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Men's Personal Care - US - November 2017

The men’s personal care industry is projected to reach $4.4 billion in 2017, a 1.1% increase from 2016. While many men have a functional view of the category, they still show interest in specialized claims, added benefits, and premium products as they seek to achieve a handsome, healthy appearance. To maximize sales growth potential, stakeholders should target men aged 35-44 who are most invested in the category and are less price sensitive than other age groups.

This report examines the following issues:

  • Healthy lifestyles, less-is-more approach could limit need for personal care
  • Men use fewer personal care products as they age, less willing to spend

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Sales performance is tepid for 2017, future growth will be slow and steady
            • Figure 1: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
          • The issues
            • Healthy lifestyles, less-is-more approach could limit need for personal care
              • Figure 2: Select appearance preferences, August 2017
            • Men use fewer personal care products as they age, less willing to spend
              • Figure 3: Select product usage, any brand (net), by age, August 2017
            • The opportunities
              • Engage men with scent to leverage their openness to spend
                • Figure 4: Select trade-up motivations, August 2017
              • Target 35-44s as a prime demographic due to high engagement
                • Figure 5: Select attitudes towards personal care, by total and age 35-44, August 2017
              • Incorporate natural descriptors, anti-aging claims to cater to men’s preferences
                • Figure 6: Interest in natural descriptors and attitudes towards aging, August 2017
              • What it means
              • The Market – What You Need to Know

                • Sales growth tepid in 2017, future growth will be slow and steady
                  • All segments experiencing growth except shaving products
                    • Most men would like to portray a look that is healthy, handsome
                    • Market Size and Forecast

                      • Moderate engagement yields slow and steady sales growth
                        • Figure 7: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
                        • Figure 8: Total US retail sales and forecast of men's personal care products, at current prices, 2012-22
                    • Market Breakdown

                      • Premium brands, exercise, and spray formats drive deodorant sales
                        • Facial hair trends, private label hinder growth of shaving products
                          • Cleansers, moisturizers help men’s skincare sales
                            • Haircare benefits from high penetration, premium penetration
                              • Figure 9: Share of US retail sales of men's personal care products, by segment, at current prices, 2017 (est)
                              • Figure 10: Total US retail sales and forecast of men's personal care products, by segment, at current prices, 2012-22
                          • Market Perspective: Appearance Preferences

                            • Healthy appearance is a baseline for men
                              • Laid-back appearance preferred over polished look
                                • Figure 11: AXE “Find Your Magic” Commercial, January 2016
                              • Most men want to fit in
                                • Figure 12: Appearance preferences, August 2017
                              • Lifestage, age inform men’s appearance preferences
                                • Figure 13: Appearance preferences, by age, August 2017
                              • Hispanic men show similarities with younger men overall
                                • Figure 14: Appearance Preferences, by Hispanic origin, August 2017
                            • Market Factors

                              • Heightened growth among high engaging 25-44s helps sales
                                • Figure 15: Male population by age, 2012-22
                              • Population growth among Hispanic men bolsters industry sales
                                • Figure 16: Men by race and Hispanic origin, 2012-22
                              • High consumer confidence bodes well for discretionary products
                                • Figure 17: Consumer Sentiment Index, January 2007-September 2017
                            • Key Players – What You Need to Know

                              • Unilever, P&G continue to dominate industry through deodorant, key brands
                                • Natural and flagship brands, newer facial hair products move industry forward
                                  • Industry competition challenges growth for select established brands
                                    • Fresh strategies, facial skincare expansion to drive what’s next
                                    • Company and Brand Sales of Men’s Personal Care

                                      • Largest companies solidify top position as key brands resonate
                                        • Figure 18: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s In?

                                      • Variety of factors drive higher growth among smaller brands
                                        • Flagship brands connect with men
                                          • Old Spice delivers funny ads
                                            • Figure 19: Old Spice commercials: Alpha Dog, Tragic Hair, and Cinema, July and September 2017
                                          • Dove Men+Care connects with the look, product descriptors men want
                                            • Beard products capitalize on facial hair trends
                                            • What’s Struggling?

                                              • Drug stores struggle to compete
                                                • Figure 20: Total US retail sales of men's personal care products, by channel, at current prices, 2012-17
                                              • Increased competition challenges Axe, select legacy brands
                                              • What’s Next?

                                                • Category growth through further engagement and education
                                                  • Figure 21: Walgreens display for Cremo beard products, October 18, 2017
                                                • Expand facial skincare segments to leverage desire for healthy look
                                                  • Ads abandon stereotypes, evolve to view men as multi-faceted
                                                  • The Consumer – What You Need to Know

                                                    • Products meeting basic hygiene needs hold high penetration
                                                      • Value and premium brands hold similar penetration levels
                                                        • Natural product descriptors hold widest appeal among men
                                                          • Men show interest in familiar ingredients, influenced by descriptors
                                                            • Men are moderately engaged in personal care
                                                              • Favorable scent is the top factor motivating men to trade-up
                                                              • Product Usage

                                                                • Opportunity to increase usage of complementary products
                                                                  • Figure 22: Product usage, any brand (net), August 2017
                                                                • Fewer products used as men age, except core hygiene items
                                                                  • Figure 23: Select product usage, any brand (net), by age, August 2017
                                                                • Hispanic men use more personal care to be attractive
                                                                  • Figure 24: Select product usage, any brand type (net), by Hispanic origin, August 2017
                                                              • Brand Usage

                                                                • Men willing to spend more on products used on the face
                                                                  • Figure 25: Brand usage, August 2017
                                                                • Value brand use dips when men’s desire for attractiveness peaks
                                                                  • Figure 26: Brand usage of any personal care (net), by age, August 2017
                                                              • Descriptor Perceptions

                                                                • Descriptor perceptions vary by product segment
                                                                  • Natural descriptor sought in light of trends, lifestyle
                                                                    • Figure 27: Descriptor perceptions, August 2017
                                                                  • Appearance preferences, brand usage dictate descriptors
                                                                    • Figure 28: Select appearance preferences, by descriptor perceptions, August 2017
                                                                    • Figure 29: Brand usage, by descriptor perceptions, August 2017
                                                                  • Preferences by age reflect men’s changing attitudes, product use
                                                                    • Figure 30: Select descriptor perceptions, By age, August 2017
                                                                  • Hispanics’ natural lifestyle informs descriptor perceptions
                                                                    • Figure 31: Select descriptor perceptions, by Hispanic origin, August 2017
                                                                • Ingredient Perceptions

                                                                  • Trusted brands can be a buffer for unfamiliar ingredients
                                                                    • Figure 32: Ingredient perceptions, August 2017
                                                                  • Ingredients align with certain product descriptors
                                                                      • Figure 33: Select descriptor perceptions, by select ingredient perceptions, August 2017
                                                                    • Declining engagement limit ingredient interest as men age
                                                                      • Figure 34: Select ingredient perceptions, by age, August 2017
                                                                    • Purchase behaviors drive preferences among Hispanic and Black men
                                                                      • Figure 35: Select ingredient perceptions, by race and Hispanic origin, August 2017
                                                                  • Attitudes Toward Personal Care

                                                                    • Men show moderate engagement in personal care
                                                                      • Some men are budget-conscious
                                                                        • Interest in preventing aging reveals gap in the market
                                                                          • Figure 36: Attitudes towards personal care, August 2017
                                                                        • Men aged 35-44 are prime demographic to target
                                                                          • Figure 37: Attitudes towards personal care, by age, August 2017
                                                                        • Higher engagement drives Hispanics’ preference for tailored products
                                                                          • Figure 38: Attitudes towards personal care, by Hispanic origin, August 2017
                                                                      • Trade-Up Motivations

                                                                        • Desire to smell good prompts trade up
                                                                          • Opportunity to leverage men’s openness to partner recommendations
                                                                            • Figure 39: Trade-up motivations, August 2017
                                                                          • Younger and middle-aged men are more open to trade up
                                                                            • Figure 40: Trade-up motivations, by age, August 2017
                                                                          • Scent’s role in cleanliness, image motivates Hispanics to trade up
                                                                            • Figure 41: Select trade-up motivations, by Hispanic origin, August 2017
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Fan chart forecast
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms
                                                                                      • Appendix – The Market

                                                                                          • Figure 42: Total US retail sales and forecast of men's personal care products, at inflation-adjusted prices, 2012-22
                                                                                          • Figure 43: Total US retail sales of men's personal care products, by segment, at current prices, 2015 and 2017
                                                                                          • Figure 44: Total US retail sales and forecast of men's deodorants, at current prices, 2012-22
                                                                                          • Figure 45: Total US retail sales and forecast of men's haircare products, at current prices, 2012-22
                                                                                          • Figure 46: Total US retail sales and forecast of men's shaving products, at current prices, 2012-22
                                                                                          • Figure 47: Total US retail sales and forecast of men's skincare products, at current prices, 2012-22
                                                                                          • Figure 48: Total US retail sales of men's personal care products, by channel, at current prices, 2012-2017
                                                                                          • Figure 49: Total US retail sales of men's personal care products, by channel, at current prices, 2015 and 2017
                                                                                          • Figure 50: US supermarket sales of men's personal care products, at current prices, 2012-17
                                                                                          • Figure 51: US drug store sales of men's personal care products, at current prices, 2012-17
                                                                                          • Figure 52: US sales of men's personal care products through other retail channels, at current prices, 2012-17
                                                                                      • Appendix – Key Players

                                                                                          • Figure 53: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 54: MULO sales of men's skincare, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 55: MULO sales of men's haircare, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 56: MULO sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 57: MULO sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                      • Appendix – Consumer

                                                                                        • CHAID analysis
                                                                                          • Figure 58: Attitudes towards personal care – CHAID – Tree output, August 2017
                                                                                        • Methodology
                                                                                          • Turf analysis
                                                                                            • Figure 59: TURF Analysis – Ingredient perceptions, August 2017
                                                                                            • Figure 60: TURF Analysis – Descriptor perceptions, August 2017
                                                                                          • Methodology

                                                                                          Men's Personal Care - US - November 2017

                                                                                          US $3,995.00 (Excl.Tax)