What you need to know

Given the evolving definition of masculinity, some men, particularly younger men, are becoming more engaged and invested in their personal care routines. However, with more Americans practicing social distancing and working from home, the market is expected to see slower growth in 2020 than originally estimated, as some men feel less obligated to maintain their typical personal care routine in today’s COVID-19 environment.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the men’s personal care market.

  • How the market will fare in a post-COVID-19 down economy

  • Men’s personal care behaviors and usage of products

  • Launch activity and men’s interest in product innovations and services


The Report covers the US market for personal care products that are designated specifically for men, and does not provide a comprehensive overview of all products purchased by men. The product categories include:

  • Men's deodorants/antiperspirants

  • Men's haircare products: includes shampoo, conditioner/crème rinse, hair color, styling products and non-prescription hair-growth products

  • Men's skincare and bodycare products: includes bodycare products, which are made up of liquid body wash, shower gel, bar soap and body lotion; as well as facial skincare products, which consist of facial moisturizers, facial cleansers, facial anti-aging products and acne treatments

  • Men's shaving/aftershave products: includes shaving creams, shaving lotions, shaving gels and aftershave. Note that because of data limitations, the aftershave estimates may include select men's cologne brands; however, these are not discussed in the Report, nor does this segment cover total sales of men's fragrance.

Personal care/grooming utensils, implements and equipment (eg hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers) are excluded from this Report.

Refer to Mintel’s Beauty and Personal Care Reports Library for segment-specific Reports, as well as the Multicultural America Reports for additional insights on Black and Hispanic consumers.

COVID-19: Market context

Consumer research for this Report was fielded in May 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to report across the US. The Report was written August 10th – September 13th, 2020, when all states were open but some states began rolling back and reinstating restrictions due to increasing COVID-19 cases.

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