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By Claire Reilly

SYDNEY, NSW: Men’s Shavers continues to be the highest value product category within the personal care stable, pulling in almost $62 million in value for the year ended July 2011, according to recent GfK data.

The category was only down 0.2 per cent on 2010 in terms of sales value, but due to an 8.2 per cent increase in unit sales, average selling prices were down 7.8 per cent. Whilst not a new product in the personal care category, Male Trimmers are certainly experiencing new levels of growth, with unit sales up 19.3 per cent and sales value up 24.3 per cent, resulting in a 4.2 per cent increase in average selling price (ASP).

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Another standout in personal care was Facial Steamers, which more than doubled in terms of unit sales for the year (albeit off a low base of 2,500) and saw a category value increase of 37.8 per cent. However, ASPs were down significantly (41 per cent) – the sharpest drop in ASP across the whole of personal care.

The personal care category continues to be a strong market for retailers, with new product releases, innovations and range refreshes across all the key brands. In total, the category was worth almost $235 million to retailers for the 2010-2011 year.

For a full analysis of GfK data for the personal care category and an overview of new product releases, turn to the Personal Care feature in the October issue of Appliance Retailer magazine.