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Men's Facial Skincare - UK - June 2017

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Value decline expected in 2017
Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
Companies and brands
Bulldog shows strong sales performance
Figure 2: Brand shares in the UK mass-market men’s facial skincare category, year ending March 2017
Decline in NPD
Figure 3: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
The consumer
Little change in usage
Figure 4: Usage of men’s facial skincare products, February 2016 and April 2017
Low frequency of use suggests low understanding of benefits
Figure 5: Facial skincare regimens, April 2017
Savvy behaviours are impacting the sector
Figure 6: Changes to skincare routines, April 2017
A helping hand
Figure 7: Usage occasions, April 2017
Men are responsible for their own purchases
Figure 8: Purchase of facial skincare products, April 2017
Men show confidence
Figure 9: Attitudes towards appearance, April 2017
Ageing is acceptable
Figure 10: Attitudes towards facial skincare, April 2017
Men’s consumer groups
Figure 11: Men’s facial skincare target groups, April 2017
What we think
ISSUES AND INSIGHTS
Retailers are not engaging men
The facts
The implications
Men are sticking to simple skincare regimens
The facts
The implications
Disinterest could be driven by confidence
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Plateau in the value of the market
Prestige sector outgrows mass-market
Online channel sees growth
Population of young men set to decline
Opportunities for fitness skincare
Beards remain on trend
MARKET SIZE AND FORECAST
Market slowdown
Figure 12: UK retail value sales of men’s facial skincare products at current and constant prices, 2012-22
Further decline unless category attracts new users
Figure 13: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
Forecast methodology
MARKET SEGMENTATION
Mass market in decline
Figure 14: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2015 and 2016
Prestige shows growth
CHANNELS TO MARKET
Prestige drives department store sales
Figure 15: UK retail value sales of men’s facial skincare products, by retail channel, 2015 and 2016
Grocery retailers see little growth
MARKET DRIVERS
Population of younger men set to decline
Figure 16: Trends in the age structure of the UK male population, 2012-22
Young men are taking more effort in their appearance
Figure 17: Home hair colouring in the past 12 months, by gender, October 2015 and January 2017
Fitness skincare
Figure 18: Behavioural changes in the last 12 months, January 2017
Appearance should be low maintenance
Figure 19: Men’s attitudes towards appearance, December 2016
Beards remain popular
Figure 20: Hair removal areas – Face, by demographics, June 2016
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
NPD shows a decline
Beards present NPD opportunities
Anti-ageing sector sees innovation
Advertising spend sees a rise
Brand differentiation is high despite low usage
MARKET SHARE
Bulldog sees greatest value growth
Figure 21: Brand shares in the UK mass-market men’s facial skincare category, years ending March, 2016 and 2017
LAUNCH ACTIVITY AND INNOVATION
NPD shows a decline
Figure 22: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
Beards are still trendy
Figure 23: NPD for beards in 2016
Free-from claims see a decline
Figure 24: Fastest growing and fastest declining claims in men’s facial skincare, 2015-16
Figure 25: Examples of anti-ageing launches in the men’s facial skincare sector, 2016
L’Oréal innovates in mass market and prestige
Figure 26: Product launches in the men’s facial skincare market, by top ultimate companies, 2016
Prestige sees NPD
Figure 27: Eye products for men launched in 2016
ADVERTISING AND MARKETING ACTIVITY
Advertising spend remains constant
Figure 28: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, January 2014-March 2017
Estée Lauder increases advertising spend
Figure 29: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by top spending companies in 2016, 2015-16
Social media marketing
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 30: Attitudes towards and usage of selected brands, May 2017
Key brand metrics
Figure 31: Key metrics for selected brands, May 2017
Brand attitudes: Dove Men+Care instils confidence
Figure 32: Attitudes, by brand, May 2017
Brand personality: Elemis and Jack Black score well for being ethical
Figure 33: Brand personality – Macro image, May 2017
Jack Black has a youthful image
Figure 34: Brand personality – Micro image, May 2017
Brand analysis
Dove Men+Care maintains caring image
Figure 35: User profile of Dove Men+Care, May 2017
Clinique for Men risks becoming tired
Figure 36: User profile of Clinique for Men, May 2017
Elemis headline scores well for quality
Figure 37: User profile of Elemis, May 2017
Free-from positioning of Jack Black benefits brand perceptions
Figure 38: User profile of Jack Black, May 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Little change in usage
Changes in usage is impacting the sector
Helping men to remember
Men purchase their own products
Men show confidence in their appearance
Using proof to convince men
Three consumer groups identified
USAGE OF FACIAL SKINCARE PRODUCTS
Usage shows little change
Figure 39: Usage of men’s facial skincare products, February 2016 and April 2017
Unisex products remain popular
Figure 40: Men’s brand preferences of facial skincare products, April 2017
Rise in usage of face wipes
SKINCARE REGIMENS
Frequency of usage is low
Figure 41: Facial skincare regimens, April 2017
Younger men are more frequent users
Figure 42: Facial skincare regimens, by youngest age demographics, April 2017
Repertoires show little change
Figure 43: Changes to skincare routines, April 2017
Savvy behaviours are impacting the sector
Young men looking for some extra help
Figure 44: Use of anti-ageing products and seeking professional help amongst 25-34s, April 2017
Young men think about ageing
USAGE OCCASIONS
Shaving is a trigger for facial skincare usage
Figure 45: Usage occasions, April 2017
Helping men to remember
Younger men are triggered sensory cues
Figure 46: Use of facial skincare products when the skin looks and feels like it needs it, by age, April 2017
PURCHASE OF FACIAL SKINCARE PRODUCTS
Optimising retail environments
Figure 47: Purchase of facial skincare products, April 2017
ATTITUDES TOWARDS APPEARANCE
Men are confident
Figure 48: Attitudes towards appearance, April 2017
Young men like their own appearance
Figure 49: Attitudes towards self-image, by age, April 2017
Older men are confident
Figure 50: Confidence in appearance, by age, April 2017
Appearance priorities
Figure 51: Appearance priorities, by age, April 2017
ATTITUDES TOWARDS FACIAL SKINCARE
Ageing is not an issue
Figure 52: Attitudes towards facial skincare, April 2017
The need for proof
A relaxing routine
The health factor
MALE FACIAL SKINCARE GROUPS
Figure 53: Men’s facial skincare target groups, April 2017
Disinterested Dudes
Figure 54: Agreement with statements on scepticism of facial skincare, by target groups, April 2017
Sensorial Souls
Figure 55: Agreement with statements on the benefits of using skincare products, by target groups, April 2017
Confident Chaps
Figure 56: Agreement with women’s skincare being better than men’s, by target group, April 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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