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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

This Report covers the US market for personal care products that are designated specifically for men. The product categories include:

  • Men’s APDO (antiperspirants/deodorants).
  • Men’s haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and nonprescription hair growth products.
  • Men’s skincare products: Includes body care products, such as liquid body wash, shower gel, and body lotion; as well as facial skincare products, which consist of facial moisturizers, facial cleansers, facial anti-aging products, and acne treatments.
  • Men’s shaving products/aftershave products: Includes shaving creams, shaving lotions, shaving gels, and aftershave.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category growth decelerates
            • Figure 1: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2011-21
          • Men primarily using essentials
            • Figure 2: Products used, July 2016
          • Men unfazed by ads
            • Figure 3: Paying attention to ads, by generation, race, and Hispanic origin, July 2016
          • The opportunities
            • Explore format, packaging innovations
              • Figure 4: Product packaging as purchase factor for skincare, haircare, and deodorant/antiperspirant, by generation, July 2016
            • Emphasize emotional and health benefits to encourage usage
              • Figure 5: Reasons for use, July 2016
            • Capitalize on men’s interest in humor, relatable marketing campaigns
              • Figure 6: Select attitudes toward advertising, July 2016
            • What it means
            • The Market – What You Need to Know

              • Men’s personal care sales reach $4.4 billion in 2016
                • Unisex products pose threat to market growth
                  • Growing population of men and Hispanic men boosts market
                  • Market Size and Forecast

                    • Historic and projected sales performance of men’s personal care market
                      • Figure 7: Total US sales and fan chart forecast of men’s personal care market, at current prices, 2011-21
                      • Figure 8: Total US retail sales and forecast of men’s personal care products, at current prices, 2011-21
                      • Figure 9: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2011-21
                  • Market Breakdown

                    • All segments experience growth with the exception of shaving
                      • Figure 10: Share of US retail sales of men’s personal care products, by segment, at current prices, 2016
                      • Figure 11: Total US retail sales of men’s personal care, by segment 2011-16
                    • Other retail channels dominate
                      • Figure 12: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-16
                  • Market Perspective

                    • Men gravitate toward unisex personal care products
                      • Figure 13: Type of personal care product used, July 2016
                  • Market Factors

                    • Growth in male population a positive indicator for market growth
                      • Figure 14: Male population by age, 2011-21
                    • Hispanic male population growing rapidly
                      • Figure 15: Men by race and Hispanic origin, 2011-21
                    • Steady growth in disposable personal income could increase spending
                      • Figure 16: Disposable Personal Income change from previous period, January 2007-June 2016
                  • Key Players – What You Need to Know

                    • Unilever, P&G dominate market
                      • Subscription services expand to brick-and-mortar
                        • Laid-back approach to facial hair hinders shaving product growth
                          • Relaxed style opens the door for new grooming products
                          • Manufacturer Sales of Men’s Personal Care

                            • Unilever, P&G represent more than half of MULO category sales
                              • Manufacturer sales of men’s personal care market
                                • Figure 17: MULO sales of men’s personal care, by leading companies, rolling 52 weeks 2015 and 2016
                            • What’s Working?

                              • Subscription services expand reach, continues growth in market
                                • Dollar Shave Club acquired by leading brand
                                  • Target adds Bevel, Harry’s to offerings
                                    • Leading brands help boost skincare segment
                                      • Figure 18: Dove Men+Care Caring Makes My Dad, My Hero commercial, June 2016
                                    • APDO benefits from staple status, improved benefits and formats
                                      • Figure 19: MULO sales of Dove Men+Care deodorant/antiperspirant
                                      • Figure 20: MULO sales of Old Spice deodorant / antiperspirant
                                  • What’s Struggling?

                                    • Private label struggles to compete with branded options
                                      • Figure 21: MULO sales of private label, by segment, 2015-16
                                    • Men’s shaving struggles in advent of relaxed shaving routine, services
                                      • Figure 22: MULO sales of Gillette shaving products
                                    • Despite strong segment growth, some skincare brands struggle
                                      • Figure 23: MULO sales of men’s skincare, Henkel Group brands, rolling 52 weeks 2015 and 2016
                                  • What’s Next?

                                    • Grooming products to tame the mane
                                      • Facial hair: Embrace the beard
                                        • Hair flow: From man bun to slick comb over
                                          • Dermatologist-associated brand expands to men’s market
                                            • Ads shift focus from strength to health
                                              • Figure 24: Dove Men+Care Real Life Tested ad, June 2016
                                          • The Consumer – What You Need to Know

                                            • Hygiene staples experience heaviest usage
                                              • Quality utmost importance for category purchasers
                                                • Older men stick to familiar brands, younger men willing to experiment
                                                  • Basic hygiene primary motivator
                                                    • Men tune into ads that feature humor, relatable themes
                                                      • Equal split between men that shave daily and those with stubble
                                                      • Products Used

                                                          • Basic hygiene essentials most used
                                                            • Figure 25: Personal care products used, July 2016
                                                          • Millennial and Hispanic men gravitate toward male-specific products
                                                            • Figure 26: Select male-specific personal care products used, by generation and Hispanic origin, July 2016
                                                          • Married men using unisex version of products
                                                            • Figure 27: Select unisex personal care products used, by marital status, July 2016
                                                        • Purchase Factors

                                                            • Quality is important, regardless of segment
                                                              • Figure 28: Purchase factors, July 2016
                                                            • Ads, packaging influential for Millennials
                                                                • Figure 29: Select purchase factors for skincare, haircare, and deodorant/antiperspirant, by generation, July 2016
                                                              • Hispanics consider trends, recommendations when purchasing
                                                                • Figure 30: Select purchase factors for skincare and haircare, by Hispanic origin, July 2016
                                                            • Purchase Behaviors

                                                                • Men gravitate toward familiar brands
                                                                  • Figure 31: Purchase behaviors, July 2016
                                                                • Millennial men willing to experiment, older men are brand loyal
                                                                  • Figure 32: Select purchase behaviors, by generation, July 2016
                                                                • Hispanic men conduct research, shop online
                                                                  • Figure 33: Select purchase behaviors, by Hispanic origin, July 2016
                                                              • Reasons for Use

                                                                  • Maintaining hygiene primary motivator for men
                                                                    • Figure 34: Old Spice, #SmellEm campaign commercial, June 23, 2016
                                                                    • Figure 35: Reasons for use, July 2016
                                                                  • Older men low-maintenance, younger men more invested
                                                                    • Figure 36: Select reasons for use, by generation, July 2016
                                                                  • Style drives Black men, Hispanic men motivated by others
                                                                    • Figure 37: Select reasons for use, by race and Hispanic origin, July 2016
                                                                  • Dads looking to reclaim their youth
                                                                    • Figure 38: Select reasons for use, by parental status, July 2016
                                                                • Attitudes toward Advertising

                                                                    • Want to grab men’s attention? Don’t alienate them, just make them laugh
                                                                      • Figure 39: Axe “Find Your Magic” ad, Jan. 12, 2016
                                                                      • Figure 40: Attitudes toward advertising, July 2016
                                                                    • Boomers immune to ads, Millennials want transparency
                                                                      • Figure 41: Select attitudes toward advertising, by generation, July 2016
                                                                    • Black, Hispanic men look to ads for ideas but want more recognition
                                                                      • Figure 42: Select attitudes toward advertising, by race and Hispanic origin, July 2016
                                                                  • Attitudes toward Facial Skincare and Facial Hair

                                                                      • Equal share of men shaving and growing facial hair
                                                                        • Educating men on skincare needs could benefit market
                                                                          • Figure 43: Attitudes toward facial skincare and facial hair, July 2016
                                                                        • Millennial men: Masters of the “messy” look
                                                                          • Figure 44: Select attitudes toward facial hair, by generation, July 2016
                                                                        • Black men tame facial hair, conscious of gender-specific needs
                                                                          • Figure 45: Select attitudes toward facial skincare and facial hair, by race and Hispanic origin, July 2016
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                        • Figure 46: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2011-21
                                                                                        • Figure 47: Total US retail sales of men’s personal care products, by segment, at current prices, 2014 and 2016
                                                                                        • Figure 48: Total US retail sales and forecast of deodorant, at current prices, 2011-21
                                                                                        • Figure 49: Total US retail sales and forecast of deodorant, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 50: Total US retail sales and forecast of haircare, at current prices, 2011-21
                                                                                        • Figure 51: Total US retail sales and forecast of haircare, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 52: Total US retail sales and forecast of shaving, at current prices, 2011-21
                                                                                        • Figure 53: Total US retail sales and forecast of shaving, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 54: Total US retail sales and forecast of skincare, at current prices, 2011-21
                                                                                        • Figure 55: Total US retail sales and forecast of skincare, at inflation-adjusted prices, 2011-21
                                                                                      • Retail
                                                                                        • Figure 56: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-16
                                                                                        • Figure 57: Total US retail sales of men’s personal care products, by channel, at current prices, 2014 and 2016
                                                                                    • Appendix – Key Players

                                                                                        • Figure 58: MULO sales of men’s skincare, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 59: MULO sales of men’s haircare, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 60: MULO sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 61: MULO sales of men’s shaving products, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                    Companies Covered

                                                                                    • Walmart Stores (USA)

                                                                                    Men's Personal Care - US - October 2016

                                                                                    £3,277.28 (Excl.Tax)