The Men’s Toiletries Market
U.S. consumer intelligence, June 2003
Mintel's Mission Statement
Leading the field for published market
reports, helping our customers to achieve
sustainable competitive advantage, by
providing the highest quality content, the
most thoughtful analysis and the widest
coverage of consumer markets.
consumer intelligence
The U.S. Men’s
Toiletries
Market
Published by
Mintel International Group Ltd.
IMPORTANT WARNING
1 On behalf of your organization (the “Purchaser”) you have purchased a single license personal to you to access, read and use this Mintel report, and you are
hereby agreeing prior to reading any of the report itself, on behalf of the Purchaser, that it will comply with Mintel’s conditions of supply hereafter described.
Once the Purchaser, or any person within it, has had access to any report or part of a report published by Mintel International Group Limited, (a “ Mintel
report”) protected under these conditions, you are agreeing that your organization as a whole, and the individuals within it, are deemed to be aware of, and
consent to, these conditions hereafter in respect of all Mintel reports.
2. Unless otherwise agreed in writing in advance by Mintel, this Mintel report and all other Mintel reports (in whole or in part) may not be sold, nor passed on,
communicated or disseminated in any form (including within its original covers), nor access granted, to any third party (including but not limited to
clients/potential clients /suppliers /agents /partners in other ventures/accountants/solicitors/bankers/brokers/ licensees), or to any subsidiary, associated or
holding company (whether direct or indirect) of the subscriber, whether trading or non-trading, or to any entity trading under the same umbrella trading name
where the direct equity interest is different in any way to that of the subscriber. The Purchaser is agreeing that in the event that any of its personnel
inadvertently do so allow unlicensed usage or access by others as detailed above, that it will account to Mintel in full for the sales proceeds at the then current
prevailing single copy price as set by Mintel from time to time, for each and every occurrence, and further that the Purchaser fully and effectually indemnifies
Mintel in respect of any claim howsoever arising by any such subsequent unlicensed user against Mintel. Similarly, if any other piece of identified Mintel
material, amounting to a section or more, becomes available to the Purchaser by virtue of a breach of this term by any third party, which is then read or used by
the Purchaser in any way, that the Purchaser is hereby agreeing to purchase a copy of the report containing that piece of intellectual property from Mintel at the
then current prevailing single copy price as set by Mintel from time to time for each and every occurrence, (unless at Mintel’s sole discretion the money is
sought and subsequently remitted by the original subscriber), and to abide by Mintel’s license terms.
© Mintel International Group Limited
The statistics in this report are the latest available at the time of research
NOTE: This publication is issued as a series of reports. Each report is a complete work in
itself, which is available separately or as part of a subscription.
SAMPLES OF PRODUCTS/BROCHURES/ADVERTISING
Samples of products, brochures or advertising mentioned in this report (or elsewhere) can
be obtained through the Mintel Services division.
3. The Purchaser acknowledges that all materials and information contained in Mintel reports are the copyright property and confidential information of Mintel
and are protected inter-alia by the Copyright Law of the United States of America and Related Laws Contained in Title 17 of the United States Code and other
intellectual property rights and also by the terms of this agreement, and that no rights in any of the materials are transferred to the Purchaser. The Purchaser
agrees the Copyright Law of the United States of America and Related Laws Contained in Title 17 of the United States Code is only relevant where Mintel has
not sought and secured protection elsewhere in these conditions, or indeed where sections are expressly excluded, without prejudicing the enforceability of the
remainder of the Title. The Purchaser agrees that the provisions of Section 107 of Title 17 of the United States Code and sections 29 and 30 of the Copyright,
Designs and Patents Act shall not apply to the use to be made by the Purchaser of the Report. The Purchaser undertakes that it will not copy, reproduce, print
or store in any manner (electronic or otherwise), extract or transmit in any form or otherwise deal with in any way the whole or part of the data, materials or
information contained in this Mintel report.
4. The Purchaser, (or any subsequent user, whether licensed or unlicensed who reads this report), agrees it will not place financial reliance upon any figure,
statement or inference contained within any Mintel report, or invite investment from others, without first obtaining the written consent of Mintel’s Company
Secretary so to do. In the event that the Purchaser (or any subsequent user, whether licensed or unlicensed) does not follow this procedure, it (or any subsequent
user) agrees to fully and effectually indemnify Mintel against any claims, howsoever arising, and to draw specific attention to the fact that this consent has not
been obtained.
5. The Purchase is responsible for complying with all local, state and federal laws pertaining to the use and disclosure of a ny data. The Purchaser
acknowledges that the Report may include views, opinions, and recommendations of individuals or organizations whose thoughts are deemed of interest, but
that Mintel does not thereby endorse such views, give investment or professional advice, or advocate any course of action.
6 the purchaser agrees that the report is provided “as is”; Mintel makes no representation or warranty with respect to the accuracy, completeness, or
currentness; and Mintel specifically disclaims any other warranty, express or implied or statutory, including any warranty of merchantability or fitness for a
particular purpose. Mintel shall not be liable on account of any such errors, omissions, delays, or losses. the purchaser agrees that in no event will Mintel be
liable for the results of the purchasers use of the report, purchasers inability or failure to conduct its business, or for indirect, special, consequential, or
exemplary damages (even if advised of the possibility of such damages) arising from the use of or inability to use the report or any other provision of this
agreement, such as, but not limited to, loss of revenue, anticipated profits or business, or the cost of procuring a substitute report. in the event state law
regarding exclusion or limitation of warranties or damages may limit the applicability of the above limitations, the total aggregate liability of Mintel for any
claims, losses or damages shall not exceed the charges payable by the purchaser for the report.
The Purchaser agrees to indemnify, defend and hold Mintel harmless from and against any claim made by any third party arising from or in any way connected
with the use of the Report by Purchaser.
©
Reproduction or photocopying prohibited without express permission
www.mintel.com
Table of Contents
The Men’s Toiletries Market
U.S. consumer intelligence, June 2003
TABLE OF CONTENTS
INTRODUCTION & ABBREVIATIONS ................................................................................................................. 1
INTRODUCTION ..................................................................................................................................................... 1
DATE OF LAST REPORT ........................................................................................................................................ 1
DEFINITION............................................................................................................................................................. 2
ABBREVIATIONS ................................................................................................................................................... 3
TERMS ...................................................................................................................................................................... 3
EXECUTIVE SUMMARY .......................................................................................................................................... 4
AGE DEMOGRAPHICS ........................................................................................................................................... 4
SELF-PURCHASING ............................................................................................................................................... 4
THE BALANCE OF MARKET SEGMENTS POINTS UP ...................................................................................... 5
REPOSITIONING CLASSIC BRANDS ................................................................................................................... 5
EUROPEAN INFLUENCE ....................................................................................................................................... 5
NEW PRODUCTS .................................................................................................................................................... 5
RETAIL SECTOR IS EVOLVING ........................................................................................................................... 6
NEW VENUES FOR SALES .................................................................................................................................... 6
PRODUCER RESTRUCTURING ............................................................................................................................ 6
REGULATION ......................................................................................................................................................... 7
MEDIA IMPACT ...................................................................................................................................................... 7
MARKET DRIVERS ................................................................................................................................................... 8
AGE GROUPS OFFER MARKET OPPORTUNITIES ............................................................................................ 8
Figure 1
Figure 2
Men’s population projections, by age ........................................................................................................... 8
Male versus Female Population .................................................................................................................... 9
Generation X and Y ............................................................................................................................................... 9
Figure 3
U.S. men’s population trends, ages 15-34 ................................................................................................... 10
Baby Boomers ..................................................................................................................................................... 10
SINGLES MARKET ............................................................................................................................................... 11
MARKET SIZE & TRENDS..................................................................................................................................... 12
Figure 4
Total U.S. retail sales of men's toiletries, at current and constant prices ..................................................... 12
MARKET SEGMENTATION .................................................................................................................................. 13
INTRODUCTION ................................................................................................................................................... 13
Figure 5
Total retail sales of men's toiletries, by market segment ............................................................................. 13
DEODORANTS AND ANTIPERSPIRANTS ........................................................................................................ 14
HAIR CARE ............................................................................................................................................................ 14
SKIN CARE AND PERSONAL HYGIENE ........................................................................................................... 14
SHAVING CREAM ................................................................................................................................................ 15
SUMMARY............................................................................................................................................................. 15
SUPPLY STRUCTURE ............................................................................................................................................. 16
FOREIGN TRADE .................................................................................................................................................. 16
Overview ............................................................................................................................................................. 16
Figure 6
Figure 7
Figure 8
Imports and exports of selected toiletries segments, by value ..................................................................... 16
Imports of selected toiletries, by segment and value ................................................................................... 17
Exports of selected toiletries, by segment and value ................................................................................... 17
MARKET SHARE OVERVIEW AND COMPANY PROFILES ........................................................................... 18
Figure 9
Manufacturer sales and share of men’s and women’s cosmetics and toiletries ........................................... 18
Procter & Gamble............................................................................................................................................... 19
©
Reproduction or photocopying prohibited without express permission
www.mintel.com
Table of Contents
The Men’s Toiletries Market
U.S. consumer intelligence, June 2003
L'Oréal ................................................................................................................................................................ 20
Unilever .............................................................................................................................................................. 20
Estée Lauder ....................................................................................................................................................... 21
The Gillette Co. ................................................................................................................................................... 21
S.C. Johnson ....................................................................................................................................................... 21
Church & Dwight ................................................................................................................................................ 22
Coty ..................................................................................................................................................................... 22
Revlon ................................................................................................................................................................. 22
Colgate-Palmolive .............................................................................................................................................. 22
Avon .................................................................................................................................................................... 23
Johnson & Johnson ............................................................................................................................................. 23
Shiseido ............................................................................................................................................................... 23
Wella ................................................................................................................................................................... 23
Alberto Culver..................................................................................................................................................... 24
Combe Inc. .......................................................................................................................................................... 24
DEODORANTS AND ANTIPERSPIRANTS ........................................................................................................ 25
Figure 10
Figure 11
Manufacturer sales of selected men's deodorants and antiperspirants ......................................................... 25
Brand sales of selected men's deodorants at FDMs ..................................................................................... 26
Prestige Deodorants and Antiperspirants ........................................................................................................... 29
HAIR CARE ............................................................................................................................................................ 29
Figure 12
Men’s Hair Care Sales ................................................................................................................................ 30
Hair Coloring ..................................................................................................................................................... 30
Figure 13
Brand sales of selected men's hair coloring ................................................................................................. 31
Hair Restorative Products .................................................................................................................................. 32
Figure 14
Brand sales of selected men's hair restorative products............................................................................... 33
Hair Thickeners .................................................................................................................................................. 34
Hair Grooming ................................................................................................................................................... 34
Figure 15
Figure 16
Brand sales of selected men's hair styling gels ............................................................................................ 34
Brand sales of selected men's hair spray/spritz ........................................................................................... 35
SKIN CARE & PERSONAL HYGIENE ................................................................................................................. 36
SHAVING CREAM ................................................................................................................................................ 36
Figure 17
Brand sales of men's shaving cream ............................................................................................................ 37
SKIN CARE .............................................................................................................................................................. 38
Figure 18
Brand sales of selected men's skin care products ....................................................................................... 38
ADVERTISING & PROMOTION ........................................................................................................................... 40
INTRODUCTION ................................................................................................................................................... 40
Figure 19
Advertising spending for selected men's toiletries ...................................................................................... 40
CAMPAIGNS 2002 ................................................................................................................................................. 42
CAMPAIGNS 2003 ................................................................................................................................................. 43
NEW PRODUCT TRENDS ....................................................................................................................................... 44
RETAIL DISTRIBUTION ........................................................................................................................................ 45
INTRODUCTION ................................................................................................................................................... 45
PRESTIGE MARKET.................................................................................................................................................... 45
GROWTH OF SPECIALTY STORE OUTLETS................................................................................................................. 45
MERCHANDISING OF MEN’S PRODUCTS..................................................................................................................... 45
THE SALONS ............................................................................................................................................................. 45
ALTERNATIVE OUTLETS ........................................................................................................................................... 46
Figure 20
U.S. Retail sales of men's toiletries by channel ........................................................................................... 46
DEODORANTS AND ANTIPERSPIRANTS ........................................................................................................ 47
Figure 21
U.S. retail sales of men's deodorants and antiperspirants, by channel ......................................................... 47
HAIR CARE ............................................................................................................................................................ 47
Figure 22
©
U.S. retail sales of men's styling gels/mousses, by channel ........................................................................ 48
Reproduction or photocopying prohibited without express permission
www.mintel.com
Table of Contents
The Men’s Toiletries Market
U.S. consumer intelligence, June 2003
Hair Spray/Spritz ................................................................................................................................................ 48
Figure 23
U.S. retail sales of men's hair spray/spritz, by channel ............................................................................... 48
Hair Coloring ..................................................................................................................................................... 48
Figure 24
U.S. retail sales of men's hair coloring products, by channel ...................................................................... 49
Hair Restoration ................................................................................................................................................. 49
Figure 25
U.S. retail sales of men's hair restoration products, by channel .................................................................. 50
SKIN CARE & PERSONAL HYGIENE ................................................................................................................. 50
SKIN CARE ............................................................................................................................................................ 50
Figure 26
U.S. retail sales of men's skin care, by channel ........................................................................................... 51
SHAVING CREAM ................................................................................................................................................ 51
Figure 27
U.S. retail sales of men's shaving cream, by channel .................................................................................. 51
THE CONSUMER ..................................................................................................................................................... 53
INTRODUCTION ................................................................................................................................................... 53
USE OF MEN'S TOILETRIES ................................................................................................................................ 53
Figure 28
Figure 29
Figure 30
Figure 31
Figure 32
Men’s use of toiletries vs. women ............................................................................................................... 54
Use of men's toiletries, by age ..................................................................................................................... 55
Use of men's toiletries, by income .............................................................................................................. 55
Use of men's toiletries, by race/ethnicity..................................................................................................... 56
Use of men's toiletries, by region ................................................................................................................ 57
Types of Deodorants & Antiperspirants Used .................................................................................................... 58
Figure 33
Figure 34
Figure 35
Figure 36
Figure 37
Figure 38
Use of Deodorants & Antiperspirants ......................................................................................................... 58
Frequency of deodorant and antiperspirant use ........................................................................................... 59
Use of deodorants & antiperspirants, by age ............................................................................................... 59
Use of deodorants & antiperspirants, by race .............................................................................................. 60
Use of Shaving Cream ................................................................................................................................ 61
Use of shaving cream, by age...................................................................................................................... 62
Types of Moisturizers, Creams and Lotions Used ............................................................................................... 62
Figure 39
Figure 40
Figure 41
Use of moisturizers, creams and lotions ...................................................................................................... 63
Use of moisturizers, creams and lotions, by age ......................................................................................... 64
Use of moisturizers, creams and lotions, by race ........................................................................................ 65
Types of Hair Styling Product Used.................................................................................................................... 65
Figure 42
Figure 43
Figure 44
Use of men's hair styling product ................................................................................................................ 65
Use of men's hair styling products, by age .................................................................................................. 66
Use of men's hair styling products, by race ................................................................................................. 66
Types of Hair Spray Used ................................................................................................................................... 67
Figure 45
Figure 46
Use of men's hair spray ............................................................................................................................... 67
Use of men's hair spray, by age ................................................................................................................... 68
Types of Hair Coloring Used .............................................................................................................................. 69
Figure 47
Use of men's hair coloring .......................................................................................................................... 69
FUTURE & FORECAST........................................................................................................................................... 70
FUTURE TRENDS ................................................................................................................................................. 70
Interest in Men’s Toiletries Has Turned A Corner ............................................................................................. 70
Progression from Prestige Market ...................................................................................................................... 70
Educating Men About Skin Care ......................................................................................................................... 70
Reasons for Growth ............................................................................................................................................ 71
FDA Regulation and Cosmeceuticals ................................................................................................................. 71
UV Protection ..................................................................................................................................................... 72
Consolidation is the Watchword ......................................................................................................................... 72
Figure 48
Male versus Female Population .................................................................................................................. 72
MARKET FORECAST ........................................................................................................................................... 73
Figure 49
Total U.S. retail sales of men’s toiletries, at current and constant prices .................................................... 73
APPENDIX: TRADE ASSOCIATIONS ................................................................................................................. 74
APPENDIX: NEW PRODUCT BRIEFS................................................................................................................. 76
©
Reproduction or photocopying prohibited without express permission
www.mintel.com
Table of Contents
The Men’s Toiletries Market
U.S. consumer intelligence, June 2003
Jack Black, Cleansing Products .......................................................................................................................... 76
Aramis, Surface Body Wash ................................................................................................................................ 77
Anthony for Men, Anthony Logistics for Men, Hair Cream ................................................................................ 78
Parlux, Ocean Pacific Man, Hair & Body Wash ................................................................................................ 79
Aramis, Lab Series for Men, U-Turn Age-Defying Cream.................................................................................. 80
White Rain, Dippity-Do, Sport Styling Gels ........................................................................................................ 81
RESEARCH METHODOLOGY .............................................................................................................................. 82
CONSUMER RESEARCH ..................................................................................................................................... 82
Sampling & Weighting ........................................................................................................................................ 83
Presentation & Definition ................................................................................................................................... 84
Further Analysis ................................................................................................................................................. 85
TRADE RESEARCH .............................................................................................................................................. 85
Informal trade research ...................................................................................................................................... 85
Formal trade research ........................................................................................................................................ 85
DESK & INTERNET RESEARCH ......................................................................................................................... 85
SOURCES ............................................................................................................................................................... 86
DEFINITIONS ........................................................................................................................................................ 86
FORECASTS........................................................................................................................................................... 86
WHAT IS MINTeL? .................................................................................................................................................. 87
MINTEL PUBLICATIONS ..................................................................................................................................... 87
MINTEL SERVICES ............................................................................................................................................... 88
Product retrieval ................................................................................................................................................. 88
Retail audits ........................................................................................................................................................ 88
Tailored research ................................................................................................................................................ 88
Global New Products Database .......................................................................................................................... 90
RESEARCH SUPPORT/CONSULTANCY/MIC ................................................................................................... 91
The Mintel Information Centre (MiC) ................................................................................................................. 91
PR Research ........................................................................................................................................................ 91
COMPEREMEDIA .................................................................................................................................................. 92
Premium coverage .............................................................................................................................................. 92
Daily Updates ..................................................................................................................................................... 92
©
Reproduction or photocopying prohibited without express permission
www.mintel.com