Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Category growth decelerates
-
- Figure 1: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2011-21
- Men primarily using essentials
-
- Figure 2: Products used, July 2016
- Men unfazed by ads
-
- Figure 3: Paying attention to ads, by generation, race, and Hispanic origin, July 2016
- The opportunities
- Explore format, packaging innovations
-
- Figure 4: Product packaging as purchase factor for skincare, haircare, and deodorant/antiperspirant, by generation, July 2016
- Emphasize emotional and health benefits to encourage usage
-
- Figure 5: Reasons for use, July 2016
- Capitalize on men’s interest in humor, relatable marketing campaigns
-
- Figure 6: Select attitudes toward advertising, July 2016
- What it means
The Market – What You Need to Know
-
- Men’s personal care sales reach $4.4 billion in 2016
- Unisex products pose threat to market growth
- Growing population of men and Hispanic men boosts market
Market Size and Forecast
-
- Historic and projected sales performance of men’s personal care market
-
- Figure 7: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of men’s personal care products, at current prices, 2011-21
-
- Figure 9: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2011-21
Market Breakdown
-
- All segments experience growth with the exception of shaving
-
- Figure 10: Share of US retail sales of men’s personal care products, by segment, at current prices, 2016
- Figure 11: Total US retail sales of men’s personal care, by segment 2011-16
- Other retail channels dominate
-
- Figure 12: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-16
Market Perspective
-
- Men gravitate toward unisex personal care products
-
- Figure 13: Type of personal care product used, July 2016
Market Factors
-
- Growth in male population a positive indicator for market growth
-
- Figure 14: Male population by age, 2011-21
- Hispanic male population growing rapidly
-
- Figure 15: Men by race and Hispanic origin, 2011-21
- Steady growth in disposable personal income could increase spending
-
- Figure 16: Disposable Personal Income change from previous period, January 2007-June 2016
Key Players – What You Need to Know
-
- Unilever, P&G dominate market
- Subscription services expand to brick-and-mortar
- Laid-back approach to facial hair hinders shaving product growth
- Relaxed style opens the door for new grooming products
Manufacturer Sales of Men’s Personal Care
-
- Unilever, P&G represent more than half of MULO category sales
- Manufacturer sales of men’s personal care market
-
- Figure 17: MULO sales of men’s personal care, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
-
- Subscription services expand reach, continues growth in market
- Dollar Shave Club acquired by leading brand
- Target adds Bevel, Harry’s to offerings
- Leading brands help boost skincare segment
-
- Figure 18: Dove Men+Care Caring Makes My Dad, My Hero commercial, June 2016
- APDO benefits from staple status, improved benefits and formats
-
- Figure 19: MULO sales of Dove Men+Care deodorant/antiperspirant
- Figure 20: MULO sales of Old Spice deodorant / antiperspirant
What’s Struggling?
-
- Private label struggles to compete with branded options
-
- Figure 21: MULO sales of private label, by segment, 2015-16
- Men’s shaving struggles in advent of relaxed shaving routine, services
-
- Figure 22: MULO sales of Gillette shaving products
- Despite strong segment growth, some skincare brands struggle
-
- Figure 23: MULO sales of men’s skincare, Henkel Group brands, rolling 52 weeks 2015 and 2016
What’s Next?
-
- Grooming products to tame the mane
- Facial hair: Embrace the beard
- Hair flow: From man bun to slick comb over
- Dermatologist-associated brand expands to men’s market
- Ads shift focus from strength to health
-
- Figure 24: Dove Men+Care Real Life Tested ad, June 2016
The Consumer – What You Need to Know
-
- Hygiene staples experience heaviest usage
- Quality utmost importance for category purchasers
- Older men stick to familiar brands, younger men willing to experiment
- Basic hygiene primary motivator
- Men tune into ads that feature humor, relatable themes
- Equal split between men that shave daily and those with stubble
Products Used
-
- Basic hygiene essentials most used
-
- Figure 25: Personal care products used, July 2016
- Millennial and Hispanic men gravitate toward male-specific products
-
- Figure 26: Select male-specific personal care products used, by generation and Hispanic origin, July 2016
- Married men using unisex version of products
-
- Figure 27: Select unisex personal care products used, by marital status, July 2016
Purchase Factors
-
- Quality is important, regardless of segment
-
- Figure 28: Purchase factors, July 2016
- Ads, packaging influential for Millennials
-
- Figure 29: Select purchase factors for skincare, haircare, and deodorant/antiperspirant, by generation, July 2016
- Hispanics consider trends, recommendations when purchasing
-
- Figure 30: Select purchase factors for skincare and haircare, by Hispanic origin, July 2016
Purchase Behaviors
-
- Men gravitate toward familiar brands
-
- Figure 31: Purchase behaviors, July 2016
- Millennial men willing to experiment, older men are brand loyal
-
- Figure 32: Select purchase behaviors, by generation, July 2016
- Hispanic men conduct research, shop online
-
- Figure 33: Select purchase behaviors, by Hispanic origin, July 2016
Reasons for Use
-
- Maintaining hygiene primary motivator for men
-
- Figure 34: Old Spice, #SmellEm campaign commercial, June 23, 2016
-
- Figure 35: Reasons for use, July 2016
- Older men low-maintenance, younger men more invested
-
- Figure 36: Select reasons for use, by generation, July 2016
- Style drives Black men, Hispanic men motivated by others
-
- Figure 37: Select reasons for use, by race and Hispanic origin, July 2016
- Dads looking to reclaim their youth
-
- Figure 38: Select reasons for use, by parental status, July 2016
Attitudes toward Advertising
-
- Want to grab men’s attention? Don’t alienate them, just make them laugh
-
- Figure 39: Axe “Find Your Magic” ad, Jan. 12, 2016
-
- Figure 40: Attitudes toward advertising, July 2016
- Boomers immune to ads, Millennials want transparency
-
- Figure 41: Select attitudes toward advertising, by generation, July 2016
- Black, Hispanic men look to ads for ideas but want more recognition
-
- Figure 42: Select attitudes toward advertising, by race and Hispanic origin, July 2016
Attitudes toward Facial Skincare and Facial Hair
-
- Equal share of men shaving and growing facial hair
- Educating men on skincare needs could benefit market
-
- Figure 43: Attitudes toward facial skincare and facial hair, July 2016
- Millennial men: Masters of the “messy” look
-
- Figure 44: Select attitudes toward facial hair, by generation, July 2016
- Black men tame facial hair, conscious of gender-specific needs
-
- Figure 45: Select attitudes toward facial skincare and facial hair, by race and Hispanic origin, July 2016
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
-
-
- Figure 46: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2011-21
- Figure 47: Total US retail sales of men’s personal care products, by segment, at current prices, 2014 and 2016
- Figure 48: Total US retail sales and forecast of deodorant, at current prices, 2011-21
- Figure 49: Total US retail sales and forecast of deodorant, at inflation-adjusted prices, 2011-21
-
- Figure 50: Total US retail sales and forecast of haircare, at current prices, 2011-21
- Figure 51: Total US retail sales and forecast of haircare, at inflation-adjusted prices, 2011-21
- Figure 52: Total US retail sales and forecast of shaving, at current prices, 2011-21
- Figure 53: Total US retail sales and forecast of shaving, at inflation-adjusted prices, 2011-21
-
- Figure 54: Total US retail sales and forecast of skincare, at current prices, 2011-21
- Figure 55: Total US retail sales and forecast of skincare, at inflation-adjusted prices, 2011-21
- Retail
-
- Figure 56: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-16
- Figure 57: Total US retail sales of men’s personal care products, by channel, at current prices, 2014 and 2016
-
Appendix – Key Players
-
-
- Figure 58: MULO sales of men’s skincare, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 59: MULO sales of men’s haircare, by leading companies and brands, rolling 52 weeks 2015 and 2016
-
- Figure 60: MULO sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 61: MULO sales of men’s shaving products, by leading companies and brands, rolling 52 weeks 2015 and 2016
-
Back to top