Male Grooming in India: Responses to Emerging Needs and Changing Behavior

Introduction

The rising acceptance of male grooming among Indian consumers is making it important to fully understand their individual motivations and preferences as a means of accurately targeting value generation opportunities. This report identifies key prevalent trends, provides insights into the potential growth opportunities followed by strategic action points for the Indian male grooming industry.

Features and benefits

* Understand the key consumer trends/insights that have driven successful innovation in the CPG industry.
* Avoid costly investments by learning important lessons from companies and brands that are striving and their efforts to amend.
* Develop stronger brands and superior competitive positioning by drawing inspiration from the pioneers in the Indian male personal care industry.
* Obtain a broader appreciation of the CPG industry by gaining insights from both within and outside of their category.

Highlights

Covers the overall male personal care industry in India, including category specific market data, consumer survey data, and exclusive occasions data. Detailed analysis on consumer attitudes towards, and perceived influence of, different product features and benefits impacting choice.
In-depth action points offering practical strategies based on the trends and insights uncovered in the report. Covers the Indian geography, and benchmarks it against other relevant countries, as and when appropriate.

Your key questions answered

* What innovations and marketing strategy work/doesn't work in Indian consumer markets?
* How do you compete effectively in the fragmented market place of India?
* Which categories are exhibiting higher growth potential for the future?
* What are the major trends shaping the future course for the Indian male grooming industry?
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OVERVIEW
Catalyst
Summary
THE FUTURE DECODED
Introduction
Changing consumer attitudes towards male grooming are fueling the growth of the Indian male personal care industry
Trend: male personal care in India is showing promising growth
Personal care product adoption among Indian men follows a tiered structure and is fast evolving with the needs and aspirations of consumers
Styling is the fastest emerging need in the Indian personal care space
Trend: appearance and image consciousness is becoming a larger part of the Indian male psyche
A changing professional landscape necessitates looking good on a daily basis
Skin whitening products continue to grow strongly within the male grooming space
The targeted marketing of male-specific personal care products is pushing appearance consciousness and product uptake
Trend: Indian men are adjusting to the toning down of masculinity
The domestic role of Indian men is changing
The transformation of Indian male icons represents the shift in the Indian idea of masculinity
Spas and salons are becoming more popular among men
Trend: premiumization is on the rise as consumers aspire to trade up on their personal care needs
Premiumization is pushing the uptake of male fragrances
Multifunctionality in new product launches is driving the unit price of products
Insight: word-of-mouth from peers and family is key to shaping male personal care choices
Recommendations from family/friends are valued across all age segments, while the importance of endorsements from professional associations or celebrities decreases with age
Insight: brand loyalty is a significant force in shaping male grooming behavior
Brand plays a more integral role in product selection for established categories
Brand association is becoming increasingly important for Indian consumers
Insight: apart from basic hygiene needs, body odor is a key concern among Indian men
Consumers are becoming more aware of the need to use deodorants to maintain basic personal hygiene
Insight: the Indian male consumer is looking for simple and convenient products
Tangible benefits are more important than sensory benefits to Indian male consumers
Action Points
Action: target non-urban India for further market growth
Action: improve consumer engagement with personal care brands to promote new product categories
Action: connect with customers through culturally relevant branding and product promotions
Action: launch multifunctional products which appeal to the time- and value-conscious Indian male consumer
Action: target the escalating desire of the Indian male to smell good
Action: educate consumers through promotions to encourage the uptake of new product categories
APPENDIX
Definitions
Methodology
Further reading
Secondary research
Ask the analyst
Datamonitor consulting
Disclaimer
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