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| NIELSEN FEATURED INSIGHTS
HOW THE DESIRE TO BE NOTICED AND BE SEEN AS STYLISH IS DRIVING THE GROWTH OF MALE GROOMING IN INDIA
THE MAN IN THE MIRROR
Ÿ The size of the male grooming market in urban India is
~INR 5000 crores and is growing at 12.3% vs. last year.
Ÿ While products related to Shaving and Face Care continue
to account for over 50% of the male grooming pie, newer
focus areas like Body and Hair Care are fuelling growth.
Ÿ The Modern Trade (MT) retail format is capitalizing on this
trend by creating exclusive zones for men in stores –
delivering growth of 16%, which is 1.5 times of Traditional
Trade (TT).
For decades, the beauty and grooming market has been dominated
by products and services for women. Beauty services for women
have always been expansive and included massage, facial, bleach
and much more. On the other hand, grooming services for men
have traditionally included only the basic haircut and shaving. In
recent times however, metrosexual men have become more
conscious of grooming and now demand a far wider range of
products and services from the market.
Popular culture like movies, serials, cricket and social media have
influenced men to pursue trends in styling and grooming.
Consequently, manufacturers have begun launching many more
grooming products for them.
Copyright © 2019 The Nielsen Company 01
Ÿ Innovation in this largely untapped market has resulted
in 177 new male grooming brands/variants being
launched between MAT March 2018 and MAT March 2019.
MALE GROOMING IS PRIMARILY ASSOCIATED WITH STYLE AND FASHION
Copyright © 2019 The Nielsen Company 02
21,170 MENTIONS TOP HASHTAGS
OVERALL FASHION STYLE
#MENSGROOMING - 4808
#MEN - 2048
#BEARD - 1976
#GROOMING - 1536
#BEARDED - 911
#MENSFASHION - 2218
#FASHION - 1517
#FASHIONBLOGGER - 1170
#FASHIONABLE - 1112
#MENSWEAR - 1071
#STYLE - 1500
#MENSSTYLE - 1241
#OUTFIT - 954
#OOTD - 930
#DAPPER - 836
#MENSFASHION#MENSGROOMING
#MENSSTYLE #OOTDMEN#STYLE
#PARTY
#MEN
#BEARD
FACECORDLESS
WINBUYTAKING VIDEO
GELKIT
SCRUBS
LIPSSHAVE
AESTHETICS
HAIRLOOKHAIRCARE
PICS
STYLING TRENDSWASH TRIMMERGROOMINGFASHIONPOST
STYLEBLOGGERWOMENPERFUME
INSIDESTYLE
FOLLOW
OIL
BLACK
GIFT
DETAILSAMAZON
PHILIPSNATURALSKINCARE
WINTERS2017
SOAP
th thSource: Nielsen Social Media Analytics (Timeline: 12 April 2018 - 11 April 2019)
Shaving has traditionally been the biggest part of the male
grooming regimen, which has gradually evolved first to basic Body
Care and then in recent times to Hair Care. The linear journey has
now got layered with styling products including hair colours and
hair gels, as well as specialized grooming products like facewash
targeted for beards. These specialized products for Body (17.1%)
and Hair (20.4%) are growing at twice the rate of the traditional male
grooming products for face/shaving (8%)
Copyright © 2019 The Nielsen Company 03
THE GROWTH OF THE MALE GROOMINGSEGMENT IS SPEEDING UP
Source: Nielsen Retail Measurement Service
FMCGVALUE 260.4K CRORE 12.9% GROWTH
PERSONAL CAREVALUE 60.4K CRORE 11.5% GROWTH
MALE GROOMINGVALUE 5K CRORE 12.3% GROWTH
THE EXPANSION OF THE MALE GROOMING REGIME
In urban India, the size of the male grooming market is almost INR
5000 crores. There has been a steady growth in the male grooming
segment over the years, with the current year delivering a double-
digit value growth of 12.3% vs. last year.
Copyright © 2019 The Nielsen Company 04
HAIR IS ONLY A RECENT PHENOMENON IN MALEGROOMING, AND IS CURRENTLY FUELLING GROWTH
*The category names have been listed in order of their contribution of each bucket.
Men are also learning that grooming requires careful planning and
dedicated time. The metrosexual man is comfortable with following
a grooming regimen to continuously look his best. Sales figures
show that men’s face cleaning products and creams, alongside
deodorants, are growing in MT five times as fast as the growth in TT.
MALE GROOMINGVALUE 5K CRORE12.3% GROWTH
FACE 53%VALUE 2.6K CRORE8% GROWTH
BODY 41%VALUE 2.1K CRORE17.1% GROWTH
HAIR 6%VALUE 0.3K CRORE20.4% GROWTH
BLADES AND RAZORSAFTER SHAVE LOTIONFACE CARESHAVING PREP
HAIR STYLING GEL HAIR OILHAIR DYES SHAMPOO HAIR CONDITIONER
DEODORANTS TOILET SOAPBODY WASH HAND AND BODY
TOP CATEGORIES AND PRODUCT FORMS OF MALE GROOMINGNew categories such as wax, butter, pomade have entered the male
grooming segment in India. Beard and Moustache Care products in
the form of oil, wash and wax have become a topic of discussion on
social media. The male grooming kits contribute to conversations
because of the 'Gifting trend' promoted by online brands. These kits
help induce trial across categories.
CATEGORY*
Copyright © 2019 The Nielsen Company 05
MOST POPULAR PRODUCT FORMS
CREAMKITOIL
WASHRAZOR/BLADE
GELSOAPFOAM
SPRAYSHAMPOO
COLOURBRUSHSERUMSCRUBLOTION
MASKCLEANSER
CONDITIONERBALMWAX
MOISTURIZERTRIMMERS
COMBBUTTER
POMADEDYE
TONERSHAVERS
20%11%
9%8%
6%5%
4%4%4%
3%3%
2%2%2%2%2%2%2%2%2%
1%1%1%
0.4%0.4%
0.3%0.3%
0.2%
BEARD AND MOUSTACHE CARE
OTHER ASSOCIATIONS WITH MALE GROOMING (EX. FASHION & DRESSING)
PERFUME AND FRAGRANCE
FACE CARE
BODY CARE
SHAVE AND TRIM
HAIR CARE
CATEGORY SOV TOP 3 PRODUCT FORMS ACROSS CATEGORIES
24%
21%
18%
12%
11%
8%
7%
OIL
SPRAY
CREAM
SOAP
CREAM
COLOUR
WASH
OIL
KIT
CREAM
RAZOR
CREAM
WAX
WASH
WASH
KIT
SHAMPOO
th thSource: Nielsen Social Media Analytics (Timeline: 12 April 2018 - 11 April 2019)
th thSource: Nielsen Social Media Analytics (Timeline: 12 April 2018 - 11 April 2019)
Copyright © 2019 The Nielsen Company 06
MEN’S PRODUCTS WITH DUAL BENEFITSMulti benefit products which are simple, easy to use and less time-consuming.
Innovation Trend 2:A pocket-sized solution – The deodorant category was faced with
two significant challenges – First, it was difficult to conveniently
carry deodorant packs given its pack size. Second, there was a dire
need to increase the adoption of the category among a wider base
of people. A leading Indian manufacturer solved both these
problems with a single solution by introducing pocket deodorants
in 2017. In 24 months, pocket deodorants grew to account for a
sizable 13% in value sales of the overall deodorant category and is
growing at more than 100%. Encouraged by the adoption of pocket
deodorants the manufacturer went on to introduce 2-in-1
fragrances in the pocket format, to meet the growing needs of
millennials to smell right for different occasions.
MEN’S FACE & BEARD WASH
SHAVE & FACE WASH
AFTER SHAVE AND TRIM
GROWTH IN THE CATEGORY TRIGGERS PRODUCT INNOVATIONSInnovation Trend 1: From twin blades to twin solutions - Beard Care used to be only
about shaving, but now men want to grow and style their beards.
This has triggered a range of innovative products which provide
dual benefits for men. For instance, a leading Indian personal care
brand has added the benefit of beard wash to its face wash offering.
Similarly another mass brand has launched an aftershave balm that
works for both a clean shave as well as a trimmed beard.
Copyright © 2019 The Nielsen Company 07
ZONAL DYNAMICS IN THE GROWTH OF MALE GROOMING
NORTH ZONEWEST ZONESOUTH ZONEEAST ZONE
247.4%13.5%8.8%9.1%
7.5%14.4%10.0%13.7%
MAT MAR’18
MAT MAR’19
282029
23281929
Source: RMS
ZONAL TRENDS IN THE GROWTH OF MALE GROOMINGThe numbers reveal that North Zone is the largest market for male
grooming & is growing faster than the total India market. West Zone
comes a close second in terms of size but is growing at the fastest
rate. South Zone is the slowest growing while East Zone is the least
in terms of sales.
Copyright © 2019 The Nielsen Company 08
THE ROLE OF RETAIL CHANNELS IN THE GROWTH OF MALE GROOMING Indicative of a growing market, male grooming products have
entered brick-and-mortar stores in large numbers and across
modern retail formats. The figures indicate that a fourth of the sales
in the male grooming category is generated by MT. Importantly, the
category is growing 1.5 times faster in MT than in Traditional Trade
TT. This has made MT the preferred channel of distribution for
brands looking to grow in the male grooming category. Moreover, a
recent rise in acquisitions of niche male grooming brands by large
fast moving consumer goods (FMCG) players, further indicates that
this is a category to watch out for in the near future.
THE MALE GROOMING SEGMENT IS GROWING AT A FASTER PACE IN MT STORES
9.4%2516.0%
757.4%
12.3%2616.0%
7411.0%
MAT Mar’18
MAT Mar’19
TRADITIONAL TRADE MODERN TRADE
8% FACE 79
7.1%21
11.7%
17.1% BODY 68
16.4%32
18.5%
20.4% HAIR 79
17.4%
2133.0%
HAIR IS THE FASTEST GROWING SEGMENT AND WHILE BODY IS THE LARGEST IN MT
Number outside the bar indicates growth
Source: Nielsen Retail Measurement Service
Number outside the bar indicates growth
Source: Nielsen Retail Measurement Service
TRADITIONAL TRADE MODERN TRADE
Copyright © 2019 The Nielsen Company 09
A combination of aspiration and ambition drives the young, urban
male to spend generously on personal grooming. A higher
disposable income, coupled with a hunger to climb the corporate
ladder, have helped redefine the demand for male grooming in
India. To add to this, the prevalent sentiment of focusing on
experiences and living in the moment all help drive the adoption of
grooming. Young urban men are also increasingly well connected
and in tune with global trends in fashion, cinema and
entertainment, triggering the desire to look and feel their best. To
ride this wave, companies looking to expand in male grooming have
introduced a wide range of products at affordable rates while some
have also introduced innovative products with dual benefits.
Male grooming has only just begun to explode in India, and FMCG
majors are looking at this growing segment while planning their
growth. With the right strategy involving right locations, targeting
key audiences and leveraging upcoming trends - male grooming
promises to deliver growth for years to come!
THE FIGURES INDICATE THAT A FOURTH OF THE SALES IN THE MALE GROOMING CATEGORY IS GENERATED BY MT. IMPORTANTLY, THE CATEGORY IS GROWING 1.5 TIMES FASTER IN MT THAN IT IS IN TT.
Copyright © 2019 The Nielsen Company 10
MARKETERS SHOULD PREPARE FOR THE RISEOF THE MALE GROOMING CATEGORY
The rising impact of male vanity is a tangible
phenomenon in the theatre of choice - Modern Trade. It
is one of the manifestations of rising consumer
aspirations and incomes that make new categories
flourish.
In the short to medium term, for male grooming in the Reliance
SMART & Fresh stores, the share of products in assortment, their
visibility and in-store communication will be significantly higher
than that of the category’s market share. Our stores will celebrate
and build this category.
Modern Supermarkets draw more men to participate in Food and
Personal Care choices for the family. When shopping at
supermarkets, men (and women) are more in the ‘family’ mode
than in an ‘individual’ mode. Interestingly, many women shoppers
decide and buy grooming products for men. Men shoppers also
buy everyday toiletries used by other family members. We see
‘male grooming’ products placed in this easy, inclusive context,
rather than in an ‘exclusive for men’ tonality in our stores.
DAMODAR MALLCHIEF EXECUTIVE OFFICER, GROCERY RETAIL, RELIANCE RETAIL LIMITED
GUEST PERSPECTIVE
Copyright © 2019 The Nielsen Company 11
Retail index data reveals that the size of the male
grooming market in India is INR 5000 crores and growing
at about 12%. The opportunity lies in the fact that apart
from shaving blades and deodorants, the penetration of
other male grooming products is still very low. In
particular, there is a growing interest in categories such
as soaps, shampoo and skincare. In effect, there is
substantial headroom for growth by expanding existing categories
as well as developing relatively underexplored categories in the
male grooming segment.
The key drivers of growth in the male grooming segment will be age,
the shifting gender dynamics and the revolution of the retail
format. Almost half of India’s consumers are under the age of
twenty five, very active on social media and have a perennial desire
to be selfie-ready. This generation places much importance on all
aspects of personal grooming from body tattoos to hair styles. On
the gender front, as women get empowered, the role of men and
what is expected of them is undergoing a sea change. Men are now
expected to be both strong and good looking, affecting the demand
for male grooming products. Lastly, the continued rise of modern
trade and digital commerce is prompting new launches at a faster
pace with a higher level of innovation.
At Future Retail, we have noticed that men like to spend less time on
shopping, and so at Big Bazaar we always include male grooming
products at the beginning of the personal care section. We have
also invested heavily in loyalty data through our programs like
Easyday Savings Club and Future Pay.
Data helps us to increase the penetration of newer categories and
reach more male shoppers. We are expanding our presence across
various categories by introducing our own brands too. Our brands
in the male grooming segment include Swiss Tempelle and
ThinkSkin.
KAMALDEEP SINGHPRESIDENT, FOOD BUSINESSFUTURE RETAIL LIMITED
GUEST PERSPECTIVE
Copyright © 2019 The Nielsen Company 12
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For more information, visit www.nielsen.com
ABOUT THE AUTHOR
VIJAY PREMANISENIOR EXECUTIVE, COMMERCIALCLIENT SERVICE, RMS, NIELSEN INDIA
KUNAL SURATIDIRECTOR, RMS COMMERCIAL LEAD, PREMIER ACCOUNT
PARESH VENGULKARSENIOR EXECUTIVE, RETAILER VERTICALNIELSEN INDIA
PALLAVI SURESHDIRECTOR, RETAILER VERTICALNIELSEN, SOUTH ASIA
Vartika Hali and Naashit Ansari from Social Intelligence team contributedto this issue of Featured Insights
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