Men's Personal Care - US - October 2013
“The men’s personal care category is expected to grow steadily into 2018. However, there are some challenges. Companies need to look for ways to better engage with older men, determine how male-specific skincare and haircare products can better compete with general market products, and improve the current shopping experience.”
– Gabriela Elani, Home & Personal Care Analyst
Some issues addressed in this report include:
- Engaging older men in the category
- Male-specific skincare and haircare struggle to compete with general market
- Improving the shopping experience
The men’s personal care products market is growing steadily. In 2013, total US retail sales for men’s personal care products are $3.9 billion, a 15% increase from 2008 before adjusting for inflation. The market performed well during the recession and in the years that followed because men use a number of personal care products to maintain their daily hygiene. Category growth in the coming years will largely be driven by the product segments where products have traditionally been segmented by gender and both market penetration and usage frequency are high, including the APDO (antiperspirant/deodorant), shaving, and body care segments.
Product segments that have not traditionally been segmented by gender—namely haircare and facial skincare—face bigger challenges because use is lower among men and general market offerings are more prevalent. Scalp health in haircare and antibacterial and skin healing properties in facial skincare could be potential opportunities to boost sales in these segments.
The key topics of focus for the 2013 report including understanding men’s current product usage, what tactics may be needed to increase product adoption and more regular usage, and what the opportunities are for retailers and brands to improve the current shopping experience. This report also analyzes US sales performance for men’s personal care products for the past five years and the market forecast through 2018. This report also explores men’s personal appearance preferences, attitudes concerning their appearance, and attitudes concerning product quality.
This report covers the US market for men’s grooming products that are designated specifically for men. Mintel defines the men’s grooming market as any of the following products that are marketed specifically or, by their positioning, primarily to men:
Shaving creams/lotions/gels and aftershave; note that because of data limitations, the aftershave estimates include men’s cologne, however, these are not discussed in the report (See Mintel's Fragrances—US, September 2013)
Body care: liquid body wash, body lotion
Haircare: shampoo, conditioner/crème rinse, hair color, styling products, nonprescription hair-growth products
Facial skincare: acne treatments, facial anti-aging, facial moisturizers, and facial cleansers
Personal care/grooming utensils, implements, and equipment (hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers, etc.) are excluded from this report.
The market/sales data of this report includes only products specifically designated for men, but the consumer research covers any product usage by men, whether the product is specifically designed for/marketed to men or not.
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