanser, by demographics, August 2013
Figure 77: Most popular penetration and usage frequency of men's toiletries products in China Facial skincare products, by demographics, August 2013
Figure 78: Next most popular penetration and usage frequency of men's toiletries products in China Facial skincare products, by demographics, August 2013
Figure 79: Most popular penetration and usage frequency of men's toiletries products in China Shaving products, by demographics, August 2013
Figure 80: Next most popular penetration and usage frequency of men's toiletries products in China Shaving products, by demographics, August 2013
Figure 81: Most popular penetration and usage frequency of men's toiletries products in China Hair, by demographics, August 2013
Figure 82: Next most popular penetration and usage frequency of men's toiletries products in China Hair, by demographics, August 2013
Figure 83: Most popular penetration and usage frequency of men's toiletries products in China Shampoo, by demographics, August 2013
Figure 84: Next most popular penetration and usage frequency of men's toiletries products in China Shampoo, by demographics, August 2013
Figure 85: Most popular penetration and usage frequency of men's toiletries products in China Conditioner, by demographics, August 2013
Figure 86: Next most popular penetration and usage frequency of men's toiletries products in China conditioner, by demographics, August 2013
Figure 87: Most popular penetration and usage frequency of men's toiletries products in China Hair treatment, by demographics, August 2013
Figure 88: Next most popular penetration and usage frequency of men's toiletries products in China Hair treatment, by demographics, August 2013
Figure 89: Most popular penetration and usage frequency of men's toiletries products in China Hair styling products, by demographics, August 2013
Figure 90: Next most popular penetration and usage frequency of men's toiletries products in China Hair styling products, by demographics, August 2013
Figure 91: Most popular penetration and usage frequency of men's toiletries products in China Hair colourants, by demographics, August 2013
Figure 92: Next most popular penetration and usage frequency of men's toiletries products in China Hair colourants, by demographics, August 2013
Figure 93: Most popular penetration and usage frequency of men's toiletries products in China Body, by demographics, August 2013
Figure 94: Next most popular penetration and usage frequency of men's toiletries products in China Body, by demographics, August 2013
Figure 95: Most popular penetration and usage frequency of men's toiletries products in China Shower products, by demographics, August 2013
Figure 96: Next most popular penetration and usage frequency of men's toiletries products in China Shower products, by demographics, August 2013
Figure 97: Most popular penetration and usage frequency of men's toiletries products in China Deodorants/antiperspirants, by demographics, August 2013
Figure 98: Next most popular penetration and usage frequency of men's toiletries products in China Deodorants/antiperspirants, by demographics, August 2013
Figure 99: Most popular penetration and usage frequency of men's toiletries products in China Others, by demographics, August 2013
Figure 100: Next most popular penetration and usage frequency of men's toiletries products in China Others, by demographics, August 2013
Figure 101: Most popular penetration and usage frequency of men's toiletries products in China Fragrance, by demographics, August 2013
Figure 102: Next most popular penetration and usage frequency of men's toiletries products in China Fragrance, by demographics, August 2013
Figure 103: Most popular penetration and usage frequency of men's toiletries products in China Sun protection products, by demographics, August 2013
Figure 104: Next most popular penetration and usage frequency of men's toiletries products in China Sun protection products, by demographics, August 2013
Figure 105: Most popular penetration and usage frequency of men's toiletries products in China Lip care, by demographics, August 2013
Figure 106: Next most popular penetration and usage frequency of men's toiletries products in China Lip care, by demographics, August 2013
Figure 107: Most popular penetration and usage frequency of men's toiletries products in China Hand and nail care products, by demographics, August 2013
Figure 108: Next most popular penetration and usage frequency of men's toiletries products in China Hand and nail care products, by demographics, August 2013
Repertoire analysis
Figure 109: Repertoire of penetration and usage frequency of men's toiletries products in China, August 2013
Figure 110: Repertoire of penetration and usage frequency of men's toiletries products in China, by demographics, August 2013
Figure 111: Penetration and usage frequency of men's toiletries products in China, by repertoire of penetration and usage frequency of men's toiletries products in China, August 2013
Figure 112: Purchase process, by repertoire of penetration and usage frequency of men's toiletries products in China, August 2013
Figure 113: Target groups, by repertoire of penetration and usage frequency of men's toiletries products in China, August 2013
Consumer behaviour: Purchase process
Figure 114: Purchase process, August 2013
Figure 115: Most popular purchase process, by demographics, August 2013
Figure 116: Next most popular purchase process, by demographics, August 2013
Figure 117: Penetration and usage frequency of men's toiletries products in China, by purchase process, August 2013
Consumer behaviour: Purchase channel
Figure 118: Purchase channel, August 2013
Figure 119: Most popular purchase channel, by demographics, August 2013
Figure 120: Next most popular purchase channel, by demographics, August 2013
Figure 121: Other purchase channel, by demographics, August 2013
Figure 122: Purchase channel, by purchase process, August 2013
Consumer attitude: Buying attitude
Figure 123: Attitudes towards buying men's toiletries, August 2013
Figure 124: Most popular attitudes towards buying men's toiletries, by demographics, August 2013
Figure 125: Next most popular attitudes towards buying men's toiletries, by demographics, August 2013
Figure 126: Purchase channel, by attitudes towards buying men's toiletries, August 2013
Consumer attitude: Motivating factors for product purchase
Figure 127: Motivating factors for product purchase, August 2013
Figure 128: Motivating factors for product purchase Brand, by demographics, August 2013
Figure 129: Motivating factors for product purchase Product function, by demographics, August 2013
Figure 130: Motivating factors for product purchase Price, by demographics, August 2013
Figure 131: Motivating factors for product purchase Convenience, by demographics, August 2013
Figure 132: Motivating factors for product purchase Spokesperson, by demographics, August 2013
Consumer attitudes towards male grooming
Figure 133: Attitudes towards male grooming, August 2013
Figure 134: Agreement with the statement Looking tidy is more important than following fashion trends, by demographics, August 2013
Figure 135: Agreement with the statement Unisex toiletries products are just as effective as those specifically designed for men, by demographics, August 2013
Figure 136: Agreement with the statement My grooming routine is only to keep me clean/hygienic, by demographics, August 2013
Figure 137: Agreement with the statement Being well groomed gives me a confidence boost, by demographics, August 2013
Figure 138: Agreement with the statement It is important to follow a daily routine using mens toiletries, by demographics, August 2013
Figure 139: Agreement with the statement There is a lack of mens toiletries products available in market to choose from, by demographics, August 2013
Figure 140: Agreement with the statement I would be interested in experimenting with new looks, by demographics, August 2013
Figure 141: Agreement with the statement I actively seek information about the latest fashion/trend of mens toiletries, by demographics, August 2013
Figure 142: Agreement with the statement I tend to be the first one to try newly launched mens toiletries products, by demographics, August 2013
Figure 143: Agreement with the statement It is worth spending more on mens toiletries rather than on other aspects, by demographics, August 2013
Figure 144: Agreement with the statement Premium brands of mens toiletries work better than less expensive ones, by demographics, August 2013
Figure 145: Agreement with the statement Using premium mens toiletries products is a way of self-indulgence, by demographics, August 2013
Further analysis Cluster
Figure 146: Target groups, August 2013
Figure 147: Target groups, by demographics, August 2013
Figure 148: Attitudes towards male grooming, by target groups, August 2013
Figure 149: Target groups, by occupations, August 2013
Figure 150: Occupations, by target groups, August 2013

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