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Men's Personal Care - US - October 2015

The men’s personal care market has remained relatively flat, with the biggest gains seen in the skincare segment, which is now beginning to stabilize. Looking forward, strong haircare sales will be the biggest driver in the market due to product launches among popular men’s brands as well as men’s increasing participation in the segment, helping the market to overcome a struggling shaving products/aftershave segment. Brands can benefit by focusing on products that help to simplify personal care routines, as well as by using spokespeople whom everyday men can relate to.

This report looks at the following areas:

  • Market stabilizes after strong gains in 2014
  • Brands challenged by product launches, increased competition
  • Men focus on functional staples, report lower use of discretionary items

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Market stabilizes after strong gains in 2014
            • Figure 1: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
          • Brands challenged by product launches, increased competition
            • Figure 2: Share of new product launches of men’s personal care products, by segment, 2015*
          • Men focus on functional staples, report lower use of discretionary items
            • Figure 3: Men using personal care products – any (net)*, July 2015
          • The opportunities
            • Address top appearance issues based on lifestage
              • Figure 4: Men experiencing appearance-related issues, by age, July 2015
            • Stress simplicity through easy-to-use products, convenience in retailing
              • Figure 5: Interest in retail innovations, July 2015
            • Men most influenced by those in personal lives, seek spokespeople they can relate to
              • Figure 6: Men interested in various types of spokespeople, July 2015
            • What it means
            • The Market – What You Need to Know

              • Men’s personal care sales flat in 2015 following 2014 gains
                • Increased competition from product launches, subscription services
                  • Population growth of male Hispanic and Black consumers to boost market
                  • Market Size and Forecast

                    • Historic and projected sales performance of men’s personal care
                      • Figure 7: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of men’s personal care market, at current prices, 2010-20
                  • Market Breakdown

                    • Men’s shaving products struggle, growth in other segments
                      • Figure 9: Sales of men’s personal care market, by segment, 2010-15
                  • Market Perspective

                    • Men choose between male-specific and unisex products
                      • Numerous product launches increase competition
                        • Figure 10: Share of new product launches of men’s personal care products, by segment, 2015*
                      • Men gravitate toward functional products, those that address hygiene
                        • Online sales, subscription services shake up the market
                          • Spend impacted by age, race/Hispanic origin
                            • Figure 11: Mean spend on skincare and haircare in the past three months, by age and race/Hispanic origin, February 2014-March 2015
                          • Male-specific offerings are coming in a wider variety of personal care products
                          • Market Factors

                            • Growing male population boosts market, tempered by aging population
                              • Figure 12: Male population aged 18+, by age, 2010-20
                            • Growth in populations of Hispanic and Black males
                              • Figure 13: Hispanic male population, aged 18 or older, by age, 2009-19
                              • Figure 14: Black male population, aged 18 or older, by age 2009-19
                          • Key Players – What You Need to Know

                            • Market dominated by top two companies due to recognizable men’s brand names
                              • Online retailers, brands with multiple products catch the attention of male consumers
                                • Men’s skincare and shaving products lose steam
                                  • Market to see more convenience in product application and shopping process
                                  • Manufacturer Sales of Men’s Personal Care

                                    • Top two companies continue to dominate men’s personal care market
                                      • Manufacturer sales of men’s personal care
                                        • Figure 15: Manufacturer sales of men’s personal care market, 2014 and 2015
                                    • What’s Working?

                                      • Online retailers, shaving subscription services appeal to men
                                        • Figure 16: Dollar Shave Club, security commercial, 2014
                                      • Men’s haircare products boost market
                                        • Figure 17: MULO sales of select men’s haircare products, rolling 52-weeks ending July 12, 2015
                                      • Brands that offer products in multiple segments perform well
                                        • Figure 18: Dove Men+Care #RealStrength commercial, 2015
                                        • Figure 19: Old Spice – And So It Begins commercial, 2015
                                        • Figure 20: MULO sales of select men’s personal care products, rolling 52-weeks ending July 12, 2015
                                      • Relaunch of spray formats boosts APDO segment
                                        • Figure 21: MULO sales of select men’s APDO products, rolling 52-weeks ending July 12, 2015
                                    • What’s Struggling?

                                      • Men’s specific skincare struggles despite different skincare needs
                                        • Figure 22: MULO sales of select men’s skincare products, 2012-14
                                      • Men’s shaving products struggle in light of more relaxed attitudes toward facial hair
                                        • Figure 23: MULO sales of select men’s shaving prep products, 2012-14
                                    • What’s Next?

                                      • Subscription services for a broader variety of men’s products
                                        • Improved technology enhances the retail experience
                                          • Two-in-one products for multiple parts of the body
                                          • The Consumer – What You Need to Know

                                            • Men spending more time on the internet and on basic grooming
                                              • Concerns about thinning and graying hair boost haircare sales
                                                • Men gravitate toward functional products, less likely to use “extras”
                                                  • Simplicity in shopping and in personal care routines resonates with men
                                                    • Men influenced by those in their personal lives, relatable spokespeople
                                                    • Time Spent on Lifestyle and Personal Care Activities

                                                      • Men spending more time on the internet, less time socializing
                                                        • Figure 24: Time spent on lifestyle and leisure activities, July 2015
                                                      • Young men spending more time on work and play
                                                        • Figure 25: More time spent on lifestyle and leisure activities when compared to a year ago, by age, July 2015
                                                      • Men spending more time on functional personal care tasks
                                                        • Figure 26: Time spent on personal care activities, July 2015
                                                      • Average time spent on appearance higher among young men, Hispanics
                                                        • Figure 27: Average number of minutes per day spent on appearance, by age and race/Hispanic origin, July 2015
                                                    • Appearance-Related Issues and Attitudes

                                                      • Men most commonly experience graying hair, dry skin
                                                        • Figure 28: Men’s appearance-related issues, by age, July 2015
                                                        • Figure 29: Men’s appearance-related issues, by race/Hispanic origin, July 2015
                                                      • Relaxed approach to shaving slows segment growth
                                                        • Figure 30: Men’s attitudes toward shaving, 18-24 and 65+ age groups, July 2015
                                                        • Figure 31: Men’s attitudes toward shaving, by race/Hispanic origin, July 2015
                                                    • Product Usage

                                                      • Men focus on functional staples, report lower use of discretionary items
                                                        • Figure 32: Men using personal care products – any (net)*, July 2015
                                                      • Use of personal care product higher among young men, Hispanics
                                                        • Figure 33: Men using personal care products – any, by age, race, and Hispanic origin, July 2015
                                                    • Attitudes toward Personal Care

                                                      • Male-specific products viewed as having functional benefits
                                                        • Figure 34: Men’s perceptions of male-specific products, July 2015
                                                      • Younger men, Black men see more differences between unisex and men’s products
                                                        • Figure 35: Men’s perceptions of male-specific products, by age, race, and Hispanic origin, July 2015
                                                      • Men seek simplicity in personal care routines
                                                        • Figure 36: Men’s attitudes toward personal care products, 18-24 and 65+ age groups, July 2015
                                                      • Hispanic men prefer more simplistic routines, Black men prefer shopping in-store
                                                        • Figure 37: Men’s attitudes toward personal care products, by age, race, and Hispanic origin, July 2015
                                                    • Purchase and Appearance Influencers

                                                      • Easy-to-use products and formats appeal to men
                                                        • Figure 38: Men’s purchase influencers for personal care products, July 2015
                                                      • Hispanic men seek easy-to-use products
                                                        • Figure 39: Men’s purchase influencers for personal care products, by age, race, and Hispanic origin, July 2015
                                                      • Men’s appearance most influenced by those in their personal lives
                                                        • Figure 40: Factors influencing men’s appearance, by age groups 18-34 and 55+ and by Hispanic origin, July 2015
                                                      • Hispanic men’s appearances influenced by a variety of people
                                                        • Figure 41: Factors influencing men’s appearance, by age, race, and Hispanic origin, July 2015
                                                    • Retail and Marketing Strategies

                                                      • Improved shopping experience can help boost sales
                                                        • Figure 42: Interest in retail innovations, July 2015
                                                      • Younger men interested in enhanced shopping experience, older men seek simplification
                                                        • Figure 43: Interest in retail innovations, by age, race, and Hispanic origin, July 2015
                                                      • Men looking for spokespeople whom they can relate to
                                                        • Figure 44: Men interested in various types of spokespeople, July 2015
                                                      • Younger men drawn to a variety of spokespeople
                                                        • Figure 45: Men interested in various types of spokespeople, by age, race, and Hispanic origin, July 2015
                                                    • Appendix – Data Sources and Abbreviations

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

                                                                    • Figure 46: Total US sales and forecast of men’s personal care products, at inflation-adjusted prices, 2009-19
                                                                    • Figure 47: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2010-20
                                                                • Appendix – Key Players

                                                                    • Figure 48: MULO sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 49: MULO sales of men'’s haircare, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 50: MULO sales of men’s skincare, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                • Appendix – Consumer

                                                                    • Figure 51: Types of shampoo used, by age, February 2014-March 2015
                                                                    • Figure 52: Types of shaving cream and gel used, February 2014-March 2015
                                                                    • Figure 53: Forms of moisturizers/creams/lotions used, February 2014-March 2015
                                                                    • Figure 54: Types of facial cleansing and medicated skincare products used, February 2014-March 2015
                                                                    • Figure 55: Men agreeing with statements about personal care and advertising – any agree (net*), by age and race/Hispanic origin, February 2014-March 2015

                                                                Companies Covered

                                                                • Walmart Stores (USA)

                                                                Men's Personal Care - US - October 2015

                                                                US $3,995.00 (Excl.Tax)