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Market Trends: The Ethnic Male Personal Care Market

After thirty years of anticipation, the men’s grooming market is finally starting to blossom, as men become less self-conscious and more knowledgeable about a range of personal care products. Ethnic men, a force of at least 84 million, are party to the trend, too, and alone yield over $1.4 billion at retail. Smart marketers are researching how best to impress the principle Hispanic, African-American, and Asian sectors. This new Packaged Facts Trends report concisely details the male ethnic HBC market, as divided here into shaving products, hair care, deodorant, and skin care categories. Sales trends and forecasts are presented and analyzed in the context of today’s society. And the competitive strategies of L’Oreal, Alberto-Culver, and several others are discussed.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology
The information in Market Trends: The Ethnic Male Personal Care Market is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the grooming markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

How You Will Benefit from this Report
If your company wants to get a head’s up on the expected boon in ethnic male HBC products, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for new products and ingredients.
  • Research and development professionals stay on top of competitor initiatives and explore demand for new ethnic male grooming product introductions.
  • Advertising agencies working with clients in the personal care industry to help understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Market Definition
    • Ethnic Men's Purchasing Of General Market Products Is Included
    • Sales Of Hbc To Ethnic Men At Over $1.4 Billion In 2003
    • Men's Ethnic Hbc To Break $1.7 Billion Mark In 2008
      • Table U.S. Retail Dollar Sales Of Ethnic Men's Grooming Products, 2001-2008* (In Thousands)
    • Shaving Products Hold Biggest Share Of Retail
      • Table Share Of U.S. Retail Dollar Sales Of Ethnic Men's Grooming Products, By Category And Segment, 2001-2003* (In Millions)
    • Improved Male Knowledge About Health And Appearance
    • Ethnic Male Spending Power Nears $1 Trillion Mark
      • Table Estimated Spending Power Of U.S. Male African Americans, Hispanics, And Asians, 2004-2008 (In Billions, Ranges)
    • Ethnic Men Show Pride, Yet Assimilate
    • Ethnic Youth In The Equation
    • Competitive Overview
    • Marketer Shares
      • Duke Is Stand-Out Men's Relaxer
      • Other Share Data
      • Johnson Publishing Spends $2 Million To Advertise Duke Brand
      • Lots Of Hidden Ad Expenditure
    • New Product Trends
      • Texturizers
      • Haircolor
      • Skin Care Items
      • Botanical And/Or Natural Formulations
      • New Distribution Paths For Slow-Moving Items Can Help Men's Ethnic H
    • The Consumer
      • Almost 41 Million Ethnic Men In 2004
      • Hispanics The Largest Male Ethnic Group
      • Black Men Still The Key Target Audience For Ethnic-Specific Products
      • Asian Men The Fastest-Growing Sector
        • Table Projection Of U.S. African-American, Asian, And Hispanic Male Populations, 2004-2020 (In Thousands)
    • Methodology
      • Market Definition
      • Ethnic Men's Purchasing Of General Market Products Is Included
      • How This Report Was Prepared
      • Clarification Of Terms
  • The Products
    • Ethnic, General Market, Male And Unisex Products All Used
    • Four Men's Ethnic Hbc Categories: Shaving Products, Hair Care, Deodorant, Skin Care
      • Shaving Products
      • Hair Care Products
      • Deodorant
      • Skin Care Products
    • Chemical Vs. Natural Formulations
    • Cosmeceutical Requirements For Blacks Versus Hispanics Versus Asians
    • More Products For Hispanic And Asian Men In 2004
  • The Numbers
    • Sales Of Hbc To Ethnic Men At Over $1.4 Billion In 2003
    • A Market Headed For a Big(Ger) Pay-Off
      • Table U.S. Retail Dollar Sales Of Ethnic Men's Grooming Products, By Category And Segment, 2001-2003* (In Thousands)
    • Shaving Products Push Up To $642 Million
    • Hair Care Slips To $402 Million
    • Deodorant Also Slips, To $304 Million
    • Skin Care Relatively Bullish, At $88 Million
    • Shaving Products Hold Biggest Share Of Retail
      • Table Share Of U.S. Retail Dollar Sales Of Ethnic Men's Grooming Products, By Category And Segment, 2001-2003* (In Millions)
  • What Lies Ahead
    • More And More Men Of Color
    • Hispanic Men Now Most Numerous
    • Yet African-American Men Still The Prime Target
    • Asian Men Neglected
      • Table Projection Of U.S. African-American, Asian, And Hispanic Male Populations, 2004-2020 (In Thousands)
    • Improved Male Knowledge About Health And Appearance
    • Ethnic Male Spending Power Nears $1 Trillion Mark
      • Table Estimated Spending Power Of Male African Americans, Hispanics, And Asians Resident In The United States, 2004-2008 (In Billions)
    • Marketers Must Step Up Efforts To Reach Ethnic Men
    • The Hispanic Product Wave: Tsunami Or Sprinkle?
    • Ethnic Men Show Pride, Yet Assimilate
    • Ethnic Men And Mainstream Trends
      • More Hairstyles Acceptable
      • Use Of Hair Color More Widespread
      • Skin Care's Not Just For Sissies
      • The Rise Of Pop Prestige
      • Licensing
      • Ethnic Youth In The Equation
  • Projected Sales
    • Men's Ethnic Hbc To Break $1.7 Billion Mark In 2008
    • Shaving Products Brush $800 Million
    • Hair Care To Grow To $466 Million
    • Deodorant Sales In Push Up To $341 Million
    • Skin Care In Strong Progress To $118 Million
      • Table Projected U.S. Retail Dollar Sales Of Ethnic Men's Grooming Products,* By Category And Segment, 2003-2008 (In Millions)
  • The Competitive Situation
    • Ethnic Hbc Specialists And Generalists
    • Few Target Male Ethnics Exclusively
    • Types Of Companies
    • Competitive Overview
    • Marketer Shares
      • Duke Is Stand-Out Men's Relaxer
      • Other Share Data...
      • Table Of Marketers And Brands
        • Table Selected Marketers Of Men's Ethnic Grooming Products, And Their Brands - Part 1
        • Table Selected Marketers Of Men's Ethnic Grooming Products, And Their Brands - Part 2
        • Table Selected Marketers Of Men's Ethnic Grooming Products, And Their Brands - Part 3
    • Competitive Profile: Alberto-Culver Co.
      • A $2.9 Billion Company In Fiscal 2003
      • Alberto's Diverse Retail Presence Favors Ethnic Brand Stable
      • Alberto Still Verticalizing, Acquires West Coast Beauty Supply
    • Competitive Profile: J.M. Products, Inc.
      • J.M.'s Black Magic Brand
    • Competitive Profile: Johnson Publishing, Inc.
      • Sales Of $425 Million
      • Retail Leverage And "Free" Ad Space Helps Duke
    • Competitive Profile: L'Oreal Group/Soft Sheen-Carson
      • Sales Of E14 Billion In 2003
      • L'Oreal The Ethnic Consolidator
      • For Ethnic Men, Shaving Products, Haircolor, Styling Products
      • The L'Oreal Institute For Ethnic Hair & Skin Research
    • Competitive Profile: Luster Products
      • Luster Targets a Diversity Of Black Americans
      • Introducin' S-Curl 360 Stylin'
      • A Heavy Emphasis On Promos
    • Competitive Profile: Murray's Worldwide, Inc.
      • Retro Forever!
      • But Murray's Markets Shrewdly
  • Marketing And Product Trends
    • Johnson Publishing Spends $2 Million To Advertise Duke Brand
    • Lots Of Hidden Ad Expenditure
    • Consumer Promos Rare
    • New Product Trends
      • Texturizers
      • Haircolor
      • Skin Care Items
      • Botanical And/Or Natural Formulations
        • Table Selected Introductions Of Men's Ethnic Grooming Products, 2002-2004 - Part 1
        • Table Selected Introductions Of Men's Ethnic Grooming Products, 2002-2004 - Part 2
        • Table Selected Introductions Of Men's Ethnic Grooming Products, 2002-2004 - Part 3
  • At The Retail Level
    • New Distribution Paths For Slow-Moving Items Can Help Men's Ethnic Hbc
    • Margins Vary Tremendously
      • Table Supermarket Retailers' Average Gross Profit Margins On Beauty Products,* By Category And Product
  • The Male Ethnic Hbc Consumer
    • Almost 41 Million Ethnic Men In 2004
    • Hispanics The Largest Male Ethnic Group
    • Black Men Still The Key Target Audience For Ethnic-Specific Products
    • Asian Men The Fastest-Growing Sector
      • Table Projection Of U.S. African-American, Asian, And Hispanic Populations, By Gender, 2004-2020 (In Thousands)
    • Ethnic Boys Estimated At 14.3 Million
      • Hispanic Boys Are 7 Million Strong
      • African-American Boys Stabilizing At 5.5 Million
      • Asian Boys, At 1.8 Million, Are Fastest-Growing Sector
        • Table Projected Populations Of U.S. Hispanic, African-American, And Asian Boys Aged 0-18, 2004-2010 (In Thousands)
    • Special Note About Simmons Data
    • Reading The Simmons Index
    • Ethnic Consumer Focus: Aftershave And Cologne Use
      • About 22 Million Ethnic Adults Use Aftershave
        • Table U.S. Use/Purchase Of Aftershave, Cologne, Talc, Etc., By Race Or Ethnicity, 2003 (Adults, In Thousands)
      • Calvin Klein, Cool Water, Old Spice Lead Ethnic Aftershave Use
      • Hispanics Or Blacks Dominate Use Of Every Aftershave Brand
        • Table U.S. Ethnic* Users Of Aftershave And Cologne Brands, 2003 (Adults, In Thousands)
    • Ethnic Consumer Focus: Disposable Shaver/Razor Use
      • Table U.S. Use Of Disposable Shavers, By Race Or Ethnicity, 2003 (Adults, In Thousands)
    • Bic Is Most Popular Disposable Shaver Among Ethnics
      • Table U.S. Ethnic* Users Of Disposable Shaver/Razor Brands, 2003 (Adults, In Thousands)
    • Hispanics Propel Use Of Gillette Disposables
    • Ethnic Consumer Focus: Shaving Cream/Gel Use
      • Over 26 Million Ethnic Users Of Shave Creams Or Gels
        • Table U.S. Ethnic* Users Of Shaving Cream And Gel, 2003 (Adults, In Thousands)
      • Edge, Colgate, Foamy Most Preferred By Ethnic Shaving Public
        • Table U.S. Ethnic* Users Of Shaving Cream Brands, 2003 (Adults, In Thousands)
      • Hispanics, Blacks Control Ethnic Shaving Cream/Gel Brand Use

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