Table of Contents
Executive Summary
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- The issues
- Market stabilizes after strong gains in 2014
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- Figure 1: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
- Brands challenged by product launches, increased competition
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- Figure 2: Share of new product launches of men’s personal care products, by segment, 2015*
- Men focus on functional staples, report lower use of discretionary items
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- Figure 3: Men using personal care products – any (net)*, July 2015
- The opportunities
- Address top appearance issues based on lifestage
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- Figure 4: Men experiencing appearance-related issues, by age, July 2015
- Stress simplicity through easy-to-use products, convenience in retailing
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- Figure 5: Interest in retail innovations, July 2015
- Men most influenced by those in personal lives, seek spokespeople they can relate to
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- Figure 6: Men interested in various types of spokespeople, July 2015
- What it means
The Market – What You Need to Know
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- Men’s personal care sales flat in 2015 following 2014 gains
- Increased competition from product launches, subscription services
- Population growth of male Hispanic and Black consumers to boost market
Market Size and Forecast
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- Historic and projected sales performance of men’s personal care
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- Figure 7: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
- Figure 8: Total US sales and forecast of men’s personal care market, at current prices, 2010-20
Market Breakdown
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- Men’s shaving products struggle, growth in other segments
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- Figure 9: Sales of men’s personal care market, by segment, 2010-15
Market Perspective
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- Men choose between male-specific and unisex products
- Numerous product launches increase competition
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- Figure 10: Share of new product launches of men’s personal care products, by segment, 2015*
- Men gravitate toward functional products, those that address hygiene
- Online sales, subscription services shake up the market
- Spend impacted by age, race/Hispanic origin
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- Figure 11: Mean spend on skincare and haircare in the past three months, by age and race/Hispanic origin, February 2014-March 2015
- Male-specific offerings are coming in a wider variety of personal care products
Market Factors
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- Growing male population boosts market, tempered by aging population
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- Figure 12: Male population aged 18+, by age, 2010-20
- Growth in populations of Hispanic and Black males
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- Figure 13: Hispanic male population, aged 18 or older, by age, 2009-19
- Figure 14: Black male population, aged 18 or older, by age 2009-19
Key Players – What You Need to Know
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- Market dominated by top two companies due to recognizable men’s brand names
- Online retailers, brands with multiple products catch the attention of male consumers
- Men’s skincare and shaving products lose steam
- Market to see more convenience in product application and shopping process
Manufacturer Sales of Men’s Personal Care
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- Top two companies continue to dominate men’s personal care market
- Manufacturer sales of men’s personal care
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- Figure 15: Manufacturer sales of men’s personal care market, 2014 and 2015
What’s Working?
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- Online retailers, shaving subscription services appeal to men
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- Figure 16: Dollar Shave Club, security commercial, 2014
- Men’s haircare products boost market
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- Figure 17: MULO sales of select men’s haircare products, rolling 52-weeks ending July 12, 2015
- Brands that offer products in multiple segments perform well
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- Figure 18: Dove Men+Care #RealStrength commercial, 2015
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- Figure 19: Old Spice – And So It Begins commercial, 2015
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- Figure 20: MULO sales of select men’s personal care products, rolling 52-weeks ending July 12, 2015
- Relaunch of spray formats boosts APDO segment
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- Figure 21: MULO sales of select men’s APDO products, rolling 52-weeks ending July 12, 2015
What’s Struggling?
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- Men’s specific skincare struggles despite different skincare needs
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- Figure 22: MULO sales of select men’s skincare products, 2012-14
- Men’s shaving products struggle in light of more relaxed attitudes toward facial hair
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- Figure 23: MULO sales of select men’s shaving prep products, 2012-14
What’s Next?
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- Subscription services for a broader variety of men’s products
- Improved technology enhances the retail experience
- Two-in-one products for multiple parts of the body
The Consumer – What You Need to Know
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- Men spending more time on the internet and on basic grooming
- Concerns about thinning and graying hair boost haircare sales
- Men gravitate toward functional products, less likely to use “extras”
- Simplicity in shopping and in personal care routines resonates with men
- Men influenced by those in their personal lives, relatable spokespeople
Time Spent on Lifestyle and Personal Care Activities
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- Men spending more time on the internet, less time socializing
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- Figure 24: Time spent on lifestyle and leisure activities, July 2015
- Young men spending more time on work and play
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- Figure 25: More time spent on lifestyle and leisure activities when compared to a year ago, by age, July 2015
- Men spending more time on functional personal care tasks
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- Figure 26: Time spent on personal care activities, July 2015
- Average time spent on appearance higher among young men, Hispanics
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- Figure 27: Average number of minutes per day spent on appearance, by age and race/Hispanic origin, July 2015
Appearance-Related Issues and Attitudes
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- Men most commonly experience graying hair, dry skin
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- Figure 28: Men’s appearance-related issues, by age, July 2015
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- Figure 29: Men’s appearance-related issues, by race/Hispanic origin, July 2015
- Relaxed approach to shaving slows segment growth
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- Figure 30: Men’s attitudes toward shaving, 18-24 and 65+ age groups, July 2015
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- Figure 31: Men’s attitudes toward shaving, by race/Hispanic origin, July 2015
Product Usage
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- Men focus on functional staples, report lower use of discretionary items
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- Figure 32: Men using personal care products – any (net)*, July 2015
- Use of personal care product higher among young men, Hispanics
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- Figure 33: Men using personal care products – any, by age, race, and Hispanic origin, July 2015
Attitudes toward Personal Care
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- Male-specific products viewed as having functional benefits
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- Figure 34: Men’s perceptions of male-specific products, July 2015
- Younger men, Black men see more differences between unisex and men’s products
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- Figure 35: Men’s perceptions of male-specific products, by age, race, and Hispanic origin, July 2015
- Men seek simplicity in personal care routines
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- Figure 36: Men’s attitudes toward personal care products, 18-24 and 65+ age groups, July 2015
- Hispanic men prefer more simplistic routines, Black men prefer shopping in-store
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- Figure 37: Men’s attitudes toward personal care products, by age, race, and Hispanic origin, July 2015
Purchase and Appearance Influencers
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- Easy-to-use products and formats appeal to men
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- Figure 38: Men’s purchase influencers for personal care products, July 2015
- Hispanic men seek easy-to-use products
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- Figure 39: Men’s purchase influencers for personal care products, by age, race, and Hispanic origin, July 2015
- Men’s appearance most influenced by those in their personal lives
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- Figure 40: Factors influencing men’s appearance, by age groups 18-34 and 55+ and by Hispanic origin, July 2015
- Hispanic men’s appearances influenced by a variety of people
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- Figure 41: Factors influencing men’s appearance, by age, race, and Hispanic origin, July 2015
Retail and Marketing Strategies
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- Improved shopping experience can help boost sales
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- Figure 42: Interest in retail innovations, July 2015
- Younger men interested in enhanced shopping experience, older men seek simplification
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- Figure 43: Interest in retail innovations, by age, race, and Hispanic origin, July 2015
- Men looking for spokespeople whom they can relate to
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- Figure 44: Men interested in various types of spokespeople, July 2015
- Younger men drawn to a variety of spokespeople
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- Figure 45: Men interested in various types of spokespeople, by age, race, and Hispanic origin, July 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 46: Total US sales and forecast of men’s personal care products, at inflation-adjusted prices, 2009-19
- Figure 47: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2010-20
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Appendix – Key Players
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- Figure 48: MULO sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 49: MULO sales of men'’s haircare, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 50: MULO sales of men’s skincare, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Figure 51: Types of shampoo used, by age, February 2014-March 2015
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- Figure 52: Types of shaving cream and gel used, February 2014-March 2015
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- Figure 53: Forms of moisturizers/creams/lotions used, February 2014-March 2015
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- Figure 54: Types of facial cleansing and medicated skincare products used, February 2014-March 2015
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- Figure 55: Men agreeing with statements about personal care and advertising – any agree (net*), by age and race/Hispanic origin, February 2014-March 2015
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