Men's Grooming - United Kingdom

Euromonitor International : Country Sector Briefing

June 2010

Men's Grooming

United Kingdom

List of Contents and Tables

Headlines ................................................................................................................................................................. 1
Trends ...................................................................................................................................................................... 1
Competitive Landscape .......................................................................................................................................... 1
Prospects .................................................................................................................................................................. 2
Category Data ......................................................................................................................................................... 3
Table 1
Sales of Men's Grooming Products by Subsector: Value 2004-2009 ................................ 3
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 ............................................ 5
Table 7
Forecast Sales of Men's Grooming Products by Subsector: Value 2009-2014 .................. 6
Table 8
Forecast Sales of Men's Grooming Products by Subsector: % Value Growth
2009-2014.......................................................................................................................... 6
Table 9
Retail Sales of Electric Shavers 2005-2009....................................................................... 6

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MEN'S GROOMING IN THE UNITED KINGDOM

HEADLINES

Value growth of mens grooming slows in 2009, yet continues to rise 3% in current value terms to 858
million

Mens skin care most dynamic with 12% increase in current value terms as men become more aware of
personal appearance

Unit prices rise in 2009 through trading up in razors and blades as well as skin care

Gillette, Unilever and Beiersdorf (Nivea) remain key players in mens grooming

Mens grooming predicted to see forecast period constant value CAGR of 3%

TRENDS

The growth in male grooming products continues as male grooming loses its stigma with more men buying
into the concept. Wider availability and more targeted new product development also contributed to this
growth in 2009, with brands such as Bulldog, positioned exclusively for men, encouraging purchases. In
addition, the recession stimulated growth in mens grooming as men cut reduced spending on high-ticket
items such as cars and holidays, but investing more in essentials, which increasingly included grooming
products. All of these factors contributed to the mens grooming environment growing by 3% in current
value terms in 2009.

Even as more manly men enter the mens grooming category, metrosexual men are branching out even
further, even to the point of embracing false eyelashes. The Japan Times reported that in September 2009
Shu Uemura had more men than girls at its Eyelash Night party. This trend carried over into the UK with
Blink lash bars in Selfridges being inundated with requests from men. In addition, Debenhams revealed that
men now account for 40% of visitors to its brow bars a figure which has doubled since 2008, with men
increasingly keen on shaping their eyebrows in the style of Jude Law or David Beckham.

Mens skin care experienced the greatest growth of the category, rising by over 12% in current value terms
in 2009. Men are willing to take more care of their appearance and are increasingly interested in having the
tools to do so. For the older demographic, this includes anti-ageing and firming products such as LOral
Men Expert Hydra Energetic skin care programme. The drive to look youthful is becoming as prevalent in
male grooming as with regard to female products, with the Boytox trend becoming increasingly prevalent.
An estimated 300,000 American men admit to regularly getting Botox injections, while one-fifth of The
Harley Medical Groups Botox clients are male. Furthermore, a number of recent skin care launches also
look to soothe and protect the skin, as statistics indicate that the average man spends 3,000 hours of his life
shaving. For example, both LOral Paris and Nivea for Men introduced products to perform this function
recently.

Unit prices continued to rise in 2009 as a result of trading up to higher priced razors and blades, as well as
the increase in use and range of skin care products in the mens grooming category.

Mens razors and blades declined by 1% in current value terms in 2009, as discounting and promotions
were abundant as a result of the recession. System refill blades remained the most commonly used razors
and blades, accounting for 73% of sales value, followed by system razors on 12%. Disposables are least
frequently purchased, accounting for only 15% of sales in 2009. Demand for disposables is slowing as
prices for systems become more attractive and consumers become more environmentally aware.

COMPETITIVE LANDSCAPE

Gillette UK Ltd continued to lead the mens grooming category in 2009 with a value share of almost 34%.
In an attempt to branch out into skin care, Gillette expanded its portfolio with its Gillette Shave Care range
a collection of gels, balms and moisturisers in an attempt to educate men regarding skin care with a
simple step-by-step process. The 3-step regime splits products into Before, During and After

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Men's Grooming

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categories, all centred around the shaving process. The range is aimed at those men who previously used
their partners skin care products instead of a range specifically for men. England rugby players Jason
Robinson and Jonny Wilkinson act as ambassadors for the campaign, which was launched in January 2009.

Unilever, in second place in overall sales behind Gillette with a value share of just over 23% in 2009,
increased its sales with the support of its Lynx brand, which launched the Lynx bullet range in 2009. The
aerosol canister, measured at just under eight centimetres and weighing in at 3.23g is available in three
fragrance variants Dark Temptation, Vice and Instinct with support of an 8 million media spend. The
new format, available from January 2009, is intended to be portable enough to be carried, and used
wherever needed. As the first pocket-sized male body spray it is designed to be sprayed at any time, and
retails for 0.99 per unit. In addition, Lynxs Dark Temptation spray, supported by the popular Chocolate
Man TV campaign, has boosted sales as deodorants are viewed as functional products on which men are
unwilling to compromise.

Following its acquisition of Gillette in 2005, Procter & Gamble continued to expand its mens portfolio,
acquiring the premium brands Art of Shaving and Zirh in 2009. Its wide brand portfolio allows Procter &
Gamble to offer products in both the prestige and mass segments, aiming to serve the requirements of men
in all income groups.

King of Shaves Azor line introduced its Azor S product designed for men with dry, sensitive or acne-prone
skin, as well as first-time shavers. The hinge on the Azor S helps hold the blades against the skin without
any strain or pressure.

Bic added its first eco-friendly razor to its Bic portfolio in March 2009. Bic Ecolutions is made from corn
bi-product a new process that converts corn, which is a renewable resource, into a resistant plastic. It also
features a lubricating strip with aloe and vitamin E, appealing to consumers with sensitive skin, and comes
in a 100% recycled, bleach-free cardboard, coloured with inks made from vegetable-based pigments.

As Brylcreem was re-launched with a new logo in June 2009, England cricketer Kevin Pietersen was
unveiled as the new face of Brylcreem, replacing David Beckham. The new logo appeared on the 13-piece
range, which included the launch of three new products Cream, Clay and Extreme Gel.

Private label products remain limited in mens grooming. Men seek technical strength, particularly in
shaving, and trust brands to deliver for them, especially mass offerings. Some experts say private label
products still have potential in mens grooming, especially with low pricing, but generic brands still have to
develop quality, innovation and image all of which have an edge for major brands.

PROSPECTS

Slimming and toning is also forecast to become important in the mens grooming category. Nickel, a French
spa in London, offers a number of treatments and products to sculpt mens bodies. Super Pecs works by
plumping up fatty cells and toning skin to improve the appearance of the pectoral muscles, while Faux Cul
works to firm the buttocks. Slimming and toning products could thus gain popularity over the forecast
period as men seek to take greater control of their appearance. Nutricosmetics is also thought to become a
trend, alongside its emergence in the female cosmetics niche, as mens supplements will compliment
personal products used to improve skin and hair.

Dove in France launched a new mens grooming range Dove Men+Care consisting of a range of five
deodorants and three shower gels. The range targets over 35s and is cited to be introduced in the rest of
Europe in 2010. Targeting certain demographics may be the next step forward for male grooming brands,
having achieved success in the female cosmetics niche. Unilevers launch of Dove Men+Care in the UK in
January 2010 was supported by a 12 million marketing programme. Mens skin care is predicted to
experience the greatest growth within mens grooming, with a constant value CAGR of more than 10%
over the forecast period. This is expected to occur as men become more accustomed to engaging in a skin
regime on a daily basis.

Much of the growth in male grooming will come in areas not traditionally classified. Mens make-up
products, such as concealers and eyeliner, are now available under premium brands, and it is likely that a
brand such as LOral may soon launch these offerings in the mass segment.

Where the womens market goes, men tend to follow a year or so later according to industry experts. Male
depilatories remained rare at the end of the review period, but have demonstrated consistent growth. For

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Men's Grooming

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example, Scandinavian soccer star Hans F Hansens launch of the product BTB, could be the first in line to
a number of other products tailored specifically for mens intimate grooming and hair removal as a whole.

CATEGORY DATA
Table 1

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

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

296.7
8.6
68.6
219.5
334.9
46.7
215.4
37.4
35.4
631.6

312.1
10.0
69.3
232.7
353.6
49.0
222.9
40.2
41.5
665.7

330.8
11.3
70.3
249.2
376.4
50.8
235.7
42.5
47.4
707.2

368.3
12.1
73.2
282.9
405.3
58.7
246.7
41.6
58.3
773.5

395.0
14.3
75.9
304.7
438.5
67.0
257.6
43.6
70.2
833.4

393.2
14.7
76.9
301.6
465.0
73.7
267.4
45.0
78.9
858.2

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

Table 2

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

-0.4
2.9
1.3
-1.0
6.0
10.0
3.8
3.0
12.3
3.0

5.8
11.4
2.3
6.6
6.8
9.5
4.4
3.8
17.4
6.3

32.5
71.6
12.0
37.4
38.8
57.6
24.2
20.2
123.1
35.9

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

22.5
77.5
10.3
67.2
100.0

21.2
78.8
10.4
68.3
100.0

18.8
81.2
10.7
70.5
100.0

16.4
83.6
11.1
72.5
100.0

15.3
84.8
11.5
73.3
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

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Men's Grooming

United Kingdom

Company

2005

2006

2007

2008

2009

Gillette UK Ltd
Unilever Home &
Personal Care Ltd
Wilkinson Sword Ltd
Beiersdorf UK Ltd
Sara Lee Household &
Body Care UK Ltd
Schwarzkopf & Henkel
Cosmetics Ltd
L'Oral (UK) Ltd
Coty UK Ltd
KMI International
Combe International Ltd
Biro Bic Ltd
Procter & Gamble Ltd
Boots Co Plc, The
Clinique Laboratories Ltd
Lever Faberg Ltd
Clarins UK Ltd
King of Shaves Co Ltd,
The
Revlon Group Ltd
The Little Wing Trading
Co Ltd
Avon Cosmetics Ltd
Este Lauder Cosmetics
Ltd
L'Oral Groupe
Accantia Health &
Beauty Ltd
Body Shop Plc, The
Colgate-Palmolive UK Ltd
Private Label
Others
Total

38.1
23.2

34.2
22.6

33.4
22.1

33.2
22.6

33.8
23.4

5.5
4.4
3.6

5.3
4.4
3.6

4.7
4.5
3.5

4.3
4.5
3.5

5.5
4.7
3.7

4.5

3.6

3.4

3.3

0.9
2.7
1.6
1.6
1.4
0.9
0.4
0.6
0.7
-

1.5
2.7
1.6
1.5
1.3
1.0
0.4
0.6
0.7
-

2.1
2.7
1.6
1.5
1.2
1.1
0.4
0.7
0.7
-

2.5
2.4
1.6
1.4
1.2
1.0
0.7
0.8
0.7
0.8
-

2.6
2.3
1.6
1.4
1.1
0.9
0.9
0.8
0.8
0.8
0.5

0.4
-

0.4
-

0.4
-

0.3
0.1

0.3
0.3

0.2
0.2

0.3
0.2

0.2
0.1

0.2
0.1

0.2
0.1

0.0
0.2

0.1
0.2

0.1
0.1

0.1
0.1

0.1
0.1

0.0
0.1
5.7
7.2
100.0

0.1
0.1
5.4
7.3
100.0

0.1
0.1
5.2
10.1
100.0

0.1
0.1
4.9
9.3
100.0

0.1
0.1
4.5
6.0
100.0

Source:

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
Lynx
Gillette Fusion
Gillette Mach3 Turbo
Sure for Men
Nivea for Men
Gillette Series
Wilkinson Sword
Quattro
Right Guard
Gillette Sensor 3
Gillette M3 Power
Gillette Mach3
L'Oral Men Expert
adidas
Gillette Sensor Excel
Sure Sport for Men

Euromonitor International

Company

2006

2007

2008

2009

Unilever Home &

Personal Care Ltd
Gillette UK Ltd
Gillette UK Ltd
Unilever Home &
Personal Care Ltd
Beiersdorf UK Ltd
Gillette UK Ltd
Wilkinson Sword Ltd

16.0

16.0

16.1

16.7

2.8
6.7
3.9

8.7
5.6
3.8

11.3
4.9
4.1

13.6
4.5
4.2

3.7
7.3
1.6

3.6
5.3
1.7

3.7
4.2
2.0

3.8
3.8
3.6

4.5

3.6

3.4

3.3

0.6
2.5
4.5
1.2
2.7
3.7
1.8

2.6
2.6
3.5
1.9
2.7
3.0
1.9

3.1
2.5
2.7
2.2
2.4
2.5
1.9

3.2
2.5
2.5
2.3
2.3
2.1
2.1

Schwarzkopf & Henkel

Cosmetics Ltd
Gillette UK Ltd
Gillette UK Ltd
Gillette UK Ltd
L'Oral (UK) Ltd
Coty UK Ltd
Gillette UK Ltd
Unilever Home &
Personal Care Ltd

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Men's Grooming

United Kingdom

Brylcreem
Radox
King of Shaves
Just for Men
Bic
Gillette Blue II
Head & Shoulders
for Men
Nivea Deodorant for
Men
Clinique Skin
Supplies for Men
Vaseline for Men
Clarins Men
Wilkinson Sword
Xtreme III
Boots N7
Azor
Wilkinson Sword
Protector 3D
Vaseline Intensive
Care
Wilkinson Sword FX
Diamond
Gillette Contour
Wilkinson Sword
Mitchum
Gillette
Bulldog skin care
Sanex for Men
Lancme Homme
Aramis Lab Series
Gillette Sensor
Physio Sport
Private label
Others
Total
Source:

Sara Lee Household &

Body Care UK Ltd
Sara Lee Household &
Body Care UK Ltd
KMI International
Combe International Ltd
Biro Bic Ltd
Gillette UK Ltd
Procter & Gamble Ltd

2.1

2.0

2.0

2.0

1.3

1.4

1.4

1.5

1.5
1.4
1.3
1.3
0.9

1.5
1.4
1.2
1.2
1.0

1.4
1.3
1.2
1.1
0.9

1.4
1.3
1.1
1.1
0.9

Beiersdorf UK Ltd

0.7

0.8

0.9

0.9

Clinique Laboratories Ltd

0.6

0.7

0.8

0.8

Lever Faberg Ltd

Clarins UK Ltd
Wilkinson Sword Ltd

0.7
0.9

0.7
0.8

0.7
0.8
0.8

0.8
0.8
0.7

Boots Co Plc, The

King of Shaves Co Ltd, The
Wilkinson Sword Ltd

1.6

1.1

0.4
0.7

0.5
0.5
0.5

Unilever Home &

Personal Care Ltd
Wilkinson Sword Ltd

0.5

0.5

0.5

0.5

0.8

0.6

0.5

0.4

0.8
0.5
0.4
0.4
-

0.5
0.4
0.4
0.4
-

0.4
0.4
0.3
0.3
0.1

0.3
0.3
0.3
0.3
0.2

0.1

0.1

0.1

0.2

0.0
0.2
2.3
0.4

0.1
0.1
-

0.1
0.1
-

0.1
0.1
-

5.4
10.2
100.0

5.2
11.5
100.0

4.9
10.8
100.0

4.5
7.4
100.0

Gillette UK Ltd
Wilkinson Sword Ltd
Revlon Group Ltd
Gillette UK Ltd
The Little Wing Trading
Co Ltd
Sara Lee Household &
Body Care UK Ltd
L'Oral (UK) Ltd
Este Lauder Cosmetics Ltd
Gillette UK Ltd
Unilever Home &
Personal Care Ltd
Private Label

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
Gillette Fusion
Gillette Mach3 Turbo
Wilkinson Sword
Quattro
Gillette Sensor 3
Gillette M3 Power
Gillette Sensor Excel
Gillette Mach3
Gillette Blue II
Disposables
Wilkinson Sword
Xtreme III
Azor
Wilkinson Sword
Protector 3D

Euromonitor International

Company

2006

2007

2008

2009

Gillette UK Ltd
Gillette UK Ltd
Wilkinson Sword Ltd

7.6
19.1
4.5

19.9
15.3
4.7

24.9
13.4
5.6

31.1
12.7
10.2

Gillette UK Ltd
Gillette UK Ltd
Gillette UK Ltd
Gillette UK Ltd
Gillette UK Ltd

1.6
7.2
10.5
10.5
3.8

7.1
7.1
8.3
8.1
3.3

8.5
6.8
6.9
6.2
3.1

9.0
7.1
6.1
5.9
3.0

Wilkinson Sword Ltd

2.6

2.3

2.1

2.0

King of Shaves Co Ltd, The

Wilkinson Sword Ltd

4.4

3.0

1.9

1.5
1.4

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Men's Grooming

United Kingdom

Wilkinson Sword FX
Diamond
Bic Comfort 2 Plus
Gillette Contour
Wilkinson Sword
Disposables
Bic 2
Bic Comfort 3 Advance
Bic 1
Bic Comfort 3
Bic 3
Gillette Sensor
Bic Softwin
Lynx
Wilkinson Sword
Protector 3D Diamond
Private label
Others
Total
Source:

Table 7

Wilkinson Sword Ltd

2.2

1.7

1.3

1.2

Biro Bic Ltd

Gillette UK Ltd
Wilkinson Sword Ltd

1.6
2.3
1.1

1.3
1.4
0.9

1.1
1.1
0.8

1.1
1.0
0.7

Biro Bic Ltd

Biro Bic Ltd
Biro Bic Ltd
Biro Bic Ltd
Biro Bic Ltd
Gillette UK Ltd
Biro Bic Ltd
Lever Faberg Ltd
Wilkinson Sword Ltd

0.9
0.1
0.8
0.3
0.1
6.4
-

0.8
0.3
0.6
0.4
0.0
-

0.7
0.5
0.5
0.4
0.0
-

0.6
0.6
0.5
0.4
0.0
-

3.8
8.7
100.0

3.3
10.3
100.0

2.8
11.5
100.0

2.4
1.5
100.0

Private Label

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

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

393.2
14.7
76.9
301.6
465.0
73.7
267.4
45.0
78.9
858.2

390.1
15.1
77.5
297.5
486.4
78.3
274.1
45.7
88.3
876.4

394.4
15.5
78.5
300.4
507.1
81.7
279.7
46.4
99.2
901.5

402.0
16.1
80.1
305.9
526.8
84.9
284.4
47.4
110.2
928.8

411.2
16.7
82.4
312.2
543.8
87.5
287.8
48.4
120.0
955.0

421.3
17.4
84.9
319.0
558.5
89.4
290.6
49.4
129.1
979.9

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

2009-14 CAGR

2009/14 TOTAL

1.4
3.4
2.0
1.1
3.7
4.0
1.7
1.9
10.4
2.7

7.1
18.2
10.4
5.8
20.1
21.4
8.7
9.8
63.7
14.2

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 9

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

Retail Sales of Electric Shavers 2005-2009

000 units

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Men's Grooming

Mens shavers
Womens shavers
Depilators
TOTAL
Source:

United Kingdom

2005

2006

2007

2008

2009

1,444.1
654.3
157.9
2,256.3

1,481.6
671.4
162.0
2,315.0

1,553.5
703.9
169.9
2,427.3

1,509.3
718.7
167.7
2,395.7

1,417.8
697.5
171.5
2,286.8

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

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