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Men's Personal Care - US - September 2019

Covered in this report

The report covers the US market for personal care products that are designated specifically for men, and does not provide a comprehensive overview of all products purchased by men. The product categories include:

  • Men’s deodorants/antiperspirants
  • Men’s haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and nonprescription hair-growth products
  • Men’s skincare and bodycare products: Includes bodycare products, which are made up of liquid body wash, shower gel, bar soap, and body lotion; as well as facial skincare products, which consists of facial moisturizers, facial cleansers, facial antiaging products, and acne treatments
  • Men’s shaving/aftershave products: Includes shaving creams, shaving lotions, shaving gels and aftershave. Note that because of data limitations, the aftershave estimates may include select men’s cologne brands; however, these are not discussed in the report nor does this segment cover total sales of men’s fragrance

"The men’s personal care market, currently valued at more than $4.4 billion in annual sales, has been growing steadily since 2014. This growth is largely driven by men’s interest in personal hygiene essentials such as shampoos and deodorants. As traditional gender norms continue to shift, promoting themes of beauty and holistic wellness, men’s brands will benefit from the heightened interest in maintaining an attractive physical appearance."

- Madelyn Franz,  Research Analyst

This report will look at the following areas:

  • Men are developing a deeper relationship with personal care
  • Personal care benefits from men’s investment in themselves
  • Young men propel the market forward

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Themes
            • Men are developing a deeper relationship with personal care
              • Personal care benefits from men’s investment in themselves
                • Young men propel the market forward
                  • What it means
                  • The Market – What You Need to Know

                    • Men’s personal care products see steady growth
                      • Deodorant drives category sales, while shaving products struggle
                        • Population trends shift product needs
                        • Market Size and Forecast

                          • Men’s personal care sees slow, but stable growth
                            • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2014-24
                            • Figure 2: Total US sales and forecast of market, at current prices, 2014-24
                        • Market Breakdown

                          • Deodorant drives category growth
                            • Figure 3: Innovations in deodorant
                          • Haircare products see slow, but stable growth
                            • Shaving products experience consistent declines
                              • Premium skincare products boost sales
                                • Figure 4: Market sales of men's personal care products, by segment, at current prices, 2019 estimates
                                • Figure 5: Total US retail sales and forecast of men’s personal care by segment, at current prices, 2014-24
                            • Market Perspective

                              • The personal care category skews female
                                • Figure 6: Sales and market share of men’s personal care products, compared to the total personal care market
                              • Self-care and personal care go hand-in-hand
                              • Market Factors

                                • Male population sees continued growth
                                  • Figure 7: Men aged 18 or older, by age, 2014-24
                                • Multiculturalism is on the rise
                                  • Figure 8: Men by race and Hispanic origin, 2014-24
                              • Key Players – What You Need to Know

                                • Large companies see gains, particularly through deodorant sales
                                  • Drugstores and supermarkets struggle to keep up
                                    • Green hygiene continues to blossom
                                    • Company and Brand Sales of Men’s Personal Care

                                      • Unilever and P&G dominate, but their top brands have shifted
                                        • Figure 9: Multi-outlet sales of men's personal care products, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s In?

                                      • Straightforward claims help major brands resonate
                                        • Figure 10: Top mass brands specific product claims
                                    • What’s Out?

                                      • Supermarkets and drugstores lose share to other retailers
                                        • Figure 11: Total US retail sales of men's personal care products, by channel, at current prices, 2014-19
                                      • Axe is dethroned
                                        • Figure 12: Axe products, 2008 and 2018
                                        • Figure 13: Axe messaging, released 2017
                                    • What’s Next?

                                      • Cleaning up men’s personal care
                                        • Figure 14: Unilever pilots various sustainability efforts, July 2019
                                      • Mental health meets physical health through personal care
                                        • Figure 15: Dollar Shave Club champions men’s confidence
                                    • The Consumer – What You Need to Know

                                      • Hygiene essentials dominate, but styling products show potential
                                        • Men seek input from trusted sources when looking for new products
                                          • Young men are invested in appearance and grooming
                                          • Product and Brand Usage

                                            • Fundamentals still drive product usage, with interest in expanding
                                              • Figure 16: Product usage, June 2019
                                            • Mass brands dominate the market
                                              • Premium brands have their place
                                                • Figure 17: Brand usage, by product type, June 2019
                                              • Most men use multiple products in their personal care routine
                                                • Methodology
                                                  • Figure 18: Repertoire analysis – Number of products used, June 2019
                                              • Retailers Shopped

                                                • Brick-and-mortar retailers dominate the category
                                                  • Figure 19: Method of shopping, by age, June 2019
                                                  • Figure 20: Harry’s leverages traditional retailers’ reach to boost sales, July 2019
                                                • Most personal care items are purchased mass merchandisers
                                                  • Figure 21: Retailers shopped, June 2019
                                                • Young men shop outside of the box
                                                  • Figure 22: Retailers shopped, by age, June 2019
                                              • Appearance Concerns

                                                • Men worry about body odor and skin condition
                                                  • Figure 23: Appearance concerns, June 2019
                                                  • Figure 24: Dial for men odor armor, July 2019
                                                  • Figure 25: Dove Men + Care Moisturizers, July 2019
                                                • Age impacts appearance concerns
                                                  • Figure 26: Appearance concerns, by age, June 2019
                                                • Clean-shaved fathers feel the burn
                                                  • Figure 27: Appearance concerns, by parental status, June 2019
                                                • Multicultural consumers are concerned about their skin
                                                  • Figure 28: Appearance concerns, by Hispanic origin, June 2019
                                              • Purchase Influences and Information Channels

                                                • Men want to learn about personal care
                                                  • Figure 29: Purchase influences and information channels, June 2019
                                                • Premium brand users rely on ads and experience
                                                  • Figure 30: Purchase influences and information channels for premium brand users, June 2019
                                                • Black consumers rely on what they know, while Hispanic consumers look for inspiration
                                                  • Figure 31: Purchase influences and information channels, June 2019
                                                • Partnerships and high penetration drive product trials
                                                  • Methodology
                                                    • Figure 32: TURF analysis – Information and Inspiration, June 2019
                                                • Attitudes toward Personal Care

                                                  • Men stick to what they know
                                                    • Figure 33: Attitudes toward personal care, June 2019
                                                  • Younger men are invested in their personal care
                                                    • Figure 34: Attitudes toward personal care, by age, June 2019
                                                  • Hispanic consumers are engaged with personal care
                                                    • Figure 35: Attitudes toward personal care, by race and Hispanic origin, June 2019
                                                • Interest in Innovation

                                                  • Interest in innovation is somewhat limited, but the potential for growth is there
                                                    • Figure 36: Interest in innovation, June 2019
                                                  • Personal care innovation is embraced by young men
                                                    • Figure 37: Interest in innovation, by age, June 2019
                                                • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 38: Total US retail sales and forecast of men's personal care products, at inflation-adjusted prices, 2014-24
                                                                • Figure 39: Total US retail sales and forecast of men's deodorant/antiperspirant, at current prices, 2014-24
                                                                • Figure 40: Total US retail sales and forecast of men's haircare products, at current prices, 2014-24
                                                                • Figure 41: Total US retail sales and forecast of men's shaving products, at current prices, 2014-24
                                                                • Figure 42: Total US retail sales and forecast of men's skincare and bodycare products, at current prices, 2014-24
                                                                • Figure 43: Total US retail sales of men's personal care products, by channel, at current prices, 2017 and 2019
                                                                • Figure 44: US supermarket sales of men's personal care products, at current prices, 2014-19
                                                                • Figure 45: US drugstore sales of men's personal care products, at current prices, 2014-19
                                                                • Figure 46: US sales of men's personal care products through other retail channels, at current prices, 2014-19
                                                            • Appendix – Key Players

                                                                • Figure 47: Multi-outlet sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                • Figure 48: Multi-outlet sales of men's haircare products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                • Figure 49: Multi-outlet sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                • Figure 50: Multi-outlet sales of men's skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                            Men's Personal Care - US - September 2019

                                                            £3,435.47 (Excl.Tax)