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
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- 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
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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
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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
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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