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Table 1: Personal care market value ($m), by gender, 2007
Table 2: Consumer survey: the type of approach adopted to new products released in the personal care sector, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
A new report from independent market analyst Datamonitor shows that the male grooming market in U.S. is continuing to expand, although at a slower rate than previously expected.
"While the more lucrative women’s market is also continuing to grow, the potential of the male market remains enormous and will be important to manufacturers of consumer packaged goods," said Matthew Taylor, consumer analyst at Datamonitor and author of the Male Grooming Trends: Profiting in 2009 and Beyond report. "In order to succeed, the male grooming market needs a markedly different approach than the female market due to some substantial differences in attitudes and behaviors that exist across genders.’ .
Across most of countries featured in this report, the split of populations is roughly equal by gender, yet women continue to dominate spending in the personal care industry.
The results of Datamonitor’s 2008 consumer survey showed that price was the biggest influence on men when choosing personal care products. Over half of all male respondents felt that price had either a "high" or "very high" influence on their choice of products. This was a substantially higher response rate than for any other factor, although habit/preferred brand and ease of use also ranked as fairly important influencing factors among men.
Many personal care brands targeted at women have been successful in achieving a high level of engagement with their consumer bases. This situation has not been replicated among men, where the more essential and necessary nature of personal care products has ensured a lower level of engagement. High-engagement brands will obviously be more successful in achieving a sense of loyalty with consumers and marketers must strive to ensure that men feel a stronger attachment to their male grooming products and brands.