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Description

Description

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's included

What's included

Table of contents

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

                                                                                                                                                                                                                                                      About the report

                                                                                                                                                                                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                      • The Consumer

                                                                                                                                                                                                                                                        What They Want. Why They Want It.

                                                                                                                                                                                                                                                      • The Competitors

                                                                                                                                                                                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                      • The Market

                                                                                                                                                                                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                      • The Innovations

                                                                                                                                                                                                                                                        New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                      • The Opportunities

                                                                                                                                                                                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                      • The Trends

                                                                                                                                                                                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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