disparities occur even among the top players
where sales numbers double from one supplier to another, said Kline. Specifically, the
top three suppliers are Clorox Professional
Products, Reckitt Benckiser Professional,
The market for institutional and industrial wipes will represent acceleration as the manufacturing sector
continues to rise and is forecast to grow
at a healthy compound annual growth
rate (CAGR) of over 4% through 2019.
The modified Wiper Rule will continue
to influence sales growth. Hard-surface
wipes will continue to be the leading product class, growing at a CAGR of 4.5% by
Men and Facial Skin Care
•Just like stopping the car to ask for di-
rections, it appears that when it comes to
facial skin care, men don’t think they need
While some 80% of men use grooming
products, facial skin care is the category with
the biggest opportunity to expand usage,
according to The NPD Group’s 2015 Men’s
Grooming Consumer Report.
Men’s lack of interest in the category and
perceived “problem free” skin are the leading reasons why men choose not to use facial skin care, according to NPD. Specifically,
42% of non-users report that they do not
have any problems with their skin, noted
NPD. An equal percentage say they are just
not interested in such products while 17%
are of the attitude that such products are for
“The great news continues to be that
the vast majority of men are into grooming,
and add to it the fact that a majority are also
dedicated when it comes to their hair care.
The proverbial white whale is the potential
billion dollar opportunity in mobilizing men
to adopt facial skin care,” she said.
A sample, when dealing with 35-54
year olds, can go a long way. Most male facial skin care users agree that samples and
trial-size products have somewhat of an
influence when deciding on which product
to purchase—but men aged 35-54 are most
strongly impacted by this approach, according to NPD.
“What we understand and what we
need to understand is different when it
comes to men. Women see problems in
their skin, but most men don’t. From childhood, males are taught the importance
of grooming their hair but, other than
cleansing, not their face. For most men,
facial care is not introduced until they are
already adults, and often as a problem-solution type of product,” said Grant.
“Part of the process in cracking the code
is to reposition the category for men so it is
less associated with problem solving, and
to spark interest and engagement in making facial care a seamless integration that is
oriented to their particular life stage.”•
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