Men's Toiletries - US

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2009 - 115 Pages

Table of Contents

SCOPES AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising clips

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Overview

Competition from private label, unisex, and women’s brands

Rising unemployment and slow growth in number of adult men challenge market

New and old manufacturers enter the men’s toiletries segment

Segment results are mixed

Individual segment results

Consumers increasingly choose drug stores for convenience among FDMx

Leading companies in the men’s and unisex market

Mixed results for skincare manufacturers even as segment expands

Unisex skincare sales flat as consumers migrate to lower-priced products

Innovations in 2008-09 include time savers and refrigerated deodorant

Three main themes in men’s toiletries advertising

Usage of men’s toiletries

Acne a major concern among men

Usage of men’s, women’s and unisex toiletries

Shaving and hair removal routines

Who is purchasing toiletries for men

Where men’s toiletries are purchased

Frequency of changing grooming products

Catalysts for trying new products

Black respondents’ skincare usage differs from other races/ethnicities

Frequency of changing appearance and products

MARKET SIZE AND FORECAST

Key points

Growth slows as economy declines

Figure 1: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, 2004-14

Figure 2: U.S. FDMx sales and forecast of men’s and unisex toiletries, at inflation-adjusted prices, 2004-14

Figure 3: U.S. FDMx sales and forecast of men’s toiletries, at current prices, 2004-14

Figure 4: U.S. FDMx sales and forecast of unisex toiletries, at current prices, 2004-14

COMPETITIVE CONTEXT

FDMx men’s grooming products compete with wider array of unisex and women’s

Figure 5: U.S. FDMx sales of men’s and unisex toiletries, by share of dollar sales, 2004-09

New anti-aging skincare for men

Existing men’s brands expand into toiletries

Consolidation brings FDM and high end together

SEGMENT PERFORMANCE

Key points

Men’s and unisex toiletries combined

Figure 6: U.S. FDMx sales and forecast of men’s and unisex toiletries, at current prices, by segment, 2004-14

Men’s toiletries only

Figure 7: U.S. FDMx sales and forecast of men’s toiletries, at current prices, by segment, 2004-14

Unisex toiletries only

Figure 8: U.S. FDMx sales and forecast of unisex toiletries, at current prices, by segment, 2004-14

Sales by segment

Figure 9: U.S. FDMx sales of men’s and unisex toiletries, by segment, 2007 and 2009

SEGMENT PERFORMANCE—DEODORANTS/ANTIPERSPIRANTS

Key points

Penetration nearly universal

Male-specific deodorant

Figure 10: U.S. FDMx sales and forecast of men’s deodorant and antiperspirant, at current prices, 2004-14

Unisex deodorant

Figure 11: U.S. FDMx sales and forecast of unisex deodorant and antiperspirant, at current prices, 2004-14

SEGMENT PERFORMANCE—HAIRCARE PRODUCTS

Key points

Men’s and unisex haircare a bright spot

Male-specific haircare

Figure 12: U.S. FDMx sales and forecast of men’s haircare products, at current prices, 2004-14

Unisex haircare

Figure 13: U.S. FDMx sales and forecast of unisex haircare products, at current prices, 2004-14

SEGMENT PERFORMANCE—SHAVING CREAM AND GEL

Key points

Multiple trends contributing to sales declines

Men’s shaving products

Figure 14: U.S. FDMx sales and forecast of men’s shaving cream and gel, at current prices, 2004-14

Unisex shaving products

Figure 15: U.S. FDMx sales and forecast of unisex shaving cream and gel, at current prices, 2004-14

SEGMENT PERFORMANCE—GROOMING/SHAVING SCISSORS

Key points

Non-consumable status creates major declines in men’s market

Figure 16: U.S. FDMx sales and forecast of men’s grooming/shaving scissors, at current prices, 2004-14

Unisex grooming products

Figure 17: U.S. FDMx sales and forecast of unisex grooming/shaving scissors, at current prices, 2004-14

SEGMENT PERFORMANCE—SKINCARE PRODUCTS

Key points

Men’s skincare relies on familiar products with new brands

Figure 18: U.S. FDMx sales and forecast of men’s skincare products, at current prices, 2004-14

Unisex skincare

Figure 19: U.S. FDMx sales and forecast of unisex skincare products, at current prices, 2004-14

RETAIL CHANNELS

Key point

Drug stores gain market share

Figure 20: FDMx sales of men’s and unisex toiletries, by retail channel, 2007 and 2009

RETAIL CHANNELS—DRUG STORES

Key points

Increasing store counts and presence in densely populated areas

Figure 21: FDMx sales of men’s and unisex toiletries at drug stores, at current prices, 2004-09

RETAIL CHANNELS—SUPERMARKETS AND OTHER RETAILERS

Key point

Sales grow, but slowly

Large-format stores face more competition with Walmart

Figure 22: FDMx sales of men’s and unisex toiletries at supermarkets and other retailers, at current prices, 2004-09

MARKET DRIVERS

Unemployment dampens sales

Figure 23: Employment status of the civilian non-institutional population, total and men over age 16, seasonally adjusted, by month, August 2008-September 2009

Household income

Figure 24: Median household income in inflation-adjusted dollars, 1998-2008

Male population grows, but slowly

Figure 25: Male population, by age, 2004-14

Stagnation in use of most grooming products among men

Figure 26: Usage of men’s toiletries, by product type, 2002-08

Men’s grooming products are slaves to fashion…

LEADING COMPANIES AND BRANDS

Key points

Unilever makes big leaps

Not all men’s manufacturers grow sales

Acquisition shows confidence in high-end men’s grooming/skincare

Figure 27: FDM sales of leading men’s toiletries companies, 2008 and 2009

Unisex sees general declines across manufacturers

Figure 28: FDM sales of leading unisex toiletries companies, 2008 and 2009

BRAND SHARE—ANTIPERSPIRANT/DEODORANT

Key points

Axe and Degree Men propel Unilever sales

Sales declines for many traditional men’s deodorant brands

Figure 29: FDMx brand sales of men’s antiperspirant/deodorant in the U.S., 2008 and 2009

Clinical strength grows in both men’s and unisex

Figure 30: FDMx brand sales of unisex antiperspirant/deodorant in the U.S., 2008 and 2009

BRAND SHARE—HAIRCARE PRODUCTS

Key points

Combe grows existing brand while Unilever expands

Figure 31: FDMx brand sales of men’s haircare products in the U.S., 2008 and 2009

Garnier sales slow after years of strong growth

Salon brands sold through FDMx have mixed results

Figure 32: FDMx brand sales of unisex haircare products in the U.S., 2008 and 2009

BRAND SHARE—SHAVING CREAM AND GEL

Key points

Segment-leading P&G faces challenges from SC Johnson and Perio Products

Figure 33: FDMx brand sales of men’s shaving cream and gel in the U.S., 2008 and 2009

J&J only gainer in declining unisex shave cream/gel segment

Figure 34: FDMx brand sales of unisex shaving cream and gel in the U.S., 2008 and 2009

BRAND SHARE—GROOMING/SHAVING SCISSORS

Key points

Wahl and Spectrum gain market share even as they lose dollar sales

Figure 35: FDMx brand sales of men’s grooming/shaving scissors in the U.S., 2008 and 2009

Declines the norm in unisex grooming/shaving scissors

Figure 36: FDMx brand sales of unisex grooming/shaving scissors in the U.S., 2008 and 2009

BRAND SHARE—SKINCARE PRODUCTS

Key points

Mixed results for manufacturers even as segment expands

Figure 37: FDMx brand sales of men’s skincare products in the U.S., 2008 and 2009

Unisex skincare sales flat as consumers migrate to lower-priced products

Figure 38: FDMx brand sales of unisex skincare products in the U.S., 2008 and 2009

BRAND QUALITIES

Axe versus Brylcreem and Consort; not your father’s hair-styling product

INNOVATION AND INNOVATORS

Convenience products that combine benefits save time

Plants meet science in super-premium products

Super-premium/luxury natural men’s lines include exotic ingredients

Familiar mass-market naturals expand

Refrigerated deodorant

High-end anti-aging skincare

ADVERTISING AND PROMOTION

WEB MARKETING

OVERVIEW

Sports

Figure 39: Gillette Clinical Strength, 2009

Figure 40: Right Guard extreme power stripe, 2009

Women and sex

Figure 41: Edge energy shave gel, 2009

Aspirational or the “how you can be me”

Figure 42: Old Spice Red Zone Swagger, 2008

Figure 43: Just For Men Touch of Gray, 2008

USAGE

Figure 44: Usage of men’s toiletries, by product type, by age, February 2008-March 2009

Deodorant usage

Figure 45: Usage of deodorant and antiperspirant, by type, form, and scent, February 2008-March 2009

Facial cleansing product usage

Figure 46: Usage of facial cleansing and medicated products, by form and type, February 2008-March 2009

Usage of men’s, women’s and unisex toiletries

Figure 47: Use of men’s, women’s, and unisex toiletries, by age, July 2009

Shaving and hair removal routines

Figure 48: Body areas shaved/waxed, by age, July 2009

Use of matching shaving cream and razor brands

Figure 49: Use of same/different brand shaving cream and razor, by age, July 2009

PURCHASING BEHAVIOR

Who is purchasing toiletries for men

Figure 50: Who purchases toiletries for respondent, by age, July 2009

Where men’s toiletries are purchased

Figure 51: Most common location of purchase of men’s toiletries, by age, July 2009

ATTITUDES AND MOTIVATIONS

Frequency of changing grooming products

Figure 52: Frequency of change in grooming products, by age, July 2009

Catalysts for trying new products

Figure 53: Factors that influence use of new grooming products, by age, July 2009

Attitudes/opinions regarding grooming and personal appearance

Figure 54: Attitudes regarding men’s grooming, agree summary, by age, July 2009

RACE AND HISPANIC ORIGIN

Products usage by type

Figure 55: Usage of men’s toiletries, by product type, by race/Hispanic origin, February 2008-March 2009

Figure 56: Usage of hair-styling creams, gels, and lotions, by type, by race/Hispanic origin, February 2008-March 2009

Frequency of changing appearance and products

Figure 58: Attitudes regarding men’s grooming, agree summary, by race/Hispanic origin, July 2009

Use of matching shaving cream and razor brands

Figure 59: Use of same/different brand shaving cream and razor, by race/Hispanic origin, July 2009

Figure 60: Brand usage of shaving cream or gel, by race/Hispanic origin, February 2008-March 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

Usage of products

Figure 61: Usage of men’s toiletries, by product type, February 2008-March 2009

Hairspray usage by type, scent, and form

Figure 62: Usage of hairspray, by type, scent, and form, February 2008-March 2009

Usage of hair-styling products

Figure 63: Usage of hair-styling creams, gels, lotions, by form, February 2008-March 2009

Usage of hair-coloring products

Figure 64: Usage of hair-coloring products, by type, February 2008-March 2009

Shaving cream and gel usage by type, scent, and form

Figure 65: Usage of shaving cream or gel, by type, scent, and form, February 2008-March 2009

Figure 66: Usage of moisturizers/creams/lotions, by type and form, February 2008-March 2009

Shaving and hair removal routines

Figure 67: Body areas shaved/waxed, by race/Hispanic origin, July 2009

Popularity of brands

Figure 68: Brand usage of men’s hair-styling creams, gels, and lotions, February 2008-March 2009

Figure 69: Brand usage of men’s hair-coloring products, February 2008-March 2009

Figure 70: Brand usage of deodorants and antiperspirants, February 2008-March 2009

Figure 71: Brand usage of facial cleansing and medicated products, February 2008-March 2009

Figure 72: Brand usage of moisturizers, creams, and lotions, February 2008-March 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

Both men and women—those who regularly exercise and those who do not—are always looking for some way to improve their appearance. Many obsess about one specific area and billions of dollars are spent every year on pills and creams to tone abs, buttocks, and love handles. Sigma Skin, which offers traditional skincare products, launched a Body Sculpting Abdominal Skin Toning Cream in May 2009. The majority of products on the market for reducing/eliminating problem areas are individual, novel products and not part of a larger line of high-end skincare such as Sigma Skin. To add a sculpting cream to a line of skincare such as Sigma Skin could add legitimacy to its claims. Lack of consumer traffic in the high-end toiletries section, as compared to that of the checkout area of a drug store such as for products like Hydroxycut, means that the product may not find enough audience to keep it afloat.

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