2021
9
US Men’s Personal Care Market Report 2021
2021-11-06T03:08:39+00:00
OX1045021
3695
144313
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Report
en_GB
“The men’s personal care market has experienced slow yet steady growth since 2016, which can largely be attributed to the essential nature of the category and stable market penetration. Although…

US Men’s Personal Care Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Men’s Personal Care consumer market including the behaviors, preferences, and habits of the consumer.

Current Market Landscape

Although most men have not used and are not interested in using makeup/cover-up products, interest is growing, with 45% of men expressing interest in moisturizers that also cover blemishes. While societal norms are slow to shift toward acceptance of mainstream male makeup wearing, shifting gender norms and social media could push makeup into the mainstream.

While social-distancing measures caused certain elements of men’s personal care routines to slide a bit (shaving and hair removal), other elements, particularly those associated with self-care, became a greater focus.

Future Market Trends in US Men’s Personal Care

Whether it’s to reduce their environmental footprint or simply to streamline routines, some younger men are cutting down on the products they use, making it challenging for brands to persuade them to add steps to their routine.

Even as we recover from the pandemic, some men plan to continue using their personal care routine as a way to relax and unwind, highlighting long-term demand for products designed to influence mood and relaxation.

Read on to discover more about the US Men’s Personal Care consumer market, read our Men’s Personal Care – US – 2021 report, or take a look at our other Beauty And Personal Care Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the men’s personal care market.
  • How usage trends impact the men’s personal care market.
  • How brands in the space are innovating offerings to stand out from the competition.
  • How brands in the space can better reach and engage with men.
  • Men’s Personal Care Industry Analysis for the US.

Covered in this report

Brands include: Paul Mitchell, MANSCAPED, Method Men, Nivea, Duradry, Duke Cannon Supply Co, Cremo, John Paul Mitchell Systems, Unilever, P&G, Harry’s, Dove, Combe Incorporated, Edgewell Personal Care, Henkel Corporation, Humankind, Stuff, Old Spice, Mantl, Hims, Soft Services, BullDog, Meridian.

Expert analysis from a specialist in the field

This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The men’s personal care market has experienced slow yet steady growth since 2016, which can largely be attributed to the essential nature of the category and stable market penetration. Although certain elements of men’s personal care routines slid a bit as a result of the COVID-19 pandemic, market sales are expected to remain relatively stable thanks to need-driven purchasing. As the stigma around men and self-care continues to fade, category players will have the opportunity to better appeal to men who are becoming more invested in their overall wellbeing, revealing opportunities for market growth.
Olivia Guinaugh, Beauty and Personal Care Analyst
Olivia Guinaugh
Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of men’s personal care products market, at current prices, 2016-26
    • Impact of COVID-19 on men’s personal care
      • Figure 2: Short, medium and long term impact of COVID-19 on men’s personal care, October 021
    • Opportunities and challenges
    • Capitalize on men’s growing interest in self-care
    • Offer a higher level of personalization to address unmet needs
    • Utilize social media and find influencers that align with Gen Z men’s interests
    • Help men adapt to climate change issues
    • Tap into minimalism trends to help promote both convenience and sustainability
      • Figure 3: I’m trying to reduce the number of products I use, by age, 2021
    • Don’t underestimate the power of scent in men’s personal care products
  3. The Market – Key Takeaways

    • Men’s personal care market maintains slow sales growth through 2026
    • Shaving products continue to struggle, while other segments see growth
    • Climate change impacts routines; growing male population is encouraging
  4. Market Size and Forecast

    • Men’s personal care market maintains slow sales growth through 2026
      • Figure 4: Total US sales and fan chart forecast of men’s personal care products market, at current prices, 2016-26
      • Figure 5: Total US retail sales and forecast of men’s personal care products, at current prices, 2016-26
  5. Segment Performance

    • Shaving products continue to struggle, while skincare rebalances itself
    • APDO and haircare are expected to maintain growth, even post-pandemic
      • Figure 6: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2016-26
  6. Market Factors

    • Acknowledge the impact that climate change can have on grooming routines
    • Growing male population is encouraging despite growth in older population
      • Figure 7: Men aged 18 or older, by age, 2016-26
  7. Market Opportunities

    • Help men adapt to increased temperatures from climate change
      • Figure 8: Nivea Kao 8x4MEN Roll-on and Duradry Body Spray
      • Figure 9: Duke Cannon Supply Co.’s Cold Shower Cooling Field Towels Face & Body and Cremo Cooling Beard Oil
    • Utilize social media and find influencers that align with Gen Z men’s interests
      • Figure 10: TikTok posted by MANSCAPED, September 2021
    • Offer a higher level of personalization to address unmet needs
      • Figure 11: John Paul Mitchell Systems’ Hair AI tool
  8. Companies and Brands – Key Takeaways

    • Unilever and P&G continue to lead, but watch out for Harry’s
    • Expand product portfolios to improve customer retention rates
    • Drive loyalty through eco-conscious positioning; normalize self-care for men
  9. Market Share

    • Unilever and P&G continue to lead, but watch out for Harry’s
    • Sales of men’s personal care products, by company
      • Figure 12: Multi-outlet sales of men’s personal care products, by leading companies, rolling 52 weeks 2020 and 2021
  10. Competitive Strategies

    • Expand product portfolios to improve customer retention rates
      • Figure 13: Multi-outlet sales of Harry’s personal care products, by segment, Rolling 52 weeks 2020 and 2021
    • Establish a long-term commitment to bettering the planet
      • Figure 14: Eco-ethical claims in new select personal care product and packaging launches geared toward men, August 2018-21
      • Figure 15: Instagram posts about By Humankind’s plastic neutral subscription and Single Earth, February and January 2021
    • Address stigma around mental health and encourage men to invest in self-care
      • Figure 16: Instagram posts from STUFF, August and October 2021
  11. The Consumer – Key Takeaways

    • Encourage men to take a preventative approach to skin dryness
    • Men are becoming more invested in their appearance
    • Don’t underestimate the power of scent and convenience
    • Men aspire to try new brands/products but still stick with what they know
    • Cater to both bearded and clean-shaven men
    • Identify hygiene-related benefits from body hair removal
  12. Appearance Concerns

    • Encourage men to take a preventative approach to skin dryness
      • Figure 17: Instagram post about Old Spice’s #MenHaveSkinToo campaign, October 2021
      • Figure 18: Appearance concerns, 2021
    • Address the root cause of hair loss: stress
      • Figure 19: Instagram post from Mantl, 2021
    • Don’t overlook younger men when it comes to hair loss prevention
      • Figure 20: Instagram posts from Hims, June and October 2021
      • Figure 21: Select appearance concerns, any rank (net), by age, 2021
  13. Product Usage

    • Men are becoming more invested in their appearance
      • Figure 22: Usage of personal care products, 2020-21
    • Minimalism trends impact younger men’s usage of personal care essentials
      • Figure 23: Usage of select personal care products, by age, 2021
    • Boost engagement among Black men by promoting skin health
    • Address unmet needs within the shaving and hair removal space
      • Figure 24: Usage of select products, by race and Hispanic origin, 2021
  14. Purchase Influencers

    • Don’t underestimate the power of scent and convenience
      • Figure 25: Method Men’s body washes
      • Figure 26: Purchase influencers, 2021
  15. Attitudes and Behaviors toward Personal Care Products

    • Men aspire to try new brands/products but still stick with what they know
      • Figure 27: Attitudes and behaviors toward personal care products, 2021
    • Take a more gender-neutral approach to align with young men’s values
      • Figure 28: Instagram posts from Soft Services, June and August 2021
      • Figure 29: Select attitudes and behaviors toward personal care products, by age, 2021
    • Tap into minimalism trends to denote sustainability and convenience
      • Figure 30: I’m trying to reduce the number of products I use, by age, 2021
  16. Personal Care Routine

    • The beard trend remains strong…for now
    • Capitalize on men’s growing interest in self-care
      • Figure 31: Personal care routine, 2021
    • Cater to both bearded and clean-shaven men
      • Figure 32: Method Men’s new grooming product line and grooming quiz, March 2021
      • Figure 33: Select personal care routines, by age, 2021
    • Capitalize on younger men’s heightened engagement in facial skincare
      • Figure 34: I maintain a consistent skincare regimen, by age, 2021
      • Figure 35: Instagram post from Bulldog, August 2021
  17. Trial and Interest in Innovations and Services

    • Identify hygiene-related benefits from body hair removal
      • Figure 36: Trial and interest in innovations and services, 2021
      • Figure 37: Instagram post from Meridian, March 2021
    • While still niche, interest in male makeup is growing
      • Figure 38: Instagram posts about Him’s Blur Stick, May 2021
      • Figure 39: Interest in tinted moisturizer, makeup for men and unisex makeup, any future interest (net), 2020-21
    • Capture younger men’s attention with multifunctional innovations
      • Figure 40: Interest in select innovations, any future interest (net), by age, 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 41: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2016-26
      • Figure 42: Total US retail sales and forecast of men’s personal care products, by segment, at current prices, 2016-26
      • Figure 43: Average annual spending on men’s personal care products per man aged 18+, 2016-21
      • Figure 44: Total US retail sales of men’s personal care products, by segment, at current prices, 2019 and 2021
      • Figure 45: Total US retail sales and forecast of men’s deodorant/antiperspirant, at current prices, 2016-26
      • Figure 46: Total US retail sales and forecast of men’s haircare products, at current prices, 2016-26
      • Figure 47: Total US retail sales and forecast of men’s shaving products, at current prices, 2016-26
      • Figure 48: Total US retail sales and forecast of men’s skincare and bodycare products, at current prices, 2016-26
      • Figure 49: Total US retail sales of men’s personal care products, by channel, at current prices, 2016-21
      • Figure 50: Total US retail sales of men’s personal care products, by channel, at current prices, 2019 and 2021
      • Figure 51: US supermarket sales of men’s personal care products, at current prices, 2016-21
      • Figure 52: US drug store sales of men’s personal care products, at current prices, 2016-21
      • Figure 53: US sales of men’s personal care products through other retail channels, at current prices, 2016-21
  20. Appendix – Companies and Brands

      • Figure 54: Multi-outlet sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 55: Multi-outlet sales of men’s haircare products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 56: Multi-outlet sales of men’s shaving products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 57: Multi-outlet sales of men’s skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2020 and 2021

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