Men's Personal Care - US - October 2016

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