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Country Report

USA Flag Men's Grooming in the US

| Pages: 37

Price: US$990

About this Report

Executive Summary

TRENDS

  • The most important story in men’s grooming continues to be the stellar growth of online sales of men’s shaving products. Internet sales reached US$342 million in 2015, the vast majority of which consisted of razors and blades. The biggest online seller, Dollar Shave Club, now boasts three million subscribers and annual sales of US$153 million. Dollar Shave is the current leader in online razor sales but started to lose share in 2015, most notably to Gillette’s new online shave club, which was launched in mid-2015. Other online players, including Harry’s, 800Razors, Dorco and Bevel, are also growing strongly and are positioned to eat away at Dollar Shave Club’s dominance. The success of online shave clubs can be attributed to several factors, including the value they offer, the convenience of having razors delivered directly to the consumer and the way in which their marketing has connected with their target audience. Dollar Shave and Harry’s are also interested in branching out beyond shaving into men’s grooming more broadly and now market other products such as shaving cream, hair care products and wipes.

COMPETITIVE LANDSCAPE

  • The Procter & Gamble Co remained the clear leader in men’s grooming in 2015 with a value share of 34%. Although growth of its core shaving brand, Gillette, has been sluggish in recent years, its prospects for 2016 are more encouraging. The introduction of the FlexBall has helped razor sales, with ProShield, a new moisturising technology for cartridges which reached the marketplace in early 2016, likely providing an additional boost. A patent infringement lawsuit filed against the Dollar Shave Club in December 2015, even if it is unsuccessful, should slow down one of its main rivals. The great question remains the newly launched Gillette Shave Club. This has certainly enabled Gillette to regain online sales since its launch in mid-2015, but how effectively it can compete with Dollar Shave in the long run remains to be seen. Outside shaving, a bright spot for Procter & Gamble has been Old Spice, which has seen sales rise thanks to strong marketing.

PROSPECTS

  • The major story in men’s grooming will continue to be the battle in shaving between traditional players and newer online retailers. Less than 5% of American men are currently members of an online shave club, leaving plenty of upward potential, but with Gillette and a variety of smaller new players now entering the fray, growth may become more difficult to achieve for the leading players Dollar Shave Club and Harry’s. The nature of this category is changing as both of the leading shave clubs start to increasingly focus on non-shaving products and the benefits of frequently switching razors instead of seeking to compete primarily through low price. Other players of note include Dorco, Bevel and 800Razors, all of which are growing quickly. Schick may have to bow to pressure and create an online shave club of its own over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in USA?
  • What are the major brands in USA?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Table of Contents

Men's Grooming in the US - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Men’s Grooming by Category: Value 2010-2015
  • Table 2 Sales of Men’s Grooming by Category: % Value Growth 2010-2015
  • Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2011-2015
  • Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2013-2015
  • Table 5 NBO Company Shares of Men’s Grooming: % Value 2011-2015
  • Table 6 LBN Brand Shares of Men’s Grooming: % Value 2012-2015
  • Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2012-2015
  • Table 8 Forecast Sales of Men’s Grooming by Category: Value 2015-2020
  • Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2015-2020

Men's Grooming in the US - Company Profiles

Edgewell Personal Care Brands LLC in Beauty and Personal Care (USA)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Edgewell Personal Care Brands LLC: Key Facts
  • Summary 2 Edgewell Personal Care Brands LLC: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Edgewell Personal Care Brands LLC: Competitive Position 2015

Estée Lauder Cos Inc in Beauty and Personal Care (USA)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Estée Lauder Cos Inc: Key Facts
  • Summary 5 Estée Lauder Cos Inc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Estée Lauder Cos Inc: Competitive Position 2015

Procter & Gamble Co, The in Beauty and Personal Care (USA)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 The Procter & Gamble Co: Key Facts
  • Summary 8 The Procter & Gamble Co: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 9 The Procter & Gamble Co: Competitive Position 2015

Beauty and Personal Care in the US - Industry Context

EXECUTIVE SUMMARY

US beauty and personal care registers healthy current value growth in 2015

Major beauty players look to restructure

Products providing new benefits blur category boundaries

US market becomes increasingly multicultural

Beauty and personal care expected to experience moderate continued growth

KEY TRENDS AND DEVELOPMENTS

Increasing importance of the masstige segment

Market segmentation and personalisation

Naturals

  • Table 10 Desired Product Features

MARKET DATA

  • Table 11 Sales of Beauty and Personal Care by Category: Value 2010-2015
  • Table 12 Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
  • Table 13 Sales of Premium Beauty and Personal Care by Category: Value 2010-2015
  • Table 14 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2010-2015
  • Table 15 GBO Company Shares of Beauty and Personal Care: % Value 2011-2015
  • Table 16 NBO Company Shares of Beauty and Personal Care: % Value 2011-2015
  • Table 17 LBN Brand Shares of Beauty and Personal Care: % Value 2012-2015
  • Table 18 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2010-2015
  • Table 19 Distribution of Beauty and Personal Care by Format: % Value 2010-2015
  • Table 20 Distribution of Beauty and Personal Care by Format and Category: % Value 2015
  • Table 21 Forecast Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 22 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 23 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 24 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Men's Grooming
    • Men's Shaving
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
    • Men's Toiletries
      • Men's Bath and Shower
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
      • Men's Deodorants
        • Premium Men's Deodorants
        • Mass Men's Deodorants
      • Men's Hair Care
        • Premium Men's Hair Care
        • Mass Men's Hair Care
      • Men's Skin Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
    • Men's Fragrances
      • Premium Mens Fragrances
      • Mass Mens Fragrances

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Premium vs Mass
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume alternative
  • Retail volume alternative % growth
  • Retail volume alternative per capita

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