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Men's Personal Care - US - October 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Market stabilizes after strong gains in 2014
Figure 1: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
Brands challenged by product launches, increased competition
Figure 2: Share of new product launches of men’s personal care products, by segment, 2015*
Men focus on functional staples, report lower use of discretionary items
Figure 3: Men using personal care products – any (net)*, July 2015
The opportunities
Address top appearance issues based on lifestage
Figure 4: Men experiencing appearance-related issues, by age, July 2015
Stress simplicity through easy-to-use products, convenience in retailing
Figure 5: Interest in retail innovations, July 2015
Men most influenced by those in personal lives, seek spokespeople they can relate to
Figure 6: Men interested in various types of spokespeople, July 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Men’s personal care sales flat in 2015 following 2014 gains
Increased competition from product launches, subscription services
Population growth of male Hispanic and Black consumers to boost market
MARKET SIZE AND FORECAST
Historic and projected sales performance of men’s personal care
Figure 7: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
Figure 8: Total US sales and forecast of men’s personal care market, at current prices, 2010-20
MARKET BREAKDOWN
Men’s shaving products struggle, growth in other segments
Figure 9: Sales of men’s personal care market, by segment, 2010-15
MARKET PERSPECTIVE
Men choose between male-specific and unisex products
Numerous product launches increase competition
Figure 10: Share of new product launches of men’s personal care products, by segment, 2015*
Men gravitate toward functional products, those that address hygiene
Online sales, subscription services shake up the market
Spend impacted by age, race/Hispanic origin
Figure 11: Mean spend on skincare and haircare in the past three months, by age and race/Hispanic origin, February 2014-March 2015
Male-specific offerings are coming in a wider variety of personal care products
MARKET FACTORS
Growing male population boosts market, tempered by aging population
Figure 12: Male population aged 18+, by age, 2010-20
Growth in populations of Hispanic and Black males
Figure 13: Hispanic male population, aged 18 or older, by age, 2009-19
Figure 14: Black male population, aged 18 or older, by age 2009-19
KEY PLAYERS – WHAT YOU NEED TO KNOW
Market dominated by top two companies due to recognizable men’s brand names
Online retailers, brands with multiple products catch the attention of male consumers
Men’s skincare and shaving products lose steam
Market to see more convenience in product application and shopping process
MANUFACTURER SALES OF MEN’S PERSONAL CARE
Top two companies continue to dominate men’s personal care market
Manufacturer sales of men’s personal care
Figure 15: Manufacturer sales of men’s personal care market, 2014 and 2015
WHAT’S WORKING?
Online retailers, shaving subscription services appeal to men
Figure 16: Dollar Shave Club, security commercial, 2014
Men’s haircare products boost market
Figure 17: MULO sales of select men’s haircare products, rolling 52-weeks ending July 12, 2015
Brands that offer products in multiple segments perform well
Figure 18: Dove Men+Care #RealStrength commercial, 2015
Figure 19: Old Spice – And So It Begins commercial, 2015
Figure 20: MULO sales of select men’s personal care products, rolling 52-weeks ending July 12, 2015
Relaunch of spray formats boosts APDO segment
Figure 21: MULO sales of select men’s APDO products, rolling 52-weeks ending July 12, 2015
WHAT’S STRUGGLING?
Men’s specific skincare struggles despite different skincare needs
Figure 22: MULO sales of select men’s skincare products, 2012-14
Men’s shaving products struggle in light of more relaxed attitudes toward facial hair
Figure 23: MULO sales of select men’s shaving prep products, 2012-14
WHAT’S NEXT?
Subscription services for a broader variety of men’s products
Improved technology enhances the retail experience
Two-in-one products for multiple parts of the body
THE CONSUMER – WHAT YOU NEED TO KNOW
Men spending more time on the internet and on basic grooming
Concerns about thinning and graying hair boost haircare sales
Men gravitate toward functional products, less likely to use “extras”
Simplicity in shopping and in personal care routines resonates with men
Men influenced by those in their personal lives, relatable spokespeople
TIME SPENT ON LIFESTYLE AND PERSONAL CARE ACTIVITIES
Men spending more time on the internet, less time socializing
Figure 24: Time spent on lifestyle and leisure activities, July 2015
Young men spending more time on work and play
Figure 25: More time spent on lifestyle and leisure activities when compared to a year ago, by age, July 2015
Men spending more time on functional personal care tasks
Figure 26: Time spent on personal care activities, July 2015
Average time spent on appearance higher among young men, Hispanics
Figure 27: Average number of minutes per day spent on appearance, by age and race/Hispanic origin, July 2015
APPEARANCE-RELATED ISSUES AND ATTITUDES
Men most commonly experience graying hair, dry skin
Figure 28: Men’s appearance-related issues, by age, July 2015
Figure 29: Men’s appearance-related issues, by race/Hispanic origin, July 2015
Relaxed approach to shaving slows segment growth
Figure 30: Men’s attitudes toward shaving, 18-24 and 65+ age groups, July 2015
Figure 31: Men’s attitudes toward shaving, by race/Hispanic origin, July 2015
PRODUCT USAGE
Men focus on functional staples, report lower use of discretionary items
Figure 32: Men using personal care products – any (net)*, July 2015
Use of personal care product higher among young men, Hispanics
Figure 33: Men using personal care products – any, by age, race, and Hispanic origin, July 2015
ATTITUDES TOWARD PERSONAL CARE
Male-specific products viewed as having functional benefits
Figure 34: Men’s perceptions of male-specific products, July 2015
Younger men, Black men see more differences between unisex and men’s products
Figure 35: Men’s perceptions of male-specific products, by age, race, and Hispanic origin, July 2015
Men seek simplicity in personal care routines
Figure 36: Men’s attitudes toward personal care products, 18-24 and 65+ age groups, July 2015
Hispanic men prefer more simplistic routines, Black men prefer shopping in-store
Figure 37: Men’s attitudes toward personal care products, by age, race, and Hispanic origin, July 2015
PURCHASE AND APPEARANCE INFLUENCERS
Easy-to-use products and formats appeal to men
Figure 38: Men’s purchase influencers for personal care products, July 2015
Hispanic men seek easy-to-use products
Figure 39: Men’s purchase influencers for personal care products, by age, race, and Hispanic origin, July 2015
Men’s appearance most influenced by those in their personal lives
Figure 40: Factors influencing men’s appearance, by age groups 18-34 and 55+ and by Hispanic origin, July 2015
Hispanic men’s appearances influenced by a variety of people
Figure 41: Factors influencing men’s appearance, by age, race, and Hispanic origin, July 2015
RETAIL AND MARKETING STRATEGIES
Improved shopping experience can help boost sales
Figure 42: Interest in retail innovations, July 2015
Younger men interested in enhanced shopping experience, older men seek simplification
Figure 43: Interest in retail innovations, by age, race, and Hispanic origin, July 2015
Men looking for spokespeople whom they can relate to
Figure 44: Men interested in various types of spokespeople, July 2015
Younger men drawn to a variety of spokespeople
Figure 45: Men interested in various types of spokespeople, by age, race, and Hispanic origin, July 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 46: Total US sales and forecast of men’s personal care products, at inflation-adjusted prices, 2009-19
Figure 47: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2010-20
APPENDIX – KEY PLAYERS
Figure 48: MULO sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 49: MULO sales of men'’s haircare, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 50: MULO sales of men’s skincare, by leading companies and brands, rolling 52 weeks 2014 and 2015
APPENDIX – CONSUMER
Figure 51: Types of shampoo used, by age, February 2014-March 2015
Figure 52: Types of shaving cream and gel used, February 2014-March 2015
Figure 53: Forms of moisturizers/creams/lotions used, February 2014-March 2015
Figure 54: Types of facial cleansing and medicated skincare products used, February 2014-March 2015
Figure 55: Men agreeing with statements about personal care and advertising – any agree (net*), by age and race/Hispanic origin, February 2014-March 2015

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