Table of Contents
Scopes and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Overview
- Competition from private label, unisex, and women’s brands
- Rising unemployment and slow growth in number of adult men challenge market
- New and old manufacturers enter the men’s toiletries segment
- Segment results are mixed
- Individual segment results
- Consumers increasingly choose drug stores for convenience among FDMx
- Leading companies in the men’s and unisex market
- Mixed results for skincare manufacturers even as segment expands
- Unisex skincare sales flat as consumers migrate to lower-priced products
- Innovations in 2008-09 include time savers and refrigerated deodorant
- Three main themes in men’s toiletries advertising
- Usage of men’s toiletries
- Acne a major concern among men
- Usage of men’s, women’s and unisex toiletries
- Shaving and hair removal routines
- Who is purchasing toiletries for men
- Where men’s toiletries are purchased
- Frequency of changing grooming products
- Catalysts for trying new products
- Black respondents’ skincare usage differs from other races/ethnicities
- Frequency of changing appearance and products
Insights and Opportunities
-
- Vanity transcends gender
- Let women decrease guilt about spending money by bringing home products for men
Inspire Insights
-
- Turbo Grooming
- What we’ve seen
- Attracting the new Millennium bionic man
Market Size and Forecast
-
- Key points
- Growth slows as economy declines
-
- Figure 1: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, 2004-14
- Figure 2: U.S. FDMx sales and forecast of men’s and unisex toiletries, at inflation-adjusted prices, 2004-14
-
- Figure 3: U.S. FDMx sales and forecast of men’s toiletries, at current prices, 2004-14
- Figure 4: U.S. FDMx sales and forecast of unisex toiletries, at current prices, 2004-14
Competitive Context
-
- FDMx men’s grooming products compete with wider array of unisex and women’s
-
- Figure 5: U.S. FDMx sales of men’s and unisex toiletries, by share of dollar sales, 2004-09
- New anti-aging skincare for men
- Existing men’s brands expand into toiletries
- Consolidation brings FDM and high end together
Segment Performance
-
- Key points
- Men’s and unisex toiletries combined
-
- Figure 6: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, by segment, 2004-14
- Men’s toiletries only
-
- Figure 7: U.S. FDMx sales and forecast of men’s toiletries, at current prices, by segment, 2004-14
- Unisex toiletries only
-
- Figure 8: U.S. FDMx sales and forecast of unisex toiletries, at current prices, by segment, 2004-14
- Sales by segment
-
- Figure 9: U.S. FDMx sales of men’s and unisex toiletries, by segment, 2007 and 2009
Segment Performance—Deodorants/antiperspirants
-
- Key points
- Penetration nearly universal
- Male-specific deodorant
-
- Figure 10: U.S. FDMx sales and forecast of men’s deodorant and antiperspirant, at current prices, 2004-14
- Unisex deodorant
-
- Figure 11: U.S. FDMx sales and forecast of unisex deodorant and antiperspirant, at current prices, 2004-14
Segment Performance—Haircare Products
-
- Key points
- Men’s and unisex haircare a bright spot
- Male-specific haircare
-
- Figure 12: U.S. FDMx sales and forecast of men’s haircare products, at current prices, 2004-14
- Unisex haircare
-
- Figure 13: U.S. FDMx sales and forecast of unisex haircare products, at current prices, 2004-14
Segment Performance—Shaving Cream and Gel
-
- Key points
- Multiple trends contributing to sales declines
- Men’s shaving products
-
- Figure 14: U.S. FDMx sales and forecast of men’s shaving cream and gel, at current prices, 2004-14
- Unisex shaving products
-
- Figure 15: U.S. FDMx sales and forecast of unisex shaving cream and gel, at current prices, 2004-14
Segment Performance—Grooming/Shaving Scissors
-
- Key points
- Non-consumable status creates major declines in men’s market
-
- Figure 16: U.S. FDMx sales and forecast of men’s grooming/shaving scissors, at current prices, 2004-14
- Unisex grooming products
-
- Figure 17: U.S. FDMx sales and forecast of unisex grooming/shaving scissors, at current prices, 2004-14
Segment Performance—Skincare Products
-
- Key points
- Men’s skincare relies on familiar products with new brands
-
- Figure 18: U.S. FDMx sales and forecast of men’s skincare products, at current prices, 2004-14
- Unisex skincare
-
- Figure 19: U.S. FDMx sales and forecast of unisex skincare products, at current prices, 2004-14
Retail Channels
-
- Key point
- Drug stores gain market share
-
- Figure 20: FDMx sales of men’s and unisex toiletries, by retail channel, 2007 and 2009
Retail Channels—Drug Stores
-
- Key points
- Increasing store counts and presence in densely populated areas
-
- Figure 21: FDMx sales of men’s and unisex toiletries at drug stores, at current prices, 2004-09
Retail Channels—Supermarkets and Other Retailers
-
- Key point
- Sales grow, but slowly
- Large-format stores face more competition with Walmart
-
- Figure 22: FDMx sales of men’s and unisex toiletries at supermarkets and other retailers, at current prices, 2004-09
Market Drivers
-
- Unemployment dampens sales
-
- Figure 23: Employment status of the civilian non-institutional population, total and men over age 16, seasonally adjusted, by month, August 2008-September 2009
- Household income
-
- Figure 24: Median household income in inflation-adjusted dollars, 1998-2008
- Male population grows, but slowly
-
- Figure 25: Male population, by age, 2004-14
- Stagnation in use of most grooming products among men
-
- Figure 26: Usage of men’s toiletries, by product type, 2002-08
- Men’s grooming products are slaves to fashion…
Leading Companies and Brands
-
- Key points
- Unilever makes big leaps
- Not all men’s manufacturers grow sales
- Acquisition shows confidence in high-end men’s grooming/skincare
-
- Figure 27: FDM sales of leading men’s toiletries companies, 2008 and 2009
- Unisex sees general declines across manufacturers
-
- Figure 28: FDM sales of leading unisex toiletries companies, 2008 and 2009
Brand Share—Antiperspirant/Deodorant
-
- Key points
- Axe and Degree Men propel Unilever sales
- Sales declines for many traditional men’s deodorant brands
-
- Figure 29: FDMx brand sales of men’s antiperspirant/deodorant in the U.S., 2008 and 2009
- Clinical strength grows in both men’s and unisex
-
- Figure 30: FDMx brand sales of unisex antiperspirant/deodorant in the U.S., 2008 and 2009
Brand Share—Haircare Products
-
- Key points
- Combe grows existing brand while Unilever expands
-
- Figure 31: FDMx brand sales of men’s haircare products in the U.S., 2008 and 2009
- Garnier sales slow after years of strong growth
- Salon brands sold through FDMx have mixed results
-
- Figure 32: FDMx brand sales of unisex haircare products in the U.S., 2008 and 2009
Brand Share—Shaving Cream and Gel
-
- Key points
- Segment-leading P&G faces challenges from SC Johnson and Perio Products
-
- Figure 33: FDMx brand sales of men’s shaving cream and gel in the U.S., 2008 and 2009
- J&J only gainer in declining unisex shave cream/gel segment
-
- Figure 34: FDMx brand sales of unisex shaving cream and gel in the U.S., 2008 and 2009
Brand Share—Grooming/Shaving Scissors
-
- Key points
- Wahl and Spectrum gain market share even as they lose dollar sales
-
- Figure 35: FDMx brand sales of men’s grooming/shaving scissors in the U.S., 2008 and 2009
- Declines the norm in unisex grooming/shaving scissors
-
- Figure 36: FDMx brand sales of unisex grooming/shaving scissors in the U.S., 2008 and 2009
Brand Share—Skincare Products
-
- Key points
- Mixed results for manufacturers even as segment expands
-
- Figure 37: FDMx brand sales of men’s skincare products in the U.S., 2008 and 2009
- Unisex skincare sales flat as consumers migrate to lower-priced products
-
- Figure 38: FDMx brand sales of unisex skincare products in the U.S., 2008 and 2009
Brand Qualities
-
- Axe versus Brylcreem and Consort; not your father’s hair-styling product
Innovation and Innovators
-
- Convenience products that combine benefits save time
- Plants meet science in super-premium products
- Super-premium/luxury natural men’s lines include exotic ingredients
- Familiar mass-market naturals expand
- Refrigerated deodorant
- High-end anti-aging skincare
Advertising and Promotion
-
- Web marketing
- Overview
- Sports
-
- Figure 39: Gillette Clinical Strength, 2009
-
- Figure 40: Right Guard extreme power stripe, 2009
- Women and sex
-
- Figure 41: Edge energy shave gel, 2009
- Aspirational or the “how you can be me”
-
- Figure 42: Old Spice Red Zone Swagger, 2008
-
- Figure 43: Just For Men Touch of Gray, 2008
Usage
-
-
- Figure 44: Usage of men’s toiletries, by product type, by age, February 2008-March 2009
- Deodorant usage
-
- Figure 45: Usage of deodorant and antiperspirant, by type, form, and scent, February 2008-March 2009
- Facial cleansing product usage
-
- Figure 46: Usage of facial cleansing and medicated products, by form and type, February 2008-March 2009
- Usage of men’s, women’s and unisex toiletries
-
- Figure 47: Use of men’s, women’s, and unisex toiletries, by age, July 2009
- Shaving and hair removal routines
-
- Figure 48: Body areas shaved/waxed, by age, July 2009
- Use of matching shaving cream and razor brands
-
- Figure 49: Use of same/different brand shaving cream and razor, by age, July 2009
-
Purchasing Behavior
-
- Who is purchasing toiletries for men
-
- Figure 50: Who purchases toiletries for respondent, by age, July 2009
- Where men’s toiletries are purchased
-
- Figure 51: Most common location of purchase of men’s toiletries, by age, July 2009
Attitudes and Motivations
-
- Frequency of changing grooming products
-
- Figure 52: Frequency of change in grooming products, by age, July 2009
- Catalysts for trying new products
-
- Figure 53: Factors that influence use of new grooming products, by age, July 2009
- Attitudes/opinions regarding grooming and personal appearance
-
- Figure 54: Attitudes regarding men’s grooming, agree summary, by age, July 2009
Race and Hispanic Origin
-
- Products usage by type
-
- Figure 55: Usage of men’s toiletries, by product type, by race/Hispanic origin, February 2008-March 2009
-
- Figure 56: Usage of hair-styling creams, gels, and lotions, by type, by race/Hispanic origin, February 2008-March 2009
- Frequency of changing appearance and products
-
- Figure 58: Attitudes regarding men’s grooming, agree summary, by race/Hispanic origin, July 2009
- Use of matching shaving cream and razor brands
-
- Figure 59: Use of same/different brand shaving cream and razor, by race/Hispanic origin, July 2009
-
- Figure 60: Brand usage of shaving cream or gel, by race/Hispanic origin, February 2008-March 2009
Cluster Analysis
-
- Updaters
- Skeptics
- Stickers
- Cluster characteristics
-
- Figure 61: Men’s grooming clusters, July 2009
- Figure 62: Most common location of purchase of men’s toiletries, by men’s grooming clusters, July 2009
-
- Figure 63: Frequency of change in grooming products, by men’s grooming clusters, July 2009
- Figure 64: Use of men’s, women’s, and unisex toiletries, by men’s grooming clusters, July 2009
-
- Figure 65: Factors that influence use of new grooming products, by men’s grooming clusters, July 2009
- Figure 66: Attitudes regarding men’s grooming, agree summary, by men’s grooming clusters, July 2009
- Cluster demographics
-
- Figure 67: Men’s grooming clusters, by age, July 2009
- Figure 68: Men’s grooming clusters, by HH income, July 2009
- Figure 69: Men’s grooming clusters, by race, July 2009
-
- Figure 70: Men’s grooming clusters, by Hispanic origin, July 2009
- Cluster methodology
Custom Consumer Groups
-
- Custom highlights
- Who purchases men’s toiletries
-
- Figure 71: Who purchases toiletries for respondent, by race and age, July 2009
-
- Figure 72: Who purchases toiletries for respondent, by Hispanic origin and age, July 2009
-
- Figure 73: Most common location of purchase of men’s toiletries, by Hispanic origin and age, July 2009
-
- Figure 74: Most common location of purchase of men’s toiletries, by race and age, July 2009
-
- Figure 75: Use of men’s, women’s, and unisex toiletries, by marital status and presence of children in the HH, July 2009
-
- Figure 76: Factors that influence use of new grooming products, by marital status and presence of children, July 2009
-
- Figure 77: Factors that influence use of new grooming products, by race and household income, July 2009
Appendix: Other Useful Consumer Tables
-
- Usage of products
-
- Figure 78: Usage of men’s toiletries, by product type, February 2008-March 2009
- Hairspray usage by type, scent, and form
-
- Figure 79: Usage of hairspray, by type, scent, and form, February 2008-March 2009
- Usage of hair-styling products
-
- Figure 80: Usage of hair-styling creams, gels, lotions, by form, February 2008-March 2009
- Usage of hair-coloring products
-
- Figure 81: Usage of hair-coloring products, by type, February 2008-March 2009
- Shaving cream and gel usage by type, scent, and form
-
- Figure 82: Usage of shaving cream or gel, by type, scent, and form, February 2008-March 2009
-
- Figure 83: Usage of moisturizers/creams/lotions, by type and form, February 2008-March 2009
- Shaving and hair removal routines
-
- Figure 84: Body areas shaved/waxed, by race/Hispanic origin, July 2009
- Popularity of brands
-
- Figure 85: Brand usage of men’s hair-styling creams, gels, and lotions, February 2008-March 2009
-
- Figure 86: Brand usage of men’s hair-coloring products, February 2008-March 2009
-
- Figure 87: Brand usage of deodorants and antiperspirants, February 2008-March 2009
-
- Figure 88: Brand usage of facial cleansing and medicated products, February 2008-March 2009
-
- Figure 89: Brand usage of moisturizers, creams, and lotions, February 2008-March 2009
Appendix: Trade Associations
Back to top