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US Men's Personal Care market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men's Personal Care market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in the Health and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The men’s personal care industry is projected to reach $4.4 billion in 2017, a 1.1% increase from 2016. While many men have a functional view of the category, they still show interest in specialized claims, added benefits, and premium products as they seek to achieve a handsome, healthy appearance. To maximize sales growth potential, stakeholders should target men aged 35-44 who are most invested in the category and are less price sensitive than other age groups. Jana Vyleta
Health and Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

This Report builds on the analysis in Mintel’s Men’s Personal Care – US, October 2016. The Report covers the US market for personal care products that are designated specifically for men. The product categories include:

  • Men’s deodorants/antiperspirants
  • Men’s haircare products: Includes shampoo, conditioner/crème rinse, hair color, styling products, and non-prescription hairgrowth products.
  • Men’s skincare products: Includes body care products, which are made up of liquid body wash, shower gel, and body lotion; as well as facial skincare products, which consists of facial moisturizers, facial cleansers, facial anti-aging 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 include men’s cologne, however, these are not discussed in the Report.

Personal care/grooming utensils, implements, and equipment (hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers, etc.) are excluded from this Report.

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Sales performance is tepid for 2017, future growth will be slow and steady
            • Figure 1: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
          • The issues
            • Healthy lifestyles, less-is-more approach could limit need for personal care
              • Figure 2: Select appearance preferences, August 2017
            • Men use fewer personal care products as they age, less willing to spend
              • Figure 3: Select product usage, any brand (net), by age, August 2017
            • The opportunities
              • Engage men with scent to leverage their openness to spend
                • Figure 4: Select trade-up motivations, August 2017
              • Target 35-44s as a prime demographic due to high engagement
                • Figure 5: Select attitudes towards personal care, by total and age 35-44, August 2017
              • Incorporate natural descriptors, anti-aging claims to cater to men’s preferences
                • Figure 6: Interest in natural descriptors and attitudes towards aging, August 2017
              • What it means
              • The Market – What You Need to Know

                • Sales growth tepid in 2017, future growth will be slow and steady
                  • All segments experiencing growth except shaving products
                    • Most men would like to portray a look that is healthy, handsome
                    • Market Size and Forecast

                      • Moderate engagement yields slow and steady sales growth
                        • Figure 7: Total US sales and fan chart forecast of men’s personal care, at current prices, 2012-22
                        • Figure 8: Total US retail sales and forecast of men's personal care products, at current prices, 2012-22
                    • Market Breakdown

                      • Premium brands, exercise, and spray formats drive deodorant sales
                        • Facial hair trends, private label hinder growth of shaving products
                          • Cleansers, moisturizers help men’s skincare sales
                            • Haircare benefits from high penetration, premium penetration
                              • Figure 9: Share of US retail sales of men's personal care products, by segment, at current prices, 2017 (est)
                              • Figure 10: Total US retail sales and forecast of men's personal care products, by segment, at current prices, 2012-22
                          • Market Perspective: Appearance Preferences

                            • Healthy appearance is a baseline for men
                              • Laid-back appearance preferred over polished look
                                • Figure 11: AXE “Find Your Magic” Commercial, January 2016
                              • Most men want to fit in
                                • Figure 12: Appearance preferences, August 2017
                              • Lifestage, age inform men’s appearance preferences
                                • Figure 13: Appearance preferences, by age, August 2017
                              • Hispanic men show similarities with younger men overall
                                • Figure 14: Appearance Preferences, by Hispanic origin, August 2017
                            • Market Factors

                              • Heightened growth among high engaging 25-44s helps sales
                                • Figure 15: Male population by age, 2012-22
                              • Population growth among Hispanic men bolsters industry sales
                                • Figure 16: Men by race and Hispanic origin, 2012-22
                              • High consumer confidence bodes well for discretionary products
                                • Figure 17: Consumer Sentiment Index, January 2007-September 2017
                            • Key Players – What You Need to Know

                              • Unilever, P&G continue to dominate industry through deodorant, key brands
                                • Natural and flagship brands, newer facial hair products move industry forward
                                  • Industry competition challenges growth for select established brands
                                    • Fresh strategies, facial skincare expansion to drive what’s next
                                    • Company and Brand Sales of Men’s Personal Care

                                      • Largest companies solidify top position as key brands resonate
                                        • Figure 18: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s In?

                                      • Variety of factors drive higher growth among smaller brands
                                        • Flagship brands connect with men
                                          • Old Spice delivers funny ads
                                            • Figure 19: Old Spice commercials: Alpha Dog, Tragic Hair, and Cinema, July and September 2017
                                          • Dove Men+Care connects with the look, product descriptors men want
                                            • Beard products capitalize on facial hair trends
                                            • What’s Struggling?

                                              • Drug stores struggle to compete
                                                • Figure 20: Total US retail sales of men's personal care products, by channel, at current prices, 2012-17
                                              • Increased competition challenges Axe, select legacy brands
                                              • What’s Next?

                                                • Category growth through further engagement and education
                                                  • Figure 21: Walgreens display for Cremo beard products, October 18, 2017
                                                • Expand facial skincare segments to leverage desire for healthy look
                                                  • Ads abandon stereotypes, evolve to view men as multi-faceted
                                                  • The Consumer – What You Need to Know

                                                    • Products meeting basic hygiene needs hold high penetration
                                                      • Value and premium brands hold similar penetration levels
                                                        • Natural product descriptors hold widest appeal among men
                                                          • Men show interest in familiar ingredients, influenced by descriptors
                                                            • Men are moderately engaged in personal care
                                                              • Favorable scent is the top factor motivating men to trade-up
                                                              • Product Usage

                                                                • Opportunity to increase usage of complementary products
                                                                  • Figure 22: Product usage, any brand (net), August 2017
                                                                • Fewer products used as men age, except core hygiene items
                                                                  • Figure 23: Select product usage, any brand (net), by age, August 2017
                                                                • Hispanic men use more personal care to be attractive
                                                                  • Figure 24: Select product usage, any brand type (net), by Hispanic origin, August 2017
                                                              • Brand Usage

                                                                • Men willing to spend more on products used on the face
                                                                  • Figure 25: Brand usage, August 2017
                                                                • Value brand use dips when men’s desire for attractiveness peaks
                                                                  • Figure 26: Brand usage of any personal care (net), by age, August 2017
                                                              • Descriptor Perceptions

                                                                • Descriptor perceptions vary by product segment
                                                                  • Natural descriptor sought in light of trends, lifestyle
                                                                    • Figure 27: Descriptor perceptions, August 2017
                                                                  • Appearance preferences, brand usage dictate descriptors
                                                                    • Figure 28: Select appearance preferences, by descriptor perceptions, August 2017
                                                                    • Figure 29: Brand usage, by descriptor perceptions, August 2017
                                                                  • Preferences by age reflect men’s changing attitudes, product use
                                                                    • Figure 30: Select descriptor perceptions, By age, August 2017
                                                                  • Hispanics’ natural lifestyle informs descriptor perceptions
                                                                    • Figure 31: Select descriptor perceptions, by Hispanic origin, August 2017
                                                                • Ingredient Perceptions

                                                                  • Trusted brands can be a buffer for unfamiliar ingredients
                                                                    • Figure 32: Ingredient perceptions, August 2017
                                                                  • Ingredients align with certain product descriptors
                                                                      • Figure 33: Select descriptor perceptions, by select ingredient perceptions, August 2017
                                                                    • Declining engagement limit ingredient interest as men age
                                                                      • Figure 34: Select ingredient perceptions, by age, August 2017
                                                                    • Purchase behaviors drive preferences among Hispanic and Black men
                                                                      • Figure 35: Select ingredient perceptions, by race and Hispanic origin, August 2017
                                                                  • Attitudes Toward Personal Care

                                                                    • Men show moderate engagement in personal care
                                                                      • Some men are budget-conscious
                                                                        • Interest in preventing aging reveals gap in the market
                                                                          • Figure 36: Attitudes towards personal care, August 2017
                                                                        • Men aged 35-44 are prime demographic to target
                                                                          • Figure 37: Attitudes towards personal care, by age, August 2017
                                                                        • Higher engagement drives Hispanics’ preference for tailored products
                                                                          • Figure 38: Attitudes towards personal care, by Hispanic origin, August 2017
                                                                      • Trade-Up Motivations

                                                                        • Desire to smell good prompts trade up
                                                                          • Opportunity to leverage men’s openness to partner recommendations
                                                                            • Figure 39: Trade-up motivations, August 2017
                                                                          • Younger and middle-aged men are more open to trade up
                                                                            • Figure 40: Trade-up motivations, by age, August 2017
                                                                          • Scent’s role in cleanliness, image motivates Hispanics to trade up
                                                                            • Figure 41: Select trade-up motivations, by Hispanic origin, August 2017
                                                                        • Appendix – Data Sources and Abbreviations

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

                                                                                          • Figure 42: Total US retail sales and forecast of men's personal care products, at inflation-adjusted prices, 2012-22
                                                                                          • Figure 43: Total US retail sales of men's personal care products, by segment, at current prices, 2015 and 2017
                                                                                          • Figure 44: Total US retail sales and forecast of men's deodorants, at current prices, 2012-22
                                                                                          • Figure 45: Total US retail sales and forecast of men's haircare products, at current prices, 2012-22
                                                                                          • Figure 46: Total US retail sales and forecast of men's shaving products, at current prices, 2012-22
                                                                                          • Figure 47: Total US retail sales and forecast of men's skincare products, at current prices, 2012-22
                                                                                          • Figure 48: Total US retail sales of men's personal care products, by channel, at current prices, 2012-2017
                                                                                          • Figure 49: Total US retail sales of men's personal care products, by channel, at current prices, 2015 and 2017
                                                                                          • Figure 50: US supermarket sales of men's personal care products, at current prices, 2012-17
                                                                                          • Figure 51: US drug store sales of men's personal care products, at current prices, 2012-17
                                                                                          • Figure 52: US sales of men's personal care products through other retail channels, at current prices, 2012-17
                                                                                      • Appendix – Key Players

                                                                                          • Figure 53: MULO sales of men's personal care, by leading companies, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 54: MULO sales of men's skincare, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 55: MULO sales of men's haircare, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 56: MULO sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                          • Figure 57: MULO sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                      • Appendix – Consumer

                                                                                        • CHAID analysis
                                                                                          • Figure 58: Attitudes towards personal care – CHAID – Tree output, August 2017
                                                                                        • Methodology
                                                                                          • Turf analysis
                                                                                            • Figure 59: TURF Analysis – Ingredient perceptions, August 2017
                                                                                            • Figure 60: TURF Analysis – Descriptor perceptions, August 2017
                                                                                          • Methodology