Men accounted for 47% of world's volume of health and beauty products used in 2011, new research report states
October 12, 2012
– Research and Markets (http://www.researchandmarkets.com/research/d5mrnj/rethinking_male) has announced the addition of Canadean Ltd's new report "Rethinking Male and Female Health and Beauty Routines" to their offering.
This report offers a completely fresh look at men's and women's Health and Beauty routines, allowing marketers to understand people's consumption patterns like never before. This offers unique opportunities to effectively target new consumer groups, behaviors and trends.
What Makes This Report Unique and Essential to Read?
The analysis provided is unique in the market as it tracks men's and women's behavior through to its actual impact on a product market. This provides readers with a unique analysis of the market, driven by survey-based data on consumer trends and groups, which is integrated with market data. This allows marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits:
Unique survey data, composed of over 30,000 responses, provides detailed insight of end-consumers behaviors.
Supported by market data, the survey provides market sizing consumption by key consumer groups, both by age and by gender.
Concise case studies identify best practice on how to align marketing practices to effectively target trends.
Trends are sized by volume and value, showing the actual market impact of consumers' behavior.
Men are becoming more image-conscious. However, given that men already account for 47% of the volume of Health and Beauty products used in 2011, this increased image-consciousness will result in an increase in men's consumption frequency rather than increasing product penetration, requiring different marketing tactics to exploit new opportunities.
Men's consumption in BRIC and Non-BRIC countries is driven by different trends. For instance, men in the BRIC region are more interested in a product's ingredients: the Quality Seeking and Technology Uptake trends rank six places higher, out of a total of 20 trends, than in the Non-BRIC region.
Whilst taking advantage of the growing number of opportunities in the male grooming market, the industry should not forget that women are still the most likely to use a product that is specially designed for them.
In 5 out of 7 markets the Older women's share of consumption is equal to or higher than their share of the population. However, they under-consume (compared to their population share) in Haircare and Skincare. While older women tend to have shorter hair and therefore use fewer Haircare products, under-consumption in Skincare points to unmet demand.
Trend analysis shows relatively few women opt for products to meet needs for having the latest formulation, or being socially responsible. Ethical and technological positions can still be important in ensuring consumers think positively about a company, but specific products themselves will have to target other trends in order to have mass appeal.
For more information visit http://www.researchandmarkets.com/research/d5mrnj/rethinking_male
Source: Canadean Ltd
Research and Markets
Laura Wood, Senior Manager.
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Personal Care
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