Table of Contents
Executive Summary
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- Overview
- Themes
- Men are developing a deeper relationship with personal care
- Personal care benefits from men’s investment in themselves
- Young men propel the market forward
- What it means
The Market – What You Need to Know
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- Men’s personal care products see steady growth
- Deodorant drives category sales, while shaving products struggle
- Population trends shift product needs
Market Size and Forecast
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- Men’s personal care sees slow, but stable growth
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- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2014-24
- Figure 2: Total US sales and forecast of market, at current prices, 2014-24
Market Breakdown
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- Deodorant drives category growth
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- Figure 3: Innovations in deodorant
- Haircare products see slow, but stable growth
- Shaving products experience consistent declines
- Premium skincare products boost sales
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- Figure 4: Market sales of men's personal care products, by segment, at current prices, 2019 estimates
- Figure 5: Total US retail sales and forecast of men’s personal care by segment, at current prices, 2014-24
Market Perspective
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- The personal care category skews female
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- Figure 6: Sales and market share of men’s personal care products, compared to the total personal care market
- Self-care and personal care go hand-in-hand
Market Factors
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- Male population sees continued growth
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- Figure 7: Men aged 18 or older, by age, 2014-24
- Multiculturalism is on the rise
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- Figure 8: Men by race and Hispanic origin, 2014-24
Key Players – What You Need to Know
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- Large companies see gains, particularly through deodorant sales
- Drugstores and supermarkets struggle to keep up
- Green hygiene continues to blossom
Company and Brand Sales of Men’s Personal Care
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- Unilever and P&G dominate, but their top brands have shifted
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- Figure 9: Multi-outlet sales of men's personal care products, by leading companies, rolling 52 weeks 2018 and 2019
What’s In?
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- Straightforward claims help major brands resonate
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- Figure 10: Top mass brands specific product claims
What’s Out?
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- Supermarkets and drugstores lose share to other retailers
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- Figure 11: Total US retail sales of men's personal care products, by channel, at current prices, 2014-19
- Axe is dethroned
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- Figure 12: Axe products, 2008 and 2018
- Figure 13: Axe messaging, released 2017
What’s Next?
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- Cleaning up men’s personal care
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- Figure 14: Unilever pilots various sustainability efforts, July 2019
- Mental health meets physical health through personal care
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- Figure 15: Dollar Shave Club champions men’s confidence
The Consumer – What You Need to Know
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- Hygiene essentials dominate, but styling products show potential
- Men seek input from trusted sources when looking for new products
- Young men are invested in appearance and grooming
Product and Brand Usage
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- Fundamentals still drive product usage, with interest in expanding
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- Figure 16: Product usage, June 2019
- Mass brands dominate the market
- Premium brands have their place
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- Figure 17: Brand usage, by product type, June 2019
- Most men use multiple products in their personal care routine
- Methodology
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- Figure 18: Repertoire analysis – Number of products used, June 2019
Retailers Shopped
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- Brick-and-mortar retailers dominate the category
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- Figure 19: Method of shopping, by age, June 2019
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- Figure 20: Harry’s leverages traditional retailers’ reach to boost sales, July 2019
- Most personal care items are purchased mass merchandisers
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- Figure 21: Retailers shopped, June 2019
- Young men shop outside of the box
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- Figure 22: Retailers shopped, by age, June 2019
Appearance Concerns
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- Men worry about body odor and skin condition
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- Figure 23: Appearance concerns, June 2019
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- Figure 24: Dial for men odor armor, July 2019
- Figure 25: Dove Men + Care Moisturizers, July 2019
- Age impacts appearance concerns
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- Figure 26: Appearance concerns, by age, June 2019
- Clean-shaved fathers feel the burn
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- Figure 27: Appearance concerns, by parental status, June 2019
- Multicultural consumers are concerned about their skin
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- Figure 28: Appearance concerns, by Hispanic origin, June 2019
Purchase Influences and Information Channels
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- Men want to learn about personal care
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- Figure 29: Purchase influences and information channels, June 2019
- Premium brand users rely on ads and experience
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- Figure 30: Purchase influences and information channels for premium brand users, June 2019
- Black consumers rely on what they know, while Hispanic consumers look for inspiration
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- Figure 31: Purchase influences and information channels, June 2019
- Partnerships and high penetration drive product trials
- Methodology
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- Figure 32: TURF analysis – Information and Inspiration, June 2019
Attitudes toward Personal Care
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- Men stick to what they know
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- Figure 33: Attitudes toward personal care, June 2019
- Younger men are invested in their personal care
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- Figure 34: Attitudes toward personal care, by age, June 2019
- Hispanic consumers are engaged with personal care
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- Figure 35: Attitudes toward personal care, by race and Hispanic origin, June 2019
Interest in Innovation
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- Interest in innovation is somewhat limited, but the potential for growth is there
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- Figure 36: Interest in innovation, June 2019
- Personal care innovation is embraced by young men
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- Figure 37: Interest in innovation, by age, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 38: Total US retail sales and forecast of men's personal care products, at inflation-adjusted prices, 2014-24
- Figure 39: Total US retail sales and forecast of men's deodorant/antiperspirant, at current prices, 2014-24
- Figure 40: Total US retail sales and forecast of men's haircare products, at current prices, 2014-24
- Figure 41: Total US retail sales and forecast of men's shaving products, at current prices, 2014-24
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- Figure 42: Total US retail sales and forecast of men's skincare and bodycare products, at current prices, 2014-24
- Figure 43: Total US retail sales of men's personal care products, by channel, at current prices, 2017 and 2019
- Figure 44: US supermarket sales of men's personal care products, at current prices, 2014-19
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- Figure 45: US drugstore sales of men's personal care products, at current prices, 2014-19
- Figure 46: US sales of men's personal care products through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 47: Multi-outlet sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 48: Multi-outlet sales of men's haircare products, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 49: Multi-outlet sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 50: Multi-outlet sales of men's skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2018 and 2019
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