Men's Personal Care - US - October 2016
The men’s personal care market is expected to reach $4.4 billion in 2016, representing growth of 15% when looking at the period from 2011-16. However, sales growth has slowed in recent years as the category stabilized and has been impacted by competition from a growing number of male-specific and unisex options. Future growth will rely on encouraging men to increase product usage and expand their product inventory by emphasizing male-specific benefits and highlighting packaging and format innovations.
This report examines the following issues:
- Category growth decelerates
- Men primarily using essentials
- Men unfazed by ads
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