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The US men's grooming market was valued at $5.4 billion in 2011, and has been forecast to increase at a compound annual growth rate (CAGR) of 1% over the next four years, to reach a market value of $5.8 billion.
Men across the globe are increasingly becoming mor and more beauty conscious. Male consumers are paying more attention on their looks and the trend is being driven by male role models, including sportsmen and film personalities.
Procter & Gamble Co were the dominant force within the US men's grooming market during 2011, with a 42% value share. Unilever Home & Personal Care USA was in second place with a 12% share, followed by Schick-Wilkinson Sword with an 8% share.
Procter & Gamble's Gillette Fusion line of shaving products was the top brand overall with a 15% share of value sales in 2011. Furthermore, Gillette Mach 3 and Gillette Mach 3 Turbo held 5% and 3% shares of value sales respectively.
Volume weakness in men's razors and blades is expected to continue, with a constant value CAGR of 1% through to 2016 and a continued volume decline.
Over the past five years, manufacturers of razor blades had great flexibility in pricing, offsetting volume declines with premium product launches and a lack of private label/generic alternatives for daily shaving.
Men's bath and shower led volume growth with US men's grooming in 2011, increasing by 14%. The last half a decade saw a transition from bar soap to male-positioned liquid soap, with the typical 12-18oz plastic containers of men's shower products bolstering impressive volume growth.
For more information on the US men's grooming market, see the latest research: US Men's Grooming Market Report
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