Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2008-18
- Market factors
- Population of older men growing and facing different life experiences with age
- Growing Black and Hispanic segments will help the category
- Segment performance
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- Figure 2: Total US retail sales of men’s personal care products, by segment, at current prices, 2011 and 2013
- Market players
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- Figure 3: Share of MULO sales of men’s personal care products, by leading companies, 2013
- The consumer
- Younger men more likely to use variety of products, including skincare
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- Figure 4: Men's personal care product usage (by category), by age, August 2013
- Men tend to stick with the same brands
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- Figure 5: Shopping for men's personal care products, August 2013
- Price and product scent are the most important purchase factors
- Interest in new products not strong
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- Figure 6: Interest in new men's grooming products, August 2013
- What we think
Issues and Insights
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- Engaging older men in the category
- Issues
- Insights
- Male-specific skincare and haircare struggle to compete with general market
- Issues
- Insights
- Improving the shopping experience
- Issues
- Insights
Trend Applications
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- Trend: Experience Is All
- Trend: Mood to Order
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Men’s personal care market continuing to grow
- Sales and forecast of men’s personal care products
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- Figure 7: Total US retail sales and forecast of men’s personal care products, at current prices, 2008-18
- Figure 8: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2008-18
Market Drivers
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- Key points
- Population of older men growing and facing different experiences
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- Figure 10: Male population aged 18 or older, by age, 2008-18
- More older men facing divorce
- Older men will likely retire later than expected
- Ethnic populations highly engaged in men’s personal care category
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- Figure 11: Hispanic male population, aged 18 or older, by age, 2008-18
- Figure 12: Black male population, aged 18 or older, by age, 2008-18
Competitive Context
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- General market products provide strong competition
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- Figure 13: Share of male claims in new deodorant/antiperspirant product launches, 2008-13
- Figure 14: Share of male claims in new shaving preparation product launches, 2008-13
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- Figure 15: Share of male claims in new haircare product launches, 2008-13
- Figure 16: Share of male claims in new facial skincare product launches, 2008-13
- Opportunity for men’s personal care market:
Segment Performance
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- Key points
- APDO products make up largest segment
- Shaving products/aftershave segment struggling
- Body care segment growth driven by shower products
- Haircare segment growing
- Facial skincare declining
- Sales of men’s personal care products, by segment
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- Figure 17: Total US retail sales of men’s personal care products, by segment, at current prices, 2011 and 2013
Segment Performance – Men’s Deodorant/ Antiperspirant
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- Key points
- High penetration and usage frequency drives growth for APDO segment
- Sales and forecast of men’s deodorant/antiperspirant
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- Figure 18: Total US retail sales and forecast of men’s deodorant/antiperspirant, at current prices, 2008-18
Segment Performance – Men’s Shaving Products/Aftershave
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- Key points
- Shaving products/aftershave segment struggling
- Sales and forecast of men’s shaving products/aftershave
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- Figure 19: Total US retail sales and forecast of men’s shaving products/aftershave, at current prices, 2008-18
Segment Performance – Men’s Skincare
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- Key points
- Shower products drive growth for men’s body care segment
- Sales and forecast of men’s body care products
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- Figure 20: Total US retail sales and forecast of men’s body care products, at current prices, 2008-18
- Specific brands will likely help facial skincare segment grow
- Sales and forecast of men’s facial skincare
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- Figure 21: Total US retail sales and forecast of men’s facial skincare, at current prices, 2008-18
Segment Performance – Men’s Haircare
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- Key points
- Men’s haircare segment growth expected to slow
- Sales and forecast of men’s haircare
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- Figure 22: Total US retail sales and forecast of men’s haircare, at current prices, 2008-18
Retail Channels
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- Key points
- Most men’s personal care purchases take place through “other retail channels”
- Supermarkets see growth; drug stores witness small decline
- Sales of men’s personal care products, by channel
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- Figure 23: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-13
- Figure 24: Total US retail sales of men’s personal care products, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Unilever and P&G command majority of MULO sales
- Some smaller players see growth while others struggle
- MULO manufacturer sales of men’s personal care products
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- Figure 25: MULO sales of men’s personal care products, by leading companies, 2012 and 2013
Brand Share – Men’s Deodorant/Antiperspirant
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- Key points
- P&G sees strong gains with Old Spice brand
- Unilever finds success with Degree and Dove Men+Care
- Henkel struggles with Right Guard
- MULO sales of men’s deodorant/antiperspirant
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- Figure 26: MULO sales of men’s deodorant/antiperspirant, by leading companies, 2012 and 2013
Brand Share – Men’s Shaving Products/Aftershave
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- Key points
- Most manufacturers experiencing declines
- MULO sales of men’s shaving products/aftershave
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- Figure 27: MULO sales of men’s shaving products/aftershave, by leading companies, 2012 and 2013
Brand Share – Men’s Skincare
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- Key points
- Unilever grows due to Dove Men+Care
- P&G finds success with some Old Spice products while others falter
- Henkel experiences big decline in sales
- MULO sales of men’s body care products
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- Figure 28: MULO sales of men’s body care products, by leading companies, 2012 and 2013
- Beiersdorf Inc. struggles while Johnson & Johnson grows
- Dove Men+Care facial skincare bright spot for Unilever
- MULO sales of men’s facial skincare
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- Figure 29: MULO sales of men’s facial skincare, by leading companies, 2012 and 2013
Brand Share – Men’s Haircare
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- Key points
- Axe styling products growing
- Combe Inc. sees slight growth with Just for Men Autostop
- P&G makes its presence known in the MULO men’s haircare segment
- American Crew brand enjoys continued growth
- MULO sales of men’s haircare
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- Figure 30: MULO sales of men’s haircare, by leading companies, 2012 and 2013
Innovations and Innovators
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- Companies are not launching as many “for men” products
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- Figure 31: Men’s personal care product launches, by category, 2008-13
- Private label launches slowly starting to gain momentum
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- Figure 32: Share of private label and branded men’s personal care product launches, 2008-13
- Products with energizing capabilities
- Dove Men+Care product line continues to expand
- Multifunctional body wash products
- Multifunctional shave and skincare products
- Private label becoming more prominent
- Boots Men’s Care comes to the US
Marketing Strategies
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- Overview
- Theme: Appealing to the opposite sex
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- Figure 33: Axe Apollo fireman ad, 2013
- Figure 34: Axe body wash print advertisement
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- Figure 35: Axe hairstyling products: the natural look, 2013
- Figure 36: American Crew print advertisement
- Targeting the older, more established man
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- Figure 37: Dove Men+Care Television advertisement, 2013
- Figure 38: Dove Men+Care print advertisement
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- Figure 39: Aveeno Active Naturals Men print advertisement
- Figure 40: Aveeno active naturals men television advertisement, 2013
- Appealing to the partner or spouse
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- Figure 41: Nivea for men print advertisement
Social Media
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- Key points
- Key social media metrics
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- Figure 42: key brand metrics, men’s grooming brands, September 2013
- Market overview
- Brand usage and awareness
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- Figure 43: Usage and awareness of selected men’s grooming brands, August 2013
- Interaction with brands
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- Figure 44: Interaction with selected men’s grooming brands, August 2013
- Online conversations
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- Figure 45: Online mentions, selected men’s grooming brands, by week, September 2, 2012-September 1, 2013
- Where are people talking about men’s grooming brands?
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- Figure 46: Selected Dove Men+Care Twitter mentions, March 2013
- Figure 47: Mentions by page type, selected men’s grooming brands, September 2, 2012-September 1, 2013
- What are people talking about online?
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- Figure 48: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
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- Figure 49: Major areas of discussion surrounding men’s grooming brands, September 2, 2012-September 1, 2013
- Brand analysis
- Old Spice
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- Figure 50: Old Spice key social media indicators, August 2013
- Axe
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- Figure 51: Axe key social media indicators, August 2013
- Right Guard
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- Figure 52: Right Guard key social media indicators, August 2013
- Nivea for Men
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- Figure 53: Nivea for Men key social media indicators, August 2013
- Dove Men + Care
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- Figure 54: Dove Men+Care key social media indicators, August 2013
- Just For Men
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- Figure 55: Just for Men key social media indicators, August 2013
Product Usage – Toiletries
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- Key points
- APDO most commonly used personal care product
- Younger men gravitate toward shower gel and all-in-one shower products
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- Figure 56: Men's personal care product usage (regular – a few times a week or more – toiletry usage), by age, August 2013
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- Figure 57: Men's personal care product usage (regular – a few times a week or more – toiletry usage), by household income, August 2013
Product Usage – Skincare
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- Key points
- Skincare usage highest among younger men
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- Figure 58: Men's personal care product usage (regular – a few times a week or more – skincare usage), by age, August 2013
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- Figure 59: Forms of moisturizers/creams/lotions used, by age, January 2012-March 2013
- Foaming face wash and scrubs most commonly used facial skincare products
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- Figure 60: Types of facial cleansing and medicated skincare products used, by age, January 2012-March 2013
- Neutrogena most commonly used facial skincare brand
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- Figure 61: Top brands of facial cleansing and medicated skincare products used, among men, January 2012-March 2013
- Less affluent less likely to use skincare products
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- Figure 62: Men's personal care product usage (regular – a few times a week or more – skincare usage), by household income, August 2013
Product Usage – Shaving Products
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- Key points
- Men consistently use shaving products
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- Figure 63: Men's personal care product usage (regular – a few times a week or more – shaving usage), by age, August 2013
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- Figure 64: Men's personal care product usage (regular shaving usage), by household income, August 2013
- Most men stick with regular shaving cream or gel
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- Figure 65: Types of shaving cream and gel used, by age, January 2012-March 2013
- Barbasol most commonly used brand
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- Figure 66: Top brands of shaving cream or gel used, among men, January 2012-March 2013
Product Usage – Haircare
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- Key points
- Most men are using shampoo; younger men more apt to use conditioner and styling products
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- Figure 67: Men's personal care product usage (regular – a few times a week or more – haircare usage), by age, August 2013
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- Figure 68: Types of shampoo used, by age, January 2012-March 2013
- Figure 69: Types of conditioner used, by age, January 2012-March 2013
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- Figure 70: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
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- Figure 71: Types of hair styling products used, by age, January 2012-March 2013
Personal Appearance Preferences
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- Key points
- Facial hair is becoming more acceptable
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- Figure 72: Personal appearance preferences, by age, August 2013
Shopping Behaviors
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- Key points
- Older men stick with what they know
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- Figure 73: Shopping for men's personal care products, by age, August 2013
- Affluent men lean more toward male-specific offerings
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- Figure 74: Shopping for men's personal care products, by household income, August 2013
Factors Affecting Purchase Decision
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- Key points
- Price and scent most important to men
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- Figure 75: Factors affecting purchase decisions, August 2013
- Younger men influenced by well-known brand names and positive product reviews
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- Figure 76: Any importance of factors affecting purchase decisions, by age, August 2013
Interest in New Products
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- Key points
- Interest in trying new products not very strong
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- Figure 77: Interest in new men's grooming products, August 2013
- Younger men interested in body moisturizers that heal skin and muscle
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- Figure 78: Interest in new men's grooming products, by age, August 2013
- Some men are interested in facial hair maintenance products
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- Figure 79: Interest in new men's grooming products, by personal appearance preferences, August 2013
Attitudes Concerning Personal Appearance
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- Key points
- Most do their own thing but feel confident and attractive when well groomed
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- Figure 80: Attitudes concerning personal appearance, August 2013
- Men aged 25-34 put a high value on personal appearance
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- Figure 81: Attitudes concerning personal appearance, by age, August 2013
Attitudes Concerning Product Quality
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- Key points
- Men feel that private label products works just as well as branded products
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- Figure 82: Attitudes concerning product quality, August 2013
- Younger men more apt to agree that branded products are better quality
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- Figure 83: Attitudes concerning product quality, by age, August 2013
Race and Hispanic Origin
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- Key points
- Black and Hispanic men have high incidence of product use
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- Figure 84: Men's personal care product usage (regular toiletry usage), by race/Hispanic origin, August 2013
- Figure 85: Men's personal care product usage (regular skincare usage), by race/Hispanic origin, August 2013
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- Figure 86: Men's personal care product usage (regular shaving usage), by race/Hispanic origin, August 2013
- Figure 87: Men's personal care product usage (regular haircare usage), by race/Hispanic origin, August 2013
- Black and Hispanic men less likely to stick with same brands
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- Figure 88: Shopping for men's personal care products, by race/Hispanic origin, August 2013
- Product scent important to Hispanic men
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- Figure 89: Factors affecting purchase decisions, by race/Hispanic origin, August 2013
- Black men interested in healing skin and muscles after sports
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- Figure 90: Interest in new men's grooming products, by race/Hispanic origin, August 2013
- Hispanic men most likely to agree that branded and higher-priced products are better
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- Figure 91: Attitudes concerning product quality, by race/Hispanic origin, August 2013
Marital/Relationship Status
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- Key points
- Men living with partner more likely to use wide array of products
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- Figure 92: Men's personal care product usage (regular – a few times a week or more), by marital/relationship status, August 2013
- Figure 93: Shopping for men's personal care products, by marital/relationship status, August 2013
Appendix – Other Useful Consumer Tables
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- Product usage
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- Figure 94: Men's personal care product usage (by category), by age, August 2013
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- Figure 95: Men's personal care product usage, August 2013
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- Figure 96: Men's personal care product usage, regular usage (a few times a week or more) by age, August 2013
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- Figure 97: Men's personal care product usage, regular usage (a few times a week or more) by household income, August 2013
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- Figure 98: Men's personal care product usage, regular usage (a few times a week or more) by race/Hispanic origin, August 2013
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- Figure 99: Men's personal care product usage, regular usage (a few times a week or more) by marital/relationship status, August 2013
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- Figure 100: Men's personal care product usage, regular usage (a few times a week or more) by employment, August 2013,
- Facial skincare products
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- Figure 101: Brands of facial cleansing and medicated skincare products used, among men, January 2012-March 2013
- Shaving products
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- Figure 102: After shave lotion and cologne usage, by age, January 2012-March 2013
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- Figure 103: Brands of shaving cream or gel used, among men, January 2012-March 2013
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- Figure 104: Types of after shave lotion and cologne used, by age, January 2012-March 2013
- Haircare products
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- Figure 105: Men's personal care product usage (regular – a few times a week or more haircare usage), by household income, August 2013
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- Figure 106: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
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- Figure 107: Brands of conditioner used, among men, January 2012-March 2013
- Personal appearance preferences
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- Figure 108: Personal appearance preferences, by income, August 2013
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- Figure 109: Personal appearance preferences, by marital/relationship status, August 2013
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- Figure 110: Personal appearance preferences, by race/Hispanic origin, August 2013
- Factors affecting purchase decision
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- Figure 111: Any importance of factors affecting purchase decisions, by household income, August 2013
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- Figure 112: Any importance of factors affecting purchase decisions, by marital/relationship status, August 2013
- Interest in new products
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- Figure 113: Interest in new men's grooming products, by household income, August 2013
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- Figure 114: Interest in new men's grooming products, by marital/relationship status, August 2013
- Attitudes concerning personal appearance
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- Figure 115: Attitudes concerning personal appearance, by household income, August 2013
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- Figure 116: Attitudes concerning personal appearance, by marital/relationship status, August 2013
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- Figure 117: Attitudes concerning personal appearance, by race/Hispanic origin, August 2013
- Attitudes concerning product quality
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- Figure 118: Attitudes concerning product quality, by marital/relationship status, August 2013
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- Figure 119: Attitudes concerning product quality, by household income, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 120: Brand usage or awareness, August 2013
- Figure 121: Axe usage or awareness, by demographics, August 2013
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- Figure 122: Old spice usage or awareness, by demographics, August 2013
- Figure 123: Nivea for Men usage or awareness, by demographics, August 2013
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- Figure 124: Dove Men+Care usage or awareness, by demographics, August 2013
- Figure 125: Right guard usage or awareness, by demographics, August 2013
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- Figure 126: Just for men usage or awareness, by demographics, August 2013
- Activities done
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- Figure 127: Activities done, August 2013
- Figure 128: Axe – activities done, by demographics, August 2013
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- Figure 129: Old spice – activities done, by demographics, August 2013
- Figure 130: Dove Men+Care – activities done, by demographics, August 2013
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- Figure 131: Right guard – activities done, by demographics, August 2013
- Online conversations
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- Figure 132: Online mentions, selected men’s grooming brands, by week, September 2, 2012-September 1, 2013
- Figure 133: Mentions by page type, selected men’s grooming brands, September 2, 2012-September 1, 2013
- Figure 134: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
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- Figure 135: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
- Figure 136: Major areas of discussion surrounding men’s grooming brands, September 2, 2012-September 1, 2013
Appendix – Trade Associations
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