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Men's Grooming in Australia

Australia men's grooming market: Proctor & Gamble the leading industry player during 2012

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2014-01-27 03:24:03 - Men's Grooming in Australia - a new market research report on

Proctor & Gamble Australia remains the leader in Australia´s men´s grooming market thanks to its strong position in men´s shaving, the biggest area of men´s grooming. Proctor & Gamble´s Gillette has a strong hold on men´s shaving with popular offerings such as Fusion and Mach 3. While the manufacturer was able to translate this dominance into men´s pre-shave, it faces tough competition in men´s post-shave from Beiersdorf´s Nivea for Men, which has strong brand equity in men´s toiletries. Proctor & Gamble Australia has a value share of 29% in men´s grooming in 2012.

Manufacturers are increasingly introducing skin care programmes consisting of multi-step regimes to stimulate demand. Having a men´s line for sensitive skin also became popular, as Nivea relaunched its



range in 2012. Men´s skin care became more developed along the lines of age segmentation, with new products in mass and premium brands targeting older consumers who are concerned with the effects of ageing, such as wrinkles, fine lines and sagging skin. Marketing targeted towards younger males is typically focused on refreshing and revitalising tired-looking skin, rather than on the prevention of ageing. Manufacturers are investing in efforts to educate men on how their skin type is different from that of women, and the benefits of using male-specific products. Men´s skin care was one of the strongest categories in 2012, with current value growth of 3%.

Within men´s toiletries, consumers will place increased importance on the usage experience of the brand and product usage. It will no longer be sufficient for brands to compete just on attributes and benefits, but to layer on the emotional attributes which will encourage brand affinity. The packaging and design of men´s grooming products will continue to take on more masculine cues to attract attention to shelves and enhance the user experience. Men´s toiletries is expected to see a constant value CAGR of 2% over the forecast period.

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Mike King
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