Description

This Report looks at the following areas:

  • The impact of COVID-19 and inflation 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

“After the men’s category experienced a decline in 2020 due to the COVID-19 pandemic, retail sales are expected to see significant growth in 2022, an almost 20% increase since 2020. While some of this can be attributed to a rebalance in the market and the functional nature of the category, expanded definitions of masculinity with a focus on overall wellbeing and self-care for men are driving new behaviors traditionally seen as feminine. Brands that address male-specific concerns and prove value through efficacy may see success in a cost-sensitive environment.”

– Carson Wagner, 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
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of men’s personal care, at current prices, 2017-27
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • Speak to men’s personalized skin and hair needs
      • Figure 3: Select attitudes and behaviors towards personal care, by age, 2022
      • Figure 4: Select appearance concerns (any rank – up to 3), by age, 2022
    • Even with personalization top of mind, a majority of men stick to what they know
      • Figure 5: Shopping behaviors, by age, 2022
    • Win young consumers by showcasing modern-day masculinity
      • Figure 6: Select attitudes and behaviors towards personal care, by age, 2022
      • Figure 7: Select barriers/frustrations, by age, 2022
    • Validate efficacy and claims through experts and science
      • Figure 8: Select personal care shopping behaviors, by age, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • With nearly 20% in retail sales growth since 2020, market is expected to cool
      • Figure 9: Total US sales and fan chart forecast of men’s personal care, at current prices, 2017-27
      • Figure 10: Total US sales and forecast of men’s personal care, at current prices, 2017-27
      • Figure 11: Total US retail sales of men’s personal care, by segment, at current prices, 2020 and 2022
  4. Segment Performance

    • Shaving category lags in growth, skincare becomes a focus
    • APDO and haircare benefit from increased social interactions
      • Figure 12: Total US retail sales and forecast of men’s personal care, by segment, at current prices, 2017-27
      • Figure 13: Total US retail sales and forecast of men’s personal care, by segment, at current prices, 2017-27
  5. Market Factors

    • Rising prices will continue to impact male shopping behaviors
      • Figure 14: Consumer Sentiment Index, 2007-22
    • Increased temperatures may drive usage in select product categories
  6. Market Share

    • All companies saw sales increase, Harry’s sees greater market share
    • Sales of men’s personal care by company
      • Figure 15: Multi-outlet sales of men’s personal care products, by leading companies, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Celebrities help expand the boundaries of masculinity
      • Figure 16: MANSCAPED™ x Pete Davidson Campaign, 2022
      • Figure 17: Lil Nas X x YSL Beauty, 2022
      • Figure 18: The Pleasing Pen by Pleasing
      • Figure 19: S’ABLE Labs by Idris and Sabrina Elba, 2022
      • Figure 20: Victoria’s Secret Pink’s first male ambassador, Darren Barnet, 2022
    • Men’s NPD inspired by female offerings
      • Figure 21: SIDEKICK by Shiseido, 2022
    • Sustainability initiatives make their way to mass male-specific packaging
      • Figure 22: Dove Men+Care recycled plastic
      • Figure 23: Nivea Circular packaging initiatives
      • Figure 24: Bulldog x Loop reusable packaging, UK
    • Speak to holistic wellness for men
      • Figure 25: Salt & Stone x Outdoor Voices Body Duo, 2022
      • Figure 26: Scotch Porter Beard, Hair, Skin Immune Support
      • Figure 27: Hims customized wellness routine
      • Figure 28: Roman sexual health category
    • Men want personalization, too
      • Figure 29: Select attitudes and behaviors towards personal care, by age, 2022
    • Be inclusive of LGBTQ+ needs
      • Figure 30: Select barriers/frustrations, by sexual orientation, 2022
      • Figure 31: Harry’s and Flamingo Hair is Hair Pride campaign, 2022
    • Support tattooed consumers through post-care and maintenance regimens
      • Figure 32: Stories and Ink Tattoo Care Kit
      • Figure 33: Mad Rabbit Tattoo Suncare set
      • Figure 34: Inkbox Instagram, 2022
    • Highlight fathers
      • Figure 35: Dove Men+Care initiatives, 2022
    • Premium products still pique interest of male consumers
      • Figure 36: Harrod’s Men’s wellness destination, 2022
      • Figure 37: Brad Pitt’s Le Domaine Skincare line, 2022
  8. The Men’s Personal Care Consumer – Fast Facts

  9. Appearance Concerns

    • Take a preventative approach to personal care
      • Figure 38: Appearance concerns, Net – Any rank, 2021-22
    • Build hair regimens with self-care and stress in mind
      • Figure 39: Hair loss concerns, by age, 2022
      • Figure 40: TenT Nutrition’s hair regimen for men
    • Speak to Black men’s needs
      • Figure 41: Select appearance concerns, by select race & Hispanic origin, 2022
      • Figure 42: temple skincare brand for men of color
  10. Product Usage & Usage Frequency

    • Product expansion strategies may boost usage
      • Figure 43: Product usage, 2021-22
      • Figure 44: Number of personal care product types used, repertoire, 2022
    • Connect hair health and skin health to build routines
      • Figure 45: Frequency of personal care product usage, 2022
    • Help young males express themselves through hair
      • Figure 46: Select product usage, by select generation, 2022
      • Figure 47: Good Dye Young DYEposit hair dye products, 2022
    • Prove value in body lotion, conditioners and sunscreen
      • Figure 48: Product usage, by number of products used in personal care routine, 2022
    • Facial skincare users more engaged across all categories
      • Figure 49: select product usage, by facial skincare use, 2022
  11. Changes in Personal Care Routine

    • Younger men engaging more with routines this year
      • Figure 50: Time spent on personal care routine, by age, 2022
    • Incorporate self-care and relaxation elements into routines
      • Figure 51: Select reasons for spending more time on personal care routine, 2022
    • Recruit facial skincare-inspired attributes to inspire engaged consumers
      • Figure 52: Select reasons for spending more time on personal care routine, by age, 2022
    • Offer treatment-based solutions across life stages
      • Figure 53: Select reasons for spending more time on personal care routine, by age, 2022
      • Figure 54: Arey’s Haircare system
  12. Attitudes and Behaviors towards Personal Care

    • Tap into wellness lifestyles
      • Figure 55: Attitudes and behaviors towards personal care, 2022
    • Add additional value to multicultural males’ routines
      • Figure 56: Select attitudes and behaviors, by select race and Hispanic origin, 2022
      • Figure 57: Population by race and Hispanic origin, 2016-26
    • Personal care is a way of self-expression for younger consumers
      • Figure 58: Select attitudes and behaviors towards personal care, by age, 2022
      • Figure 59: Stryx TikTok, 2022
  13. Shopping Behaviors

    • Position NPD with familiarity in mind for brand/product loyalists
      • Figure 60: Shopping behaviors, by age, 2022
      • Figure 61: Disco’s “how to use” and subscription program, 2022
    • Validate efficacy through experts
      • Figure 62: Select shopping behaviors, by age,2022
      • Figure 63: Bravo Sierra personal care with military reviews, 2022
    • Personal care shopping impacted by discretionary income
      • Figure 64: Select shopping behaviors, by household income, 2022
  14. Barriers to and Frustrations with Men’s Personal Care

    • Prove natural positioning to influence
      • Figure 65: Bulldog packaging update, 2022
      • Figure 66: Select category barriers/frustrations, 2022
    • Embrace new ways of showcasing masculinity
      • Figure 67: Select barriers/frustrations, by age, 2022
      • Figure 68: Lumin Mansplained for Men ad campaign, 2022
      • Figure 69: STUFF’s new era of masculinity Instagram post, 2022
      • Figure 70: Schick Be You. No One Else Can. campaign, 2022
    • Educate young consumers on the skin barrier to boost usage in functional categories
      • Figure 71: Select barriers/frustrations, by generation, 2022
    • Tap into probiotic ingredients to further validate individualized skin health benefits
      • Figure 72: Green Theory’s probiotic deodorant, 2022
    • Cater to fathers to build routines across the household
      • Figure 73: Select category barriers/frustrations, by parental status, 2022
    • Make it easy and convenient for those with simple routines
      • Figure 74: Modern Ritual’s The Daily 3-in-1 moisturizer, sunscreen and aftershave
      • Figure 75: Select category barriers/frustrations, by age, 2022
  15. Appendix – Data Sources and Abbreviations

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

      • Figure 76: Total US retail sales and forecast of men’s personal care, at inflation-adjusted prices, 2017-27
      • Figure 77: Total US retail sales of men’s personal care, by channel, at current prices, 2017-22
      • Figure 78: US supermarket sales of men’s personal care, at current prices, 2017-22
      • Figure 79: US drugstore sales of men’s personal care, at current prices, 2017-22
      • Figure 80: US sales of men’s personal care through other retail channels, at current prices, 2017-22
      • Figure 81: Average annual spending by men aged 18 or older on men’s personal care products, 2017-22
      • Figure 82: Total US retail sales and forecast of deodorant/antiperspirant, at current prices, 2017-27
      • Figure 83: Total US retail sales and forecast of deodorant/antiperspirant, at inflation-adjusted prices, 2017-27
      • Figure 84: Total US retail sales and forecast of haircare, at current prices, 2017-27
      • Figure 85: Total US retail sales and forecast of haircare, at inflation-adjusted prices, 2017-27
      • Figure 86: Total US retail sales and forecast of shaving, at current prices, 2017-27
      • Figure 87: Total US retail sales and forecast of shaving, at inflation-adjusted prices, 2017-27
      • Figure 88: Total US retail sales and forecast of skincare and bodycare, at current prices, 2017-27
      • Figure 89: Total US retail sales and forecast of skincare and bodycare, at inflation-adjusted prices, 2017-27
  17. Appendix – Companies and Brands

      • Figure 90: Multi-outlet sales of men’s deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 91: Multi-outlet sales of men’s haircare products, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 92: Multi-outlet sales of men’s shaving products, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 93: Multi-outlet sales of men’s skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2021 and 2022

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