Metrosexuals contribute to personal care market growth
so-called "metrosexual" phenomenon, is contributing to growth in
personal care categories around the world, according to a report
published by market analysts ACNielsen.
ACNielsen's 'What's Hot Around the Globe: Insights on Growth in Personal Care' analysed retail purchases in 56 countries across nearly 60 categories and found many examples of this trend.
The sales value of shower gels for example, one of the fastest growing personal care categories worldwide, grew by 7 per cent in 2003, primarily on the strength of sales in male-orientated products.
"Women aren't the only ones focused on personal grooming," said ACNielsen's managing director of global services Jane Perrin. "In many of the countries we studied, the growth in personal care categories was impacted by the introduction of new male-orientated products. The so-called 'metrosexual' phenomenon is definitely having an impact."
Coined by writer Mark Simpson, the term "metrosexual" refers to "an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle."
In the UK, for example, the shower gel category as a whole grew by only 4 per cent last year, but the male segment grew by 18 per cent. Two other categories - deodorants, and razors & blades - are also benefiting from men's newfound attention to appearance.
According to ACNielsen, the deodorants category grew by 5 per cent overall, with 35 of the 50 countries studied reporting increases. Sales of male-orientated products were said to have grown twice as fast as those of female-orientated products.
The razors & blades category grew 5 per cent, with three-quarters of the 52 countries measured by ACNielsen reporting an increase. "Men are upgrading to more advanced shaving systems," Perrin said. "This significantly impacts the growth in value sales since a simple disposable razor can cost less than US$1 (€0.82), while the newer, more advanced shaving systems may require an initial investment of US$10 to US$15 (€8.2 to €12.4)."
A number of manufacturers are trying to capitalise on the growing interest in personal grooming among males. Procter & Gamble, for example, announced in March an exclusive licensing agreement with OT OverTime to market a line of Personal Care products developed for tweens and teenage boys.
Unilever's male-focused brand Axe, now available in over 58 countries, saw its product line expand from a body spray to a roll-on deodorant, a shower gel, a pre-shave and post-shave product and a hair gel, outperforming Unilever's own sales targets within a year of its 2002 launch in North America. Axe was also recently relaunched in Russia after being withdrawn due to unfavourable economical conditions in 2002.
Gillette's recent introduction of the M3 Power system is another example of a new product targeted to the fast-growing male grooming market, leveraging technological innovations in the razors & blades category.
