Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on men’s personal care
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on men’s personal care, July 2020
- Opportunities and Challenges
- Redefined masculinity presents opportunities
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- Figure 2: Select routine and select attitudes and behaviors toward products, by age 18-44, May 2020
- Reach men early
- Help men dedicate more time to self-care
- At-home products can capitalize on limited access to professional services
- Online shopping will become the new norm . . . for all ages
- Meet men where they are . . . on social media and video games
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- Figure 3: Use social media to find new brands/products, by age 18-34, May 2020
The Market – Key Takeaways
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- Market takes a short- to medium-term hit from COVID-19
- Shaving and haircare expected to see some disruption due to COVID-19
- Growing male population impacts market; private label impacts general market
- Shifting gender norms and gaming create opportunities; professional services take a hit
Market Size and Forecast
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- Market takes a short to medium-term hit from COVID-19
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- Figure 4: Total US sales and fan chart forecast of men’s personal care, at current prices, 2015-25
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- Figure 5: Total US retail sales and forecast of men's personal care, at current prices, 2015-25
- Impact of COVID-19 on men’s personal care
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- Figure 6: Short-, medium- and long-term impact of COVID-19 on men’s personal care, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Segment Performance
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- Deodorant continues to dominate market sales
- Haircare sees gains from 2018-20
- Shaving sales continue to decline, while skincare maintains stable growth
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- Figure 7: Total US retail sales and forecast of men's personal care, by segment, at current prices, 2015-20(est)
- Shaving and haircare segments expected to see some disruption due to COVID-19
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- Figure 8: Total US retail sales and forecast of men's personal care, by segment, at current prices, 2015-25
Market Factors
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- Growing male population is encouraging for market
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- Figure 9: Men aged 18 or older, by age, 2015-25
- Private label is poised to do well in general personal care, not men’s PC
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- Figure 10: Consumer spending on personal care, at current prices, 2010-25
Market Opportunities
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- COVID-19 will further demolish the stigma around men and self-care
- Even before COVID-19, men were enjoying the relaxing benefits of bathing
- Younger men are becoming increasingly invested in their appearance
- Over time, men’s grooming sections may evolve to include men’s cosmetics
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- Figure 11: Stryx male cosmetics
- Immerse in the gaming world to engage consumers virtually
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- Figure 12: Instagram posts from Schick Xtreme
- At-home products can capitalize on limited access to services
Companies and Brands – Key Takeaways
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- Unilever and P&G continue to dominate men’s personal care market
- Brands expand product offerings and take a less masculine approach
Market Share
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- Unilever and P&G continue to dominate men’s personal care market
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- Figure 13: Instagram post from Old Spice
- Sales of men’s personal care by company
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- Figure 14: Multi-outlet sales of men's personal care products, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Brands expand product offerings to better reach today’s modern man
- Who is doing this well
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- Figure 15: Manscaped’s The Weed Whacker and Instagram post from Madison Reed Mr.
- Take a less masculine approach to align with shifting attitudes around gender
- Who is doing this well
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- Figure 16: Instagram posts from Soft Skincare and Kris London for AXE
The Consumer – Key Takeaways
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- Men stick with the basics, but there are ways to persuade them to expand
- Men are concerned about dry skin and signs of aging
- Facial hair preferences reveal a spectrum of grooming needs
- Men see value in store brands, but still stick with what they know
- Men take a habitual approach to personal care
- Men express interest in facial hair tools, but not makeup
Men’s Personal Care Consumer and Product Usage
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- Men stick with the basics, but there are ways to persuade them to expand
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- Figure 17: Product usage, May 2020
- Now is the time to boost men's engagement with hand care
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- Figure 18: Usage frequency, by product type, May 2020
- Older men stick with basics, while younger men invest in their appearance
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- Figure 19: Usage of select products, by age, May 2020
- Hand and body lotion usage is driven by Black men
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- Figure 20: Usage of select products, by race and Hispanic origin, May 2020
Appearance Concerns
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- Men are concerned about dry skin and signs of aging
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- Figure 21: Appearance concerns, May 2020
- Appearance concerns are dictated by age
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- Figure 22: Select appearance concerns, any rank (net), by age, May 2020
- Develop convenience-focused solutions to address men’s concerns
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- Figure 23: Cremo No Mix, No Mess Hair & Beard Color
- Some younger men are dealing with “beard envy”
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- Figure 24: Lavossy Beard Filler and blog post by Golden Beards
- Figure 25: Instagram posts from Mantl
Personal Care Routines
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- Facial hair preferences reveal a spectrum of grooming needs
- Cater to both bearded and clean-shaven men
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- Figure 26: Instagram post of Gillette’s King C. Gillette product line
- Figure 27: Personal care routines, May 2020
- Older men prefer a clean-shaven look, while young men embrace facial hair
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- Figure 28: Instagram posts from 31st Street
- Figure 29: Select personal care routines, by age, May 2020
- Recognize stereotype shifts with body hair removal
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- Figure 30: Instagram post from MANSCAPED
Attitudes and Behaviors toward Personal Care Products
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- Men see value in store brands, but stick with what they know
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- Figure 31: Attitudes and behaviors toward personal care products, May 2020
- Younger men use personal care products to improve their appearance
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- Figure 32: Select attitudes and behaviors toward personal care products, by age, May 2020
Shopping Behaviors
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- Men take a habitual approach to personal care
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- Figure 33: Shopping behaviors, May 2020
- Older men stick with the same, while younger men are experimental
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- Figure 34: Select shopping behaviors, by age, May 2020
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- Figure 35: AXE Gaming
Usage and Interest in Products and Services
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- Men express interest in facial hair tools . . .
- . . . but not in makeup
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- Figure 36: Usage and interest in products and services, May 2020
- Interest in innovations driven by young men, but all men seek convenience
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- Figure 37: Panasonic’s Lamdash Skincare Shaver
- Figure 38: Usage and interest in select products and services, any future interest (net), by age, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 39: Total US retail sales of men's personal care, by segment, at current prices, 2018 and 2020
- Figure 40: Total US retail sales and forecast of men's deodorant/antiperspirant, at current prices, 2015-20
- Figure 41: Total US retail sales and forecast of men's haircare products, at current prices, 2015-20
- Figure 42: Total US retail sales and forecast of men's shaving products, at current prices, 2015-20
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- Figure 43: Total US retail sales and forecast of men's skincare and bodycare products, at current prices, 2015-20
- Figure 44: Total US retail sales of men's personal care products, by channel, at current prices, 2015-20
- Figure 45: Total US retail sales of men's personal care products, by channel, at current prices, 2018 and 2020
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Appendix – Key Players
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- Figure 46: Multi-outlet sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 47: Multi-outlet sales of men's haircare products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 48: Multi-outlet sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 49: Multi-outlet sales of men's skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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