Men's Toiletries - UK - October 2013
“Growth in the men’s toiletries market came to a halt in 2013 as fashion moved toward a relaxed image, and money-saving behaviours resulted in a reduced spend. However, the trend for facial hair creates an opportunity for male toiletries to expand into areas less catered for, such as facial care and styling products designed specifically for men with facial hair.”
Charlotte Libby, Household and Personal Care Analyst
Some questions answered in this report include:
Which body concerns are most common amongst men?
Which are the most used products?
How do fashion trends impact the male grooming market?
How can men be encouraged to experiment more?
Following a strong year in 2012, 2013 has seen a slowdown in sales growth for the men’s toiletries market, with estimated annual growth of just 0.2% resulting in a market value of £590 million. A stronger performance from the men’s skincare segment has offset declines for deodorants and bodysprays. The male skincare market has benefitted from a growing user base, as men become increasingly comfortable using these products.
Hygiene essentials such as shower gel and deodorant continue to hold the highest levels of usage, however men show an affinity for ‘savvy shopping’ behaviours and often take advantage of price promotions to stock up on their preferred brands. The big challenge for brands is encouraging men over the age of 40, who show a level of disengagement in the category, to experiment and try new products.
This report investigates men’s changing attitudes towards grooming, with 2013 seeing a more relaxed approach, and with facial hair returning to fashion. The user base of men’s toiletries is evolving as men become more comfortable using grooming products, while fashion trends have seen shaving preparations decline.
This report covers the following men’s toiletries products:
Male deodorants and bodysprays
Male-targeted haircare – includes hair growth products, eg Regain, and colour products, eg Just for Men
Male-targeted bath and shower
Male shaving preparations
Men’s skincare and talcum powder including men’s body lotions and body toning gels
Men’s depilatories (eg hair removal cream)
Self-tanning facial moisturisers for men.
Male fragrances, eg aftershaves, colognes, pre-shaves
Razors, blades and electrical shavers are excluded.
Duty-free products and products bought overseas are also excluded from market size data.
Mintel notes that there is a high male usage of unisex toiletries, particularly shampoos and styling gels. Usage data of such unisex/family toiletries by men are also outside the scope of this report.
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