2021
8
Canada Men’s Personal Care Market Report 2021
2021-09-17T04:13:51+01:00
OX1047829
3695
142493
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Report
en_GB
“Old fashioned gender stereotypes are dissolving as more men recognize the benefits and the joys of taking care of themselves and their appearance. The significant increase in male-focused personal care…

Canada Men’s Personal Care Market Report 2021

£ 3,695 (Excl.Tax)

Description

“Old fashioned gender stereotypes are dissolving as more men recognize the benefits and the joys of taking care of themselves and their appearance. The significant increase in male-focused personal care brands over the past few years has provided Canadian men the opportunity to gain experience with new categories and formats, thereby building comfort with the category. Canadian men are expected to continue to become more sophisticated shoppers with time, particularly as product selection expands. While routines were disrupted as a result of the pandemic, an increased awareness of the importance of self-care will propel the category forward.”

– Meghan Ross, Senior Home & Beauty Analyst

This report covers the following issues:

  • The impact of COVID-19 on men’s personal care products.
  • Market factors impacting men’s uptake of personal care products in Canada.
  • Personal care product repertoire and usage.
  • Appearance concerns.
  • Personal care routine practices.
  • Personal care product attitudes and behaviours.
  • Trial and interest in personal care products and services.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Canadian context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on men’s personal care products
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on men’s personal care products market, June 2021
    • Opportunities and challenges
    • Younger men are allowing others to make purchase decisions
    • Personal care routines are well-established and difficult to alter
    • Perceptions of parity between private label and mainstream brands can pose a threat
    • Specialized and multi-purpose products each have a place in the market
  3. The Market – Key Takeaways

    • Impact of COVID-19 on men’s personal care
    • Economic pressures may result in additional price sensitivity
    • Gender norms are evolving
  4. Market Factors

    • Impact of COVID-19 on men’s personal care
    • Lifestyle disruptions caused a shift in product needs
      • Figure 2: Will Smith Instagram post, March 2020
    • Economic pressures may result in additional price sensitivity
      • Figure 3: Unemployment rate, January 2020 – July 2021
    • Gender norms are evolving
      • Figure 4: Doctorly Instagram post, February 2021
      • Figure 5: Hims Instagram post, May 2021
      • Figure 6: Chanel Beauty Instagram post, February 2021
  5. Companies and Brands – Key Takeaways

    • Brands are supporting newer users with education
    • Irreverent marketing gives permission for men not to take personal care so seriously
    • Self-care is being recognized as a growing need
    • Ingredients become a bigger focus
    • Multi-purpose and specialized formulas both have a place in men’s personal care
  6. Competitive Strategies

    • Brands are supporting newer users with education
      • Figure 7: Lumin Instagram post, August 2021
      • Figure 8: Dr. Dennis Gross Instagram post, February 2021
    • Irreverent marketing gives permission for men not to take personal care so seriously
      • Figure 9: Dr Squatch Instagram post, April 2021
      • Figure 10: Hims Instagram post, May 2021
      • Figure 11: Lumin Instagram post, June 2021
      • Figure 12: Slate For Men Instagram post, March 2021
  7. Market Opportunities

    • Self-care is being recognized as a growing need
      • Figure 13: Mintel Trend Driver: Wellbeing
      • Figure 14: Dr Teal’s 3 in 1 Body & Hair Wash + Foaming Bath (US), August 2021
      • Figure 15: Tamar Essences Instagram post, July 2021
      • Figure 16: Dove Men Care Instagram post, July 2021
      • Figure 17: Dove Men Care Instagram post, July 2021
    • Ingredients become a bigger focus
      • Figure 18: Dr. Squatch Instagram post, March 2021
      • Figure 19: Dove Men Care Instagram post, May 2021
    • Multi-purpose and specialized formulas both have a place in men’s personal care
      • Figure 20: Method Products Instagram post, April 2021
    • Supplements are shifting the focus of personal care to the inside out
      • Figure 21: Nutrafol Instagram post, June 2021
      • Figure 22: Man T F Up Now Instagram post, July 2021
  8. The Consumer – Key Takeaways

    • Personal care product usage is near universal among men
    • Societal pressures drive appearance concern discrepancies between the sexes
    • Pushing men beyond their comfort zone will be a challenge for new product adoption
    • The lack of differentiation between value brands will pose a challenge to national brands
    • Despite lower engagement with the category, a significant proportion of men are researching their personal care products
  9. Personal Care Products Used

    • Personal care product usage is near universal among men
      • Figure 23: Personal care products used, men vs women, 2021
      • Figure 24: Number of personal care products used, men vs women, 2021
    • Older men appear to be focusing on the category’s functional benefits
      • Figure 25: Personal care products used, men 18-44 vs men 45 and over, 2021
    • Asian men are more involved in the personal care category
      • Figure 26: Personal care products used, Asian men vs men overall, 2021
    • Dads are gravitating towards anti-aging products
      • Figure 27: Personal care products used, dads vs men without children under 18 in the household, 2021
      • Figure 28: Personal care products used, by marital status, 2021
  10. Appearance Concerns

    • Dry skin is the most common concern for men
      • Figure 29: Men’s appearance concerns, ranked 1st, 2nd or 3rd, 2021
    • Societal pressures drive appearance concern discrepancies between the sexes
      • Figure 30: Appearance concerns (any rank), men vs women, 2021
    • Hair loss is a concern for men of all ages
      • Figure 31: Men’s appearance concerns (any rank), by age, 2021
      • Figure 32: Appearance concerns (any rank), by age and gender, 2021
    • Asian men cite additional concerns about their appearance
      • Figure 33: Men’s appearance concerns (any rank), Asian men vs men overall, 2021
    • Hair loss is a concern for parents
      • Figure 34: Concerned about hair loss, by parental status and gender, 2021
  11. Personal Care Routines and Attitudes

    • Men remain relatively conservative in their approach to personal care
      • Figure 35: Personal care routines and attitudes, men vs women, 2021
    • Involvement with personal care routines declines with age
      • Figure 36: Scotch Porter Beard Balm (US), August 2021
      • Figure 37: Personal care routines and attitudes, men by age, 2021
      • Figure 38: War Paint For Men Instagram post, March 2021
    • Asian men are taking a more active role in their appearances
      • Figure 39: Personal care routines and attitudes, Asian men vs men overall, 2021
    • Dads express a greater openness to green personal care products
      • Figure 40: Personal care routines and attitudes, dads vs men with no children under 18 in the household, 2021
    • LGBTQ+ men need better representation in body hair grooming and removal messaging
      • Figure 41: ‘I remove/groom my body hair’ (% agree), LGBTQ+ men vs non-LGBTQ+ men, 2021
      • Figure 42: Manscaped Instagram post, June 2021
      • Figure 43: Manscaped Instagram post, July 2021
  12. Trial and Interest of Personal Care Products

    • Pushing men beyond their comfort zone will be a challenge for new product adoption
      • Figure 44: Personal care products and services interest and trial, among men overall, 2021
    • Openness to personal care innovations has a heavy female skew
      • Figure 45: Personal care products and services usage (net), men vs women, 2021
      • Figure 46: Personal care products and services interest in future usage (net), men vs women, 2021
    • Younger men are more open to experimentation with new formats
      • Figure 47: Personal care products and services interest in future usage (net), men by age, 2021
    • Asian men are also more open to using new formats and products
      • Figure 48: Bulldog Skincare Instagram post, May 2019
      • Figure 49: Personal care products and services interest in future usage (net), Asian men vs men overall, 2021
    • Dads are benefiting from exposure to personal care products through their partners
      • Figure 50: Personal care products and services interest in future usage (net), dads vs men without children under 18 in the household, 2021
    • LGBTQ+ men are more receptive to personal care innovations
      • Figure 51: Personal care products and services interest in future usage (net), LGTBQ+ men vs non-LGBTQ+ men, 2021
    • Facial hair products have room for growth
      • Figure 52: Use of facial hair products, by typical facial hair style, 2021
      • Figure 53: Viking Revolution Instagram post, July 2021
      • Figure 54: Berzinsky Instagram post, August 2020
  13. Personal Care Product Attitudes

    • Brand attitudes
    • The lack of differentiation between value brands will pose a challenge to national brands
      • Figure 55: Personal care product brand attitudes (% any agree), men vs women, 2021
    • Research and recommendation attitudes
    • Despite lower engagement with the category, a significant proportion of men are researching their personal care products
      • Figure 56: Personal care product research and recommendation attitudes (% any agree), men vs women, 2021
    • Style attitudes
    • Men need reminding that personal care brands can do more than clean
      • Figure 57: Personal care product style attitudes (% any agree), men vs women, 2021
    • Sharing attitudes
    • Men are actively involved in their personal care product purchases
      • Figure 58: Sharing personal care product attitudes (% any agree), men vs women, 2021
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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