H-E-B Cleans Up with Guys-Only Aisle
last RetailWire covered
the Men’s Zone in February 2010, we
discovered that a test of the guys-only
grooming product aisle at H-E-B (brought
to the retailer by Procter & Gamble) had grown
total sales for the 534 personal care items located
on its shelves and hooks by 11 percent.
A poll connected with the story found that
33 percent of respondents thought male grooming products had a very big upside
from then current levels. Sixty-four percent rated the upside potential as
moderate (39 percent) to small (25 percent).
Since the H-E-B pilot went so well,
P&G has been taking the concept to
other retailers to test.
“It wasn’t rocket science,’ Thom Lachman, P&G’s
general manager of male grooming, told The Boston Globe. “Men
are buyers and not shoppers. They want to get the shopping done. And it benefits
both men and women. Neither one likes to shop for personal grooming items with
the other one right on top of them.”
H-E-B and retailers including
Duane Reade and Target are hoping the Men’s Zone or similar concepts will help
them grab a bigger share of the male grooming market, which grew 21 percent
between 2005 and 2010.
Duane Reade, according to the Globe article,
has independently of P&G
created its own Men’s Zone and plans to roll out the grooming sections to most
of its 250 stores. There was no mention in the article if parent company Walgreens
planned to run with the concept.
Discussion Questions: How much more or less open do you think men are to purchasing grooming products than they were five or 10 years ago? What do you think of the potential for the Men’s Zone and similar concepts to increase sales of male grooming products?