Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Men's Toiletries - US - September 2011

Despite the fact that unemployment numbers are still high (9.1% as of September 2011) and household income is down in the U.S., interest in the men’s grooming market is not waning. U.S. retail sales are estimated at $2.4 billion in 2011, with deodorant/antiperspirants leading the way. Today’s man is not only more comfortable taking care of grooming needs, but engaging in more proactive habits to stay competitive in a more challenging workplace. Even though the bulk of growth in the men’s population in the U.S. from 2011-16 will come from men aged 55 and older, growth will also come from the Hispanic population, a group of men who, according to Mintel’s research, spend more time on their appearance. This report will offer a detailed exploration of:

  • The major companies, brands and cultural influences that shape the men’s grooming landscape
  • Marketing strategies used to reach men in the market, including the vital role of social media
  • The role that product and ingredient innovations play in driving new sales
  • The increasing role of retail outlets in reaching men

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                    • Men paying more attention to their looks
                      • A growing market
                        • Deodorant the largest segment
                          • The competitive arena
                            • Driving the desire to look good
                              • Big companies and strong brands
                                • The retail picture
                                  • Marketing strategies
                                    • Man products with universal benefits
                                      • Consumer usage
                                        • Attitudes and behavior about product trial and incentives
                                          • The impact of race and Hispanic origin
                                          • Insights and Opportunities

                                            • Vanity
                                              • Separate aisles and stores
                                                • An opening for specialty retailers
                                                • Inspire Insights

                                                    • Trend: Guiding Choice
                                                      • Trend: Girly Men
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Rebounding in 2010 and 2011
                                                            • Sales and forecast of market
                                                              • Figure 1: U.S. retail sales and forecast of men’s toiletries, at current prices, 2006-16
                                                              • Figure 2: U.S. retail sales and forecast of men’s toiletries, at inflation-adjusted prices, 2006-16
                                                            • Fan chart forecast
                                                                • Figure 3: U.S. retail sales and fan chart forecast of men’s toiletries, at current prices, 2006-16
                                                            • Market Drivers

                                                              • The desire to look good
                                                                • Hairless is in, equals more shaving duties
                                                                  • Increased population of older men
                                                                    • Figure 4: U.S. male population by age, 2006-16
                                                                  • Hispanic men spend more time and money on grooming
                                                                    • Figure 5: U.S. male population by race and Hispanic origin, 2006-16
                                                                  • Higher frequency of use
                                                                    • Figure 6: Frequency of use of men’s grooming products—average # Times Used in the Last 7 Days, by Hispanic origin, February 2010-March 2011
                                                                  • Yet income is less…
                                                                    • Figure 7: Median household income by race and Hispanic origin of householder, 2010
                                                                • Competitive Context

                                                                  • Selective spending in a paycheck-to-paycheck world
                                                                    • Figure 8: Median household income in inflation-adjusted dollars, 2000-10
                                                                  • Man aisle
                                                                    • Figure 9: Purchase choices desired, by age, June 2011
                                                                  • Anti-aging attracts more men
                                                                    • Natural products
                                                                      • Figure 10: Purchase circumstances under which men are likely to buy, June 2011
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Deodorants and antiperspirants drive growth
                                                                        • All other segments grow as well
                                                                          • Sales of market, by segment
                                                                            • Figure 11: FDMx sales of men’s toiletries, segmented by type, 2010 and 2011
                                                                            • Figure 12: FDMx sales of men's toiletries, by segment, 2006-11
                                                                        • Segment Performance—Deodorant/Antiperspirant

                                                                          • Key points
                                                                            • Sales growth as strong brands introduce creative marketing
                                                                              • Sales and forecast of deodorant/antiperspirant
                                                                                • Figure 13: FDMx sales and forecast of deodorant/antiperspirant, at current prices, 2006-16
                                                                            • Segment Performance—Shaving Lotion/Cologne/Talc/Gift Sets and Packs

                                                                              • Key points
                                                                                • Big brands breathing new life into segment
                                                                                  • Sales and forecast of shaving lotion/cologne/talc/gift sets and packs
                                                                                    • Figure 14: FDMx sales and forecast of shaving lotion/cologne/talc/gift sets and packs, at current prices, 2006-16
                                                                                • Segment Performance—Haircare

                                                                                  • Key points
                                                                                    • Steady growth dominated by hair coloring
                                                                                      • Sales and forecast of haircare
                                                                                        • Figure 15: FDMx sales and forecast of haircare, at current prices, 2006-16
                                                                                    • Segment Performance—Shaving Cream/Gel

                                                                                      • Key points
                                                                                        • Steady growth for the segment
                                                                                          • Sales and forecast of shaving cream/gel
                                                                                            • Figure 16: FDMx sales and forecast of shaving cream/gel, at current prices, 2006-16
                                                                                        • Segment Performance—Skincare

                                                                                          • Key points
                                                                                            • Popular brands help reinvigorate segment
                                                                                              • Men want moisturizing too, but like convenience
                                                                                                • Sales and forecast of skincare
                                                                                                  • Figure 17: FDMx sales and forecast of skincare, at current prices, 2006-16
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Sales in drug stores growing at a faster pace
                                                                                                    • Online sales and Walmart
                                                                                                      • Sales of men’s grooming products, by channel
                                                                                                        • Figure 18: U.S. retail sales of men’s toiletries, by channel, 2010-11
                                                                                                    • Retail Channels—Drug Stores

                                                                                                      • Key points
                                                                                                        • Sales on the rise in drug stores
                                                                                                          • Two chains that are reaching out to men
                                                                                                            • Drug store sales of men’s grooming products
                                                                                                              • Figure 19: U.S. drug store sales of men’s grooming products, at current prices, 2006-11
                                                                                                          • Retail Channels—Other FDMx

                                                                                                            • Key points
                                                                                                              • Regular visits by men
                                                                                                                • The men’s zone
                                                                                                                  • Other FDMx store sales of men’s grooming products
                                                                                                                    • Figure 20: U.S. other FDMx store sales of men’s grooming products, at current prices, 2006-11
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • The big guns
                                                                                                                      • Increasing product repertoire
                                                                                                                        • Some challenges
                                                                                                                          • Manufacturer sales of men’s grooming products
                                                                                                                            • Figure 21: Select FDMx manufacturer sales of men’s grooming products in the U.S., 2010-11
                                                                                                                        • Brand Share—Deodorant/Antiperspirant

                                                                                                                          • Key points
                                                                                                                            • That man smell
                                                                                                                              • Adrenaline and Total Defense boost sales
                                                                                                                                • Mennen and Mitchum refocusing
                                                                                                                                  • Manufacturer and brand sales of deodorant/antiperspirant
                                                                                                                                    • Figure 22: Select FDMx brand sales and market share of deodorant/antiperspirant in the U.S., 2010-11
                                                                                                                                • Brand Share—Shaving Lotion/Cologne/Talc/Gift Sets and Packs

                                                                                                                                  • Key points
                                                                                                                                    • The new guy still getting attention
                                                                                                                                      • Stetson’s brand equity not enough to create growth
                                                                                                                                        • Old Spice and Gillette Fusion boost sales
                                                                                                                                          • Manufacturer and brand sales of shaving lotion/cologne/talc/gift sets and packs
                                                                                                                                            • Figure 23: Select FDMx brand sales and market share of shaving lotion/cologne/talc/gift sets and packs in the U.S., 2010-11
                                                                                                                                        • Brand Share—Haircare

                                                                                                                                          • Key points
                                                                                                                                            • Hair coloring shows the most activity
                                                                                                                                              • Increased interest in hair styling
                                                                                                                                                • Other brands emphasize “for men”
                                                                                                                                                  • Manufacturer and brand sales of haircare
                                                                                                                                                    • Figure 24: Select FDMx brand sales and market share of haircare in the U.S., 2010-11
                                                                                                                                                • Brand Share—Shaving Cream/Gel

                                                                                                                                                  • Key points
                                                                                                                                                    • Gillette grew, but Edge has the edge
                                                                                                                                                      • Barbasol held steady while Nivea sales improved
                                                                                                                                                        • Manufacturer and brand sales of shaving cream/gel
                                                                                                                                                          • Figure 25: Select FDMx brand sales and market share of shaving cream/gel in the U.S., 2010-11
                                                                                                                                                      • Brand Share—Skincare

                                                                                                                                                        • Key points
                                                                                                                                                          • Gillette Fusion leads
                                                                                                                                                            • L’Oréal gains ground
                                                                                                                                                              • Manufacturer and brand sales of skincare
                                                                                                                                                                • Figure 26: Select FDMx brand sales and market share of skincare in the U.S., 2010-11
                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                              • Mantique
                                                                                                                                                                • Celebs
                                                                                                                                                                  • Natural/organic
                                                                                                                                                                    • Imports
                                                                                                                                                                      • Anti-aging
                                                                                                                                                                        • Hair styling products
                                                                                                                                                                          • Deodorants and antiperspirants
                                                                                                                                                                            • Shaving creams and gels
                                                                                                                                                                              • Moisturizers
                                                                                                                                                                                • Shaving lotion/cologne/talc/gift sets and packs
                                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                                  • Overview of the brand landscape
                                                                                                                                                                                    • How to reach men about grooming
                                                                                                                                                                                      • The internet
                                                                                                                                                                                        • Magazines
                                                                                                                                                                                          • Success from other sectors
                                                                                                                                                                                            • A few hiccups
                                                                                                                                                                                              • Axe
                                                                                                                                                                                                • Figure 27: Brand analysis of Axe, 2011
                                                                                                                                                                                              • Web presence
                                                                                                                                                                                                • TV ads
                                                                                                                                                                                                  • Figure 28: Axe Excite, television ad, 2011
                                                                                                                                                                                                • Degree
                                                                                                                                                                                                  • Figure 29: Brand analysis of Degree, 2011
                                                                                                                                                                                                • Web presence
                                                                                                                                                                                                  • TV ads
                                                                                                                                                                                                    • Figure 30: Degree, television ad, 2011
                                                                                                                                                                                                  • Dove Men+Care
                                                                                                                                                                                                    • Figure 31: Brand analysis of Dove Men+Care, 2011
                                                                                                                                                                                                  • Web presence
                                                                                                                                                                                                    • TV ads
                                                                                                                                                                                                      • Figure 32: Dove Men+Care, television ad, 2011
                                                                                                                                                                                                    • Edge
                                                                                                                                                                                                      • Figure 33: Brand analysis of Edge, 2011
                                                                                                                                                                                                    • Web presence
                                                                                                                                                                                                      • TV ads
                                                                                                                                                                                                        • Figure 34: Edge, television ad, 2011
                                                                                                                                                                                                      • Mitchum
                                                                                                                                                                                                        • Figure 35: Brand analysis of Mitchum, 2011
                                                                                                                                                                                                      • Web presence
                                                                                                                                                                                                        • TV ads
                                                                                                                                                                                                          • Figure 36: Mitchum, television ad, 2011
                                                                                                                                                                                                        • Old Spice
                                                                                                                                                                                                          • Viral success
                                                                                                                                                                                                            • Figure 37: Brand analysis of Old Spice, 2011
                                                                                                                                                                                                          • Web presence
                                                                                                                                                                                                            • Facebook posts:
                                                                                                                                                                                                              • Figure 38: Old Spice, television ad, 2011
                                                                                                                                                                                                              • Figure 39: Head & Shoulders, television ad, 2011
                                                                                                                                                                                                              • Figure 40: Just For Men, television ad, 2011
                                                                                                                                                                                                              • Figure 41: Vaseline, television ad, 2011
                                                                                                                                                                                                          • Usage

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Scale down as age
                                                                                                                                                                                                                • Figure 42: Number of toiletries products used, by age, June 2011
                                                                                                                                                                                                              • Try one, try them all
                                                                                                                                                                                                                • Figure 43: Types of products used, crosstab with number of toiletries products used, June 2011
                                                                                                                                                                                                              • Deodorant and antiperspirant
                                                                                                                                                                                                                • Figure 44: Use of deodorant and antiperspirant, by age, February 2010-March 2011
                                                                                                                                                                                                              • Solid deodorant format preferred
                                                                                                                                                                                                                • Figure 45: Types of deodorant and antiperspirants used, February 2010-March 2011
                                                                                                                                                                                                                • Figure 46: Brands of deodorant and antiperspirants used, by age, February 2010-March 2011
                                                                                                                                                                                                              • Shaving cream/gel
                                                                                                                                                                                                                • Figure 47: Use of shaving cream and gel, by age, February 2010-March 2011
                                                                                                                                                                                                                • Figure 48: Formula type of shaving cream and gel, by age, February 2010-March 2011
                                                                                                                                                                                                                • Figure 49: Form of shaving cream and gel, by age, February 2010-March 2011
                                                                                                                                                                                                              • Brands used
                                                                                                                                                                                                                • Figure 50: Brands of shaving cream and gels used, by age, February 2010-March 2011
                                                                                                                                                                                                              • Hair products
                                                                                                                                                                                                                • Figure 51: Use of haircare products, by age, February 2010-March 2011
                                                                                                                                                                                                              • Moisturizers and facial cleansers
                                                                                                                                                                                                                • Figure 52: Use of moisturizers/creams/lotions and facial cleansers, by age, February 2010-March 2011
                                                                                                                                                                                                              • Brand loyalty
                                                                                                                                                                                                                • Figure 53: Brand loyalty, by products used, June 2011
                                                                                                                                                                                                            • Purchasing Behavior and Product Preferences

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Men are interested in special products and stores just for them
                                                                                                                                                                                                                    • Figure 54: Purchase choices desired, by age, June 2011
                                                                                                                                                                                                                  • Free samples work
                                                                                                                                                                                                                    • Figure 55: Purchase circumstances under which men are likely to buy, by age, June 2011
                                                                                                                                                                                                                • Grooming Repertoire and Habits

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Younger men like to spend more time and change it up
                                                                                                                                                                                                                      • Figure 56: Attitudes about men’s grooming, by age, June 2011
                                                                                                                                                                                                                  • Retailer Choices

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Walmart is the place
                                                                                                                                                                                                                        • Figure 57: Retailers used for men’s toiletries, by age, June 2011
                                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Less shaving cream for blacks and Asians
                                                                                                                                                                                                                          • Figure 58: Use of shaving cream and gel, by race and Hispanic origin, February 2010-March 2011
                                                                                                                                                                                                                        • White men don’t use as many moisturizers and facial cleansers
                                                                                                                                                                                                                          • Figure 59: Use of moisturizers/creams/lotions and facial cleansers, by race and Hispanic origin, February 2010-March 2011
                                                                                                                                                                                                                        • Created for men specifically and scented
                                                                                                                                                                                                                          • Figure 60: Purchase choices desired, by race and Hispanic origin, June 2011
                                                                                                                                                                                                                        • Hispanics and blacks spend time on their appearance
                                                                                                                                                                                                                          • Figure 61: Attitudes about men’s grooming, by race and Hispanic origin, June 2011
                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Not married with children want more male-specific choices
                                                                                                                                                                                                                            • Figure 62: Purchase choices desired, by marital status and presence of children in household, June 2011
                                                                                                                                                                                                                          • Married men without kids less inclined to preen
                                                                                                                                                                                                                            • Figure 63: Attitudes about men’s grooming, by marital status and presence of children in household, June 2011
                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                            • Well-Groomed and Suggestible
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Deodorizers
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Appearance Apathetic
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                                                      • Figure 64: Men’s toiletries clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 65: Products regularly used in grooming routine, by men’s toiletries clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 66: Purchase choices desired, by men’s toiletries clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 67: Purchase circumstances under which men are likely to buy, by men’s toiletries clusters, June 2011
                                                                                                                                                                                                                                                      • Figure 68: Attitudes about men’s grooming, by men’s toiletries clusters, June 2011
                                                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                                                      • Figure 69: Men’s toiletries clusters, by age, June 2011
                                                                                                                                                                                                                                                      • Figure 70: Men’s toiletries clusters, by household income, June 2011
                                                                                                                                                                                                                                                      • Figure 71: Men’s toiletries clusters, by race, June 2011
                                                                                                                                                                                                                                                      • Figure 72: Men’s toiletries clusters, by Hispanic origin, June 2011
                                                                                                                                                                                                                                                      • Figure 73: Men’s toiletries clusters, by education, June 2011
                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                                                      • Brylcreem
                                                                                                                                                                                                                                                      • Calvin Klein, Inc.
                                                                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                                                      • Colomer
                                                                                                                                                                                                                                                      • Combe Incorporated
                                                                                                                                                                                                                                                      • Coty Inc
                                                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                                                      • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                      • Henkel KGaA
                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                      • L'Oréal USA
                                                                                                                                                                                                                                                      • Neutrogena Corporation
                                                                                                                                                                                                                                                      • Nivea
                                                                                                                                                                                                                                                      • Perio Inc.
                                                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                                                      • Revlon USA
                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                      • Walgreen Co

                                                                                                                                                                                                                                                      Men's Toiletries - US - September 2011

                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)