“New product development in the Men’s haircare category has seen an overall decline, despite trends in men’s hair styles favouring higher maintenance longer hair. With longer hair trends looking set to stay, haircare brands can do more to offer products that reflect the latest fashions. Young men pose opportunities with their greater interest in wanting more specific help, suggesting that education is important to encourage further growth in this category, particularly for the conditioner segment which has declined in value in 2014. With low use of dry shampoo amongst men, there are opportunities to reposition dry shampoo to appeal to men, whose hair needs are very different to women’s.”
– Roshida Khanom, Senior Personal Care Analyst
This report looks at the following areas:
- New launches have shown a decline
- Young men want more specific help
- Build-up on hair may be driving down sales of conditioner
- Dry shampoo could be positioned as a styling aid
The Men’s haircare category has shown modest growth in 2014, despite declines in both launch activity and advertising spend. Men show high frequency of usage when it comes to styling products, with over a third of users of styling products using them once a day or more. Younger men in particular show high usage across haircare products, and with longer hairstyles in fashion, there are new opportunities for innovation and product positioning to this demographic.
Education will be essential to boost further growth in this market, with over a third of non-users of some/all haircare products agreeing that their hair does not need styling regularly and just under a quarter only using haircare products when they think their hair needs it. In addition, just under half of male haircare users agree that men’s and women’s haircare products do the same thing. Men also show concern when it comes to haircare products, with 67% of users agreeing that using too many products is damaging to hair.
Within this report we investigate men’s hair types and concerns, haircare products used and frequency of usage. We also investigate the preference for using budget vs prestige brands, interest in new innovations and attitudes towards haircare, as well as reasons for not using some/all haircare products.