美国男士剃须行业市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

&

MARKETSMen'sshavingintheU.S.CHAPTER

01GlobalmarketoverviewBeautyandpersonalcaremarketvalueworldwidefrom2018to2028,bycategory(inbillionU.S.dollars)Globalbeautyandpersonalcaremarketvaluebycategory2018to2028PersonalCareSkinCareCosmeticsFragrances8007006005004003002001000201820192020202120222023202420252026202720283Description:In2023,thepersonalcaresegmentrecordedrevenuesofabout274billionU.S.dollarsworldwide,afigurethatwasforecasttoincreaseuptoover319billionU.S.dollarsbytheyear2028.Othercategories,suchasskincareorcosmetics,arealsoexpectedtoincreasebythesameyear.ReadmoreNote(s):Worldwide;2018to2028Source(s):ConsumerMarketInsightsRevenueoftheshavingmarketworldwidefrom2018to2028(inbillionU.S.dollars)Revenueoftheshavingmarketworldwide2018-202845403541.3340.4538.9537.6336.4635.3733.4632.3832.0831.8331.11302520151050201820192020202120222023202420252026202720284Description:Theglobalrevenueinthe'Shaving'segmentofthebeauty&personalcaremarketwasforecasttocontinuouslyincreasebetween2024and2028byintotal4.9billionU.S.dollars(+13.44percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach41.33billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):WorldwideSource(s):Revenuechangeoftheshavingmarketworldwidefrom2019to2028Revenuechangeoftheshavingmarketworldwide2019-20287%5.7%6%5%4.06%3.86%3.49%3.35%3.22%4%3.07%3%2.17%2%0.78%1%0%-1%-2%-3%-4%-3.02%20202019202120222023202420252026202720285Description:Theglobalrevenuechangeoftheshavingsegmentofthebeauty&personalcaremarketwasforecasttodecreasebetween2024and2028byatotal0.9percentagepoints.Thisoveralldecreasewasnotforecasttohappencontinuously,forexample,notin2026and2027.Theindicatorisestimatedtoamountto2.17percentin2028.ReadmoreNote(s):WorldwideSource(s):Averagerevenuepercapitaoftheshavingmarketworldwidefrom2018to2028Averagerevenuepercapitaoftheshavingmarketworldwide2018-2028655.175.14.954.824.74.64.394.324.314.284.1543210201820192020202120222023202420252026202720286Description:Theglobalaveragerevenuepercapitainthe'Shaving'segmentofthebeauty&personalcaremarketwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.5U.S.dollars(+10.64percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach5.17U.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):WorldwideSource(s):CHAPTER

02U.S.marketRevenueofthebeauty&personalcaremarketintheUnitedStatesfrom2018to2028(inbillionU.S.dollars)Revenueofthebeauty&personalcaremarketintheU.S.2018-2028120100110.28108.01105.2102.71100.2797.8193.3888.6886.3786.5784.58806040200201820192020202120222023202420252026202720288Description:Therevenueofthebeauty&personalcaremarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2028byatotaloftenbillionU.S.dollars.Thisvalueisestimatedtoreach110.3billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):UnitedStates;2018to2028Source(s):RevenueoftheshavingmarketintheUnitedStatesfrom2018to2028(inbillionU.S.dollars)RevenueoftheshavingmarketintheU.S.2018-20284.54.174.144.0243.993.973.953.953.933.933.914.03.53.02.52.01.51.00.50.0201820192020202120222023202420252026202720289Description:Therevenueinthe'Shaving'segmentofthebeauty&personalcaremarketintheUnitedStateswasforecasttocontinuouslydecreasebetween2024and2028byintotal0.1billionU.S.dollars.Theindicatorisestimatedtoamountto3.93billionU.S.dollarsin2028.ReadmoreNote(s):UnitedStatesSource(s):MonthlyretailsalesofhealthandpersonalcarestoresintheUnitedStatesfromJanuary2017toJanuary2023(inmillionU.S.dollars)HealthandpersonalcarestoremonthlysalesintheU.S.2017-202340,00038,00036,00034,00032,00030,00028,00026,00024,00022,00020,00010Description:ThisstatisticshowshealthandpersonalcarestoremonthlyretailsalesintheUnitedStatesfromJanuary2017toJanuary2023.InJanuary2023,U.S.healthandpersonalcarestoresalesamountedtoanestimatedvalueofapproximately34.25billionU.S.dollars.ReadmoreNote(s):UnitedStates;January2017toJanuary2023;*Preliminaryestimate.DataisseasonallyunadjustedReadmoreSource(s):USCensusBureauDollarsalesofpersonalcareproductsinU.S.conveniencestores(C-stores)in2022,bysegment(inmillionU.S.dollars)DollarsalesofpersonalcareproductsinU.S.C-stores2022,bysegmentSalesinmillionU.S.dollars020406080100120140160SexualhealthLiptreatment137.192.5Eye/contactlenscareproductToilettissue74.558.4LaundrydetergentSanitarynapkins/tamponsToothbrush42.639.734.733.830.6SoapDeodorantToothpasteSuntanproductsMouthwash17.917.814.712.7First-aidtreatments11Description:ThisstatisticshowsthesalesofpersonalcareproductsinU.S.conveniencestoresin2022,bysegment.Inthatyear,soapproductssoldinU.S.conveniencestoresgeneratedapproximately33.8millionU.S.dollarsinsales.

ReadmoreNote(s):UnitedStates;52weeksendingJanuary1,2023Source(s):CSP;IRIShavinglotionandmen'sfragranceunitsalesintheUnitedStatesin2023,bysegment(inmillionunits)U.S.shavinglotionandmen'sfragrancesunitsalesbytype2023807067.5605040302010056.511.03Shavinglotion/cologne/talcMen'sgiftpacks/setsTotal12Description:Unitsalesofmen'sfragranceproductsintheUnitedStatesin2023werehighestforshavinglotions,cologne,andtalc.Men'sgiftpacksandsetsgeneratedsalesamountingtoabout11millionunitsthatyear.ReadmoreNote(s):UnitedStates;52weeksendedSeptember10,2023Source(s):Circana;HappiMagazineShavinglotionandmen'sfragrancedollarsalesintheUnitedStatesin2023,bysegment(inmillionU.S.dollars)U.S.shavinglotionandmen'sfragrancedollarsalesbytype2023700663.8600540.7500400300200123.111000Shavinglotion/cologne/talcMen'sgiftpacks/setsTotal13Description:Thisstatisticdepictsshavinglotionandmen'sfragrancedollarsalesintheUnitedStatesin2023,bysegment.Themen'sgiftpacksandsetscategorygeneratedsalesamountingtoabout123millionU.S.dollarsintheUnitedStatesthatyear.

ReadmoreNote(s):UnitedStates;52weeksendedSeptember10,2023Source(s):Circana;HappiMagazineAveragepriceperunitofmen'sfragranceproductsintheUnitedStatesin2023,byproductcategory(inU.S.dollars)Averagepriceofmen'sfragranceproductsintheU.S.2023,bytype1211.169.581086420GiftPacks/setsShavinglotion/cologne/talc14Description:Theaveragepriceperunitofmen'sfragranceproductsintheUnitedStatesin2023washighestforgiftpacksandsets.Inthesameyear,theaveragepriceperunitofshavinglotion,cologne,andtalcamountedtoaround9.6U.S.dollars.

ReadmoreNote(s):UnitedStates;52weeksendedSeptember10,2023Source(s):Circana;HappiMagazineCHAPTER

03ConsumerbehaviorLeadingdestinationsforpersonalcarepurchasesamongmenintheUnitedStatesin2022LeadingdestinationsforpersonalcarepurchasesamongmenintheU.S.2022Shareofrespondents20%

30%0%10%40%50%60%70%Superstore(Target,etc.)Amazon65%61%Drugstore(CVS,etc.)Grocerystore36%31%Departmentstore22%DirectlyfromthebrandSephora18%16%15%15%Warehousestore(Costco,etc.)UltaSubscription(DollarShaveClub,etc.)Naturalgrocer(WholeFoods,etc.)11%10%16/statistics/1450328/leading-destinations-for-personal-care-purchases-among-men-in-the-usIn2022,about65percentofU.S.maleconsumerstakingpartinasurveysaidthattheypurchasedtheirpersonalcareproductsinsuperstores,suchasTarget.About16percentofrespondentssaidthattheyshoppedforthisproductcategoryatSephora.ReadmoreNote(s):UnitedStates;September2022;over800;18yearsandolder;U.S.maleconsumersSource(s):BenchmarkingCompany;GCIMostpurchasedbeautyandpersonalcareproductsamongmaleconsumersintheUnitedStatesin2022,byproductcategoryMostpurchasedbeautyproductsamongmenintheU.S.2022,byproductcategoryShareofrespondents0%10%20%30%40%50%60%70%80%90%BodyskincareGeneralpersonalcareandshavingproductsHaircare77%76%73%Facialskincare64%Colorcosmetics13%17Description:AccordingtotheresultsofasurveycarriedoutinSeptember2022,about73percentofmalerespondentsstatedthattheyboughthaircareproductsinthesixmonthsprecedingthesurvey.About76percentsaidthattheypurchasedbodyskincare,makingitthemostpopularbeautyandpersonalcarecategoryamongU.S.maleconsumers.ReadmoreNote(s):UnitedStates;September2022;over800;18yearsandolder;U.S.maleconsumersSource(s):BenchmarkingCompanyMostpurchasedpersonalcareandshavingproductsamongmaleconsumersintheUnitedStatesin2022MostpurchasedpersonalcareandshavingproductsamongmenintheU.S.2022100%88%90%80%70%60%50%40%30%20%10%0%67%65%59%59%ToothpasteDeodorantsRazorsShavecreamFragrance18Description:AccordingtotheresultsofasurveycarriedoutinSeptember2022,about76percentofmaleconsumersintheUnitedStatesboughtgeneralpersonalcareandshavingproductsinthelastsixmonths.Ofthispercentage,about88percentofmenhadboughttoothpasteinthepasthalfyear,makingitthemostpopularmen'sgroomingproduct.Deodorantsandrazorsfollowedwithabout67and65percentofresponses,respectively.

ReadmoreNote(s):UnitedStates;September2022;over800*;18yearsandolder;U.S.maleconsumersSource(s):BenchmarkingCompanyAverageannualexpenditureonshavingneedsperconsumerunitintheUnitedStatesfrom2007to2022(inU.S.dollars)U.S.householdexpenditureonshavingneeds2007-20222522.6221.5721.5321.62190118.6818.6917.9517.9117.6816.416.0214.9414.5312.950200720082009201020112012201320142015201620172018201920202021202219Description:ThisstatisticshowstheaverageannualexpenditureonshavingneedsperconsumerunitintheUnitedStatesfrom2007to2022.In2022,thecountry'saverageexpenditureonshavingneedsamountedto17.68U.S.dollarsperconsumerunit.

ReadmoreNote(s):UnitedStates;2007to2022Source(s):BureauofLaborStatisticsAverageannualexpenditureoncosmetics,perfumeandbathpreparationproductsperconsumerunitintheUnitedStatesfrom2010to2022(inU.S.dollars)U.S.householdexpenditureoncosmetics,perfumeandbathproducts2010-2022250211.82199.17197.0120015010050189.88183.09182.29170.49170.3168.82164.33157.04145.91134.20201020112012201320142015201620172018201920202021202220/statistics/304996/us-expenditure-on-cosmetics-perfume-and-bath-preparationIn2022,theaverageannualexpenditureoncosmetics,perfume,andbathpreparationproductsamountedtoapproximately211.82dollarsperconsumerunitintheUnitedStates.Thisfigurerepresentsthehighestexpenditureinoveradecade.

ReadmoreNote(s):UnitedStates;2010to2022Source(s):BureauofLaborStatisticsAttitudestowardsshavers&razorsamongmenintheUnitedStatesin2023Attitudestowardsshavers&razorsamongmenintheUnitedStates2023Shareofrespondents0%

5%

10%15%20%25%24%30%28%35%40%Sustainabilityisimportanttomewhenitcomestoshavers&razorsIvaluealowpriceoverhighqualitywhenitcomestoshavers&razorsIamwellinformedwhenitcomestoshavers&razorsIliketotryoutnewandinnovativeshavers&razorsIrelyonbrandsIknowandtrustwhenitcomestoshavers&razorsIdonotwanttoimaginemylifewithoutshavers&razorsIgetexcitedaboutshavers&razors29%28%41%26%24%Iliketotalkabouttopicsrelatingtoshavers&razorsShavers&razorsarepartofmyday-to-daylife21%38%Ingeneral,Idonotcareaboutshavers&razorsNoneoftheabove11%6%21Description:In2023,approximately24percentofadultmenintheUnitedStatessaidtheygetexcitedaboutshaversandrazors.About41percentofrespondingmaleU.S.consumersrelyonbrandstheyknowandtrustwhenitcomestoshaversandrazors.Nearly30percentofconsumerssaidthatsustainabilityisimportanttothemwhenitcomestotheseitems.ReadmoreNote(s):UnitedStates;September8to24,2023;619respondents;18to64years;maleU.S.respondentsSource(s):ConsumerInsightsCHAPTER

04LeadingbrandsBrandvalueoftheleadingFMCGbrandsworldwidein2022(inmillionU.S.dollars)BrandvalueoftheleadingFMCGbrandsworldwide2022BrandvalueinmillionU.S.dollars6,000

8,00002,0004,00010,00012,00014,00013,83216,000PampersL'Oréal12,915LEGO11,84610,92110,83010,211NestléColgateGilletteDanone9,528Kellogg's8,747Johnson&Johnson6,13023Description:In2022,theleadingglobalFMCGbrandwasPampers,withabrandvalueofabout13.8billionU.S.dollars.L`OréalandLEGOfollowedcloselyinsecondandthirdplaces,withbrandvaluesamountingto12.9billionand11.9billionU.S.dollars,respectively.BothPampersandisownedbyProcter&Gamble,whoalsoownGilette.ReadmoreNote(s):Worldwide;2022Source(s):InterbrandBrandvalueoftheleadingpersonalcarebrandsworldwidein2023(inmillionU.S.dollars)Brandvalueoftheleadingpersonalcarebrandsworldwide2023BrandvalueinmillionU.S.dollars05,00010,00015,00020,00025,00030,00035,00040,000L'OréalParisLancôme(L'Oréal)38,08419,40018,360Colgate(Colgate-Palmolive)Pampers(Procter&Gamble)Gillette(Procter&GambleCo.)EstéeLauder17,37613,57711,476Garnier(L'Oréal)9,6178,995Clinique(EstéeLauder)Dove(Unilever)Huggies(Kimberly-Clark)Nivea(Beiersdorf)6,4536,1516,108Maybelline(L'Oréal)5,308PantenePro-V(Procter&Gamble)Shiseido5,0164,951Olay(Procter&Gamble)4,55024Description:Thisstatisticdepictsthebrandvalueoftheleadingpersonalcarebrandsworldwidein2023.Inthatyear,thevalueoftheCliniquebrandamountedtoaboutnearlyninebillionU.S.dollars.ReadmoreNote(s):Worldwide;2023Source(s):BrandZ;KantarMostpopularskincareandcosmeticsbrandsamongmenintheUnitedStatesinthe4thquarterof2023MostpopularskincareandcosmeticsbrandsamongmenintheU.S.Q42023Popularityinpercentage30%

40%0%10%20%50%60%70%80%VaselineGoldBondNeutrogenaJohnson'sBabyNivea71%64%59%58%57%57%56%55%54%OlayAveenoSoftsoapBananaBoatBath&BodyWorksCetaphil51%50%CoppertoneEucerin48%48%25Description:Accordingtotheresultsofarecentsurvey,inthefourthquarterof2023,themostpopularskincareandcosmeticsbrandamongmenintheUnitedStateswasVaseline,withsevenoutoftenofmalerespondentsstatingtheylikedit.GoldBondfollowedwithapopularityof64percent.ReadmoreNote(s):UnitedStates;Q42023Source(s):YouGovLeadingshavers&razorsbrandsrankedbybrandawarenessintheUnitedStatesin2023Mostwell-knownshavers&razorsbrandsintheUnitedStates2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%GilletteBiC88%85%SchickVenus75%75%Philips73%PanasonicBarbasolDollarShaveClubRemingtonBraun70%66%65%65%60%WahlHarry's55%53%Manscaped46%26Description:IntheU.S.,Gilletteisthemostwell-knownshaver&razorbrandwithabrandawarenessof88percent,followedbyBiC,Venus,andSchick.ReadmoreNote(s):UnitedStates;September8to24,2023;1,247respondents;18-64yearsSource(s):ConsumerInsightsShavers&razorsloyaltyamongmenintheUnitedStatesin2023,bybrandLoyaltytoshavers&razorsamongmenintheU.S.2023,bybrandShareofrespondents40%

50%0%10%20%30%60%70%80%90%100%GilletteWahl89%85%PanasonicBarbasolVenus81%80%76%75%Harry'sManscapedBevelDollarShaveClubSchick75%75%75%73%73%72%71%PhilipsBiCRemington27Description:In2023,Gillettewastheshaver&razorbrandwiththehighestshare(about90percent)ofbrandloyaltyamongmaleconsumersintheUnitedStates.WahlandPanasonicfollowedwith85and81percent,respectively.

ReadmoreNote(s):UnitedStates;September8to24,2023;563respondents;18-64years;malerespondentswhohaveusedtheindividualbrandSource(s):ConsumerInsightsGillettebrandawareness,usage,popularity,loyalty,andbuzzamongshaver&razorusersintheUnitedStatesin2023GillettebrandprofileintheUnitedStates2023100%91%90%80%70%60%54%49%50%40%30%20%10%0%43%36%GilletteawarenessGillettepopularityGilletteusageGilletteloyaltyGillettebuzz28Description:HowhighisthebrandawarenessofGilletteintheUnitedStates?ReadmoreNote(s):UnitedStates;September8to24,2023;1,158respondents;18-64years;respondentswhohaveusedshavers&razorsSource(s):

ConsumerInsightsBrandvalueofGilletteworldwidefrom2016to2023(inmillionU.S.dollars)GlobalbrandvalueofGillettefrom2016to20239,0008,0008,4798,1437,5317,5507,1897,0996,9107,0006,0005,0004,0003,0002,0001,00006,5782016201720182019202020212022202329Description:In2023,Gillette`sbrandvalueaddeduptoapproximately6.6billionU.S.dollars,slightlydownfromthepreviousyears.Infact,incomparison,thebrand'svaluationamountedtoabout7.55billionU.S.dollarsin2021.

ReadmoreNote(s):Worldwide;2016to2023Source(s):BrandFinanceCHAPTER

05Keycompany'sfinancialdataProcter&Gamble'snetsalesworldwidefrom2012to2023(inbillionU.S.dollars)Procter&Gamble'snetsalesworldwide2012-202390808280.1976.1274.473.973.170.770.9567.770605040302010066.865.365.120122013201420152016201720182019202020212022202331Description:ThistimelineshowsProcter&Gamble'snetsalesworldwidefrom2012to2023.In2023,itsglobalnetsalesamountedtoabout82billionU.S.dollars.ReadmoreNote(s):Worldwide;2012to2023Source(s):Procter&GambleProcter&Gamble'snetsalesworldwidefrom2014to2023,bybusinesssegment(inmillionU.S.dollars)Procter&Gamble'snetsalesworldwide2014-2023,bybusinesssegmentFabriccareandhomecareBeautyBaby,feminineandfamilycareHealthcareGroomingCorporate*90,00080,00070,00060,00050,00040,00030,00020,00010,0000201420152016201720182019202020212022202332Description:ThisstatisticdepictsProcter&Gamble'snetsalesworldwidefrom2014to2023,bybusinesssegment.In2023,theglobalnetsalesofProcter&Gamble'shealthcaresegmentamountedtoabout11.2billionU.S.dollars.

ReadmoreNote(s):Worldwide;2014to2023;*ThesourcespecifiesthattheCorporatesegmentincludesoperatingandnon-operatingactivitiesthatarenotreflectedintheoperatingresultsusedinternallytomeasureandevaluatethebusinesses,aswellas[...]

ReadmoreSource(s):Procter&GamblePanasonic'snetsalesfromFY2009toFY2023(inbillionU.S.dollars)Panasonic'srevenue2009-20239081.7807575.273.87372.772.571.770.469.768.6697060504030201006359.75720092010201120122013201420152016201720182019202020212022202333Description:Inthefiscalyear2023,Panasonic'ssalesrevenuecametoaround59.7billionU.S.dollars(or8.4trillionJapaneseyen).AnincreaseinJapan'sconsumptiontaxandthespreadofthecoronaviruspandemicwereamongthenegativefactorsthatcontributedtothecompany'sworsefinancialperformance.ReadmoreNote(s):Worldwide;FY2009toFY2023Source(s):PanasonicSalesofPanasonicHoldingsCorporationinfiscalyear2023,bysegment(intrillionJapaneseyen)PanasonicHoldings'salesFY2023,bysegmentSalesintrillionJapaneseyen1.5

2.00.00.51.02.53.03.53.484.0LifestyleAutomotiveIndustryConnectEnergy1.31.151.130.97Other1.234Description:ThelifestylebusinessofPanasonicHoldingsCorporationgeneratedsalesof3.48trillionJapaneseyeninfiscalyear2023.Itwasthelargestsegmentofthecompany,followedbytheautomotiveandindustrysegments.AbreakdownbyregionshowsthatJapanwasthemostimportantmarketforthecompany.ReadmoreNote(s):Worldwide,Japan;fiscalyear2023;thecompany'sfiscalyearendsonMarch31ofthestatedyear;consolidateddataSource(s):PanasonicHoldingsReckittBenckiser'snetrevenueworldwidefrom2010to2022(inmillionBritishpounds)ReckittBenckiser'snetrevenueworldwide2010-202216,00014,00012,00014,45313,99313,23412,84612,59711,4999,4859,5679,48010,0008,0006,0004,0002,00009,2668,8368,8748,4532010201120122013201420152016Year20172018201920202021202235Description:Overthelastdecade,theglobalrevenueofReckittBenckiserfluctuatedbutexperiencedanincreaseoverall,reachingavalueofapproximately13.2billionpoundsin2021,upfrom