Global Hair Styling Market 09
New Beauty for New Consumers 2008
Global Spa Market 09
US Salon Coloring Market
Global Anti-Ageing Market 09
Professional Beauty Male Grooming Market USA 2009
April 2009
REPORT STRUCTURE 8
SECTION 1 SUMMARY AND RECOMMENDATIONS 11
TABLE 1 Male grooming in the USA - estimated size current / projected 11
Estimates of male spending on grooming products 11
Male grooming products not mirror women’s 12
Why look at male grooming? 12
Men model consumers for downturn? 12
Recommendations 12
Male proof your business 12
Male specific expectations 13
Make men comfortable 13
Male proof grooming vocabulary 13
Opportunities with ethnic consumers 13
Terminological complexities (cultural resonances and resistance) 14
Data sources 14
Date of publication 14
SECTION 2 MALE GROOMING MARKET - QUANTIFYING NUMBER OF BUSINESSES 15
TABLE 2 US salons/spas (%) by type – full service, haircut only 15
Data sources salon/spa market 15
TABLE 3 Salon/spa employment, by type, current and projected 16
Barber and hairdressers - different training and skills sets 16
Training – an industry crisis 16
Booth renters 16
GRAPH/TABLE 4 Single unit and multi-unit salons (%) distribution 17
Chains in the USA (names, and examples) 17
Market structure - geographical segmentation 17
SECTION 3 MALE GROOMING MARKET - QUANTIFYING CONSUMER NUMBERS, SEGMENTS 19
TABLE 5 Male groomers and grooming market, profiled 19
Imprecise data / quantifying the male grooming market 19
GRAPH/TABLE 6 The client pool - male population for grooming 20
GRAPH/TABLE 7 Male grooming market segments (ABCD) 21
TABLE 8 Men as % of clients in different salon/spa types 22
Haircut only salons and men 22
Full service salons and men 22
TABLE 9 Men as % of clients in selected US salon chains 23
SECTION 4 MALE GROOMING MARKET (FORECASTS) 24
TABLE 10 Male grooming current / projected 24
The US economy and male grooming 24
Consumer behavior unpredictable 24
TABLE 11 Male grooming market variations - historical and forecast 25
Earlier forecasts revised 25
Mixed experiences of businesses 2009 25
SECTION 5 MALE GROOMING MARKET DRIVERS 27
TABLE 12 Drivers - professional grooming services for men 27
Greater male interest appearance 27
Men will catch up with women 27
Media and male interest in appearance 28
Work related grooming 28
Advertising even by competitors grows market 28
Male grooming is a global trend 29
Personal relationships grow grooming 29
Men more open to salons / salons more open to men 29
Multi units and franchisers 29
SECTION 6 MALE GROOMING MARKET - BUSINESS CONCEPTS / PERFORMANCE 30
Male consumption of professional grooming 30
TABLE 13 Grooming for men - different business formulas (client gender, market segment, menus) 30
Mixed views about different formulas 31
Room for many formulas (quotes) 31
TABLE 14 Male consumer profiles, by type of salon/spa used 32
Business concept –– haircut only / barber segment 32
Barbershops - many closures 33
Decline of barbering 33
Barber businesses/training did not adapt 33
New business formula developed – quick cut salon 33
Companies - quick cut hair salons (selected names) 34
Ethnic barbering niche is vibrant 34
Demographic change will complicate market 34
Business concept –– full service salons/spas 35
Views from decade ago (1999)
What men like about full service salons/spas 35
SECTION 7 MALE GROOMING MARKET – KEY BUSINESS FORMULAS 37
TABLE 15 Male grooming key success formulas 37
Convenience (time and location easy) 38
Convenience trumps loyalty 38
TABLE 16 Gender markers in grooming businesses 38
“Comfortable” with gendering of salon 38
Salon decor and even the surrounding conversations matter to men 39
Complimentary services male appropriate (shoe shine, beer, chair size) 39
Americans and men in other parts of world 39
Male staffing preferences / stylist’s manner 40
TABLE 17 Gender specific behavior and expectations 40
Advance planning of salon visit – men walk in 40
The time men allocate to haircut 41
Men’s behavior in the salon 41
Time management status related 41
Male consumers and their attitudes (“blunt,” “rational”) 41
Men buy into facts 42
Wording counts 42
Men are stylist dependent 42
Behind closed doors only 42
Male privacy universal demand 43
TABLE 18 Salon/spa terminology “traditional/feminine” versus “male friendly” 43
How to describe services for men 43
No shiny nails for (some) men 43
The MAN-icure 43
Language of autos, sports, and beach (not the boudoir) 44
New vocabulary hairstyling products 44
From “cream” to “cement” in 2004 44
One company’s male gendering strategies 44
SECTION 8 MALE GROOMING REVENUES HAIR CARE BY CATEGORY, SERVICES AND PRODUCTS) 46
Salon/spas revenue breakout male grooming 46
Level of retail in US salon/spa channel varies widely 46
TABLE 19 Benchmark data, revenues (%) by category in different salon segments 46
Comparison male spending on grooming products 47
GRAPH/TABLE 20 Male grooming revenues (%) by category 47
What to offer men? Fine tuning with little info 48
Occupational licensure a barrier to diversifying services 48
TABLE 21 Services offered and male use of services (sample only) 49
Haircut is the leading service 49
Quick cuts versus style intensive cuts 49
Top tools, methods and terms (clipper and buzz) 49
TABLE 22 Frequency of visits and hair length 50
Professional and upscale men – frequency of visits 50
Small changes in frequency big impact on bottom line 50
Veer from shorn to scruffy to shorn 50
Male conditioning demand is low 50
Hair services - salon coloring 51
Hair services - chemical (perm, texturize, shape) 51
Shaving services 51
Hair replacement treatments 51
Hair replacement specialist services 52
Surgical hair procedures 52
Surgical hair transplants grow 52
TABLE 23 Beauty services for men, best prospects 53
Surprised at demand for waxing 53
Media makes men aware of solutions 53
Waxing marks a life changing event 54
Men – skin care and hand care 54
Men - skin care 54
Men - hands and feet 54
Men are open to “high tech” beauty? 54
REVENUES FROM PRODUCT RETAIL TO MEN 55
Retail positive, but still relatively low 55
TABLE 24 Male spending on grooming products (estimate by category) 55
Fewer men buy retail than women 55
Drivers of male retail 56
“Product free” male services 56
Implications of product free for client/salon purchasing – small orders 56
TABLE 25 Salon retail product categories (ranked) 56
TABLE 26 Typical product categories in men’s lines 57
Salon/spa criteria to buy brands 57
Professional only system 58
Product diversion/ghost salons 58
Diversion is resented 58
Different estimates of diversion products market 59
SECTION 9 PRODUCT MANUFACTURERS (BRANDS) 60
TABLE 27 Different products/brands dominate professional hair channel (men and women) 60
Difference brand pictures, men’s and women’s market 60
Why a few lead in professional channel 60
The big name brands in salon hair care 61
Different brand patterns - men’s and women’s hair care 61
TABLE 28 Brands - hair care/shampoo identified and ranked 61
TABLE 29 Brands handled in multi-unit salon chains (unranked) 62
Own label products 62
TABLE 30 Brands with a men’s line in hair care (43 identified, unranked) 63
Other data /quotes on brands identified 64
Retailers of upmarket men’s lines 65
TABLE 31 Brands non-hair care, men’s lines (11 identified, unranked) 65
SECTION 10 CONSUMER PROFILES (MEN) 66
TABLE 32 Profile of male consume(s) in experts sampled 66
TABLE 33 Ages of different segments (child, young man, adult) 66
TABLE 34 Salon services and men most likely to use 67
Socioeconomics not the only variable 67
SECTION 11 MALE GROOMING MARKET COMPANIES IDENTIFIED (SALONS/SPAS) 68
TABLE 35 Multi-unit salon companies identified (25 names, unranked) 68
Companies operating male focused businesses - snapshots 69
SECTION 12 MALE GROOMING MARKET, SERVICE MENUS AND PRODUCT LINE UPS (EXAMPLES) 71
Baskets of services popular with men 71
TABLE 36 Service menus / packages (example -salon 1 ) 71
TABLE 37 Service menus (example - salon 2 ) 71
TABLE 38 Service menus (example - salon 3 ) 72
TABLE 39 Product categories in selected upmarket men’s lines 72
TABLE 40 Product categories in men’s grooming “essentials” (salon) 73
TABLE 41 Special formulations/formats in men’s products 73
SECTION 13 MALE GROOMING MARKET PRICES AND SPENDING 74
Prices - national trends / benchmarks 74
Criteria used to determine pricing 74
Price banding - staff expertise 74
Pricing and staff commissions 74
Men as tippers 74
Prices stated are starting prices only 74
“Discounts for heroes” 75
Prices gender based 75
Non-gender pricing current laws - history 75
TABLE 42.A Prices services (example salon ) 76
TABLE 42.B Prices salon membership (example salon ) 76
TABLE 43 Prices men’s haircut (starting) by salon market segment 76
TABLE 44 Male spending/ticket prices (example - salon ) 77
TABLE 45 Price men’s services (example – salon ) 77
SECTION 14 - DATA SECTION (DEFINITIONS, REGULATORY, TOTAL MARKET) 78
TABLE 46 Census definitions relevant to barber channel 78
NAICS code 78
Census and NACCAS definitions 78
TABLE 47 Estimates of barber numbers 79
Regulatory frames for hair salons/barbers 79
Reciprocity practices “a mess” 80
Licensure (State Board of Cosmetology) 80
Schools close but a 12% growth in jobs 80
TABLE 48 Hair salons/spas - distribution by US state (2007) 81
TABLE 49 Salon industry - average work stations by type 81
Micro businesses dominate 81
SECTION 15 EXPERT SAMPLE, SOURCES, AND METHODOLOGY 83
Methodology 83
Expert sample – size, represents 83
TABLE 50 Expert sample - years in business, and size and 84
Expertise of sample 84
Geographical representation of sample 85
Professional organizations associated with experts 85
Media expertise 85
Product formulators expertise 85
Data sources – salon/spa market authorities 86
NACCAS 2007 study 86
Modern Salon Magazine 2007 study 86
On line professional groups 87
SECTION 16 COUNTRY DATA USA 88
TABLE 51 USA country data at a glance 88
TABLE 52 USA population - current and projections, racial and ethnic demographics (2008 and 2050) 89
TABLE 53 USA population projections, 2010-2020 89
TABLE 54a US population males age distribution (i) 90
TABLE 54b US population males age distribution (ii) 90
SECTION 17 ESTIMATING THE MALE GROOMING MARKET (WORKSHEETS) 91
Data on men 91
Reasons why men’s market hard to quantify (services and products) 91
TABLE 55 Estimate USA male grooming market based on population 93
TABLE 56 Estimate USA male grooming market based on market segmentation of male consumers 93
TABLE 57 Estimate basis - salon types, clients a week, % of men clients 94
SECTION 18 SYMBOLS AND ABREVIATIONS 95
Symbols used in tables 95
Report formats 95
SECTION 19 INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS (REGULATORY, TRADE, PROFESSIONAL) 96
DIAGONAL REPORTS STATEMENT 99
This country report is based on an analysis of in-depth discussions with leading US male grooming salon experts conducted in June/July 2008 and during March 2009. It compares and contrasts data on male grooming trends from previous (1999, 04, 06) US and other salon market reports
Date of publication: April 2009
Title: Male Grooming Market US 2009
Previous US Hair and Beauty Salon Reports
Report
Summary of Male Grooming Market US 09
Beauty Report Series
US Beauty Market Reports
Buy This Report
New Beauty for New Consumers 2008
Global Spa Market 09
US Salon Coloring Market
Global Anti-Ageing Market 09
Professional Beauty Male Grooming Market USA 2009
(HAIR, HAIRDRESSING, BARBERING, STYLING, SKIN CARE, AND BEAUTY)
April 2009
REPORT STRUCTURE 8
SECTION 1 SUMMARY AND RECOMMENDATIONS 11
TABLE 1 Male grooming in the USA - estimated size current / projected 11
Estimates of male spending on grooming products 11
Male grooming products not mirror women’s 12
Why look at male grooming? 12
Men model consumers for downturn? 12
Recommendations 12
Male proof your business 12
Male specific expectations 13
Make men comfortable 13
Male proof grooming vocabulary 13
Opportunities with ethnic consumers 13
Terminological complexities (cultural resonances and resistance) 14
Data sources 14
Date of publication 14
SECTION 2 MALE GROOMING MARKET - QUANTIFYING NUMBER OF BUSINESSES 15
TABLE 2 US salons/spas (%) by type – full service, haircut only 15
Data sources salon/spa market 15
TABLE 3 Salon/spa employment, by type, current and projected 16
Barber and hairdressers - different training and skills sets 16
Training – an industry crisis 16
Booth renters 16
GRAPH/TABLE 4 Single unit and multi-unit salons (%) distribution 17
Chains in the USA (names, and examples) 17
Market structure - geographical segmentation 17
SECTION 3 MALE GROOMING MARKET - QUANTIFYING CONSUMER NUMBERS, SEGMENTS 19
TABLE 5 Male groomers and grooming market, profiled 19
Imprecise data / quantifying the male grooming market 19
GRAPH/TABLE 6 The client pool - male population for grooming 20
GRAPH/TABLE 7 Male grooming market segments (ABCD) 21
TABLE 8 Men as % of clients in different salon/spa types 22
Haircut only salons and men 22
Full service salons and men 22
TABLE 9 Men as % of clients in selected US salon chains 23
SECTION 4 MALE GROOMING MARKET (FORECASTS) 24
TABLE 10 Male grooming current / projected 24
The US economy and male grooming 24
Consumer behavior unpredictable 24
TABLE 11 Male grooming market variations - historical and forecast 25
Earlier forecasts revised 25
Mixed experiences of businesses 2009 25
SECTION 5 MALE GROOMING MARKET DRIVERS 27
TABLE 12 Drivers - professional grooming services for men 27
Greater male interest appearance 27
Men will catch up with women 27
Media and male interest in appearance 28
Work related grooming 28
Advertising even by competitors grows market 28
Male grooming is a global trend 29
Personal relationships grow grooming 29
Men more open to salons / salons more open to men 29
Multi units and franchisers 29
SECTION 6 MALE GROOMING MARKET - BUSINESS CONCEPTS / PERFORMANCE 30
Male consumption of professional grooming 30
TABLE 13 Grooming for men - different business formulas (client gender, market segment, menus) 30
Mixed views about different formulas 31
Room for many formulas (quotes) 31
TABLE 14 Male consumer profiles, by type of salon/spa used 32
Business concept –– haircut only / barber segment 32
Barbershops - many closures 33
Decline of barbering 33
Barber businesses/training did not adapt 33
New business formula developed – quick cut salon 33
Companies - quick cut hair salons (selected names) 34
Ethnic barbering niche is vibrant 34
Demographic change will complicate market 34
Business concept –– full service salons/spas 35
Views from decade ago (1999)
What men like about full service salons/spas 35
SECTION 7 MALE GROOMING MARKET – KEY BUSINESS FORMULAS 37
TABLE 15 Male grooming key success formulas 37
Convenience (time and location easy) 38
Convenience trumps loyalty 38
TABLE 16 Gender markers in grooming businesses 38
“Comfortable” with gendering of salon 38
Salon decor and even the surrounding conversations matter to men 39
Complimentary services male appropriate (shoe shine, beer, chair size) 39
Americans and men in other parts of world 39
Male staffing preferences / stylist’s manner 40
TABLE 17 Gender specific behavior and expectations 40
Advance planning of salon visit – men walk in 40
The time men allocate to haircut 41
Men’s behavior in the salon 41
Time management status related 41
Male consumers and their attitudes (“blunt,” “rational”) 41
Men buy into facts 42
Wording counts 42
Men are stylist dependent 42
Behind closed doors only 42
Male privacy universal demand 43
TABLE 18 Salon/spa terminology “traditional/feminine” versus “male friendly” 43
How to describe services for men 43
No shiny nails for (some) men 43
The MAN-icure 43
Language of autos, sports, and beach (not the boudoir) 44
New vocabulary hairstyling products 44
From “cream” to “cement” in 2004 44
One company’s male gendering strategies 44
SECTION 8 MALE GROOMING REVENUES HAIR CARE BY CATEGORY, SERVICES AND PRODUCTS) 46
Salon/spas revenue breakout male grooming 46
Level of retail in US salon/spa channel varies widely 46
TABLE 19 Benchmark data, revenues (%) by category in different salon segments 46
Comparison male spending on grooming products 47
GRAPH/TABLE 20 Male grooming revenues (%) by category 47
What to offer men? Fine tuning with little info 48
Occupational licensure a barrier to diversifying services 48
TABLE 21 Services offered and male use of services (sample only) 49
Haircut is the leading service 49
Quick cuts versus style intensive cuts 49
Top tools, methods and terms (clipper and buzz) 49
TABLE 22 Frequency of visits and hair length 50
Professional and upscale men – frequency of visits 50
Small changes in frequency big impact on bottom line 50
Veer from shorn to scruffy to shorn 50
Male conditioning demand is low 50
Hair services - salon coloring 51
Hair services - chemical (perm, texturize, shape) 51
Shaving services 51
Hair replacement treatments 51
Hair replacement specialist services 52
Surgical hair procedures 52
Surgical hair transplants grow 52
TABLE 23 Beauty services for men, best prospects 53
Surprised at demand for waxing 53
Media makes men aware of solutions 53
Waxing marks a life changing event 54
Men – skin care and hand care 54
Men - skin care 54
Men - hands and feet 54
Men are open to “high tech” beauty? 54
REVENUES FROM PRODUCT RETAIL TO MEN 55
Retail positive, but still relatively low 55
TABLE 24 Male spending on grooming products (estimate by category) 55
Fewer men buy retail than women 55
Drivers of male retail 56
“Product free” male services 56
Implications of product free for client/salon purchasing – small orders 56
TABLE 25 Salon retail product categories (ranked) 56
TABLE 26 Typical product categories in men’s lines 57
Salon/spa criteria to buy brands 57
Professional only system 58
Product diversion/ghost salons 58
Diversion is resented 58
Different estimates of diversion products market 59
SECTION 9 PRODUCT MANUFACTURERS (BRANDS) 60
TABLE 27 Different products/brands dominate professional hair channel (men and women) 60
Difference brand pictures, men’s and women’s market 60
Why a few lead in professional channel 60
The big name brands in salon hair care 61
Different brand patterns - men’s and women’s hair care 61
TABLE 28 Brands - hair care/shampoo identified and ranked 61
TABLE 29 Brands handled in multi-unit salon chains (unranked) 62
Own label products 62
TABLE 30 Brands with a men’s line in hair care (43 identified, unranked) 63
Other data /quotes on brands identified 64
Retailers of upmarket men’s lines 65
TABLE 31 Brands non-hair care, men’s lines (11 identified, unranked) 65
SECTION 10 CONSUMER PROFILES (MEN) 66
TABLE 32 Profile of male consume(s) in experts sampled 66
TABLE 33 Ages of different segments (child, young man, adult) 66
TABLE 34 Salon services and men most likely to use 67
Socioeconomics not the only variable 67
SECTION 11 MALE GROOMING MARKET COMPANIES IDENTIFIED (SALONS/SPAS) 68
TABLE 35 Multi-unit salon companies identified (25 names, unranked) 68
Companies operating male focused businesses - snapshots 69
SECTION 12 MALE GROOMING MARKET, SERVICE MENUS AND PRODUCT LINE UPS (EXAMPLES) 71
Baskets of services popular with men 71
TABLE 36 Service menus / packages (example -salon 1 ) 71
TABLE 37 Service menus (example - salon 2 ) 71
TABLE 38 Service menus (example - salon 3 ) 72
TABLE 39 Product categories in selected upmarket men’s lines 72
TABLE 40 Product categories in men’s grooming “essentials” (salon) 73
TABLE 41 Special formulations/formats in men’s products 73
SECTION 13 MALE GROOMING MARKET PRICES AND SPENDING 74
Prices - national trends / benchmarks 74
Criteria used to determine pricing 74
Price banding - staff expertise 74
Pricing and staff commissions 74
Men as tippers 74
Prices stated are starting prices only 74
“Discounts for heroes” 75
Prices gender based 75
Non-gender pricing current laws - history 75
TABLE 42.A Prices services (example salon ) 76
TABLE 42.B Prices salon membership (example salon ) 76
TABLE 43 Prices men’s haircut (starting) by salon market segment 76
TABLE 44 Male spending/ticket prices (example - salon ) 77
TABLE 45 Price men’s services (example – salon ) 77
SECTION 14 - DATA SECTION (DEFINITIONS, REGULATORY, TOTAL MARKET) 78
TABLE 46 Census definitions relevant to barber channel 78
NAICS code 78
Census and NACCAS definitions 78
TABLE 47 Estimates of barber numbers 79
Regulatory frames for hair salons/barbers 79
Reciprocity practices “a mess” 80
Licensure (State Board of Cosmetology) 80
Schools close but a 12% growth in jobs 80
TABLE 48 Hair salons/spas - distribution by US state (2007) 81
TABLE 49 Salon industry - average work stations by type 81
Micro businesses dominate 81
SECTION 15 EXPERT SAMPLE, SOURCES, AND METHODOLOGY 83
Methodology 83
Expert sample – size, represents 83
TABLE 50 Expert sample - years in business, and size and 84
Expertise of sample 84
Geographical representation of sample 85
Professional organizations associated with experts 85
Media expertise 85
Product formulators expertise 85
Data sources – salon/spa market authorities 86
NACCAS 2007 study 86
Modern Salon Magazine 2007 study 86
On line professional groups 87
SECTION 16 COUNTRY DATA USA 88
TABLE 51 USA country data at a glance 88
TABLE 52 USA population - current and projections, racial and ethnic demographics (2008 and 2050) 89
TABLE 53 USA population projections, 2010-2020 89
TABLE 54a US population males age distribution (i) 90
TABLE 54b US population males age distribution (ii) 90
SECTION 17 ESTIMATING THE MALE GROOMING MARKET (WORKSHEETS) 91
Data on men 91
Reasons why men’s market hard to quantify (services and products) 91
TABLE 55 Estimate USA male grooming market based on population 93
TABLE 56 Estimate USA male grooming market based on market segmentation of male consumers 93
TABLE 57 Estimate basis - salon types, clients a week, % of men clients 94
SECTION 18 SYMBOLS AND ABREVIATIONS 95
Symbols used in tables 95
Report formats 95
SECTION 19 INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS (REGULATORY, TRADE, PROFESSIONAL) 96
DIAGONAL REPORTS STATEMENT 99
This country report is based on an analysis of in-depth discussions with leading US male grooming salon experts conducted in June/July 2008 and during March 2009. It compares and contrasts data on male grooming trends from previous (1999, 04, 06) US and other salon market reports
Date of publication: April 2009
Title: Male Grooming Market US 2009
Previous US Hair and Beauty Salon Reports
Report
Summary of Male Grooming Market US 09
Beauty Report Series
US Beauty Market Reports
Buy This Report