Gillette: Innovation drives premiumization and creates a market leader

Gillette is the undisputed global leader in the male toiletries market, a market which is being driven by price increases, rather than volume. Continued innovation by the market's biggest players is helping create premium products which can then be sold at higher prices than previous incarnations and Gillette is successfully pursuing such a strategy to combat falling volumes.

Scope

  • Provides a data-driven insight into the male toiletries market
  • Analyzes Gillette's premiumization strategy and how this has helped it establish itself as a clear market leader
  • Assesses the opportunities and threats facing Gillette as it looks to grow further

Reasons to buy

How big is the global male toiletries market?

Who are the major players in the male toiletries market?

How has Gillette's premiumization strategy helped it attain a market leading position?

What opportunities and threats face Gillette over the coming years?

Companies mentioned

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Table of Contents

OVERVIEW

Catalyst

Summary

MARKET GROWS BUT MAJOR PLAYERS STRUGGLE

2010-2019: Moderate growth in the male toiletries market

Different segments grow at different paces

Gillette: Undisputed ...

OVERVIEW

Catalyst

Summary

MARKET GROWS BUT MAJOR PLAYERS STRUGGLE

2010-2019: Moderate growth in the male toiletries market

Different segments grow at different paces

Gillette: Undisputed market leader

Financial results paint a mixed picture for Gillette & rivals

Gillette dominant but growth outpaced by competitors

Gillette successfully improving profitability in a declining market

INNOVATION DRIVES PREMIUMIZATION

Gillette: A history of innovation

Twin blades, contours, powered razors, lubrastrips, and manscaping to name a few

P&G acquisition has not inhibited innovation

Innovation in women's shaving with Venus

Marketing campaigns support product innovation

Gillette: The best a man can get

Sports stars using Gillette implies quality and reinforces masculinity

Venus brand focuses on beauty and glamour

Innovation well marketed creates premium products

New premium products sell for more

Profit margins questioned on exploitative grounds

Effect of premiumization on price offsetting other negatives

OPPORTUNITIES & THREATS FOR GILLETTE

Male toiletries a growing market in emerging economies

Further premiumization to drive increased sales

Innovation opens up new product categories

Private label threat is growing

Limits to premiumization strategy carry marketing risks

Competitors also innovate and premiumize

CONCLUSIONS

Innovation-led premiumization continued key to success

APPENDIX

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