Italian men look for value in toiletries: Report

Italian men give high preference to value for money while purchasing their toiletries, according to a new report by UK-based research firm Canadean – Health & Beauty.

The report, ‘Consumer Trends in the Men’s Toiletries Market in Italy, 2011’, observed that close to 37% men in Italy were influenced by the concept of better value for money during 2011, leaving behind the key market drivers such as new gender behaviors and changing age structures.

Except in men’s post-shave cosmetics that was driven by new gender behaviors, the trend towards better value for money was noticed across all the remaining segments of the industry, comprising aftershaves & colognes, men’s disposable razors & blades, and pre-shave cosmetics.

According to the report, men’s disposable razors & blades has led the Italy men’s toiletries market in 2011, with a significant share of 54% in value terms, followed by aftershaves & colognes.

In volume terms, disposable razors & blades have outshone the remaining segments, accounting for a huge share of close to 99%.

The segment continued the lead over others in the expenditure per household during 2011, with more than 53% of the total share.

Toiletries consumption per capita and per household too have witnessed this segment’s total domination, while others had either insignificant or no share.

Interestingly, Italians aged more than 55 are buying more toiletries compared to mid-lifers or pre-mid-lifers. The older consumers represented nearly 40% market share in value terms during 2011.

Rural dwellers in Italy too have posted a significant share of 21% over urban dwellers. The Italians with more specialized education were observed to be leading the market with more than 30% share when compared to other educated groups.

Wealth-wise, affluent consumers edged out others with a significant 40% of market value share, and from the busy lives perspective, Italians having poor time at their disposal – of about one to three hours of leisure ­- accounted for a similar share.

The report also provides retailer switching behavior in Italy men’s toiletries market during the second half of 2011 and the details of retailer volume shares for each category of the industry.

Click here for more details of the report.