Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Men's Grooming and Toiletries - US - October 2012

“While there are no easy solutions to understanding the saturation point of the men’s grooming market, understanding the functional benefits that are desired by men and communicating those benefits in advertising will likely be the best way to resonate with this consumer.”

– Shannon Romanowski, Beauty & Personal Care Analyst

Some questions answered in this report include:

  • How can marketers increase appeal among men in segments that have traditionally seen low interest in male-specific products?
  • How can companies keep older men engaged in the category beyond the basics?
  • Is there a space for natural male-specific grooming products?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of men’s grooming, at current prices, 2007-17
                        • Market factors
                          • Older men are becoming more concerned about appearance
                            • Figure 2: U.S. male population aged 18 or older, by age, 2012-17
                          • Hispanic men will help drive future category growth
                            • Figure 3: U.S. Hispanic males aged 18 or older, by age, 2012-17
                          • Men staying single longer, using more grooming products
                            • Figure 4: Marital status of men, married and never married, by age, 2011
                          • Segment performance
                            • Figure 5: Sales of men’s grooming products, segmented by type, 2010 and 2012
                          • Retail channels
                            • Figure 6: Sales of men’s grooming products, by channel, 2012
                          • The consumer
                            • Young men more likely to use skincare, most men’s grooming segments
                              • Figure 7: Men's toiletry and shaving product usage, all and 18-24 year olds, May 2012
                            • Majority of men agree that private label works as well as branded
                              • Figure 8: Attitudes influencing grooming—quality, all and 18-24 year olds, May 2012
                            • Recommendations from friends/family most influential with men
                              • Figure 9: Attitudes influencing grooming—influence, by age, May 2012
                            • Men care about their appearance, but still do their own thing
                              • Figure 10: Attitudes influencing grooming—appearance, by age, May 2012
                            • What we think
                            • Issues in the Market

                                • How can marketers increase appeal among men in segments that have traditionally seen low interest in male-specific products?
                                  • How can companies keep older men engaged in the category beyond the basics?
                                    • Is there a space for natural male-specific grooming products?
                                      • Figure 11: Natural Claims Haircare, by category, 2012*
                                  • Insights and Opportunities

                                    • Destination: men
                                      • Makeup for men
                                        • Creative sampling
                                          • Products for him…and her?
                                          • Trend Applications

                                              • Trend: Accentuate the Negative
                                                • Trend: Play Ethic
                                                  • 2015 Trend: East Meets West
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Men’s grooming market expected to reach $3 billion in 2012
                                                        • Category growth predicted through 2017, though slowing
                                                          • Sales and forecast of men’s grooming products
                                                            • Figure 12: Total U. S. retail sales and forecast of men’s grooming products, at current prices, 2007-17
                                                            • Figure 13: Total U.S. retail sales and forecast of men’s grooming products, at inflation-adjusted prices, 2007-12
                                                          • Fan chart forecast
                                                              • Figure 14: Total U.S. sales and fan chart forecast of men’s grooming products, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • The desire to look younger
                                                                • Figure 15: U.S. male population aged 18 or older, by age, 2007-17
                                                              • Hispanic men engaged in the category, driving growth
                                                                • Figure 16: Hispanic males aged 18 or older, by age, 2007-17
                                                              • More men staying single longer, using more grooming products
                                                                • Figure 17: Marital status of men, by age, 2011
                                                            • Competitive Context

                                                              • General market products
                                                                • Haircare
                                                                  • Figure 18: Male claims haircare, by year, 2007-12*
                                                                • Opportunity for men’s grooming
                                                                  • Facial skincare
                                                                    • Opportunity for men’s grooming
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Body care and deodorant are strongest performing segments
                                                                          • Shaving products/cologne and facial skincare declining
                                                                            • Sales of men’s grooming products, by segment
                                                                              • Figure 19: Sales of men’s grooming products, segmented by type, 2010 and 2012
                                                                          • Segment Performance—Deodorant

                                                                            • Key points
                                                                              • Deodorant is contributing to growth in men’s grooming
                                                                                • Sales and forecast of men’s deodorant
                                                                                  • Figure 20: Sales and forecast of men’s deodorant, at current prices, 2007-17
                                                                              • Segment Performance—Shaving Products/Aftershave

                                                                                • Key points
                                                                                  • Shaving products/aftershave segment declining, losing share
                                                                                    • Sales and forecast of men’s shaving products/cologne
                                                                                      • Figure 21: Sales and forecast of men’s shaving products/cologne, at current prices, 2007-17
                                                                                  • Segment Performance—Body Care

                                                                                    • Key points
                                                                                      • Body care largely responsible for driving growth in men’s grooming
                                                                                        • Sales and forecast of men’s body care
                                                                                          • Figure 22: Sales and forecast of men’s body care, at current prices, 2007-17
                                                                                      • Segment Performance—Haircare

                                                                                        • Key points
                                                                                          • Haircare growth fueled by launch of Axe in 2009, men’s hair color
                                                                                            • Sales and forecast of men’s haircare
                                                                                              • Figure 23: Sales and forecast of men’s haircare, at current prices, 2007-17
                                                                                          • Segment Performance—Facial Skincare

                                                                                            • Key points
                                                                                              • Facial skincare segment small, declining
                                                                                                • Sales and forecast of men’s facial skincare
                                                                                                  • Figure 24: Sales and forecast of men’s facial skincare, at current prices, 2007-17
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • The “other” segment holds largest share of category
                                                                                                    • Supermarket growth outpacing drug stores
                                                                                                      • Sales of men’s grooming products, by channel
                                                                                                        • Figure 25: Sales of men’s grooming products, by channel, 2010 and 2012
                                                                                                    • Retail Channels—Supermarket

                                                                                                      • Key points
                                                                                                        • Supermarket sales slow, but promoting “one-stop shop” appeal could invigorate the channel
                                                                                                          • Supermarket sales of men’s grooming products
                                                                                                            • Figure 26: Supermarket sales of men’s grooming products, at current prices, 2007-12
                                                                                                        • Retail Channels—Drug Stores

                                                                                                          • Key points
                                                                                                            • Drug stores losing share in men’s grooming category
                                                                                                              • Drug store sales of men’s grooming products
                                                                                                                • Figure 27: Drug store sales of men’s grooming products, at current prices, 2007-12
                                                                                                            • Retail Channels—Other

                                                                                                              • Key points
                                                                                                                • Other retail channels represent largest share of men’s grooming
                                                                                                                  • Other retail channel sales of men’s grooming
                                                                                                                    • Figure 28: Other retail channel sales of men’s grooming, at current prices, 2007-12
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Category dominated by Unilever and P&G
                                                                                                                      • Mixed results for smaller players in FDMx
                                                                                                                        • Manufacturer sales of men’s grooming
                                                                                                                          • Figure 29: Manufacturer sales of men’s grooming products, 2011 and 2012
                                                                                                                      • Brand Share—Deodorant/Antiperspirant

                                                                                                                        • Key points
                                                                                                                          • Unilever winning in the deodorant/antiperspirant segment
                                                                                                                            • Mixed results for P&G, other brands seeing declines
                                                                                                                              • Manufacturer sales of men’s deodorant/antiperspirant
                                                                                                                                • Figure 30: Manufacturer sales of men’s deodorant/antiperspirant, 2011 and 2012
                                                                                                                            • Brand Share—Shaving Products

                                                                                                                              • Key points
                                                                                                                                • Gillette, men’s cologne declining in FDMx
                                                                                                                                  • Edge and Barbasol bright spots in shaving products segment
                                                                                                                                    • Manufacturer sales of men’s shaving products
                                                                                                                                      • Figure 31: Manufacturer sales of men’s shaving products, 2011 and 2012
                                                                                                                                  • Brand Share—Body Care

                                                                                                                                    • Key points
                                                                                                                                      • Unilever and P&G dominate body care category in FDMx
                                                                                                                                        • Henkel hoping to make a splash with product innovations
                                                                                                                                          • Manufacturer sales of men’s body care
                                                                                                                                            • Figure 32: Manufacturer sales of men’s body care, 2011 and 2012
                                                                                                                                        • Brand Share—Haircare

                                                                                                                                          • Key points
                                                                                                                                            • Combe Inc. dominates haircare market in FDMx
                                                                                                                                              • Premium haircare gaining popularity in FDMx
                                                                                                                                                • Manufacturer sales of men’s haircare
                                                                                                                                                  • Figure 33: Manufacturer sales of men’s haircare, 2011 and 2012
                                                                                                                                              • Brand Share—Facial Skincare

                                                                                                                                                • Key points
                                                                                                                                                  • Facial skincare manufacturers seeing declines in FDMx
                                                                                                                                                    • Manufacturer sales of men’s facial skincare
                                                                                                                                                      • Figure 34: Manufacturer sales of men’s facial skincare, 2011 and 2012
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • New product launch trends
                                                                                                                                                      • Figure 35: Men’s Grooming Launches, by segment, 2007-12*
                                                                                                                                                    • Multi-functional
                                                                                                                                                      • Luxury
                                                                                                                                                        • Sexual attraction
                                                                                                                                                          • Hair loss
                                                                                                                                                            • Hair removal
                                                                                                                                                              • Deodorizing
                                                                                                                                                                • Sports
                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                  • Overview of the brand landscape
                                                                                                                                                                    • Brand analysis: Axe
                                                                                                                                                                      • Figure 36: Brand analysis of Axe, 2012
                                                                                                                                                                    • Online initiatives
                                                                                                                                                                      • Brand initiatives
                                                                                                                                                                        • TV presence
                                                                                                                                                                          • Figure 37: Axe, television ad, July 2012
                                                                                                                                                                        • Brand analysis: Dove Men + Care
                                                                                                                                                                          • Figure 38: Brand analysis of Dove Men+Care, 2012
                                                                                                                                                                        • Online initiatives
                                                                                                                                                                          • TV presence
                                                                                                                                                                            • Figure 40: Dove Men+Care, television ad, September 2012
                                                                                                                                                                          • Brand analysis: Gillette
                                                                                                                                                                            • Figure 41: Brand analysis of Gillette, 2012
                                                                                                                                                                          • Online initiatives
                                                                                                                                                                            • Figure 42: twitter feed, Gillette
                                                                                                                                                                          • TV presence
                                                                                                                                                                            • Figure 43: Gillette, television ad, June 2012
                                                                                                                                                                          • Print and other
                                                                                                                                                                            • Figure 44: Gillette, print ad, September 2012
                                                                                                                                                                        • Usage—Skincare

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Young men the most likely to use skincare products
                                                                                                                                                                              • Older men, low income are least likely to use skincare products
                                                                                                                                                                                • Figure 45: Men's skincare product usage, by age, May 2012
                                                                                                                                                                                • Figure 46: Men's skincare product usage, by household income, May 2012
                                                                                                                                                                              • Foaming face wash is the most used facial cleansing product
                                                                                                                                                                                • Figure 47: Types of facial cleansing, medicated products or toners used, among men, January 2011-March 2012
                                                                                                                                                                              • Neutrogena is the most used brand of facial cleansing products
                                                                                                                                                                                • Figure 48: Brands of facial cleansing, medicated products or toners used, among men, January 2011-March 2012
                                                                                                                                                                              • Vaseline is the most used brand of moisturizers
                                                                                                                                                                                • Figure 49: Forms and brands of moisturizers, creams or lotions used, among men, January 2011-March 2012
                                                                                                                                                                            • Usage—Shaving Products

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Use of shaving products fairly consistent across all age, income groups
                                                                                                                                                                                  • Young men least likely to use aftershave
                                                                                                                                                                                    • Figure 50: Men's shaving product usage, by age, May 2012
                                                                                                                                                                                    • Figure 51: Men's shaving product usage, by household income, May 2012
                                                                                                                                                                                  • Barbasol and Edge are most used brands among shaving cream users
                                                                                                                                                                                    • Figure 52: Types of shaving cream or gel used, among men, January 2011-March 2012
                                                                                                                                                                                    • Figure 53: Brands of shaving cream or gel used, among men by age, January 2011-March 2012
                                                                                                                                                                                  • Aftershave users turn to Old Spice
                                                                                                                                                                                    • Figure 54: Brands of after shave lotion and cologne used, among men by age, January 2011-March 2012
                                                                                                                                                                                • Usage—Toiletries

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Deodorant is the most used men’s grooming product
                                                                                                                                                                                      • Shower gel, all in one shower products preferred by younger men
                                                                                                                                                                                        • Figure 55: Men's toiletry usage, by age, May 2012
                                                                                                                                                                                        • Figure 56: Men's toiletry usage, by household income, May 2012
                                                                                                                                                                                      • Degree is most used deodorant brand
                                                                                                                                                                                        • Figure 57: Brands of deodorant and antiperspirant used, among men, January 2011-March 2012
                                                                                                                                                                                    • Usage—Haircare

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Shampoo is the most used haircare product
                                                                                                                                                                                          • Younger men more likely to use conditioner, styling products
                                                                                                                                                                                            • Figure 58: Men's haircare product usage, by age, May 2012
                                                                                                                                                                                            • Figure 59: Men's haircare product usage, by household income, May 2012
                                                                                                                                                                                          • Normal/regular shampoo leads the way, followed by dandruff/dry scalp
                                                                                                                                                                                            • Figure 60: Kinds of shampoo used, among men, January 2011-March 2012
                                                                                                                                                                                            • Figure 61: Brands of shampoo used, among men, January 2011-March 2012
                                                                                                                                                                                          • Regular is most used type of conditioner, followed by dry hair and deep conditioning
                                                                                                                                                                                            • Figure 62: Types of hair conditioner used, among men, January 2011-March 2012
                                                                                                                                                                                            • Figure 63: Brands of hair conditioner used, among men, January 2011-March 2012
                                                                                                                                                                                          • Gel is the most used hair styling product
                                                                                                                                                                                            • Figure 64: Types of hair styling products used, among men, January 2011-March 2012
                                                                                                                                                                                            • Figure 65: Brands of hair styling products used, among men, January 2011-March 2012
                                                                                                                                                                                          • At-home hair coloring has low penetration among men
                                                                                                                                                                                            • Figure 66: Types of at-home hair coloring used, among men by age, January 2011-March 2012
                                                                                                                                                                                        • Purchase Locations

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Men making majority of grooming purchases at Walmart
                                                                                                                                                                                              • Drug stores, supermarkets preferred by higher-income groups
                                                                                                                                                                                                • Figure 67: Men's grooming products purchase locations, by age, May 2012
                                                                                                                                                                                                • Figure 68: Men's grooming products purchase locations, by household income, May 2012
                                                                                                                                                                                            • Attitudes—Quality

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Most men agree that private label works as well as branded products
                                                                                                                                                                                                  • Figure 69: Attitudes toward private label, brand names, and product price, by age, May 2012
                                                                                                                                                                                              • Attitudes—Influence

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Recommendations from friends/family preferred source of information
                                                                                                                                                                                                    • Figure 70: Influence on product selection, by age, May 2012
                                                                                                                                                                                                • Attitudes—Appearance

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Men agree that being well groomed is important but still “do their own thing”
                                                                                                                                                                                                      • Young men want to stand out from the crowd
                                                                                                                                                                                                        • Figure 71: Attitudes toward appearance, by age, May 2012
                                                                                                                                                                                                    • Trial

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Free samples drive trial
                                                                                                                                                                                                          • Young men more likely to be influenced by endorsements
                                                                                                                                                                                                            • Figure 72: Factors influencing trial, by age, May 2012
                                                                                                                                                                                                          • Added benefits improve perception of quality
                                                                                                                                                                                                            • Figure 73: Factors influencing trial, by attitudes toward private label and branded products, May 2012
                                                                                                                                                                                                          • Recommendations from magazines influence trial
                                                                                                                                                                                                            • Figure 74: Factors influencing trial, by recommendation sources, May 2012
                                                                                                                                                                                                        • Time Spent Getting Ready

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Most men spend 30 minutes or less getting ready, regardless of occasion
                                                                                                                                                                                                              • Figure 75: Time spent getting ready, by age, May 2012
                                                                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Black men most likely to use moisturizer
                                                                                                                                                                                                                • Hispanics highly engaged in men’s grooming category
                                                                                                                                                                                                                  • Figure 76: Men's toiletry and shaving product usage, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                • Black men most likely to shop at Walmart, dollar stores
                                                                                                                                                                                                                  • Figure 77: Men's grooming products purchase locations, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                • Hispanic men most likely to be influenced by recommendations
                                                                                                                                                                                                                  • Figure 78: Attitudes influencing grooming, by race/Hispanic origin, May 2012
                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                  • Figure 79: Target Clusters, May 2012
                                                                                                                                                                                                                • Cluster 1: Basic Bobs
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Cluster 2: Seeking Sams
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Cluster 3: Uninvolved
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster 4: Confident Carls
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                                          • Figure 80: Men's toiletry and shaving product usage, by target clusters, May 2012
                                                                                                                                                                                                                                          • Figure 81: Attitudes influencing grooming, by target clusters, May 2012
                                                                                                                                                                                                                                          • Figure 82: Factors influencing trial, by target clusters, May 2012
                                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                                          • Figure 83: Target clusters, by demographic, May 2012
                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                        • Custom Consumer Groups—Marital Status

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Men that are not married using more skincare, haircare products
                                                                                                                                                                                                                                              • Married men more likely to use shaving products
                                                                                                                                                                                                                                                • Figure 84: Men's toiletry and shaving product usage, by marital status, May 2012
                                                                                                                                                                                                                                              • Men that are not married spend more time getting ready
                                                                                                                                                                                                                                                • Figure 85: Average time spent getting ready, by marital status, May 2012
                                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                • Figure 86: Purchase locations by product usage, May 2012
                                                                                                                                                                                                                                                • Figure 87: Purchase locations by product usage, May 2012
                                                                                                                                                                                                                                                • Figure 88: Purchase locations by product usage, May 2012
                                                                                                                                                                                                                                                • Figure 89: Attitudes influencing grooming, May 2012
                                                                                                                                                                                                                                                • Figure 90: Factors influencing trial, May 2012
                                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                              • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                                              • Calvin Klein, Inc.
                                                                                                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                                                                                                              • Colomer
                                                                                                                                                                                                                                              • Combe Incorporated
                                                                                                                                                                                                                                              • Coty Inc
                                                                                                                                                                                                                                              • Energizer Holdings, Inc.
                                                                                                                                                                                                                                              • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                                                                              • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                                              • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                              • Unilever USA

                                                                                                                                                                                                                                              Men's Grooming and Toiletries - US - October 2012

                                                                                                                                                                                                                                              £3,199.84 (Excl.Tax)