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Men's Personal Care: Incl Impact of COVID-19 - US - August 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Impact of COVID-19 on men’s personal care
Figure 1: Short-, medium- and long-term impact of COVID-19 on men’s personal care, July 2020
Opportunities and Challenges 
Redefined masculinity presents opportunities 
Figure 2: Select routine and select attitudes and behaviors toward products, by age 18-44, May 2020
Reach men early
Help men dedicate more time to self-care
At-home products can capitalize on limited access to professional services
Online shopping will become the new norm . . . for all ages
Meet men where they are . . . on social media and video games
Figure 3: Use social media to find new brands/products, by age 18-34, May 2020
THE MARKET – KEY TAKEAWAYS
Market takes a short- to medium-term hit from COVID-19 
Shaving and haircare expected to see some disruption due to COVID-19
Growing male population impacts market; private label impacts general market
Shifting gender norms and gaming create opportunities; professional services take a hit
MARKET SIZE AND FORECAST
Market takes a short to medium-term hit from COVID-19 
Figure 4: Total US sales and fan chart forecast of men’s personal care, at current prices, 2015-25
Figure 5: Total US retail sales and forecast of men's personal care, at current prices, 2015-25
Impact of COVID-19 on men’s personal care
Figure 6: Short-, medium- and long-term impact of COVID-19 on men’s personal care, July 2020
Lockdown
Re-emergence
Recovery
COVID-19: US context
Learnings from the last recession
SEGMENT PERFORMANCE
Deodorant continues to dominate market sales
Haircare sees gains from 2018-20
Shaving sales continue to decline, while skincare maintains stable growth
Figure 7: Total US retail sales and forecast of men's personal care, by segment, at current prices, 2015-20(est)
Shaving and haircare segments expected to see some disruption due to COVID-19
Figure 8: Total US retail sales and forecast of men's personal care, by segment, at current prices, 2015-25
MARKET FACTORS 
Growing male population is encouraging for market
Figure 9: Men aged 18 or older, by age, 2015-25
Private label is poised to do well in general personal care, not men’s PC 
Figure 10: Consumer spending on personal care, at current prices, 2010-25
MARKET OPPORTUNITIES 
COVID-19 will further demolish the stigma around men and self-care
Even before COVID-19, men were enjoying the relaxing benefits of bathing
Younger men are becoming increasingly invested in their appearance
Over time, men’s grooming sections may evolve to include men’s cosmetics
Figure 11: Stryx male cosmetics
Immerse in the gaming world to engage consumers virtually
Figure 12: Instagram posts from Schick Xtreme
At-home products can capitalize on limited access to services
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Unilever and P&amp;G continue to dominate men’s personal care market 
Brands expand product offerings and take a less masculine approach 
MARKET SHARE
Unilever and P&amp;G continue to dominate men’s personal care market 
Figure 13: Instagram post from Old Spice
Sales of men’s personal care by company 
Figure 14: Multi-outlet sales of men's personal care products, by leading companies, rolling 52 weeks 2019 and 2020
COMPETITIVE STRATEGIES
Brands expand product offerings to better reach today’s modern man
Who is doing this well 
Figure 15: Manscaped’s The Weed Whacker and Instagram post from Madison Reed Mr.
Take a less masculine approach to align with shifting attitudes around gender
Who is doing this well  
Figure 16: Instagram posts from Soft Skincare and Kris London for AXE
THE CONSUMER – KEY TAKEAWAYS  
Men stick with the basics, but there are ways to persuade them to expand 
Men are concerned about dry skin and signs of aging 
Facial hair preferences reveal a spectrum of grooming needs 
Men see value in store brands, but still stick with what they know  
Men take a habitual approach to personal care 
Men express interest in facial hair tools, but not makeup 
MEN’S PERSONAL CARE CONSUMER AND PRODUCT USAGE
Men stick with the basics, but there are ways to persuade them to expand   
Figure 17: Product usage, May 2020
Now is the time to boost men's engagement with hand care
Figure 18: Usage frequency, by product type, May 2020
Older men stick with basics, while younger men invest in their appearance
Figure 19: Usage of select products, by age, May 2020
Hand and body lotion usage is driven by Black men
Figure 20: Usage of select products, by race and Hispanic origin, May 2020
APPEARANCE CONCERNS
Men are concerned about dry skin and signs of aging 
Figure 21: Appearance concerns, May 2020
Appearance concerns are dictated by age
Figure 22: Select appearance concerns, any rank (net), by age, May 2020
Develop convenience-focused solutions to address men’s concerns
Figure 23: Cremo ﻿ No Mix, No Mess Hair & Beard Color
Some younger men are dealing with “beard envy”
Figure 24: Lavossy Beard Filler and blog post by Golden Beards
Figure 25: Instagram posts from Mantl
PERSONAL CARE ROUTINES
Facial hair preferences reveal a spectrum of grooming needs 
Cater to both bearded and clean-shaven men
Figure 26: Instagram post of Gillette’s King C. Gillette product line
Figure 27: Personal care routines, May 2020
Older men prefer a clean-shaven look, while young men embrace facial hair 
Figure 28: Instagram posts from 31st Street
Figure 29: Select personal care routines, by age, May 2020
Recognize stereotype shifts with body hair removal
Figure 30: Instagram post from MANSCAPED
ATTITUDES AND BEHAVIORS TOWARD PERSONAL CARE PRODUCTS
Men see value in store brands, but stick with what they know  
Figure 31: Attitudes and behaviors toward personal care products, May 2020
Younger men use personal care products to improve their appearance 
Figure 32: Select attitudes and behaviors toward personal care products, by age, May 2020
SHOPPING BEHAVIORS 
Men take a habitual approach to personal care 
Figure 33: Shopping behaviors, May 2020
Older men stick with the same, while younger men are experimental 
Figure 34: Select shopping behaviors, by age, May 2020
Figure 35: AXE Gaming
USAGE AND INTEREST IN PRODUCTS AND SERVICES 
Men express interest in facial hair tools . . . 
. . .  but not in makeup
Figure 36: Usage and interest in products and services, May 2020
Interest in innovations driven by young men, but all men seek convenience
Figure 37: Panasonic’s Lamdash Skincare Shaver
Figure 38: Usage and interest in select products and services, any future interest (net), by age, May 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 39: Total US retail sales of men's personal care, by segment, at current prices, 2018 and 2020
Figure 40: Total US retail sales and forecast of men's deodorant/antiperspirant, at current prices, 2015-20
Figure 41: Total US retail sales and forecast of men's haircare products, at current prices, 2015-20
Figure 42: Total US retail sales and forecast of men's shaving products, at current prices, 2015-20
Figure 43: Total US retail sales and forecast of men's skincare and bodycare products, at current prices, 2015-20
Figure 44: Total US retail sales of men's personal care products, by channel, at current prices, 2015-20
Figure 45: Total US retail sales of men's personal care products, by channel, at current prices, 2018 and 2020
APPENDIX – KEY PLAYERS
Figure 46: Multi-outlet sales of men's deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 47: Multi-outlet sales of men's haircare products, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 48: Multi-outlet sales of men's shaving products, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 49: Multi-outlet sales of men's skincare and bodycare products, by leading companies and brands, rolling 52 weeks 2019 and 2020

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