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Men's Grooming - Hong Kong, China

Euromonitor International : Country Sector Briefing


June 2010

Men's Grooming

Hong Kong, China

List of Contents and Tables


Headlines ................................................................................................................................................................. 1
Trends ...................................................................................................................................................................... 1
Competitive Landscape .......................................................................................................................................... 1
Prospects .................................................................................................................................................................. 2
Category Data ......................................................................................................................................................... 2
Table 1
Sales of Men's Grooming Products by Subsector: Value 2004-2009 ................................ 2
Table 2
Sales of Men's Grooming Products by Subsector: % Value Growth 20042009................................................................................................................................... 3
Table 3
Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2009 .................. 3
Table 4
Men's Grooming Products Company Shares 2005-2009 ................................................... 3
Table 5
Men's Grooming Products Brand Shares by GBN 2006-2009........................................... 4
Table 6
Men's Razors and Blades Brand Shares by GBN 2006-2009 ............................................ 4
Table 7
Forecast Sales of Men's Grooming Products by Subsector: Value 2009-2014 .................. 5
Table 8
Forecast Sales of Men's Grooming Products by Subsector: % Value Growth
2009-2014.......................................................................................................................... 5

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Men's Grooming

Hong Kong, China

MEN'S GROOMING IN HONG KONG, CHINA


HEADLINES

Mens grooming generates 4% current value growth in 2009 to reach HK$339 million

Growth boosted by rising beauty consciousness among males

Mens deodorants most dynamic with growth approaching 9% in 2009

Deodorant unit prices increase in 2009

Procter & Gamble HK Ltd leads with near 27% value share

Mens grooming expected to see 0.6% constant value CAGR over forecast period

TRENDS

With increasing beauty consciousness an increasing number of males are taking better care of their
appearance. No longer is the notion of using beauty products considered particularly feminine or unmanly.
Moreover, with male celebrities endorsing both female and male skin care products (such as Takeshi
Kaneshiro for Biotherm), this has helped drive value sales for mens skin care, which logged the second
highest growth of 7% in 2009.

Growth in 2009 was down marginally compared with 2008, mainly due to more price promotions being
implemented to drive consumer spending during the recession.

Mens deodorants continued to perform the best in current value terms in 2009, as these are used on a daily
basis, sometimes even applied multiple times per day for those who lead an active life. In addition,
premium mens fragrances also saw good growth within fragrances an indication that consumers are not
trading one for the other.

Unit prices increased as a result of new launches targeting specific areas, as well as trading up to premium
variants.

Mass brands dominate mens grooming, although the proportion of premium products tends to be greater
within mens skin care compared with other categories. The top three premium brands are Aramis Lab
Series (Este Lauder HK Ltd), Clinique Skin Supplies for Men (Este Lauder HK Ltd) and Biotherm
Homme (LOral HK Ltd). These achieved value shares of 3-4% each in 2009.

Innovation in mens skin care tends to focus on combining functionality with convenience. For instance,
functions of a toner and an after-shave product are combined into one, while eye serums or gels often come
in a roller tube so that the product can be applied directly to the users eye area. Hydration and a refreshing
feeling are still dominant attributes heavily emphasized during most marketing campaigns. Nonetheless,
there has been an increase in products with whitening and anti-ageing functions that cater to a niche
consumer group.

Mens razors and blades face increasing competition from electric shavers which offer a cleaner shave and a
longer usage lifespan. This resulted in relatively stagnant growth for mens razors and blades over the
review period. Within mens razors and blades, system sales account for the majority, holding 98% of sales
value in 2009, with the remaining share attributed to disposables. Disposables fail to gain share as they tend
to be less effective when compared to systems. Efficiency is an important attribute for most males who
shave on a daily basis.

COMPETITIVE LANDSCAPE

Procter & Gamble HK Ltd led at the end of the review period with a value share of approaching 27% in
2009. The company derives most of its value from mens shaving, where its Gillette brand dominates with a
48% value share in 2009. Additionally, its Gillette Series line led mens deodorants with a 47% value share
in 2009.

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Men's Grooming

Hong Kong, China

Water Oasis Co Ltd saw the greatest decline in 2009, dropping three percentage points. This was due to the
company pulling out of mens toiletries to focus on promoting its female toiletries range and expansion in
Mainland China.

International brands dominate as these have been well-established in Hong Kong for many years and are
supported by strong branding, marketing campaigns and distribution channels.

Key new launches include Nivea for Men Silver Protect (Beiersdorf Hong Kong Ltd) a deodorant that
uses silver molecules claimed to efficiently remove body odour. Another product was the Aquapower
Absolute Gel from Biotherm (LOral HK Ltd) a moisturising gel marketed to moisturise and sooth skin
at the same time by reducing the temperature of the skin by three degrees Celsius.

In terms of marketing, television advertising is popular for mens shaving, while magazines and blog posts
are more common for mens toiletries. On the other hand, brands such as the Lab Series For Men (Este
Lauder HK Ltd) rely on successful word-of-mouth recommendations.

Private label products are present only in disposable razors and blades. However, these saw a decline in
value share towards the end of the review period, attributable to strong branding established by branded
products that are perceived to be of higher quality.

PROSPECTS

Mens toiletries will drive growth of mens grooming over the forecast period as an increasing number of
consumers see the benefits of purchasing male-specific products. For instance, males tend to have thicker
skin than their female counterparts and consumers require different skin care products. Meanwhile, mens
shaving is expected to post a marginal decline in constant value CAGR due to heightened competition from
electric shavers, which are gaining popularity due to their efficiency and convenience.

Mens skin care will record the best performance over the forecast period, benefiting from heightened
awareness in terms of grooming. With overall development of mens skin care, the consumer group will
enlarge, while existing consumers are likely to trade up to premium products that offer more advanced
benefits such as anti-ageing.

Potential threats to growth include the rise of electric shavers, and also male-only beauty parlours that not
only offer beauty services such as the treatment of acne, but also sell in-house skin care products that are
not included in the scope of this report.

Companies are likely to continue implementing marketing campaigns to educate male consumers on the
benefits of using male-specific products. In terms of new launches, products focusing on anti-ageing
functions are likely to gain greater penetration among the masses in coming years.

CATEGORY DATA
Table 1

Sales of Men's Grooming Products by Subsector: Value 2004-2009

HK$ million

Men's Shaving
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
Men's Toiletries
- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
Men's Grooming
Source:

2004

2005

2006

2007

2008

2009

151.4
28.5
49.3
73.6
135.3
13.9
14.1
55.9
51.4
286.7

154.5
29.5
51.1
73.9
140.7
14.4
14.7
58.1
53.6
295.2

157.8
30.5
52.8
74.5
146.7
15.0
15.3
60.2
56.2
304.4

161.2
31.5
54.7
74.9
153.7
15.6
16.0
62.6
59.6
314.9

164.9
32.5
56.4
76.0
162.5
16.3
17.5
64.7
64.0
327.4

168.2
33.3
57.8
77.1
171.1
17.0
19.0
66.7
68.5
339.3

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Euromonitor International

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Men's Grooming

Table 2

Hong Kong, China

Sales of Men's Grooming Products by Subsector: % Value Growth 2004-2009

% current value growth

Men's Shaving
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
Men's Toiletries
- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
Men's Grooming
Source:

2008/09

2004-09 CAGR

2004/09 TOTAL

2.0
2.5
2.5
1.4
5.3
4.0
8.5
3.0
7.0
3.6

2.1
3.1
3.2
0.9
4.8
4.1
6.1
3.6
5.9
3.4

11.1
16.7
17.2
4.8
26.5
22.4
34.2
19.2
33.3
18.3

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Table 3

Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2009

% retail value rsp

Disposables
Systems
Systems - Razors
Systems - Refill Blades
Other Razors and Blades
Total
Source:

2005

2006

2007

2008

2009

3.0
97.0
36.0
61.0
100.0

3.0
97.0
36.0
61.0
100.0

2.5
97.5
36.0
61.5
100.0

2.3
97.7
36.0
61.7
100.0

2.0
98.0
36.5
61.5
100.0

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Table 4

Men's Grooming Products Company Shares 2005-2009

% retail value rsp


Company
Procter & Gamble HK Ltd
Sunwa Marketing Co Ltd
Schick Asia Ltd
Este Lauder HK Ltd
Kao (Hong Kong) Ltd
Beiersdorf Hong Kong Ltd
L'Oral HK Ltd
Nu Skin Enterprises HK
Inc
Unza Cathay Ltd
Amway Hong Kong Ltd
Clarins HK Ltd
Body Shop Worldwide
Ltd, The
Unilever Hong Kong Ltd
Water Oasis Co Ltd
Fantastic Natural
Cosmetics Ltd
Sara Lee Hong Kong Ltd
Calvin Klein Cosmetics Co
Yves Rocher SA
Gillette Hong Kong Ltd
Warner-Lambert HK Ltd
Private Label

Euromonitor International

2005

2006

2007

2008

2009

28.6
11.0
11.4
7.9
3.0
2.5
1.6
1.9

27.5
11.9
11.4
7.3
3.1
2.7
1.8
2.0

27.1
13.2
11.4
7.7
3.0
2.8
2.1
1.9

26.9
12.8
11.4
7.8
3.1
2.8
2.2
1.7

26.6
12.7
11.4
8.2
3.4
3.1
2.6
1.6

1.2
1.3
0.9
5.2

1.2
1.2
0.9
4.8

1.2
1.2
0.9
4.9

1.2
1.1
0.8
3.1

1.1
1.0
0.7
0.6

0.2
4.9
0.3

0.3
5.1
0.3

0.3
5.0
0.3

0.3
3.2
0.3

0.4
0.3
0.3

0.2
0.0
0.2
1.4

0.2
0.0
0.2
1.4

0.2
0.1
0.2
1.2

0.2
0.1
0.1
1.0

0.2
0.1
0.1
0.9

Page

Men's Grooming

Hong Kong, China

Others
Total
Source:

16.1
100.0

15.4
100.0

19.8
100.0

24.8
100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 5

Men's Grooming Products Brand Shares by GBN 2006-2009

% retail value rsp


Brand
Gatsby
Gillette Series
Schick
Gillette Sensor Excel
Gillette Mach3
Aramis Lab Series
Men's Bior
Nivea for Men
Clinique Skin
Supplies for Men
Gillette Fusion
Biotherm Homme
Dividends
Clinique Happy for
Men
Romano
Tolsom
Clarins Men
The Body Shop
Rexona for Men
Black Ice
Fancl
Este Lauder
Brylcreem
Eternity for Men
Yves Rocher
H2O+
Gillette Mach3
Gillette Sensor Excel
Gillette Series
Schick
Private label
Others
Total
Source:

16.7
100.0

Company

2006

2007

2008

2009

Sunwa Marketing Co Ltd


Procter & Gamble HK Ltd
Schick Asia Ltd
Procter & Gamble HK Ltd
Procter & Gamble HK Ltd
Este Lauder HK Ltd
Kao (Hong Kong) Ltd
Beiersdorf Hong Kong Ltd
Este Lauder HK Ltd

11.9
12.6
11.4
8.1
6.8
2.9
3.1
2.7
2.7

13.2
12.6
11.4
7.1
5.9
3.2
3.0
2.8
2.7

12.8
12.7
11.4
6.5
5.3
3.3
3.1
2.8
2.8

12.7
12.7
11.4
6.1
5.0
3.5
3.4
3.1
3.0

Procter & Gamble HK Ltd


L'Oral HK Ltd
Nu Skin Enterprises HK Inc
Este Lauder HK Ltd

1.8
2.0
1.4

1.4
2.1
1.9
1.6

2.3
2.2
1.7
1.5

2.7
2.6
1.6
1.5

Unza Cathay Ltd


Amway Hong Kong Ltd
Clarins HK Ltd
Body Shop Worldwide
Ltd, The
Unilever Hong Kong Ltd
Water Oasis Co Ltd
Fantastic Natural
Cosmetics Ltd
Este Lauder HK Ltd
Sara Lee Hong Kong Ltd
Calvin Klein Cosmetics Co
Yves Rocher SA
Water Oasis Co Ltd
Gillette Hong Kong Ltd
Gillette Hong Kong Ltd
Gillette Hong Kong Ltd
Warner-Lambert HK Ltd
Private Label

1.2
1.2
0.9
4.8

1.2
1.2
0.9
4.9

1.2
1.1
0.8
3.1

1.1
1.0
0.7
0.6

0.3
0.3
0.3

0.3
0.3
0.3

0.3
0.3
0.3

0.4
0.3
0.3

0.2
0.2
0.0
0.2
4.8
1.4
16.7
100.0

0.2
0.2
0.1
0.2
4.7
1.2
15.4
100.0

0.2
0.2
0.1
0.1
2.9
1.0
19.8
100.0

0.2
0.2
0.1
0.1
0.9
24.8
100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 6

Men's Razors and Blades Brand Shares by GBN 2006-2009

% retail value rsp


Brand
Schick
Gillette Sensor Excel
Gillette Mach3
Gillette Fusion
Gillette Mach3
Gillette Sensor Excel
Schick
Private label
Others
Total

Euromonitor International

Company

2006

2007

2008

2009

Schick Asia Ltd


Procter & Gamble HK Ltd
Procter & Gamble HK Ltd
Procter & Gamble HK Ltd
Gillette Hong Kong Ltd
Gillette Hong Kong Ltd
Warner-Lambert HK Ltd
Private Label

31.0
33.0
28.0
3.0
5.0
100.0

32.0
30.0
25.0
6.0
3.0
4.0
100.0

32.5
28.0
23.0
10.0
2.5
4.0
100.0

33.0
27.0
22.0
12.0
2.2
3.8
100.0

Page

Men's Grooming

Source:

Table 7

Hong Kong, China

Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Forecast Sales of Men's Grooming Products by Subsector: Value 2009-2014

HK$ million

Men's Shaving
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
Men's Toiletries
- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
Men's Grooming
Source:

Table 8

2009

2010

2011

2012

2013

2014

168.2
33.3
57.8
77.1
171.1
17.0
19.0
66.7
68.5
339.3

169.3
33.7
58.4
77.2
177.4
17.4
19.7
68.4
71.9
346.7

169.2
33.9
58.5
76.9
182.1
17.6
20.3
69.4
74.8
351.4

168.1
33.8
58.2
76.1
185.5
17.8
20.8
69.9
77.0
353.6

165.8
33.5
57.3
75.0
186.7
17.7
20.9
69.5
78.6
352.5

162.7
33.0
56.2
73.5
186.8
17.6
20.7
68.8
79.8
349.5

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2009-2014

% constant value growth

Men's Shaving
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
Men's Toiletries
- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
Men's Grooming
Source:

2009-14 CAGR

2009/14 TOTAL

-0.7
-0.2
-0.6
-1.0
1.8
0.7
1.8
0.6
3.1
0.6

-3.3
-0.8
-2.8
-4.7
9.2
3.5
9.1
3.2
16.4
3.0

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Euromonitor International

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