Table of Contents
Executive Summary
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- The market
- Sales performance is tepid for 2017, future growth will be slow and steady
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- Figure 1: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
- The issues
- Healthy lifestyles, less-is-more approach could limit need for personal care
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- Figure 2: Select appearance preferences, August 2017
- Men use fewer personal care products as they age, less willing to spend
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- Figure 3: Select product usage, any brand (net), by age, August 2017
- The opportunities
- Engage men with scent to leverage their openness to spend
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- Figure 4: Select trade-up motivations, August 2017
- Target 35-44s as a prime demographic due to high engagement
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- Figure 5: Select attitudes towards personal care, by total and age 35-44, August 2017
- Incorporate natural descriptors, anti-aging claims to cater to men’s preferences
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- Figure 6: Interest in natural descriptors and attitudes towards aging, August 2017
- What it means
The Market – What You Need to Know
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- Sales growth tepid in 2017, future growth will be slow and steady
- All segments experiencing growth except shaving products
- Most men would like to portray a look that is healthy, handsome
Market Size and Forecast
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- Moderate engagement yields slow and steady sales growth
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- Figure 7: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
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- Figure 8: Total US retail sales and forecast of men's personal care products, at current prices, 2012-22
Market Breakdown
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- Premium brands, exercise, and spray formats drive deodorant sales
- Facial hair trends, private label hinder growth of shaving products
- Cleansers, moisturizers help men’s skincare sales
- Haircare benefits from high penetration, premium penetration
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- Figure 9: Share of US retail sales of men's personal care products, by segment, at current prices, 2017 (est)
- Figure 10: Total US retail sales and forecast of men's personal care products, by segment, at current prices, 2012-22
Market Perspective: Appearance Preferences
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- Healthy appearance is a baseline for men
- Laid-back appearance preferred over polished look
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- Figure 11: AXE “Find Your Magic” Commercial, January 2016
- Most men want to fit in
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- Figure 12: Appearance preferences, August 2017
- Lifestage, age inform men’s appearance preferences
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- Figure 13: Appearance preferences, by age, August 2017
- Hispanic men show similarities with younger men overall
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- Figure 14: Appearance Preferences, by Hispanic origin, August 2017
Market Factors
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- Heightened growth among high engaging 25-44s helps sales
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- Figure 15: Male population by age, 2012-22
- Population growth among Hispanic men bolsters industry sales
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- Figure 16: Men by race and Hispanic origin, 2012-22
- High consumer confidence bodes well for discretionary products
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- Figure 17: Consumer Sentiment Index, January 2007-September 2017
Key Players – What You Need to Know
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- Unilever, P&G continue to dominate industry through deodorant, key brands
- Natural and flagship brands, newer facial hair products move industry forward
- Industry competition challenges growth for select established brands
- Fresh strategies, facial skincare expansion to drive what’s next
Company and Brand Sales of Men’s Personal Care
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- Largest companies solidify top position as key brands resonate
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- Figure 18: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
What’s In?
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- Variety of factors drive higher growth among smaller brands
- Flagship brands connect with men
- Old Spice delivers funny ads
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- Figure 19: Old Spice commercials: Alpha Dog, Tragic Hair, and Cinema, July and September 2017
- Dove Men+Care connects with the look, product descriptors men want
- Beard products capitalize on facial hair trends
What’s Struggling?
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- Drug stores struggle to compete
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- Figure 20: Total US retail sales of men's personal care products, by channel, at current prices, 2012-17
- Increased competition challenges Axe, select legacy brands
What’s Next?
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- Category growth through further engagement and education
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- Figure 21: Walgreens display for Cremo beard products, October 18, 2017
- Expand facial skincare segments to leverage desire for healthy look
- Ads abandon stereotypes, evolve to view men as multi-faceted
The Consumer – What You Need to Know
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- Products meeting basic hygiene needs hold high penetration
- Value and premium brands hold similar penetration levels
- Natural product descriptors hold widest appeal among men
- Men show interest in familiar ingredients, influenced by descriptors
- Men are moderately engaged in personal care
- Favorable scent is the top factor motivating men to trade-up
Product Usage
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- Opportunity to increase usage of complementary products
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- Figure 22: Product usage, any brand (net), August 2017
- Fewer products used as men age, except core hygiene items
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- Figure 23: Select product usage, any brand (net), by age, August 2017
- Hispanic men use more personal care to be attractive
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- Figure 24: Select product usage, any brand type (net), by Hispanic origin, August 2017
Brand Usage
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- Men willing to spend more on products used on the face
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- Figure 25: Brand usage, August 2017
- Value brand use dips when men’s desire for attractiveness peaks
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- Figure 26: Brand usage of any personal care (net), by age, August 2017
Descriptor Perceptions
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- Descriptor perceptions vary by product segment
- Natural descriptor sought in light of trends, lifestyle
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- Figure 27: Descriptor perceptions, August 2017
- Appearance preferences, brand usage dictate descriptors
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- Figure 28: Select appearance preferences, by descriptor perceptions, August 2017
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- Figure 29: Brand usage, by descriptor perceptions, August 2017
- Preferences by age reflect men’s changing attitudes, product use
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- Figure 30: Select descriptor perceptions, By age, August 2017
- Hispanics’ natural lifestyle informs descriptor perceptions
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- Figure 31: Select descriptor perceptions, by Hispanic origin, August 2017
Ingredient Perceptions
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- Trusted brands can be a buffer for unfamiliar ingredients
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- Figure 32: Ingredient perceptions, August 2017
- Ingredients align with certain product descriptors
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- Figure 33: Select descriptor perceptions, by select ingredient perceptions, August 2017
- Declining engagement limit ingredient interest as men age
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- Figure 34: Select ingredient perceptions, by age, August 2017
- Purchase behaviors drive preferences among Hispanic and Black men
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- Figure 35: Select ingredient perceptions, by race and Hispanic origin, August 2017
Attitudes Toward Personal Care
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- Men show moderate engagement in personal care
- Some men are budget-conscious
- Interest in preventing aging reveals gap in the market
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- Figure 36: Attitudes towards personal care, August 2017
- Men aged 35-44 are prime demographic to target
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- Figure 37: Attitudes towards personal care, by age, August 2017
- Higher engagement drives Hispanics’ preference for tailored products
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- Figure 38: Attitudes towards personal care, by Hispanic origin, August 2017
Trade-Up Motivations
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- Desire to smell good prompts trade up
- Opportunity to leverage men’s openness to partner recommendations
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- Figure 39: Trade-up motivations, August 2017
- Younger and middle-aged men are more open to trade up
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- Figure 40: Trade-up motivations, by age, August 2017
- Scent’s role in cleanliness, image motivates Hispanics to trade up
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- Figure 41: Select trade-up motivations, by Hispanic origin, August 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 42: Total US retail sales and forecast of men's personal care products, at inflation-adjusted prices, 2012-22
- Figure 43: Total US retail sales of men's personal care products, by segment, at current prices, 2015 and 2017
- Figure 44: Total US retail sales and forecast of men's deodorants, at current prices, 2012-22
- Figure 45: Total US retail sales and forecast of men's haircare products, at current prices, 2012-22
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- Figure 46: Total US retail sales and forecast of men's shaving products, at current prices, 2012-22
- Figure 47: Total US retail sales and forecast of men's skincare products, at current prices, 2012-22
- Figure 48: Total US retail sales of men's personal care products, by channel, at current prices, 2012-2017
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- Figure 49: Total US retail sales of men's personal care products, by channel, at current prices, 2015 and 2017
- Figure 50: US supermarket sales of men's personal care products, at current prices, 2012-17
- Figure 51: US drug store sales of men's personal care products, at current prices, 2012-17
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- Figure 52: US sales of men's personal care products through other retail channels, at current prices, 2012-17
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Appendix – Key Players
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- Figure 53: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
- Figure 54: MULO sales of men's skincare, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 55: MULO sales of men's haircare, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 56: MULO sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 57: MULO sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – Consumer
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- CHAID analysis
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- Figure 58: Attitudes towards personal care – CHAID – Tree output, August 2017
- Methodology
- Turf analysis
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- Figure 59: TURF Analysis – Ingredient perceptions, August 2017
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- Figure 60: TURF Analysis – Descriptor perceptions, August 2017
- Methodology
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