A Year of Innovation in the Men’s Grooming Market 2024
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NPD uses wellness to appeal to men in EMEA, while scalp care is an opportunity in APAC. Sustainability is a must-have in NA, while LATAM sees more beauty enhancing. Dionne…

A Year of Innovation in the Men’s Grooming Market 2024

£ 2,195 (Excl.Tax)

Report Summary

Explore the latest innovations in men’s grooming products in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.

Key innovation trends in the men’s grooming market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.

This report also presents Mintel’s analysts’ pick of the most innovative launches in the global men’s grooming market. Understanding global trends in the men’s grooming products market has never been so easy.

To discover more about the global men’s grooming market, take a look at Mintel’s extensive market research.

Meet The Expert

This report is written by Dionne Officer. Dionne is responsible for researching, writing and publishing the annual beauty, personal care and healthcare ‘A year of innovation’ reports. They have recently completed a Masters in Cosmetic Science at London College of Fashion where they focused on the sustainability of cosmetic ingredients and technologies.

NPD uses wellness to appeal to men in EMEA, while scalp care is an opportunity in APAC. Sustainability is a must-have in NA, while LATAM sees more beauty enhancing.

Dionne Officer
Research Analyst – BPC Innovation

Table of Contents

    • What we have seen
    • Our pick of the most innovative launches in this review
    • Other innovative launches

    • Europe: continue to build men’s knowledge of wellness
    • Help boost men’s mood with wellness BPC
    • Grow aromatherapy claims
    • Brands are finding innovative ways to approach wellbeing
    • Europe: launch ‘for men’ products in all categories
    • Cater to men’s desire for products designed for them
    • Anticipate the interest in traditionally non-male categories
    • Graph 1: BPC categories* by prevalence of male claims, 2022-23
    • Innovation launches in traditionally non-male categories
    • Fill the gap for male-focused makeup launches
    • The Middle East & Africa (MEA)
    • Spotlight on MEA innovation
  2. Asia Pacific (APAC)

    • Asia: put the focus on scalp care
    • Help men care for their weaker scalp barriers
    • Look to less established claims in haircare
    • Graph 2: men’s shampoo, conditioner and hair treatment launches by select beauty-enhancing claims, 2022-23
    • Brands launch scalp care products for men
    • Engage men through targeted solutions
    • Asia: appeal to interest in effective facial skincare
    • Grow beauty-enhancing claims to convey efficacy
    • Graph 3: facial skincare* launches by select beauty-enhancing claims, 2018-19 vs 2022-23
    • Facial skincare launches tap into broader trends
    • Create skincare for the next generation of men
    • Australia & New Zealand (ANZ)
    • Spotlight on ANZ innovation
  3. the americas

    • North America: maximise on the interest in body skin
    • Go beyond convenience in soap, bath and shower
    • Put a focus on added skin benefits
    • Graph 4: men’s soap, bath and shower launches by added benefit claims, 2018-19 vs 2022-23
    • SBS launches meet consumers’ need for more than cleansing
    • Dove banks on brand loyalty to introduce new concepts to men
    • North America: sustainability is a must-have
    • Appeal to younger men using eco credentials
    • Sustainability claims see fast growth
    • Graph 5: men’s grooming launches by ethical & environmental claims, 2018-19 vs 2022-23
    • Eco claims continue to inspire innovation
    • Latin America: respond to men’s positive attitude towards BPC
    • Beauty-enhancing claims see a rise
    • Graph 6: male facial skincare launches by select beauty enhancing claims, 2018-19 vs 2022-23
    • Facial skincare products innovate to meet men’s needs

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Year of Innovation Sample Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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