The men’s sector is evolving, with retail sales (MULO) expected to exceed $6 billion in 2024. APDO and skincare/bodycare categories are seeing significant growth as key demographics look to skincare rituals and holistic body care practices that complement their overall wellness objectives. At the heart of this transformation is a redefined concept of masculinity, with innovative brands leading the charge in developing strategies designed to resonate with contemporary men, offering them tailored solutions, ingredient-centric products and specialized treatments.

While multi-step grooming rituals vary among individuals, the core market remains anchored in essential, hygiene-focused products. Nonetheless, a notable shift toward openness and exploration is evident, especially among the younger demographic who prioritize products that enhance appearance and are not afraid to engage with previously ignored sub-categories. This younger cohort is more inclined towards investing in premium offerings that focus on “clean” and effective ingredients. Regardless of price, building a strong sense of brand trust remains crucial, highlighting the need for brands to deliver clear, top-level messaging that emphasizes product effectiveness, safety and perceived value, thus fostering a deeper connection with their audience.

This report looks at the following areas:

  • The impact of the macro environment and other external factors on consumer behavior and the men’s grooming market
  • How category players target shifting consumer needs and desires
  • Typical grooming routines and usage trends impacting the men’s grooming market
  • Key skin and facial hair concerns
  • Purchase attributes desired in grooming and personal care categories among men
  • Mass and premium brand/product influences
  • Attitudes and behaviors toward grooming routines

The category is rooted in hygienic use, but younger men are embracing a new era of expanded product use, modern masculinity and using BPC as an expression of self.

Carson Kitzmiller, Senior Analyst, Beauty & Personal Care

Market Definitions

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

  • men’s deodorants/antiperspirants
  • men’s haircare products: shampoo, conditioner/crème rinse, hair color, styling products and nonprescription hair-growth products
  • men’s skincare and bodycare products: bodycare products, which are made up of liquid body wash, shower gel, bar soap and body lotion; as well as facial skincare products, which consist of facial moisturizers, facial cleansers, facial anti-aging products and acne treatments.
  • men’s shaving/aftershave products: shaving creams, shaving lotions, shaving gels and aftershave. Note that because of data limitations, the aftershave estimates may include select men’s cologne brands, however, these are not discussed in the Report nor does this segment cover total sales of men’s fragrance
  • personal care/grooming utensils, implements and equipment (eg hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers) are excluded from this Report

Refer to Mintel’s Beauty and Personal Care Reports Library for segment-specific Reports, as well as the Multicultural America Reports for additional insights on Black and Hispanic consumers.

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
    • Overview
    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. The Market

    • Market context
    • Consumer prices rose by 3.5% in March, an uptick from February
    • Graph 1: headline CPI, shelter CPI and Zillow Rent Index, 2022-24
    • Consumers are the most upbeat they have been in nearly three years
    • Graph 2: consumer sentiment index, 2021-24
    • Consumers' financial outlooks are increasingly optimistic
    • Graph 3: opinions on financial future, 2023 and 2024
    • Households' wages have exceeded the rise in prices since May 2023
    • Graph 4: wages and CPI, percent change from year ago, 2021-24
    • Market drivers
    • Personal care routines vastly individualized
    • Male participation with facial skincare signals broader engagement and openness to new products and routines
    • Facial skincare: younger men drive trade-up potential
    • Graph 5: trade up vs trade down behaviors in the past 12 months, by gender and generation, 2024
    • Brands tackle "modern masculinity"
    • Among teens, grooming routines go beyond essential need
    • Graph 6: BPC usage, male internet users aged 12-17, 2024
    • Market size and forecast
    • Retail sales and forecast of men's grooming products
    • Men's market expected to surpass $6bn in 2024
    • Market segmentation
    • APDO and skincare segments driving growth in the category
    • Graph 7: total market share of men's grooming products, by segment, at current prices, 2021 and 2023
    • US: total retail sales of men's grooming products, by segment, at current prices, 2021 and 2023
    • Skincare/bodycare expected to drive category growth
    • Graph 8: total retail sales and forecast of men's grooming products, by segment, at current prices, 2018-28
    • Retail sales of men's grooming products, by segment
    • Market share/brand share
    • Total personal care: top players maintain sales, but lose market share
    • APDO: Old Spice and Dove Men+Care see strong growth
    • Haircare: "Other" brands make a run at big haircare players
    • Smaller haircare players see big successes
    • Category extensions and solution-focused support gains traction among smaller haircare players
    • Shaving: big brands struggle, fragrance-driven offerings see growth
    • Skincare and bodycare: skin health concepts halo to the men's market
  3. Competitive Strategies & Market Opportunities

    • Next-gen celebrity brands: empowering and advocating for personal care routines
    • CeraVe aligns with college sports market to tap into young male consumers
    • Demystify men's grooming in a memorable way
    • Design-led brand Obayaty targets premium-focused men through skincare and cosmetics
    • Appearance management goes beyond traditional formats with Lumin
    • Expand to self-tan formats for men
    • Advanced hairloss solutions take the spotlight
    • Value-add tools support men's quest for elevated grooming rituals
  4. Consumer Insights

    • Consumer fast facts
    • Body and facial hair grooming routines
    • Body hair grooming is part of most routines
    • Graph 9: body grooming routine, by age, 2024
    • Facial hair as an expression of identity
    • Graph 10: typical facial grooming routine, by race or ethnicity, 2024
    • Product usage
    • Facial skincare users are likely more engaged across the entirety of BPC categories
    • Graph 11: personal care product use in the last 12 months, 2024
    • Young men embracing facial skincare as much as bodycare
    • Graph 12: personal care product category usage (NET), by age, 2024
    • As routines grow in steps, users seek moisturization and full-body support
    • Graph 13: Product usage, by repertoire of personal care product usage, 2024
    • Gen X driving functionality-driven usage…
    • Graph 14: select personal care product usage, by generation, 2024
    • …Gen Zs and Millennials driving facial format usage
    • Graph 15: select personal care product usage (NET), by generation, 2024
    • Connect skincare attributes to facial haircare formats
    • Graph 16: facial haircare product usage, 2024
    • Graph 17: facial haircare product usage, by facial skincare users (NET), 2024
    • Hairstyling: combine aesthetic-forward and hair-health benefits to appeal to young Millennials
    • Specialized haircare mimics female market
    • Hairstyling "super users" enlist support for longevity and nourishment
    • Graph 18: hairstyling product usage, by number of hairstyling product types used, 2024
    • Take a solution-focused approach by educating on hair type and hold
    • Skin and facial hair concerns
    • On-pack messaging to individualized skin concerns is essential
    • Graph 19: skin concerns, by age, 2024
    • Speak to your target demographic's specific skin needs
    • Graph 20: skin concerns, by select race or ethnicity, 2024
    • Support facial skin in tandem with facial hair
    • Graph 21: facial hair concerns, by age, 2024
    • Purchase attributes and usage routines
    • Premium purchase more widespread in specialty sub-categories
    • Graph 22: mass or premium product purchasing by personal care sub-category, 2024
    • Premium purchasing may signal importance of grooming routines among young men
    • Graph 23: premium brand purchasing, by select age group, 2024
    • Support Hispanic males' daily hair routines through sensitive skin support
    • Graph 24: daily usage of personal care sub-categories, by select race or ethnicity, 2024
    • "Just for men" products not a common-sought attribute
    • Graph 25: "designed for men" brand/product type usage, 2024
    • Fragrance priorities ranks low across all sub-categories
    • Graph 26: product scent as a top priority when purchasing, by sub-category, 2024
    • Mass product purchase influencers
    • The foundation of choice: build brand-level trust
    • Graph 27: mass product/brand purchasing influencers, 2024
    • Convenience and peer influence drive 18-34s
    • Graph 28: mass product/brand purchasing over premium product influencers, by age, 2024
    • Mass brands target those looking for easy, convenient and multifunctional odor solutions
    • Keep it simple for older men
    • Graph 29: mass product/brand purchasing over premium product influencers, by age, 2024
    • Premium product purchase influencers
    • Go beyond functionality in the premium space
    • Graph 30: choosing premium over mass product influencers, 2024
    • Cultivate brand-level trust with intentional ingredient inclusions for younger men
    • Graph 31: choosing premium over mass product influencers, 2024
    • Use durability indicators to enhance brand trust among older men
    • Graph 32: choosing premium over mass product influencers, 2024
    • Support dads from all angles
    • Graph 33: choosing premium over mass product influencers, 2024
    • Simple and elevated aesthetics may appeal to Millennials
    • Graph 34: choosing premium over mass product influencers, 2024
    • Attitudes and behaviors toward grooming routines
    • Simple users are the foundation of the men's market
    • There's effort behind "effortless"
    • Input from others is valuable
    • Graph 35: social media influence and advice from significant other (NET – any agree), by select generation, 2024
    • Facial haircare is a priority for those with moustaches and beards
    • Graph 36: select attitudes toward grooming (NET – any agree), by generation, 2024
    • Support facial hair through easy changes and experimentation
    • Graph 37: like to change up facial hair looks (NET – any agree), by typical facial hair profile, 2024
    • Among those with a typical body hair grooming routine, removal is more important than ever
    • Graph 38: select attitudes toward grooming (NET – any agree), by body hair grooming routine, 2024
    • Nailcare for men: the next frontier?
    • Graph 39: select attitudes toward grooming (NET – any agree), by facial skincare (NET) use, 2024
  5. Appendix

    • Market definition
    • Market size methodology
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast
    • Forecast fan chart
    • Market data continued
    • Fan chart table of total men's grooming market
    • US: total retail sales and forecast of men's grooming products, at inflation-adjusted prices, 2018-28
    • US: average annual household spending on men's grooming products, 2018-23
    • Consumer data continued
    • Purchase attributes and usage occasions consumer bases
    • Self-defined natural hair texture
    • Graph 40: natural hair texture, 2024
    • Attitudes and behaviors toward grooming routine
    • Graph 41: attitudes and behaviors toward grooming routine, 2024

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