What you need to know
The men’s personal care market, currently valued at more than $4.4 billion in annual sales, has been growing steadily since 2014. This growth is largely driven by men’s interest in personal hygiene essentials such as shampoos and deodorants. As traditional gender norms continue to shift, promoting themes of beauty and holistic wellness, men’s brands will benefit from the heightened interest in maintaining an attractive physical appearance.
Definition
The Report covers the US market for personal care products that are designated specifically for men, and does not provide a comprehensive overview of all products purchased by men. The product categories include:
Men's deodorants/antiperspirants
Men's haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and nonprescription hair-growth products
Men's skincare and bodycare products: Includes bodycare products, which are made up of liquid body wash, shower gel, bar soap, 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 may include select men's cologne brands; however, these are not discussed in the Report nor does this segment cover total sales of men's fragrance
Personal care/grooming utensils, implements, and equipment (eg hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers) are excluded from this Report.
Refer to Mintel’s Beauty and Personal Care Reports Library for segment-specific Reports, as well as the Multicultural America Reports for additional insights on Black and Hispanic consumers.
