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Men's Personal Care - US - October 2014

“The men’s personal care category is expected to grow steadily due to men’s continued reliance on personal care staples, such as APDO and shaving products, which have traditionally been segmented by gender. Companies can accelerate market growth by encouraging men to trade up to male-specific products that offer them new functional benefits and attributes.”
- Gabriela Elani, Home & Personal Care Analyst

This report looks at the following issues:

  • Men value function and simplicity
  • Improve the shopping experience
  • Increase engagement with Black and Hispanic males

 

The market:

In order to grow this category at an accelerated pace, companies need to encourage men to trade up to male-specific products across personal care categories.
To achieve this, brands should continue integrating new functional benefits and attributes into male-specific products, such as added skincare and time-saving benefits.
 
Given that men take a functional approach to personal care, convincing them to trade up to male-specific formulations of products they already use would be easier versus encouraging them to start using a variety of new products. Developing new retail concepts, such as creating more product testing opportunities, could also help increase men’s engagement with the market and influence them to spend more money in the category.

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2009-19
                        • Market factors
                          • Increase in population of older men will have implications for the market
                            • Growing Hispanic and Black population will help grow the category
                              • Segment performance
                                • Figure 2: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2011-16
                              • Market players
                                • Figure 3: Share of MULO sales of men’s personal care products, by leading companies, 2014
                              • The consumer
                                • Men have both aging and skin-related concerns
                                  • Figure 4: Men’s top appearance concerns, any rank, July 2014
                                • Personal care staples most popular products among men
                                  • New retail concepts could better engage male personal care shoppers
                                    • Figure 5: Interest in retail concepts, July 2014
                                  • Men value simplicity and function in their personal care routines
                                    • Figure 6: Attitudes concerning grooming and personal care, July 2014
                                  • What we think
                                  • Issues and Insights

                                      • Men value function and simplicity
                                        • The issues
                                          • The implications
                                            • Improve the shopping experience
                                              • The issues
                                                • The implications
                                                  • Increase engagement with Black and Hispanic males
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Trend: Why Buy
                                                            • Trend: FSTR HYPR
                                                              • Trend: Cool Vending
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Sales and forecast of men’s personal care products
                                                                    • Figure 7: Total US retail sales and forecast of men’s personal care products, at current prices, 2009-19
                                                                    • Figure 8: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2009-19
                                                                  • Steady growth expected for men’s personal care category
                                                                    • Figure 9: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2009-19
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Male population is growing
                                                                        • Figure 10: Male population aged 18+, by age, 2009-19
                                                                      • Growth among Hispanic and Black male populations will help the market
                                                                        • Figure 11: Hispanic male population, aged 18 or older, by age 2009-19
                                                                        • Figure 12: Black male population, aged 18 or older, by age 2009-19
                                                                    • Competitive Context

                                                                        • Figure 13: Share of male claims in new personal care product launches, 2009-14
                                                                        • Figure 14: Male-specific product use, July 2014
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Men’s personal care sales by segment
                                                                          • Figure 15: Segment share of total US retail sales of men’s personal care products, 2014
                                                                        • APDO top segment in men’s personal care market
                                                                          • Figure 16: Total US retail sales and forecast of men’s antiperspirant/deodorant, at current prices, 2009-19
                                                                        • Shaving products/aftershave sales continue to drop
                                                                          • Figure 17: Total US retail sales and forecast of men’s shaving products/aftershave, at current prices, 2009-19
                                                                        • Men’s skincare products see solid sales gains
                                                                          • Figure 18: Total US retail sales and forecast of men’s skincare products, at current prices, 2009-19
                                                                        • Haircare product sales are growing steadily
                                                                          • Figure 19: Total US retail sales and forecast of men’s haircare products, at current prices, 2009-19
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • “Other retail channels” account for majority of men’s personal care sales
                                                                            • Drug stores and supermarkets see solid gains in past two years
                                                                              • Sales of men’s personal care products, by channel
                                                                                • Figure 20: Total US retail sales of men’s personal care products, by channel, at current prices, 2009-14
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Unilever and P&G continue to lead the MULO men’s personal care market
                                                                                  • Henkel sees solid gains while other smaller players struggle
                                                                                    • MULO manufacturer sales of men’s personal care products
                                                                                      • Figure 21: MULO sales of men’s personal care products, by leading companies, 2013 and 2014
                                                                                  • Brand Share – Men’s Antiperspirant/Deodorant

                                                                                    • Key points
                                                                                      • P&G leads the segment with Old Spice
                                                                                        • Unilever brands see success in past 52 weeks
                                                                                          • Right Guard boosts sales for Henkel
                                                                                            • MULO sales of men’s antiperspirant/deodorant
                                                                                              • Figure 22: MULO sales of men’s antiperspirant/deodorant, by leading companies, 2013 and 2014
                                                                                          • Brand Share – Men’s Shaving Products/Aftershave

                                                                                            • Key points
                                                                                              • P&G leads segment with Gillette and Old Spice brands
                                                                                                • Figure 23: Old Spice Get Shaved in the Face
                                                                                              • Unilever finds further success with its Dove Men+Care and Axe shaving products
                                                                                                • Energizer Holdings continues to struggle
                                                                                                  • MULO sales of men’s shaving products/aftershave
                                                                                                    • Figure 24: MULO sales of men’s shaving products/aftershave, by leading companies, 2013 and 2014
                                                                                                • Brand Share – Men’s Skincare

                                                                                                  • Key points
                                                                                                    • Unilever strengthens its position in men’s skincare
                                                                                                      • Old Spice drives sales for P&G
                                                                                                        • Dial for Men a success for Henkel
                                                                                                          • MULO sales of men’s skincare
                                                                                                            • Figure 25: MULO sales of men’s body care, by leading companies, 2013 and 2014
                                                                                                        • Brand Share – Men’s Haircare

                                                                                                          • Key points
                                                                                                            • Axe and Dove Men+Care grow sales for Unilever
                                                                                                              • Figure 26: Axe Matte Effect Styling: the In-Control Look
                                                                                                            • Combe Inc. sees slight growth
                                                                                                              • Old Spice enters the men’s haircare segment
                                                                                                                • MULO sales of men’s haircare products
                                                                                                                  • Figure 27: MULO sales of men’s haircare products, by leading companies, 2013 and 2014
                                                                                                              • Innovations and Innovators

                                                                                                                • Companies continue to launch combination products
                                                                                                                  • Enhanced protection becoming more common in APDO offerings
                                                                                                                    • Aftershave balms feature skincare benefits
                                                                                                                      • Male-specific sun protection
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • Old Spice focuses on marketing its full portfolio
                                                                                                                            • Figure 28: Old Spice Smell Like a Man From Head to Toes Campaign
                                                                                                                            • Figure 29: Old Spice Hair That Gets Results Campaign
                                                                                                                          • Dove Men+Care continues to focus on dads
                                                                                                                            • Figure 30: Dove Men+Care Calls for Dad Campaign
                                                                                                                            • Figure 31: Dove Men+Care Expert Shave: It’s more than a shave – Fatherhood
                                                                                                                        • Appearance Concerns

                                                                                                                          • Key points
                                                                                                                            • Aging and skin concerns most prevalent among men
                                                                                                                                • Figure 32: Men’s top appearance concerns, any rank, July 2014
                                                                                                                              • Men aged 35-54 have aging concerns whereas younger men thinking about their skin
                                                                                                                                • Figure 33: Men’s top appearance concerns, any rank by age, July 2014
                                                                                                                            • Time Spent on Personal Care Activities

                                                                                                                              • Key points
                                                                                                                                • Men spending more time on basic hygiene activities
                                                                                                                                  • Figure 34: Time spent on personal care activities, July 2014
                                                                                                                                • Younger men investing more time in personal care activities and product research
                                                                                                                                  • Figure 35: Spent more time on personal care activities, by age, July 2014
                                                                                                                                • Urban men spending the most time on personal care activities
                                                                                                                                  • Figure 36: Spent more time on personal care activities, by area, July 2014
                                                                                                                              • Time Spent on Day-To-Day Activities

                                                                                                                                • Key points
                                                                                                                                  • Men spending more time exercising and working and less time traveling for fun
                                                                                                                                    • Figure 37: Time spent on lifestyle activities, July 2014
                                                                                                                                  • Younger men spending more time exercising
                                                                                                                                    • Figure 38: Spent more time on lifestyle activities, by age, July 2014
                                                                                                                                • Product Usage

                                                                                                                                  • Key points
                                                                                                                                    • Personal care “staples” most popular products among men
                                                                                                                                      • Figure 39: Men’s personal care product usage – Regular usage (a few times a week or more), July 2014
                                                                                                                                    • Younger men have more robust product usage
                                                                                                                                      • Figure 40: Men’s personal care product usage – Regular usage (a few times a week or more), by age, July 2014
                                                                                                                                      • Figure 41: Repertoire of product usage, by age, July 2014
                                                                                                                                    • Men living in urban areas more apt to use body care and facial skincare products
                                                                                                                                      • Figure 42: Men’s personal care product usage – Regular usage (a few times a week or more), by area, July 2014
                                                                                                                                      • Figure 43: Repertoire of product usage, by area, July 2014
                                                                                                                                  • Male-Specific vs. General Market Products

                                                                                                                                    • Key points
                                                                                                                                      • Most popular male-specific products in categories traditionally divided by gender
                                                                                                                                        • Figure 44: Male-specific vs general market product use, July 2014
                                                                                                                                      • Among younger men, greater preference for male-specific offerings
                                                                                                                                        • Figure 45: Male-specific product use, by age, July 2014
                                                                                                                                      • Older men over index in their use of general market products
                                                                                                                                        • Figure 46: General market product use, by age, July 2014
                                                                                                                                    • Retail Opportunities

                                                                                                                                      • Key points
                                                                                                                                        • Most men say they buy personal care products for themselves
                                                                                                                                          • Figure 47: Purchase responsibility, by gender, July 2014
                                                                                                                                        • New retail concepts could provide more opportunities to engage with male shoppers
                                                                                                                                            • Figure 48: Interest in retail concepts, July 2014
                                                                                                                                          • Younger and older men differ in their interest in new retail concepts
                                                                                                                                            • Figure 49: Interest in retail concepts, by age, July 2014
                                                                                                                                          • Urban men interested in more innovative retail concepts
                                                                                                                                            • Figure 50: Interest in retail concepts, by area, July 2014
                                                                                                                                        • Attitudes Concerning Grooming and Personal Care

                                                                                                                                          • Key points
                                                                                                                                            • Men desire simplicity in their grooming routines and prefer to do their own thing
                                                                                                                                              • Figure 51: Attitudes concerning grooming and personal care, July 2014
                                                                                                                                            • Older men most likely to desire simplicity
                                                                                                                                              • Figure 52: Agreement toward attitudes concerning grooming and personal care, by age, July 2014
                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Black and Hispanic men use a number of personal care products
                                                                                                                                                • Figure 53: Product usage – Regular usage, by race/Hispanic origin, July 2014
                                                                                                                                                • Figure 54: Male-specific product use, by race/Hispanic origin, July 2014
                                                                                                                                              • Hispanic and Black men report both aging and skin-related appearance concerns
                                                                                                                                                • Figure 55: Men’s top appearance concerns, any rank by race/Hispanic origin, July 2014
                                                                                                                                              • Increased opportunities to try out products interests Hispanic men
                                                                                                                                                • Figure 56: Interest in retail concepts, by race/Hispanic origin, July 2014
                                                                                                                                              • Hispanic men are spending more time on personal care activities
                                                                                                                                                • Figure 57: Spent more time on personal care activities, by race/Hispanic origin, July 2014
                                                                                                                                            • Appendix – Other Market Tables

                                                                                                                                              • Segment performance
                                                                                                                                                • Figure 58: Total US retail sales of men’s personal care products, by segment, at current prices, 2012-14
                                                                                                                                              • Retail channels
                                                                                                                                                • Figure 59: Total US retail sales of men’s personal care products, by channel, at current prices, 2012-14
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • Appearance concerns
                                                                                                                                                • Figure 60: Men’s top appearance concerns, any rank by household income, July 2014
                                                                                                                                                • Figure 61: Men’s top appearance concerns, any rank by area, July 2014
                                                                                                                                              • Time spent on personal care activities
                                                                                                                                                • Figure 62: Spent more time on personal care activities, by household income, July 2014
                                                                                                                                              • Time spent on day-to-day activities
                                                                                                                                                • Figure 63: Spent more time on lifestyle activities, by household income, July 2014
                                                                                                                                                • Figure 64: Spent more time on lifestyle activities, by area, July 2014
                                                                                                                                              • Product usage
                                                                                                                                                • Figure 65: Men’s personal care product usage, July 2014
                                                                                                                                              • Regular usage
                                                                                                                                                • Figure 66: Men’s personal care product usage – Regular usage (a few times a week or more), by household income, July 2014
                                                                                                                                                • Figure 67: Men’s personal care product usage – Regular usage (a few times a week or more), by marital status, July 2014
                                                                                                                                                • Figure 68: Men’s personal care product usage – Regular usage (a few times a week or more), by presence of children in household, July 2014
                                                                                                                                              • Any usage
                                                                                                                                                • Figure 69: Men’s personal care product usage – Any usage, by age, July 2014
                                                                                                                                                • Figure 70: Men’s personal care product usage – Any usage, July 2014
                                                                                                                                                • Figure 71: Men’s personal care product usage – Any usage, by marital status, July 2014
                                                                                                                                                • Figure 72: Men’s personal care product usage – Any usage, by presence of children in household, July 2014
                                                                                                                                                • Figure 73: Men’s personal care product usage – Any usage, by area, July 2014
                                                                                                                                              • Product formats
                                                                                                                                                • Figure 74: Types of shampoo used, by age, January 2013-March 2014
                                                                                                                                                • Figure 75: Types of conditioner used, by age, January 2013-March 2014
                                                                                                                                                • Figure 76: Types of hair styling products used, by age, January 2013-March 2014
                                                                                                                                                • Figure 77: Forms of moisturizers/creams/lotions used, by age, January 2013-March 2014
                                                                                                                                                • Figure 78: Types of facial cleansing and medicated skincare products used, by age, January 2013-March 2014
                                                                                                                                                • Figure 79: Types of shaving cream and gel used, by age, January 2013-March 2014
                                                                                                                                              • Brand preferences
                                                                                                                                                • Figure 80: Brand preferences, July 2014
                                                                                                                                                • Figure 81: Brand preferences – Mass brands (ie, Dove, Pantene, Gillette), by age, July 2014
                                                                                                                                                • Figure 82: Brand preferences – Store brands (ie, up & up, equate), by age, July 2014
                                                                                                                                                • Figure 83: Brand preferences – Prestige brands, by age, July 2014
                                                                                                                                              • Retail opportunities
                                                                                                                                                • Figure 84: Interest in retail concepts, by household income, July 2014
                                                                                                                                              • Attitudes concerning personal care and grooming
                                                                                                                                                • Figure 85: Attitudes concerning grooming and personal care, July 2014
                                                                                                                                                • Figure 86: Agreement toward attitudes concerning grooming and personal care, by household income, July 2014
                                                                                                                                              • Race and Hispanic origin
                                                                                                                                                • Figure 87: Types of shampoo used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 88: Types of conditioner used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 89: Types of hair styling products used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 90: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 91: Types of facial cleansing and medicated skincare products used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 92: Types of shaving cream and gel used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                • Figure 93: Repertoire of product usage, by race/Hispanic origin, July 2014
                                                                                                                                                • Figure 94: Spent more time on lifestyle activities, by race/Hispanic origin, July 2014
                                                                                                                                                • Figure 95: Agreement toward attitudes concerning grooming and personal care, by race/Hispanic origin, July 2014
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Men's Personal Care - US - October 2014

                                                                                                                                              US $3,995.00 (Excl.Tax)