What you need to know

The men’s personal care industry is projected to reach $4.5 billion in 2017, a 1.1% increase from 2016. While many men have a functional view of the category, they still show interest in specialized claims, added benefits, and premium products as they seek to achieve a handsome, healthy appearance. To maximize sales growth potential, stakeholders should target men aged 35-44 who are most invested in the category and are less price sensitive than other age groups.


This Report builds on the analysis in Mintel’s Men’s Personal Care – US, October 2016. The Report covers the US market for personal care products that are designated specifically for men. The product categories include:

  • Men's deodorants/antiperspirants.

  • Men's haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and non-prescription hair-growth products.

  • 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.

  • Men's shaving/aftershave products: Includes shaving creams, shaving lotions, shaving gels and aftershave. Note that because of data limitations, the aftershave estimates include men's cologne, however, these are not discussed in the 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.

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