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The male grooming market is worth (pound)487m, up 4.6% year-on-year (52 w/e June 23 '02).

Within this, packs see a higher increase of 7% y-o-y, now at 225 million, due to a high incidence of promotions pushing down pack prices.

The sector is still attracting new buyers but is being purchased slightly less frequently than last year, about every 12 weeks.

just over half of the spend is accounted for by females purchasing (53%), a stable situation for three years.

Deodorants is the largest sector, accounting for almost half of the spend and driving growth. In second place are fragrances, followed by shaving preparations.

The fastest growth, though from a small base, is shampoo (up 150% y-o-y). The greatest decline has been seen in toilet soap, down 62.3%, a market hit by liquid soap and shower gels.

Although Boots is the major

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player, it actually accounts for less share compared to total toiletries. The "cheaper" stores like Asda and Wilkinsons have more share in this category than for total toiletries.

Lynx is the number one brand in male grooming, predominantly due to its performance in deodorants (incl body sprays) and shower products.

Gillette Series is ranked secand as it is the leading performer in shaving soaps. Brylcreem is number one in hairsprays, while Nivea takes the top skincare spot.

Private label offerings remain static at only 10.5% of the category. However, they account for more spend on fragrances, shaving soaps, skincare, talcum powder and toilet soap than at the total male grooming level.

Lever Faberge is the number one manufacturer with more than a third of the spend share.

This is due to its performance in deodorants where it has three out of the top five brands (Lynx, Sure & Physio Sport).