What you need to know
The men’s personal care market has remained relatively flat, with the biggest gains seen in the skincare segment, which is now beginning to stabilize. Looking forward, strong haircare sales will be the biggest driver in the market due to product launches among popular men’s brands as well as men’s increasing participation in the segment, helping the market to overcome a struggling shaving products/aftershave segment. Brands can benefit by focusing on products that help to simplify personal care routines, as well as by using spokespeople whom everyday men can relate to.
Definition
This Report covers the US market for personal care products that are designated specifically for men. The product categories include:
Men’s APDO (antiperspirants/deodorants).
Men’s haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and nonprescription hair growth products.
Men’s skincare products: Includes body care products, such as 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.
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 2015 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. Unisex personal care items such as oral care products and shaving products are discussed in the Key Players and consumer sections but are not included in the market size.
Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
