Male Toiletries in the United States industry profile provides top-line qualitative and quantitative summary information including: market size (value 2019-24, and forecast to 2029). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.
Key Highlights
- Male toiletries market includes retail sales of aftershaves & colognes, men's disposable razors & blades, post-shave cosmetics - men’s, and pre-shave cosmetics - men’s. The aftershaves & colognes segment consists of male fragrances specifically marketed as "eau de cologne" or "aftershave" and specifically not Eau de Toilette or Eau de Parfum. Technically, these products typically contain 2-5% aromatic compounds, which is less than either Eau de Parfum or Eau de Toilette, causing the lighter scent of Eau de Colognes & Aftershaves. Whereas men’s disposable razors & blades segment consists of Gillette Fusion, Wilkinson Sword Quattro, Gillette Blue Plus Twin Blade fixed head disposable razors. It includes battery-operated razors but excludes electric razors, which can be recharged via mains electricity. Pre-shave cosmetics - men’s segment includes shaving gels, foams, and oils. Post-shave cosmetics - men's segment covers post-shaving balms and lotions/gels, and other cosmetics designed to smooth and cool the skin, or lessen irritation, post-shaving. Excludes traditional "aftershaves".
- The US male toiletries market recorded revenues of $4.73 billion in 2024, representing a compound annual growth rate (CAGR) of 1.1% between 2019 and 2024.
- Market consumption volumes declined with a negative CAGR of 2.6% between 2019 and 2024, reaching a total of 308.5 million units in 2024.
- The growth of the US male toiletries market during 2019-24 is attributed to the increase in average unit prices rather than a marked rise in consumption. Elevated input costs, coupled with inflationary pressures, encouraged manufacturers to implement price adjustments across product categories. Also, premiumization within the grooming segment supported higher price points, particularly in razors and branded grooming essentials, where established players maintained strong pricing power.
Scope
- Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the male toiletries market in the United States
- Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the male toiletries market in the United States
- Leading company profiles reveal details of key male toiletries market players’ global operations and financial performance
- Add weight to presentations and pitches by understanding the future growth prospects of the United States male toiletries market with five year forecasts
Reasons to Buy
- What was the size of the United States male toiletries market by value in 2024?
- What will be the size of the United States male toiletries market in 2029?
- What factors are affecting the strength of competition in the United States male toiletries market?
- How has the market performed over the last five years?
- What are the main segments that make up the United States's male toiletries market?
Table of Contents
1 Executive Summary
2 Market Overview
3 Market Data
4 Market Segmentation
5 Market Outlook
6 Five Forces Analysis
7 Competitive Landscape
8 Company Profiles
9 Macroeconomic Indicators
10 Appendix
List of Tables
List of Figures
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Unilever Plc
- Edgewell Personal Care Co
- Harry's Inc
- The Procter & Gamble Co
