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Men's Grooming - US - September 2010

The US men’s grooming market, as sold through food, drug and mass stores, will benefit from a growing male population between 2010 and 2015. As most population growth will occur among senior men—who are less likely than younger men to use a range of grooming products—grooming brands must make the most of the increasing number of senior men by aggressively marketing to them. Marketers will also be severely challenged by the poor economic climate’s impact on spending power, which for some men is likely curbing budgets for all but the most essential grooming items. Historical trended data from Experian/Simmons also shows that use of a wide range of grooming items remains unchanged between 2004 and 2010, further challenging brands to encourage higher penetration. This report offers in-depth coverage of these factors, as well as close analysis of the following:

  • The role of unemployment and decreasing median household income on the market
  • The high penetration of deodorant and shaving cream, but the much lower use of an array of other products, including skincare and haircare
  • The role of younger men in the market, who are more likely to be concerned with personal appearance and who (thanks to targeted advertising) have helped deodorant and shaving brands such as Axe grow sales significantly, while most other brands in these segments stagnate or decline
  • The importance of innovation in the market, evidenced by the impressive growth of deodorant products such as Gillette Clear Shield and Speed Stick StainGuard that reduce yellow stains on shirts

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Table of contents

  1. Scope and Themes

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

                    • A slowly growing market beset by challenges
                      • Deodorant tops segments, followed by aftershave and haircare
                        • Drug stores lead, but mass offers more value in a tough economy
                          • Number of men increases, but usage is flat through the years
                            • Unilever gains ground on P&G, most other companies decline
                              • Different branding strategies for Axe and Gillette
                                • What men say
                                  • Usage
                                    • Purchases
                                      • Retailers used
                                        • Attitudes and motivations
                                          • Impact of race/Hispanic origin
                                          • Insights and Opportunities

                                            • Making grooming easier
                                              • Significant potential for viral marketing
                                              • Inspire Insights

                                                  • Trend: Market as Conversation
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • The sputtering economy limits growth
                                                        • FDMx men’s grooming products market size and forecast
                                                          • Figure 1: FDMx sales and forecast of men’s grooming products, at current prices, 2005-15
                                                          • Figure 2: FDMx sales and forecast of men’s grooming products, at inflation-adjusted prices, 2005-15
                                                      • Market Drivers

                                                        • Number of men grows slowly
                                                          • Figure 3: Use of men’s grooming products, by age, February 2009 - March 2010
                                                          • Figure 4: U.S. male population by age, 2005-15
                                                        • Rate of men’s grooming product use fails to rise through the years
                                                          • Figure 5: Use of men’s grooming products, 2004-10
                                                      • Competitive Context

                                                        • Rising unemployment curbs household spending on men’s grooming products
                                                          • Figure 6: U.S. annual unemployment rate, 2002-10
                                                        • Household incomes decline, decelerating growth
                                                          • Figure 7: Median household income in inflation-adjusted dollars, 1998-2008
                                                        • Some men still use unisex products, or pay no attention
                                                          • Figure 8: Use of male, unisex, and female grooming products, June 2010
                                                      • Segment Performance

                                                        • Key points
                                                          • Deodorant is up, but shaving cream and some non-staples decline
                                                            • Haircare and grooming/shaving scissors grow
                                                              • Sales of men’s grooming products, by segment
                                                                • Figure 9: FDMx sales of men’s grooming products, segmented by type, 2009-10
                                                            • Segment Performance—Deodorant/Antiperspirant

                                                              • Key points
                                                                • High penetration leaves little room for growth
                                                                  • Sales and forecast of men’s deodorant/antiperspirant
                                                                    • Figure 10: FDMx sales of men’s deodorant/antiperspirant, 2005-15
                                                                • Segment Performance—Shaving Lotion/Cologne/ Talc/Gift Sets and Packs

                                                                  • Key points
                                                                    • Sour economy, competition from body sprays cause steady declines
                                                                      • Sales and forecast of men’s shaving lotion/cologne/talc/gifts sets and packs
                                                                        • Figure 11: FDMx sales of men’s shaving lotion/cologne/talc/gift sets & packs, 2005-15
                                                                    • Segment Performance—Haircare

                                                                      • Key points
                                                                        • Aging population boosts hair coloring sales
                                                                          • New styling products push sales
                                                                            • Figure 12: Purchase routines for men’s grooming products, by age, June 2010
                                                                          • Sales and forecast of men’s haircare
                                                                            • Figure 13: FDMx sales of men’s haircare, 2005-15
                                                                        • Segment Performance—Shaving Cream/Gel

                                                                          • Key points
                                                                            • High penetration keeps shaving cream from declining
                                                                              • Sales and forecast of men’s shaving cream/gel
                                                                                • Figure 14: FDMx sales of men’s shaving cream/gel, 2005-15
                                                                            • Segment Performance—Grooming/Shaving Scissors

                                                                              • Key points
                                                                                • Sales increase, but infrequent replacement cycles stem growth
                                                                                  • Sales and forecast of men’s grooming/shaving scissors
                                                                                    • Figure 15: FDMx sales of men’s grooming/shaving scissors, 2005-15
                                                                                • Segment Performance—Skincare

                                                                                  • Key points
                                                                                    • Steady and drastic declines reveal a struggling market for men’s skincare
                                                                                      • Sales and forecast of men’s skincare
                                                                                        • Figure 16: FDMx sales of men’s skincare, 2005-15
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Drug stores best represent health and personal care
                                                                                          • Other FDMx sales grow as men seek affordable products
                                                                                            • Channel sales of men’s grooming products
                                                                                              • Figure 17: FDMx sales of men’s grooming products, by channel, at current prices, 2009 and 2010
                                                                                          • Retail Channels—Drug Stores

                                                                                            • Key points
                                                                                              • Drug will be challenged by mass, but more store openings help drug chains compete
                                                                                                • Drug store sales of men’s grooming products
                                                                                                  • Figure 18: Sales of men’s grooming products at drug stores, 2005-10
                                                                                              • Retail Channels—Other FDMx

                                                                                                • Key point
                                                                                                  • Mass will lead as food stores fade
                                                                                                    • Other FDMx store sales of men’s grooming products
                                                                                                      • Figure 19: Sales of men’s grooming products at other FDMx stores, at current prices, 2005-10
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Top-selling P&G slips as Unilever grows sales and share
                                                                                                        • Other leading companies trail, and all decline except Combe
                                                                                                          • Leading companies
                                                                                                            • Figure 20: Select FDMx manufacturer sales of men’s grooming products in the U.S., 2009-10
                                                                                                        • Brand Share—Deodorant/Antiperspirant

                                                                                                          • Key points
                                                                                                            • Lots of product launches, but not all can offset declines
                                                                                                              • Figure 21: Mennen Speed Stick StainGuard television ad, 2010
                                                                                                            • Manufacturer and brand sales of men’s deodorant/antiperspirant
                                                                                                              • Figure 22: Select FDMx brand sales and market share of men’s deodorant/antiperspirant in the U.S., 2009-10
                                                                                                          • Brand Share—Shaving Lotion/Cologne/Talc/Gift Sets and Packs

                                                                                                            • Key points
                                                                                                              • Axe helps Unilever dominate with a single brand
                                                                                                                • Other brands prove volatile
                                                                                                                  • Manufacturer and brand sales of men’s shaving lotion/cologne/talc/gift sets & packs
                                                                                                                    • Figure 23: Select FDMx brand sales and market share of men’s shaving lotion/cologne/talc/gift sets & packs in the U.S., 2009-10
                                                                                                                • Brand Share—Haircare

                                                                                                                  • Key points
                                                                                                                    • Just for Men leads, but the Axe effect impacts the segment most
                                                                                                                      • Figure 24: Just for Men television ad, 2010
                                                                                                                    • American Crew, Gillette trail
                                                                                                                      • Manufacturer and brand sales of men’s haircare
                                                                                                                        • Figure 25: Select FDMx brand sales and market share of men’s haircare in the U.S., 2009-10
                                                                                                                    • Brand Share—Shaving Cream/Gel

                                                                                                                      • Key points
                                                                                                                        • Gillette leads but loses, while Edge surges
                                                                                                                          • Manufacturer and brand sales of men’s shaving cream/gel
                                                                                                                            • Figure 26: Select FDMx brand sales and market share of men’s shaving cream/gel in the U.S., 2009-10
                                                                                                                        • Brand Share—Grooming/Shaving Scissors

                                                                                                                          • Key points
                                                                                                                            • Philips takes over top spot
                                                                                                                              • Manufacturer and brand sales of men’s grooming/shaving scissors
                                                                                                                                • Figure 27: Select FDMx brand sales and market share of men’s grooming/shaving scissors in the U.S., 2009-10
                                                                                                                            • Brand Share—Skincare

                                                                                                                              • Key points
                                                                                                                                • Skincare for men is still a shadow of skincare for women
                                                                                                                                  • Manufacturer and brand sales of men’s skincare
                                                                                                                                    • Figure 28: Select FDMx brand sales and market share of men’s skincare in the U.S., 2009-10
                                                                                                                                • Innovation and Innovators

                                                                                                                                  • New deodorants have mercy on the shirt
                                                                                                                                    • Spare the skin, spoil the skin
                                                                                                                                      • Facial skincare isn’t just for women: men’s cleansers, sunscreen, aftershave, tanners, and more
                                                                                                                                      • Brands and Marketing Strategies

                                                                                                                                        • Overview
                                                                                                                                          • Axe
                                                                                                                                            • Figure 29: Brand analysis of Axe, 2010
                                                                                                                                          • Web advertising
                                                                                                                                            • Axe TV ads
                                                                                                                                              • Figure 30: Axe Dry television ad, 2010
                                                                                                                                              • Figure 31: Axe Twist television ad, 2010
                                                                                                                                            • Gillette
                                                                                                                                              • Figure 32: Brand analysis of Gillette, 2010
                                                                                                                                            • Web advertising
                                                                                                                                              • Gillette TV ads
                                                                                                                                                • Figure 33: Gillette Fusion television ad, 2010
                                                                                                                                                • Figure 34: Gillette Odor Shield television ad, 2010
                                                                                                                                            • Usage

                                                                                                                                              • Key points
                                                                                                                                                • Vast majority of men use deodorant/antiperspirants
                                                                                                                                                  • Figure 35: Use of deodorant, by age, February 2009-March 2010
                                                                                                                                                  • Figure 36: Types of deodorant used, by age, February 2009-March 2010
                                                                                                                                                  • Figure 37: Brands of deodorant used, by age, February 2009-March 2010
                                                                                                                                                • More than two thirds use shaving cream, but sales could still grow
                                                                                                                                                  • Figure 38: Use of shaving cream/gel, by age, February 2009-March 2010
                                                                                                                                                  • Figure 39: Brands of shaving cream/gel used, by age, February 2009-March 2010
                                                                                                                                                • Brand loyalty usually does not cross over from shaving cream to razor
                                                                                                                                                  • Figure 40: Use of identical shaving cream and razor brands, by age, June 2010
                                                                                                                                                  • Figure 41: Use of identical shaving cream and razor brands, by HH income, June 2010
                                                                                                                                                  • Figure 42: Areas of the body regularly shaved, by age, June 2010
                                                                                                                                                • Use of hair products is somewhat limited among men
                                                                                                                                                  • Figure 43: Use of hair styling creams/gels/lotions, hair spray, and hair coloring products, by age, February 2009-March 2010
                                                                                                                                                • Four in 10 use moisturizers; less than two in 10 use facial cleansers
                                                                                                                                                  • Figure 44: Use of moisturizers/creams/lotion and facial cleansing and medicated products, by age, February 2009-March 2010
                                                                                                                                                • Most use male-centric items
                                                                                                                                                  • Figure 45: Use of male, unisex, and female grooming products, by age, June 2010
                                                                                                                                              • Purchases

                                                                                                                                                • Key points
                                                                                                                                                  • Most men buy their own grooming products
                                                                                                                                                    • Figure 46: Primary buyers of men’s grooming products, by age, June 2010
                                                                                                                                                  • Men are mostly product-loyal, but many occasionally try new items
                                                                                                                                                    • Figure 47: Purchase routines for men’s grooming products, by age, June 2010
                                                                                                                                                    • Figure 48: Purchase routines for men’s grooming products, by HH income, June 2010
                                                                                                                                                • Retailers Used

                                                                                                                                                  • Key points
                                                                                                                                                    • Walmart is used most for men’s grooming purchases; drug stores trail
                                                                                                                                                      • Figure 49: Retailers used for men’s grooming product purchases, by age, June 2010
                                                                                                                                                      • Figure 50: Retailers used for men’s grooming product purchases, by HH income, June 2010
                                                                                                                                                  • Attitudes and Motivations

                                                                                                                                                    • Key points
                                                                                                                                                      • Free samples and sale items are the biggest purchase motivators
                                                                                                                                                          • Figure 51: Likelihood to buy men’s grooming products under specific circumstances, by age, June 2010
                                                                                                                                                          • Figure 52: Likelihood to buy men’s grooming products under specific circumstances, by HH income, June 2010
                                                                                                                                                        • Most think all products work the same, or don’t think about it much
                                                                                                                                                          • Figure 53: Attitudes towards men’s grooming products, by age, June 2010
                                                                                                                                                          • Figure 54: Attitudes towards men’s grooming products, by HH income, June 2010
                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Hispanics report the most shaving brand loyalty
                                                                                                                                                            • Figure 55: Use of identical shaving cream and razor brands, by race/Hispanic origin, June 2010
                                                                                                                                                          • Blacks, Hispanics, and Asians use moisturizers more than whites
                                                                                                                                                            • Figure 56: Use of moisturizers/creams/lotion and facial cleansing and medicated products, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                          • Whites stick to tried-and-true, while Hispanics experiment
                                                                                                                                                            • Figure 57: Purchase routines for men’s grooming products, by race/Hispanic origin, June 2010
                                                                                                                                                          • Hispanics and blacks use Walmart the least, drug stores the most
                                                                                                                                                            • Figure 58: Retailers used for men’s grooming product purchases, by race/Hispanic origin, June 2010
                                                                                                                                                          • Blacks encouraged by free sample/sale items most, blacks and Hispanics like recommendations
                                                                                                                                                            • Figure 59: Likelihood to buy men’s grooming products under specific circumstances, by race/Hispanic origin, June 2010
                                                                                                                                                          • Blacks are more likely to distinguish between products they use
                                                                                                                                                            • Figure 60: Attitudes towards men’s grooming products, by race/Hispanic origin, June 2010
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • New-product groomers
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunities
                                                                                                                                                                    • New-product-averse
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunities
                                                                                                                                                                            • Face and neckers
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                    • Characteristic tables
                                                                                                                                                                                      • Figure 61: Men’s grooming clusters, June 2010
                                                                                                                                                                                      • Figure 62: Purchase routines for men’s grooming products, by men’s grooming clusters, June 2010
                                                                                                                                                                                      • Figure 63: Use of male, unisex, and female grooming products, by men’s grooming clusters, June 2010
                                                                                                                                                                                      • Figure 64: Likelihood to buy men’s grooming products under specific circumstances, by men’s grooming clusters, June 2010
                                                                                                                                                                                      • Figure 65: Attitudes towards men’s grooming products, by men’s grooming clusters, June 2010
                                                                                                                                                                                      • Figure 66: Areas of the body regularly shaved, by men’s grooming clusters, June 2010
                                                                                                                                                                                    • Demographic tables
                                                                                                                                                                                      • Figure 67: Men’s grooming clusters, by age, June 2010
                                                                                                                                                                                      • Figure 68: Men’s grooming clusters, by household income, June 2010
                                                                                                                                                                                      • Figure 69: Men’s grooming clusters, by race, June 2010
                                                                                                                                                                                      • Figure 70: Men’s grooming clusters, by Hispanic origin, June 2010
                                                                                                                                                                                      • Figure 71: Men’s grooming clusters, by education, June 2010
                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Unemployed men are less likely to try new products
                                                                                                                                                                                            • Figure 72: Purchase routines for men’s grooming products, by employment status, June 2010
                                                                                                                                                                                            • Figure 73: Likelihood to buy men’s grooming products under specific circumstances, by employment status, June 2010
                                                                                                                                                                                          • Unemployment means less likelihood to change routines
                                                                                                                                                                                              • Figure 74: Attitudes towards men’s grooming products, by employment status, June 2010
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                            • Purchases
                                                                                                                                                                                              • Figure 75: Primary buyers of men’s grooming products, by HH income, June 2010
                                                                                                                                                                                            • Impact of race/Hispanic origin
                                                                                                                                                                                              • Figure 76: Use of male, unisex, and female grooming products, by race/Hispanic origin, June 2010
                                                                                                                                                                                              • Figure 77: Areas of the body regularly shaved, by race/Hispanic origin, June 2010
                                                                                                                                                                                              • Figure 78: Primary buyers of men’s grooming products, by race/Hispanic origin, June 2010
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Adidas (USA)
                                                                                                                                                                                            • Beiersdorf, Inc. (USA)
                                                                                                                                                                                            • Braun GmbH
                                                                                                                                                                                            • Burberry (USA)
                                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                                            • Colgate-Palmolive Company
                                                                                                                                                                                            • Colomer
                                                                                                                                                                                            • Energizer Holdings, Inc.
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                            • Food Products Association
                                                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                            • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                            • L'Oréal USA
                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                            • National Cosmetology Association (NCA)
                                                                                                                                                                                            • Nivea
                                                                                                                                                                                            • Personal Care Products Council
                                                                                                                                                                                            • Philips Consumer Electronics North America
                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • Revlon USA
                                                                                                                                                                                            • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                            • Spectrum Brands, Inc.
                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • US Department of Labor
                                                                                                                                                                                            • Wahl Clipper Corp
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            Men's Grooming - US - September 2010

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