Better quality seeking and changing attitudes to personal grooming are driving the male toiletries market.

Wednesday 4 September 2013, Amsterdam

Identical sales growth across categories in the Male Toiletries market during 2007-2012 is likely to continue through 2012-2017. Aftershaves & Colognes will record slightly higher growth based on a greater number of product launches and offerings. The Male Toiletries market in Japan is expected to grow at a CAGR of 3.8% during 2012-2017, according to leading consumer specialist  latest report: ‘The Market Focus: Trends and Developments in the Male Toiletries Sector in Japan. Essentially a duopoly market occupied by Gillette and Schick, the sector is likely to register flat volume growth during 2007-2017 due to the already high penetration level of Male Toiletries products.

Brand loyalty is high in the Male Toiletries sector

The majority of Japanese consumers prefer to use branded Male Toiletries products and brand switching is less frequent compared to other Health & Beauty products. As in other parts of the world, male consumer prefers to look for their usual brand when making purchases. Furthermore, big budget advertising campaigns by the major brands also make it difficult for private labels to gain market share. In the disposable razor category, customers are price conscious without willing to compromise on the quality. This has led to an increase in new launches from both the major brands and private labels such as Gillette’s precision styling razor for men with facial hair and Gillette Fusion ProGlide Styler launched in 2012.

The Demand for multi-function tools and better targeting of facial care needs are creating new market dynamics

A challenging market with intense price competition among manufacturers and highly consolidated retailers means that marketers of Male Toiletries in Japan must adapt their strategies to make the most of their consumer’s individuality, lifestyle and health and wellness.

Individuality and Lifestyle

There has been a focus on male grooming products that reflect individual personality and lifestyle needs which has boosted the demand for specialized shaving solutions. The increased popularity of facial-hair grooming means that demand for multi-functional shaving tools that perform shaving, trimming, and edging has increased. It has become necessary for shaving companies that previously focused on a clean-shave to include low cost battery or electric operated shaving tool kits in their product range, driven by the demand for varied facial hair sculpting. An example of
this is Panasonic’s battery operated travel razor.

Health & Wellness

With regards to health and wellness the demand for specialized shaving solution for sensitive skin conditions has resulted in the launch of a shaving range that also takes care of facial grooming. The relatively low price of these products allows the consumer to experiment with new shaving foams or gels. Opportunities exist for Pre-shave and After-shave cosmetics that provide a complete facial care solution for men such as moisturizing, combating skin problems, skin toning, and masculine fragrance as well. An example of this is AXE Shave Gel and Hydrator, which is marketed as complete solution to men’s face care needs and includes face wash, shaving gel, and a hydrator.

The report is a result of an extensive research covering the Toiletries market.

It offers:

•Analysis of consumer behaviour, economic conditions, and demography reveals emerging opportunities in the Toiletries market.
•Key growth categories by analysing the market dynamics of major Toiletry categories.
•Market shares across Toiletry categories.
•An overview of Japanese Toiletry trends, including primary packaging material and type.
•The relationship between male consumer Toiletry demands and the dynamics between different Toiletry types.
•Understanding of trends and the key drivers behind recent market changes.

This will facilitate:

•Clear identification of promising areas for future growth, both in terms of innovative products and lucrative geographies.
•Proper understanding of shifting market dynamics to ensure maximum sales.
•An insight into the complex picture of consumption’s variation between product categories.
•Explicit understanding of the relationship between key drivers of consumer demand in the Toiletries market