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Men's Toiletries - US - October 2009

Comprised of haircare, skincare, deodorants/antiperspirants, shaving cream/gel, and grooming/shaving scissors, the men’s toiletries market has grown between 2004 and 2008. Mintel analyzes both the men’s and unisex toiletries market to identify challenges and opportunities for men’s grooming manufacturers including:

  • How men’s grooming products sales compared with those of FDMx unisex sales, and in which categories gender-specific positioning yields more success
  • How male population growth in the US has created a challenge not only in limited new users but also in the age of users due to both maturation and attitudinal changes
  • What haircare products are driving men’s haircare sales and how salon brands may be holding the segment back
  • Which leading women’s skincare products are falling flat with men
  • Where respondents purchase their toiletries
  • How race affects choice of grooming products and frequency of changing appearance
  • Why acne control may be undervalued in men’s skincare products

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Table of contents

  1. Scopes and Themes

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

                      • Overview
                        • Competition from private label, unisex, and women’s brands
                          • Rising unemployment and slow growth in number of adult men challenge market
                            • New and old manufacturers enter the men’s toiletries segment
                              • Segment results are mixed
                                • Individual segment results
                                  • Consumers increasingly choose drug stores for convenience among FDMx
                                    • Leading companies in the men’s and unisex market
                                      • Mixed results for skincare manufacturers even as segment expands
                                        • Unisex skincare sales flat as consumers migrate to lower-priced products
                                          • Innovations in 2008-09 include time savers and refrigerated deodorant
                                            • Three main themes in men’s toiletries advertising
                                              • Usage of men’s toiletries
                                                • Acne a major concern among men
                                                  • Usage of men’s, women’s and unisex toiletries
                                                    • Shaving and hair removal routines
                                                      • Who is purchasing toiletries for men
                                                        • Where men’s toiletries are purchased
                                                          • Frequency of changing grooming products
                                                            • Catalysts for trying new products
                                                              • Black respondents’ skincare usage differs from other races/ethnicities
                                                                • Frequency of changing appearance and products
                                                                • Insights and Opportunities

                                                                  • Vanity transcends gender
                                                                    • Let women decrease guilt about spending money by bringing home products for men
                                                                    • Inspire Insights

                                                                        • Turbo Grooming
                                                                          • What we’ve seen
                                                                            • Attracting the new Millennium bionic man
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Growth slows as economy declines
                                                                                  • Figure 1: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, 2004-14
                                                                                  • Figure 2: U.S. FDMx sales and forecast of men’s and unisex toiletries, at inflation-adjusted prices, 2004-14
                                                                                  • Figure 3: U.S. FDMx sales and forecast of men’s toiletries, at current prices, 2004-14
                                                                                  • Figure 4: U.S. FDMx sales and forecast of unisex toiletries, at current prices, 2004-14
                                                                              • Competitive Context

                                                                                • FDMx men’s grooming products compete with wider array of unisex and women’s
                                                                                  • Figure 5: U.S. FDMx sales of men’s and unisex toiletries, by share of dollar sales, 2004-09
                                                                                • New anti-aging skincare for men
                                                                                  • Existing men’s brands expand into toiletries
                                                                                    • Consolidation brings FDM and high end together
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Men’s and unisex toiletries combined
                                                                                          • Figure 6: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, by segment, 2004-14
                                                                                        • Men’s toiletries only
                                                                                          • Figure 7: U.S. FDMx sales and forecast of men’s toiletries, at current prices, by segment, 2004-14
                                                                                        • Unisex toiletries only
                                                                                          • Figure 8: U.S. FDMx sales and forecast of unisex toiletries, at current prices, by segment, 2004-14
                                                                                        • Sales by segment
                                                                                          • Figure 9: U.S. FDMx sales of men’s and unisex toiletries, by segment, 2007 and 2009
                                                                                      • Segment Performance—Deodorants/antiperspirants

                                                                                        • Key points
                                                                                          • Penetration nearly universal
                                                                                            • Male-specific deodorant
                                                                                              • Figure 10: U.S. FDMx sales and forecast of men’s deodorant and antiperspirant, at current prices, 2004-14
                                                                                            • Unisex deodorant
                                                                                              • Figure 11: U.S. FDMx sales and forecast of unisex deodorant and antiperspirant, at current prices, 2004-14
                                                                                          • Segment Performance—Haircare Products

                                                                                            • Key points
                                                                                              • Men’s and unisex haircare a bright spot
                                                                                                • Male-specific haircare
                                                                                                  • Figure 12: U.S. FDMx sales and forecast of men’s haircare products, at current prices, 2004-14
                                                                                                • Unisex haircare
                                                                                                  • Figure 13: U.S. FDMx sales and forecast of unisex haircare products, at current prices, 2004-14
                                                                                              • Segment Performance—Shaving Cream and Gel

                                                                                                • Key points
                                                                                                  • Multiple trends contributing to sales declines
                                                                                                    • Men’s shaving products
                                                                                                      • Figure 14: U.S. FDMx sales and forecast of men’s shaving cream and gel, at current prices, 2004-14
                                                                                                    • Unisex shaving products
                                                                                                      • Figure 15: U.S. FDMx sales and forecast of unisex shaving cream and gel, at current prices, 2004-14
                                                                                                  • Segment Performance—Grooming/Shaving Scissors

                                                                                                    • Key points
                                                                                                      • Non-consumable status creates major declines in men’s market
                                                                                                        • Figure 16: U.S. FDMx sales and forecast of men’s grooming/shaving scissors, at current prices, 2004-14
                                                                                                      • Unisex grooming products
                                                                                                        • Figure 17: U.S. FDMx sales and forecast of unisex grooming/shaving scissors, at current prices, 2004-14
                                                                                                    • Segment Performance—Skincare Products

                                                                                                      • Key points
                                                                                                        • Men’s skincare relies on familiar products with new brands
                                                                                                          • Figure 18: U.S. FDMx sales and forecast of men’s skincare products, at current prices, 2004-14
                                                                                                        • Unisex skincare
                                                                                                          • Figure 19: U.S. FDMx sales and forecast of unisex skincare products, at current prices, 2004-14
                                                                                                      • Retail Channels

                                                                                                        • Key point
                                                                                                          • Drug stores gain market share
                                                                                                            • Figure 20: FDMx sales of men’s and unisex toiletries, by retail channel, 2007 and 2009
                                                                                                        • Retail Channels—Drug Stores

                                                                                                          • Key points
                                                                                                            • Increasing store counts and presence in densely populated areas
                                                                                                              • Figure 21: FDMx sales of men’s and unisex toiletries at drug stores, at current prices, 2004-09
                                                                                                          • Retail Channels—Supermarkets and Other Retailers

                                                                                                            • Key point
                                                                                                              • Sales grow, but slowly
                                                                                                                • Large-format stores face more competition with Walmart
                                                                                                                  • Figure 22: FDMx sales of men’s and unisex toiletries at supermarkets and other retailers, at current prices, 2004-09
                                                                                                              • Market Drivers

                                                                                                                • Unemployment dampens sales
                                                                                                                  • Figure 23: Employment status of the civilian non-institutional population, total and men over age 16, seasonally adjusted, by month, August 2008-September 2009
                                                                                                                • Household income
                                                                                                                  • Figure 24: Median household income in inflation-adjusted dollars, 1998-2008
                                                                                                                • Male population grows, but slowly
                                                                                                                  • Figure 25: Male population, by age, 2004-14
                                                                                                                • Stagnation in use of most grooming products among men
                                                                                                                  • Figure 26: Usage of men’s toiletries, by product type, 2002-08
                                                                                                                • Men’s grooming products are slaves to fashion…
                                                                                                                • Leading Companies and Brands

                                                                                                                  • Key points
                                                                                                                    • Unilever makes big leaps
                                                                                                                      • Not all men’s manufacturers grow sales
                                                                                                                        • Acquisition shows confidence in high-end men’s grooming/skincare
                                                                                                                          • Figure 27: FDM sales of leading men’s toiletries companies, 2008 and 2009
                                                                                                                        • Unisex sees general declines across manufacturers
                                                                                                                          • Figure 28: FDM sales of leading unisex toiletries companies, 2008 and 2009
                                                                                                                      • Brand Share—Antiperspirant/Deodorant

                                                                                                                        • Key points
                                                                                                                          • Axe and Degree Men propel Unilever sales
                                                                                                                            • Sales declines for many traditional men’s deodorant brands
                                                                                                                              • Figure 29: FDMx brand sales of men’s antiperspirant/deodorant in the U.S., 2008 and 2009
                                                                                                                            • Clinical strength grows in both men’s and unisex
                                                                                                                              • Figure 30: FDMx brand sales of unisex antiperspirant/deodorant in the U.S., 2008 and 2009
                                                                                                                          • Brand Share—Haircare Products

                                                                                                                            • Key points
                                                                                                                              • Combe grows existing brand while Unilever expands
                                                                                                                                • Figure 31: FDMx brand sales of men’s haircare products in the U.S., 2008 and 2009
                                                                                                                              • Garnier sales slow after years of strong growth
                                                                                                                                • Salon brands sold through FDMx have mixed results
                                                                                                                                  • Figure 32: FDMx brand sales of unisex haircare products in the U.S., 2008 and 2009
                                                                                                                              • Brand Share—Shaving Cream and Gel

                                                                                                                                • Key points
                                                                                                                                  • Segment-leading P&G faces challenges from SC Johnson and Perio Products
                                                                                                                                    • Figure 33: FDMx brand sales of men’s shaving cream and gel in the U.S., 2008 and 2009
                                                                                                                                  • J&J only gainer in declining unisex shave cream/gel segment
                                                                                                                                    • Figure 34: FDMx brand sales of unisex shaving cream and gel in the U.S., 2008 and 2009
                                                                                                                                • Brand Share—Grooming/Shaving Scissors

                                                                                                                                  • Key points
                                                                                                                                    • Wahl and Spectrum gain market share even as they lose dollar sales
                                                                                                                                      • Figure 35: FDMx brand sales of men’s grooming/shaving scissors in the U.S., 2008 and 2009
                                                                                                                                    • Declines the norm in unisex grooming/shaving scissors
                                                                                                                                      • Figure 36: FDMx brand sales of unisex grooming/shaving scissors in the U.S., 2008 and 2009
                                                                                                                                  • Brand Share—Skincare Products

                                                                                                                                    • Key points
                                                                                                                                      • Mixed results for manufacturers even as segment expands
                                                                                                                                        • Figure 37: FDMx brand sales of men’s skincare products in the U.S., 2008 and 2009
                                                                                                                                      • Unisex skincare sales flat as consumers migrate to lower-priced products
                                                                                                                                        • Figure 38: FDMx brand sales of unisex skincare products in the U.S., 2008 and 2009
                                                                                                                                    • Brand Qualities

                                                                                                                                      • Axe versus Brylcreem and Consort; not your father’s hair-styling product
                                                                                                                                      • Innovation and Innovators

                                                                                                                                        • Convenience products that combine benefits save time
                                                                                                                                          • Plants meet science in super-premium products
                                                                                                                                            • Super-premium/luxury natural men’s lines include exotic ingredients
                                                                                                                                              • Familiar mass-market naturals expand
                                                                                                                                                • Refrigerated deodorant
                                                                                                                                                  • High-end anti-aging skincare
                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                    • Web marketing
                                                                                                                                                      • Overview
                                                                                                                                                        • Sports
                                                                                                                                                            • Figure 39: Gillette Clinical Strength, 2009
                                                                                                                                                            • Figure 40: Right Guard extreme power stripe, 2009
                                                                                                                                                          • Women and sex
                                                                                                                                                            • Figure 41: Edge energy shave gel, 2009
                                                                                                                                                          • Aspirational or the “how you can be me”
                                                                                                                                                            • Figure 42: Old Spice Red Zone Swagger, 2008
                                                                                                                                                            • Figure 43: Just For Men Touch of Gray, 2008
                                                                                                                                                        • Usage

                                                                                                                                                              • Figure 44: Usage of men’s toiletries, by product type, by age, February 2008-March 2009
                                                                                                                                                            • Deodorant usage
                                                                                                                                                              • Figure 45: Usage of deodorant and antiperspirant, by type, form, and scent, February 2008-March 2009
                                                                                                                                                            • Facial cleansing product usage
                                                                                                                                                              • Figure 46: Usage of facial cleansing and medicated products, by form and type, February 2008-March 2009
                                                                                                                                                            • Usage of men’s, women’s and unisex toiletries
                                                                                                                                                                • Figure 47: Use of men’s, women’s, and unisex toiletries, by age, July 2009
                                                                                                                                                              • Shaving and hair removal routines
                                                                                                                                                                • Figure 48: Body areas shaved/waxed, by age, July 2009
                                                                                                                                                              • Use of matching shaving cream and razor brands
                                                                                                                                                                • Figure 49: Use of same/different brand shaving cream and razor, by age, July 2009
                                                                                                                                                            • Purchasing Behavior

                                                                                                                                                                • Who is purchasing toiletries for men
                                                                                                                                                                  • Figure 50: Who purchases toiletries for respondent, by age, July 2009
                                                                                                                                                                • Where men’s toiletries are purchased
                                                                                                                                                                    • Figure 51: Most common location of purchase of men’s toiletries, by age, July 2009
                                                                                                                                                                • Attitudes and Motivations

                                                                                                                                                                    • Frequency of changing grooming products
                                                                                                                                                                      • Figure 52: Frequency of change in grooming products, by age, July 2009
                                                                                                                                                                    • Catalysts for trying new products
                                                                                                                                                                        • Figure 53: Factors that influence use of new grooming products, by age, July 2009
                                                                                                                                                                      • Attitudes/opinions regarding grooming and personal appearance
                                                                                                                                                                          • Figure 54: Attitudes regarding men’s grooming, agree summary, by age, July 2009
                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                          • Products usage by type
                                                                                                                                                                              • Figure 55: Usage of men’s toiletries, by product type, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                              • Figure 56: Usage of hair-styling creams, gels, and lotions, by type, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Frequency of changing appearance and products
                                                                                                                                                                              • Figure 58: Attitudes regarding men’s grooming, agree summary, by race/Hispanic origin, July 2009
                                                                                                                                                                            • Use of matching shaving cream and razor brands
                                                                                                                                                                              • Figure 59: Use of same/different brand shaving cream and razor, by race/Hispanic origin, July 2009
                                                                                                                                                                              • Figure 60: Brand usage of shaving cream or gel, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                              • Updaters
                                                                                                                                                                                • Skeptics
                                                                                                                                                                                  • Stickers
                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                      • Figure 61: Men’s grooming clusters, July 2009
                                                                                                                                                                                      • Figure 62: Most common location of purchase of men’s toiletries, by men’s grooming clusters, July 2009
                                                                                                                                                                                      • Figure 63: Frequency of change in grooming products, by men’s grooming clusters, July 2009
                                                                                                                                                                                      • Figure 64: Use of men’s, women’s, and unisex toiletries, by men’s grooming clusters, July 2009
                                                                                                                                                                                      • Figure 65: Factors that influence use of new grooming products, by men’s grooming clusters, July 2009
                                                                                                                                                                                      • Figure 66: Attitudes regarding men’s grooming, agree summary, by men’s grooming clusters, July 2009
                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                      • Figure 67: Men’s grooming clusters, by age, July 2009
                                                                                                                                                                                      • Figure 68: Men’s grooming clusters, by HH income, July 2009
                                                                                                                                                                                      • Figure 69: Men’s grooming clusters, by race, July 2009
                                                                                                                                                                                      • Figure 70: Men’s grooming clusters, by Hispanic origin, July 2009
                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                        • Custom highlights
                                                                                                                                                                                          • Who purchases men’s toiletries
                                                                                                                                                                                              • Figure 71: Who purchases toiletries for respondent, by race and age, July 2009
                                                                                                                                                                                              • Figure 72: Who purchases toiletries for respondent, by Hispanic origin and age, July 2009
                                                                                                                                                                                              • Figure 73: Most common location of purchase of men’s toiletries, by Hispanic origin and age, July 2009
                                                                                                                                                                                              • Figure 74: Most common location of purchase of men’s toiletries, by race and age, July 2009
                                                                                                                                                                                              • Figure 75: Use of men’s, women’s, and unisex toiletries, by marital status and presence of children in the HH, July 2009
                                                                                                                                                                                              • Figure 76: Factors that influence use of new grooming products, by marital status and presence of children, July 2009
                                                                                                                                                                                              • Figure 77: Factors that influence use of new grooming products, by race and household income, July 2009
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                            • Usage of products
                                                                                                                                                                                              • Figure 78: Usage of men’s toiletries, by product type, February 2008-March 2009
                                                                                                                                                                                            • Hairspray usage by type, scent, and form
                                                                                                                                                                                              • Figure 79: Usage of hairspray, by type, scent, and form, February 2008-March 2009
                                                                                                                                                                                            • Usage of hair-styling products
                                                                                                                                                                                              • Figure 80: Usage of hair-styling creams, gels, lotions, by form, February 2008-March 2009
                                                                                                                                                                                            • Usage of hair-coloring products
                                                                                                                                                                                                • Figure 81: Usage of hair-coloring products, by type, February 2008-March 2009
                                                                                                                                                                                              • Shaving cream and gel usage by type, scent, and form
                                                                                                                                                                                                • Figure 82: Usage of shaving cream or gel, by type, scent, and form, February 2008-March 2009
                                                                                                                                                                                                • Figure 83: Usage of moisturizers/creams/lotions, by type and form, February 2008-March 2009
                                                                                                                                                                                              • Shaving and hair removal routines
                                                                                                                                                                                                • Figure 84: Body areas shaved/waxed, by race/Hispanic origin, July 2009
                                                                                                                                                                                              • Popularity of brands
                                                                                                                                                                                                • Figure 85: Brand usage of men’s hair-styling creams, gels, and lotions, February 2008-March 2009
                                                                                                                                                                                                • Figure 86: Brand usage of men’s hair-coloring products, February 2008-March 2009
                                                                                                                                                                                                • Figure 87: Brand usage of deodorants and antiperspirants, February 2008-March 2009
                                                                                                                                                                                                • Figure 88: Brand usage of facial cleansing and medicated products, February 2008-March 2009
                                                                                                                                                                                                • Figure 89: Brand usage of moisturizers, creams, and lotions, February 2008-March 2009
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Alberto-Culver USA Inc
                                                                                                                                                                                              • Albertsons Inc.
                                                                                                                                                                                              • Aveda
                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                              • Bath & Body Works
                                                                                                                                                                                              • Beiersdorf, Inc. (USA)
                                                                                                                                                                                              • Bloomingdale's
                                                                                                                                                                                              • Braun GmbH
                                                                                                                                                                                              • Brylcreem
                                                                                                                                                                                              • Burt's Bees Inc.
                                                                                                                                                                                              • Church & Dwight Co. Inc
                                                                                                                                                                                              • Clarins USA
                                                                                                                                                                                              • Clinique Laboratories, Inc.
                                                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                                                              • Colomer
                                                                                                                                                                                              • Combe Incorporated
                                                                                                                                                                                              • Conair Corporation
                                                                                                                                                                                              • Costco Wholesale Corporation
                                                                                                                                                                                              • Coty Inc
                                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                                              • Dial Corporation, The
                                                                                                                                                                                              • Eg Eucerin
                                                                                                                                                                                              • Elizabeth Arden, Inc.
                                                                                                                                                                                              • ESPN, Inc.
                                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                              • Food Products Association
                                                                                                                                                                                              • Global Gillette
                                                                                                                                                                                              • Google, Inc.
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                              • Harvey Nichols UK
                                                                                                                                                                                              • Henkel Corporation
                                                                                                                                                                                              • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                              • Innovative Brands, Llc
                                                                                                                                                                                              • Jergens Naturals
                                                                                                                                                                                              • John Frieda
                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                              • Kao Corporation
                                                                                                                                                                                              • King of Shaves Company Ltd.
                                                                                                                                                                                              • Kmart Corporation
                                                                                                                                                                                              • L'Oréal Canada
                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                              • Lancôme
                                                                                                                                                                                              • Mary Kay Inc.
                                                                                                                                                                                              • Molton Brown
                                                                                                                                                                                              • MySpace.com
                                                                                                                                                                                              • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                              • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                              • National Basketball Association
                                                                                                                                                                                              • National Cosmetology Association (NCA)
                                                                                                                                                                                              • National Football League Inc.
                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                                              • Nexxus
                                                                                                                                                                                              • Nivea
                                                                                                                                                                                              • Olay Company, Inc.
                                                                                                                                                                                              • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                              • P&G-Clairol, Inc.
                                                                                                                                                                                              • Perio Inc.
                                                                                                                                                                                              • Personal Care Products Council
                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                              • Remington Products Company LLC
                                                                                                                                                                                              • Revlon USA
                                                                                                                                                                                              • S.C. Johnson & Son, Inc.
                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                              • SAM's Club
                                                                                                                                                                                              • Sephora
                                                                                                                                                                                              • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                              • SoftSheen Carson
                                                                                                                                                                                              • Spectrum Brands, Inc.
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • The Art of Shaving
                                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                                              • TIGI Haircare
                                                                                                                                                                                              • Tom's of Maine
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                              • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                              • Wahl Clipper Corp
                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                              Men's Toiletries - US - October 2009

                                                                                                                                                                                              £3,199.84 (Excl.Tax)