- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Qualitative consumer data
- Abbreviations and terms
- Abbreviations
- Terms
What you need to know
Total sales of US men’s personal care products in 2014 are $4.1 billion, a 19% increase from sales observed in 2009. Future growth will be driven by men’s continued preference for personal care staples that have traditionally been segmented by gender, specifically APDO (antiperspirant/deodorant), shaving products, and bathing products. To grow this category at an accelerated pace, brands should continue to integrate new benefits and attributes into male-specific products in order to enhance product function as well as to encourage men to trade up to male-specific offerings.
This report builds on the analysis presented in Mintel’s Men’s Personal Care – US, October 2013 as well as Men’s Toiletries – US, October 2011 and previous reports with this same title in November 2009, November 2007, June 2005, and June 2003. It also builds on the Men’s Grooming – US, September 2010 and the Men’s Grooming and Toiletries – US, October 2012 reports.
Definition
This Report covers the US market for personal care products that are designated specifically for men. The product categories include:
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Men’s deodorants/antiperspirants
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Men’s haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and nonprescription hair growth products.
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Men’s skincare products: Includes body care products, which are made up of liquid body wash, shower gel, and body lotion; as well as facial skincare products, which consists of facial moisturizers, facial cleansers, facial anti-aging products, and acne treatments.
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Men’s shaving products/aftershave products: Includes shaving creams, shaving lotions, shaving gels, and aftershave. Note that because of data limitations, the aftershave estimates include men’s colognes, however, these are not discussed in the report. Men’s fragrances are discussed in Mintel’s Fragrances – US, August 2014 report.
Personal care/grooming utensils, implements, and equipment (hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers, etc) are excluded from this report.
The market/sales data of this report includes only products specifically designated for men, but the consumer research discusses both male-specific and general market product use.
Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
Sales data
Market Size and Forecast and Segment Performance – Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; Progressive Grocer’s Consumer Expenditures Study; forecast developed by Mintel.
Retail Channels – Based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; Progressive Grocer’s Consumer Expenditures Study; except supermarket and drug store sales, which are based on Information Resources, Inc. InfoScan Reviews.
Leading Companies and Brand Share sections – Based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club. Note that the values shown in this section differ from the Market Size/Forecast and Segment Performance sections of this report. Companies’ and brands’ sales data encompasses only sales through MULO channels, while market size/forecast and segment sales cover the entire retail market.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore men’s use of and attitudes toward personal care products. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in July 2014 among a sample of 948 male adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.
Mintel has also analyzed data from Experian Marketing Services, using the Simmons NCS (National Consumer Study) and the Simmons NHCS (National Hispanic Consumer Study). The NHCS was carried out during January 2013-March 2014, and the results are based on the sample of 9,145 male adults aged 18+, with results weighted to represent the US adult population.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Qualitative consumer data
In addition to quantitative consumer research, Mintel also conducted an online discussion group among a demographically mixed group of 21 adults aged 18+. This discussion group was asynchronous (ie, not run in real time), functioning like a blog or bulletin board, with questions remaining posted for a predetermined period of time. This method allows participants to respond reflectively, at their leisure, or to log off to think about any issues raised, and return later to respond. Participants were recruited from GMI’s online consumer panel. All quotes are included verbatim, and as such, include typos and other grammatical errors as they originally appeared.
Abbreviations
The following is a list of abbreviations used in this report.
| APDO | Antiperspirant/Deodorant |
| CPI | Consumer Price Index |
| Rsp | Retail selling price |
| SKU | Stock Keeping Units |
Terms
Generations are also discussed within this report, and they are defined as:
| World War II/Swing Generations | Members of the WW II Generation were born in 1932 or before and are aged 82 or older in 2014. Members of the Swing Generation were born between 1933 and 1945 and are aged 69-81 in 2014. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Gen Xers are between the ages of 38 and 49. |
| Millennials* | Born between 1977 and 1994, Millennials are aged 20-37 in 2014. |
| iGeneration | Born between 1995 and 2007, members of iGen are aged 7-19 in 2014. |
| Emerging Generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014 members of this as-yet-unnamed generation are younger than 7. |
* Also known as Generation Y.
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
