Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2009-19
- Market factors
- Increase in population of older men will have implications for the market
- Growing Hispanic and Black population will help grow the category
- Segment performance
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- Figure 2: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2011-16
- Market players
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- Figure 3: Share of MULO sales of men’s personal care products, by leading companies, 2014
- The consumer
- Men have both aging and skin-related concerns
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- Figure 4: Men’s top appearance concerns, any rank, July 2014
- Personal care staples most popular products among men
- New retail concepts could better engage male personal care shoppers
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- Figure 5: Interest in retail concepts, July 2014
- Men value simplicity and function in their personal care routines
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- Figure 6: Attitudes concerning grooming and personal care, July 2014
- What we think
Issues and Insights
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- Men value function and simplicity
- The issues
- The implications
- Improve the shopping experience
- The issues
- The implications
- Increase engagement with Black and Hispanic males
- The issues
- The implications
Trend Applications
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- Trend: Why Buy
- Trend: FSTR HYPR
- Trend: Cool Vending
Market Size and Forecast
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- Key points
- Sales and forecast of men’s personal care products
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- Figure 7: Total US retail sales and forecast of men’s personal care products, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2009-19
- Steady growth expected for men’s personal care category
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- Figure 9: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Male population is growing
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- Figure 10: Male population aged 18+, by age, 2009-19
- Growth among Hispanic and Black male populations will help the market
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- Figure 11: Hispanic male population, aged 18 or older, by age 2009-19
- Figure 12: Black male population, aged 18 or older, by age 2009-19
Competitive Context
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- Figure 13: Share of male claims in new personal care product launches, 2009-14
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- Figure 14: Male-specific product use, July 2014
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Segment Performance
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- Key points
- Men’s personal care sales by segment
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- Figure 15: Segment share of total US retail sales of men’s personal care products, 2014
- APDO top segment in men’s personal care market
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- Figure 16: Total US retail sales and forecast of men’s antiperspirant/deodorant, at current prices, 2009-19
- Shaving products/aftershave sales continue to drop
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- Figure 17: Total US retail sales and forecast of men’s shaving products/aftershave, at current prices, 2009-19
- Men’s skincare products see solid sales gains
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- Figure 18: Total US retail sales and forecast of men’s skincare products, at current prices, 2009-19
- Haircare product sales are growing steadily
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- Figure 19: Total US retail sales and forecast of men’s haircare products, at current prices, 2009-19
Retail Channels
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- Key points
- “Other retail channels” account for majority of men’s personal care sales
- Drug stores and supermarkets see solid gains in past two years
- Sales of men’s personal care products, by channel
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- Figure 20: Total US retail sales of men’s personal care products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Unilever and P&G continue to lead the MULO men’s personal care market
- Henkel sees solid gains while other smaller players struggle
- MULO manufacturer sales of men’s personal care products
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- Figure 21: MULO sales of men’s personal care products, by leading companies, 2013 and 2014
Brand Share – Men’s Antiperspirant/Deodorant
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- Key points
- P&G leads the segment with Old Spice
- Unilever brands see success in past 52 weeks
- Right Guard boosts sales for Henkel
- MULO sales of men’s antiperspirant/deodorant
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- Figure 22: MULO sales of men’s antiperspirant/deodorant, by leading companies, 2013 and 2014
Brand Share – Men’s Shaving Products/Aftershave
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- Key points
- P&G leads segment with Gillette and Old Spice brands
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- Figure 23: Old Spice Get Shaved in the Face
- Unilever finds further success with its Dove Men+Care and Axe shaving products
- Energizer Holdings continues to struggle
- MULO sales of men’s shaving products/aftershave
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- Figure 24: MULO sales of men’s shaving products/aftershave, by leading companies, 2013 and 2014
Brand Share – Men’s Skincare
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- Key points
- Unilever strengthens its position in men’s skincare
- Old Spice drives sales for P&G
- Dial for Men a success for Henkel
- MULO sales of men’s skincare
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- Figure 25: MULO sales of men’s body care, by leading companies, 2013 and 2014
Brand Share – Men’s Haircare
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- Key points
- Axe and Dove Men+Care grow sales for Unilever
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- Figure 26: Axe Matte Effect Styling: the In-Control Look
- Combe Inc. sees slight growth
- Old Spice enters the men’s haircare segment
- MULO sales of men’s haircare products
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- Figure 27: MULO sales of men’s haircare products, by leading companies, 2013 and 2014
Innovations and Innovators
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- Companies continue to launch combination products
- Enhanced protection becoming more common in APDO offerings
- Aftershave balms feature skincare benefits
- Male-specific sun protection
Marketing Strategies
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- Overview
- Old Spice focuses on marketing its full portfolio
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- Figure 28: Old Spice Smell Like a Man From Head to Toes Campaign
- Figure 29: Old Spice Hair That Gets Results Campaign
- Dove Men+Care continues to focus on dads
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- Figure 30: Dove Men+Care Calls for Dad Campaign
- Figure 31: Dove Men+Care Expert Shave: It’s more than a shave – Fatherhood
Appearance Concerns
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- Key points
- Aging and skin concerns most prevalent among men
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- Figure 32: Men’s top appearance concerns, any rank, July 2014
- Men aged 35-54 have aging concerns whereas younger men thinking about their skin
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- Figure 33: Men’s top appearance concerns, any rank by age, July 2014
Time Spent on Personal Care Activities
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- Key points
- Men spending more time on basic hygiene activities
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- Figure 34: Time spent on personal care activities, July 2014
- Younger men investing more time in personal care activities and product research
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- Figure 35: Spent more time on personal care activities, by age, July 2014
- Urban men spending the most time on personal care activities
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- Figure 36: Spent more time on personal care activities, by area, July 2014
Time Spent on Day-To-Day Activities
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- Key points
- Men spending more time exercising and working and less time traveling for fun
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- Figure 37: Time spent on lifestyle activities, July 2014
- Younger men spending more time exercising
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- Figure 38: Spent more time on lifestyle activities, by age, July 2014
Product Usage
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- Key points
- Personal care “staples” most popular products among men
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- Figure 39: Men’s personal care product usage – Regular usage (a few times a week or more), July 2014
- Younger men have more robust product usage
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- Figure 40: Men’s personal care product usage – Regular usage (a few times a week or more), by age, July 2014
- Figure 41: Repertoire of product usage, by age, July 2014
- Men living in urban areas more apt to use body care and facial skincare products
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- Figure 42: Men’s personal care product usage – Regular usage (a few times a week or more), by area, July 2014
- Figure 43: Repertoire of product usage, by area, July 2014
Male-Specific vs. General Market Products
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- Key points
- Most popular male-specific products in categories traditionally divided by gender
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- Figure 44: Male-specific vs general market product use, July 2014
- Among younger men, greater preference for male-specific offerings
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- Figure 45: Male-specific product use, by age, July 2014
- Older men over index in their use of general market products
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- Figure 46: General market product use, by age, July 2014
Retail Opportunities
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- Key points
- Most men say they buy personal care products for themselves
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- Figure 47: Purchase responsibility, by gender, July 2014
- New retail concepts could provide more opportunities to engage with male shoppers
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- Figure 48: Interest in retail concepts, July 2014
- Younger and older men differ in their interest in new retail concepts
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- Figure 49: Interest in retail concepts, by age, July 2014
- Urban men interested in more innovative retail concepts
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- Figure 50: Interest in retail concepts, by area, July 2014
Attitudes Concerning Grooming and Personal Care
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- Key points
- Men desire simplicity in their grooming routines and prefer to do their own thing
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- Figure 51: Attitudes concerning grooming and personal care, July 2014
- Older men most likely to desire simplicity
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- Figure 52: Agreement toward attitudes concerning grooming and personal care, by age, July 2014
Impact of Race and Hispanic Origin
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- Key points
- Black and Hispanic men use a number of personal care products
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- Figure 53: Product usage – Regular usage, by race/Hispanic origin, July 2014
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- Figure 54: Male-specific product use, by race/Hispanic origin, July 2014
- Hispanic and Black men report both aging and skin-related appearance concerns
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- Figure 55: Men’s top appearance concerns, any rank by race/Hispanic origin, July 2014
- Increased opportunities to try out products interests Hispanic men
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- Figure 56: Interest in retail concepts, by race/Hispanic origin, July 2014
- Hispanic men are spending more time on personal care activities
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- Figure 57: Spent more time on personal care activities, by race/Hispanic origin, July 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 58: Total US retail sales of men’s personal care products, by segment, at current prices, 2012-14
- Retail channels
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- Figure 59: Total US retail sales of men’s personal care products, by channel, at current prices, 2012-14
Appendix – Other Useful Consumer Tables
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- Appearance concerns
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- Figure 60: Men’s top appearance concerns, any rank by household income, July 2014
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- Figure 61: Men’s top appearance concerns, any rank by area, July 2014
- Time spent on personal care activities
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- Figure 62: Spent more time on personal care activities, by household income, July 2014
- Time spent on day-to-day activities
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- Figure 63: Spent more time on lifestyle activities, by household income, July 2014
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- Figure 64: Spent more time on lifestyle activities, by area, July 2014
- Product usage
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- Figure 65: Men’s personal care product usage, July 2014
- Regular usage
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- Figure 66: Men’s personal care product usage – Regular usage (a few times a week or more), by household income, July 2014
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- Figure 67: Men’s personal care product usage – Regular usage (a few times a week or more), by marital status, July 2014
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- Figure 68: Men’s personal care product usage – Regular usage (a few times a week or more), by presence of children in household, July 2014
- Any usage
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- Figure 69: Men’s personal care product usage – Any usage, by age, July 2014
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- Figure 70: Men’s personal care product usage – Any usage, July 2014
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- Figure 71: Men’s personal care product usage – Any usage, by marital status, July 2014
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- Figure 72: Men’s personal care product usage – Any usage, by presence of children in household, July 2014
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- Figure 73: Men’s personal care product usage – Any usage, by area, July 2014
- Product formats
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- Figure 74: Types of shampoo used, by age, January 2013-March 2014
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- Figure 75: Types of conditioner used, by age, January 2013-March 2014
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- Figure 76: Types of hair styling products used, by age, January 2013-March 2014
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- Figure 77: Forms of moisturizers/creams/lotions used, by age, January 2013-March 2014
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- Figure 78: Types of facial cleansing and medicated skincare products used, by age, January 2013-March 2014
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- Figure 79: Types of shaving cream and gel used, by age, January 2013-March 2014
- Brand preferences
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- Figure 80: Brand preferences, July 2014
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- Figure 81: Brand preferences – Mass brands (ie, Dove, Pantene, Gillette), by age, July 2014
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- Figure 82: Brand preferences – Store brands (ie, up & up, equate), by age, July 2014
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- Figure 83: Brand preferences – Prestige brands, by age, July 2014
- Retail opportunities
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- Figure 84: Interest in retail concepts, by household income, July 2014
- Attitudes concerning personal care and grooming
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- Figure 85: Attitudes concerning grooming and personal care, July 2014
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- Figure 86: Agreement toward attitudes concerning grooming and personal care, by household income, July 2014
- Race and Hispanic origin
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- Figure 87: Types of shampoo used, by race/Hispanic origin, January 2013-March 2014
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- Figure 88: Types of conditioner used, by race/Hispanic origin, January 2013-March 2014
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- Figure 89: Types of hair styling products used, by race/Hispanic origin, January 2013-March 2014
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- Figure 90: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, January 2013-March 2014
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- Figure 91: Types of facial cleansing and medicated skincare products used, by race/Hispanic origin, January 2013-March 2014
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- Figure 92: Types of shaving cream and gel used, by race/Hispanic origin, January 2013-March 2014
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- Figure 93: Repertoire of product usage, by race/Hispanic origin, July 2014
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- Figure 94: Spent more time on lifestyle activities, by race/Hispanic origin, July 2014
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- Figure 95: Agreement toward attitudes concerning grooming and personal care, by race/Hispanic origin, July 2014
Appendix – Trade Associations
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