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Men's Personal Care - US - October 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
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
Figure 2: Total US retail sales of men’s personal care products, by segment, at current prices, 2011 and 2013
Market players
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
Figure 4: Men's personal care product usage (by category), by age, August 2013
Men tend to stick with the same brands
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
Figure 6: Interest in new men's grooming products, August 2013
What we think
ISSUES AND INSIGHTS
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
Trend: Experience Is All
Trend: Mood to Order
Mintel Futures: Generation Next
MARKET SIZE AND FORECAST
Key points
Men’s personal care market continuing to grow
Sales and forecast of men’s personal care products
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
Figure 9: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2008-18
MARKET DRIVERS
Key points
Population of older men growing and facing different experiences
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
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
General market products provide strong competition
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
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
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
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
Key points
High penetration and usage frequency drives growth for APDO segment
Sales and forecast of men’s deodorant/antiperspirant
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
Key points
Shaving products/aftershave segment struggling
Sales and forecast of men’s shaving products/aftershave
Figure 19: Total US retail sales and forecast of men’s shaving products/aftershave, at current prices, 2008-18
SEGMENT PERFORMANCE – MEN’S SKINCARE
Key points
Shower products drive growth for men’s body care segment
Sales and forecast of men’s body care products
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
Figure 21: Total US retail sales and forecast of men’s facial skincare, at current prices, 2008-18
SEGMENT PERFORMANCE – MEN’S HAIRCARE
Key points
Men’s haircare segment growth expected to slow
Sales and forecast of men’s haircare
Figure 22: Total US retail sales and forecast of men’s haircare, at current prices, 2008-18
RETAIL CHANNELS
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
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
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
Figure 25: MULO sales of men’s personal care products, by leading companies, 2012 and 2013
BRAND SHARE – MEN’S DEODORANT/ANTIPERSPIRANT
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
Figure 26: MULO sales of men’s deodorant/antiperspirant, by leading companies, 2012 and 2013
BRAND SHARE – MEN’S SHAVING PRODUCTS/AFTERSHAVE
Key points
Most manufacturers experiencing declines
MULO sales of men’s shaving products/aftershave
Figure 27: MULO sales of men’s shaving products/aftershave, by leading companies, 2012 and 2013
BRAND SHARE – MEN’S SKINCARE
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
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
Figure 29: MULO sales of men’s facial skincare, by leading companies, 2012 and 2013
BRAND SHARE – MEN’S HAIRCARE
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
Figure 30: MULO sales of men’s haircare, by leading companies, 2012 and 2013
INNOVATIONS AND INNOVATORS
Companies are not launching as many “for men” products
Figure 31: Men’s personal care product launches, by category, 2008-13
Private label launches slowly starting to gain momentum
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
Overview
Theme: Appealing to the opposite sex
Figure 33: Axe Apollo fireman ad, 2013
Figure 34: Axe body wash print advertisement
Figure 35: Axe hairstyling products: the natural look, 2013
Figure 36: American Crew print advertisement
Targeting the older, more established man
Figure 37: Dove Men+Care Television advertisement, 2013
Figure 38: Dove Men+Care print advertisement
Figure 39: Aveeno Active Naturals Men print advertisement
Figure 40: Aveeno active naturals men television advertisement, 2013
Appealing to the partner or spouse
Figure 41: Nivea for men print advertisement
SOCIAL MEDIA
Key points
Key social media metrics
Figure 42: key brand metrics, men’s grooming brands, September 2013
Market overview
Brand usage and awareness
Figure 43: Usage and awareness of selected men’s grooming brands, August 2013
Interaction with brands
Figure 44: Interaction with selected men’s grooming brands, August 2013
Online conversations
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?
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?
Figure 48: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
Figure 49: Major areas of discussion surrounding men’s grooming brands, September 2, 2012-September 1, 2013
Brand analysis
Old Spice
Figure 50: Old Spice key social media indicators, August 2013
Axe
Figure 51: Axe key social media indicators, August 2013
Right Guard
Figure 52: Right Guard key social media indicators, August 2013
Nivea for Men
Figure 53: Nivea for Men key social media indicators, August 2013
Dove Men + Care
Figure 54: Dove Men+Care key social media indicators, August 2013
Just For Men
Figure 55: Just for Men key social media indicators, August 2013
PRODUCT USAGE – TOILETRIES
Key points
APDO most commonly used personal care product
Younger men gravitate toward shower gel and all-in-one shower products
Figure 56: Men's personal care product usage (regular – a few times a week or more – toiletry usage), by age, August 2013
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
Key points
Skincare usage highest among younger men
Figure 58: Men's personal care product usage (regular – a few times a week or more – skincare usage), by age, August 2013
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
Figure 60: Types of facial cleansing and medicated skincare products used, by age, January 2012-March 2013
Neutrogena most commonly used facial skincare brand
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
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
Key points
Men consistently use shaving products
Figure 63: Men's personal care product usage (regular – a few times a week or more – shaving usage), by age, August 2013
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
Figure 65: Types of shaving cream and gel used, by age, January 2012-March 2013
Barbasol most commonly used brand
Figure 66: Top brands of shaving cream or gel used, among men, January 2012-March 2013
PRODUCT USAGE – HAIRCARE
Key points
Most men are using shampoo; younger men more apt to use conditioner and styling products
Figure 67: Men's personal care product usage (regular – a few times a week or more – haircare usage), by age, August 2013
Figure 68: Types of shampoo used, by age, January 2012-March 2013
Figure 69: Types of conditioner used, by age, January 2012-March 2013
Figure 70: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
Figure 71: Types of hair styling products used, by age, January 2012-March 2013
PERSONAL APPEARANCE PREFERENCES
Key points
Facial hair is becoming more acceptable
Figure 72: Personal appearance preferences, by age, August 2013
SHOPPING BEHAVIORS
Key points
Older men stick with what they know
Figure 73: Shopping for men's personal care products, by age, August 2013
Affluent men lean more toward male-specific offerings
Figure 74: Shopping for men's personal care products, by household income, August 2013
FACTORS AFFECTING PURCHASE DECISION
Key points
Price and scent most important to men
Figure 75: Factors affecting purchase decisions, August 2013
Younger men influenced by well-known brand names and positive product reviews
Figure 76: Any importance of factors affecting purchase decisions, by age, August 2013
INTEREST IN NEW PRODUCTS
Key points
Interest in trying new products not very strong
Figure 77: Interest in new men's grooming products, August 2013
Younger men interested in body moisturizers that heal skin and muscle
Figure 78: Interest in new men's grooming products, by age, August 2013
Some men are interested in facial hair maintenance products
Figure 79: Interest in new men's grooming products, by personal appearance preferences, August 2013
ATTITUDES CONCERNING PERSONAL APPEARANCE
Key points
Most do their own thing but feel confident and attractive when well groomed
Figure 80: Attitudes concerning personal appearance, August 2013
Men aged 25-34 put a high value on personal appearance
Figure 81: Attitudes concerning personal appearance, by age, August 2013
ATTITUDES CONCERNING PRODUCT QUALITY
Key points
Men feel that private label products works just as well as branded products
Figure 82: Attitudes concerning product quality, August 2013
Younger men more apt to agree that branded products are better quality
Figure 83: Attitudes concerning product quality, by age, August 2013
RACE AND HISPANIC ORIGIN
Key points
Black and Hispanic men have high incidence of product use
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
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
Figure 88: Shopping for men's personal care products, by race/Hispanic origin, August 2013
Product scent important to Hispanic men
Figure 89: Factors affecting purchase decisions, by race/Hispanic origin, August 2013
Black men interested in healing skin and muscles after sports
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
Figure 91: Attitudes concerning product quality, by race/Hispanic origin, August 2013
MARITAL/RELATIONSHIP STATUS
Key points
Men living with partner more likely to use wide array of products
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
Product usage
Figure 94: Men's personal care product usage (by category), by age, August 2013
Figure 95: Men's personal care product usage, August 2013
Figure 96: Men's personal care product usage, regular usage (a few times a week or more) by age, August 2013
Figure 97: Men's personal care product usage, regular usage (a few times a week or more) by household income, August 2013
Figure 98: Men's personal care product usage, regular usage (a few times a week or more) by race/Hispanic origin, August 2013
Figure 99: Men's personal care product usage, regular usage (a few times a week or more) by marital/relationship status, August 2013
Figure 100: Men's personal care product usage, regular usage (a few times a week or more) by employment, August 2013,
Facial skincare products
Figure 101: Brands of facial cleansing and medicated skincare products used, among men, January 2012-March 2013
Shaving products
Figure 102: After shave lotion and cologne usage, by age, January 2012-March 2013
Figure 103: Brands of shaving cream or gel used, among men, January 2012-March 2013
Figure 104: Types of after shave lotion and cologne used, by age, January 2012-March 2013
Haircare products
Figure 105: Men's personal care product usage (regular – a few times a week or more haircare usage), by household income, August 2013
Figure 106: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
Figure 107: Brands of conditioner used, among men, January 2012-March 2013
Personal appearance preferences
Figure 108: Personal appearance preferences, by income, August 2013
Figure 109: Personal appearance preferences, by marital/relationship status, August 2013
Figure 110: Personal appearance preferences, by race/Hispanic origin, August 2013
Factors affecting purchase decision
Figure 111: Any importance of factors affecting purchase decisions, by household income, August 2013
Figure 112: Any importance of factors affecting purchase decisions, by marital/relationship status, August 2013
Interest in new products
Figure 113: Interest in new men's grooming products, by household income, August 2013
Figure 114: Interest in new men's grooming products, by marital/relationship status, August 2013
Attitudes concerning personal appearance
Figure 115: Attitudes concerning personal appearance, by household income, August 2013
Figure 116: Attitudes concerning personal appearance, by marital/relationship status, August 2013
Figure 117: Attitudes concerning personal appearance, by race/Hispanic origin, August 2013
Attitudes concerning product quality
Figure 118: Attitudes concerning product quality, by marital/relationship status, August 2013
Figure 119: Attitudes concerning product quality, by household income, August 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 120: Brand usage or awareness, August 2013
Figure 121: Axe usage or awareness, by demographics, August 2013
Figure 122: Old spice usage or awareness, by demographics, August 2013
Figure 123: Nivea for Men usage or awareness, by demographics, August 2013
Figure 124: Dove Men+Care usage or awareness, by demographics, August 2013
Figure 125: Right guard usage or awareness, by demographics, August 2013
Figure 126: Just for men usage or awareness, by demographics, August 2013
Activities done
Figure 127: Activities done, August 2013
Figure 128: Axe – activities done, by demographics, August 2013
Figure 129: Old spice – activities done, by demographics, August 2013
Figure 130: Dove Men+Care – activities done, by demographics, August 2013
Figure 131: Right guard – activities done, by demographics, August 2013
Online conversations
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
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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