According to a new report from Canadean, male toiletry manufacturers in the UK should target men with little leisure time but high disposable income, to create products of convenience and exceptional quality.
Busy lives creates an opportunity in the UK male toiletries market
40% of male toiletries in the UK are consumed by busy men with less than three hours of leisure time a day. In a new report, Canadean has tracked the influence of 20 consumption motivators in the male toiletries market. The study found that only 14% of consumption was influenced by the need to find the most convenient product. According to Canadean Analyst, Joanne Hardman, the 14% represents a gap in the market where the ‘busy men’ can be targeted with more specific, convenient products. “The comparison of these two figures shows an opportunity in the market to reach out to these time-pressed consumers by offering them a more convenient, long-lasting effect product that compliments their busy lifestyle.”
Men aged 35-54 are looking for convenient products to help them stay looking young
Men aged 35 to 54 account for 35% of the UK adult, male population and 37% of male razor use, showing they are the most frequent shavers.
These figures reflect the need to exceed the ever growing pressures of men in the work place to look good for their age. These men are looking for a more holistic shaving experience from start to finish and pre and post-shave products are vital in avoiding razor burn or blotches to the skin.
Businessmen need convenient products which emphasise quality and portray success
From Canadean’s motivations tracker, it was found that 19.2% of male toiletries consumption was driven by the need for quality products.
Men who come from households with a total income above the 50th percentile within the UK account for 54.8% of male toiletries consumption, showing a need in the market for functional, high quality products. This provides manufacturers with the chance to expand their product range to offer these consumers more luxurious products at a bigger price. Manufacturers such as Philips have already exploited this opportunity to target this market and offer products such as the Philips GyroFlex 3D. Its high retail price and the offer of the ultimate shaving experience are an attractive feature to the consumer and provide him with a healthy and successful appearance.
