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Male Grooming: U.S. Market Brief

Base Year: 2018
Published June 2019
Regional Coverage: United States

A robust analysis of the dynamic market for male grooming products, focusing on market size and growth, news-making imports, alternate channel analysis, key new launches, and product trends. The consumer survey takes a deep dive into the various triggers and influencers of purchase decisions and identifies unmet needs of the consumers.

Scope

Male Grooming Products: U.S. Market Analysis and Opportunities is an analysis of the market for products marketed exclusively to men. This report does not include products marketed to both sexes, even though clearly men purchase and use a significant portion of those. The market study of this report will track the male grooming market, which is broken out into six product classes:

  • Deodorants and antiperspirants (spray, stick, rollon, and gel), excluding crystal deodorants and deodorant sheets
  • Fragrances (eau de toilettes, parfums, colognes, aftershaves)
  • Hair care products (conditioners, shampoos and styling products)
  • Personal cleansing products (bar soap and body washes)
  • Shaving products (creams and gels), excludes razors and blades
  • Skin care products for men (facial skin care and hand and body lotions)

This analysis covers consumer purchases in the United States through all channels:

  • Direct sales (social selling, home shopping, info-mercials, and the Internet)
  • Department stores
  • Mass outlets (mass merchandisers, drug stores, food stores, and warehouse clubs)
  • Specialty (vertically integrated stores and cosmetics specialty retailers)
  • Professional (salons and spas, doctors’ offices)

Table of Contents

Introduction

  • Scope
  • Sources and methods

Market Overview

  • Key learnings
  • Trends and developments
  • Market size and growth
  • Category highlights
  • Competitive landscape
  • Future outlook to 2023

Products

Profiles of categories is provided for each of the product categories listed in Table 1. Information provided in each category profile includes:

  • Category developments
  • Sales and growth
  • New product trends
  • Sales by company and brand for 2017 and 2018
  • Retail outlet breakdowns
  • Marketing activity
  • Outlook to 2023

Consumer Survey

The following detailed analysis is provided:

  • Demographics of male grooming product purchasers and users
  • Key grooming concerns men want to address
  • Gaps in the market that consumers would like
    addressed
  • Influencers of purchasing decisions
  • Frequency of purchase
  • Growing purchase channels

 

Table 1.  PRODUCT CATEGORIES EXAMINED
Deodorants and antiperspirants
Fragrances (eau de toilettes, parfums, colognes, aftershaves)
Hair care products (conditioners, shampoos, and styling products)
Personal cleansing products (bar soaps and body washes)
Shaving products (creams and gels, excludes razors and blades)
Skin care products (facial skin care and hand and body lotions)

 

 

 

 

 

 

 

 

Report Benefits

This report enables subscribers to identify business opportunities by analyzing the dynamics in this hard-to-track industry, understanding market growth factors, the competitive landscape, and future trends. The report will provide:

  • An understanding of market growth and unmet needs
  • A perspective on leading players, as well as the smaller, up-and-coming ones
  • A resource to augment business plans with reliable insights and data
  • The identification of potential acquisitions, merger candidates, and strategic alliances
  • An understanding of market growth and future trends

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