Synopsis
This report provides the results for the Men’s Toiletries market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Detailed category coverage is provided, covering Aftershaves and Colognes, Men's Disposable Razors and Blades, Post-shave Cosmetics and Pre-shave Cosmetics.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Men’s Toiletries market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the men’s toiletries they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. While Men’s Disposable Razors and Blades may be deemed essential items, Pre-shave Cosmetics, Post-shave Cosmetics and Aftershaves and Colognes may not, and therefore consumption patterns have been affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.
The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets.
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Men's Toiletries Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Aftershaves & Colognes
2.2.2 Men's Disposable Razors & Blades
2.2.3 Post-Shave Cosmetics – Men’s
2.2.4 Pre-shave Cosmetics
2.3 Behavioral Trends and Market Value
2.3.1 Aftershaves & Colognes
2.3.2 Men's Disposable Razors & Blades
2.3.3 Post-Shave Cosmetics – Men’s
2.3.4 Pre-shave Cosmetics
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Aftershaves & Colognes
3.1.2 Men's Disposable Razors & Blades
3.1.3 Post-Shave Cosmetics – Men’s
3.1.4 Pre-shave Cosmetics
3.2 Consumer Profiles by Product Category
3.2.1 Aftershaves & Colognes
3.2.2 Men's Disposable Razors & Blades
3.2.3 Post-Shave Cosmetics – Men’s
3.2.4 Pre-shave Cosmetics
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Men's Toiletries Brand Choice and Private Label Shares
4.2.1 Aftershaves & Colognes
4.2.2 Men's Disposable Razors & Blades
4.2.3 Post-Shave Cosmetics – Men’s
4.2.4 Pre-shave Cosmetics
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Men's Toiletries
5.1.2 Aftershaves & Colognes
5.1.3 Men's Disposable Razors & Blades
5.1.4 Post-Shave Cosmetics – Men’s
5.1.5 Pre-shave Cosmetics
6 Consumption Impact: Market Valuation
6.1 Men's Toiletries Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Men's Toiletries Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Men's Toiletries Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Men's Toiletries
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Aftershaves & Colognes
7.2.2 Retail Share by Volume - Men's Disposable Razors & Blades
7.2.3 Retail Share by Volume - Post-Shave Cosmetics – Men’s
7.2.4 Retail Share by Volume - Pre-shave Cosmetics
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 PAM Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Men's Toiletries, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Selex
7.4.15 Sisa
7.4.16 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units For the Men’s Toiletries Market
Table 2: Foreign Exchange Rate – EUR Vs. US$, 2011
Table 3:Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Men's Toiletries Value Share (%), by Age Groups, 2011
Table 5: Italy Men's Toiletries Value Share (%), by Gender, 2011
Table 6: Italy Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Men's Toiletries Value Share (%) by Wealth Groups, 2011
Table 9: Italy Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Aftershaves & Colognes Consumer Group Share (% market value), 2011
Table 11: Italy Men's Disposable Razors & Blades Consumer Group Share (% market value), 2011
Table 12: Italy Post-Shave Cosmetics – Men’s Consumer Group Share (% market value), 2011
Table 13: Italy Pre-shave Cosmetics Consumer Group Share (% market value), 2011
Table 14: Italy Total Aftershaves & Colognes Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Italy Total Men's Disposable Razors & Blades Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Total Post-Shave Cosmetics – Men’s Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Pre-shave Cosmetics Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Italy Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Italy Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Aftershaves & Colognes Consumer Profiles (% consumers by sub-group), 2011
Table 27: Italy Men's Disposable Razors & Blades Consumer Profiles (% consumers by sub-group), 2011
Table 28: Italy Post-Shave Cosmetics – Men’s Consumer Profiles (% consumers by sub-group), 2011
Table 29: Italy Pre-shave Cosmetics Consumer Profiles (% consumers by sub-group), 2011
Table 30: Italy Men's Toiletries Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: Italy Aftershaves & Colognes Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: Italy Men's Disposable Razors & Blades Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: Italy Post-Shave Cosmetics – Men’s Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: Italy Pre-shave Cosmetics Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: Italy, Overall Men's Toiletries: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: Italy, Aftershaves & Colognes: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: Italy, Men's Disposable Razors & Blades: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: Italy, Post-Shave Cosmetics – Men’s: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: Italy, Pre-shave Cosmetics: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: Italy Men's Toiletries Market Value (Euro million), by Category, 2011
Table 41: Italy Men's Toiletries Market Value (US$ million), by Category, 2011
Table 42: Italy Men's Toiletries Market Volume (Ltrs m or Units m), by Category, 2011
Table 43: Italy Men's Toiletries Market Share (US$ million), by Category, 2011
Table 44: Italy Men's Toiletries Expenditure Per Capita (Euro), by Category, 2011
Table 45: Italy Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Table 46: Italy Men's Toiletries Expenditure Per Household (Euro), by Category
Table 47: Italy Men's Toiletries Expenditure Per Household (US$), by Category
Table 48: Italy Men's Toiletries Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 49: Italy Men's Toiletries Consumption Per Capita, by Category, 2011
Table 50: Italy Men's Toiletries Consumption Per Household, by Category, 2011
Table 51: Italy Aftershaves & Colognes Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 52: Italy Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 53: Italy Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 54: Italy Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 55: Italy: Switchers to Auchan for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Italy: Switchers From Auchan for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Italy: Switchers to Carrefour for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Italy: Switchers From Carrefour for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Italy: Switchers to Conad for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Italy: Switchers From Conad for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Italy: Switchers to Coop Italia for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Italy: Switchers From Coop Italia for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Italy: Switchers to Despar Servizi for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers From Despar Servizi for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers to Esselunga for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers From Esselunga for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers to Eurospin for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Switchers From Eurospin for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy: Switchers to PAM for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy: Switchers From PAM for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Italy: Switchers to Selex for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Italy: Switchers From Selex for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy: Switchers to Sisa for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy: Switchers From Sisa for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy: Switchers to Other for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy: Switchers From Other for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 78: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 79: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 80: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 81: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 82: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 83: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 84: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 85: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 86: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 87: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 88: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 89: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 90: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 91: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 92: Italy: Profile of Men's Toiletries Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Men's Toiletries Value Share (%), by Age Groups, 2011
Figure 3: Italy Men's Toiletries Value Share (%), by Gender, 2011
Figure 4: Italy Men's Toiletries Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Men's Toiletries Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Men's Toiletries Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Men's Toiletries Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Aftershaves & Colognes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Aftershaves & Colognes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Men's Disposable Razors & Blades Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Post-Shave Cosmetics – Men’s Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Pre-shave Cosmetics Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Pre-shave Cosmetics Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Men's Toiletries Private Label Penetration (% Vol), by Category, 2011
Figure 17: Italy Men's Toiletries Market Share (US$ million), by Category, 2011
Figure 18: Italy Men's Toiletries Expenditure Per Capita (US$), by Category, 2011
Figure 19: Italy Men's Toiletries Expenditure Per Household (US$), by Category
Figure 20: Italy Men's Toiletries Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 21: Italy Aftershaves & Colognes Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 22: Italy Men's Disposable Razors & Blades Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 23: Italy Post-Shave Cosmetics – Men’s Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: Italy Pre-shave Cosmetics Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 25: Italy: People Who Have Switched Retailer for their Men's Toiletries Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
