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Men’s grooming products is the fastest growing health and beauty market in the US

18 December 2013

According to a new report from Canadean, the US male toiletries sector is projected to witness strong growth up to 2017, growing at an annual value of 6%. As the US economy continues to strengthen, men will step up their interest in grooming. 

While all men’s health and beauty categories are expected to show positive growth up to 2017, Canadean projects that  disposable razors and blades will lead the market, worth almost ten times as much as the second placed category - aftershaves and colognes. It is this high value and rapid growth rate that has made the category ripe for disruption by growing online sales and subscriptions models such as the Dollar Shave Club.

                                                  Men 2                                                                                                  Men’s grooming products will witness strong growth up to 2017. Photo @shutterstock

In 2012, the men's disposable razors and blades category recorded a commanding 86.2% value share, with volume even higher at 96.3%, and the annual growth rate (CAGR) for both value and volume are forecast to be above the sector average, with 6.3% and 4.1% respectively.

Men are most often shopping at hypermarket and supermarkets, which dominated the bulk of all distribution in the sector between 2009 and 2012. This distribution channel was second to only department stores in the aftershaves and colognes category, but otherwise taking first place in the remaining sectors.


Aftershaves and colognes set to grow 

An increasing number of American men now have more products than just a shampoo, body wash, and a toothbrush in their bathrooms. Aftershaves and colognes took the second largest share of the market in 2012, with a 9% value share. Up to 2017 this number is expected to grow at an annual rate of 5.3% in value terms and 3.1% in volume terms. 

Post-shave cosmetics, such as shave balm and moisturisers, are popular with image conscious men, and are forecast to grow almost 5% in terms of value and 2.3% in terms of volume. The smallest category in 2012, Pre-shave cosmetics, is projected to see positive growth for both value and volume, at 4.1% and 3.0% respectively; however, this is from a low share of around half of one-percent. The category will benefit as more men realise the benefits of preparing their skin for the harsh impact of shaving.

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