By incorporating wellness and self-care elements into personal care offerings, brands give men permission to expand their personal care routines beyond necessary hygiene steps.
By incorporating wellness and self-care elements into personal care offerings, brands give men permission to expand their personal care routines beyond necessary hygiene steps. Products that promote overall wellbeing resonate with those seeking solutions that go beyond mere aesthetics and hygiene, tapping into the growing wellness trend.
While economic conditions may lead to some price sensitivity in the category, many continue to be willing to invest in premium products, particularly when it comes to more discretionary products with performance claims. Consumers recognize value beyond price and are willing to invest in brands that intrigue them. Having said this, half of shoppers are swayed by sales, highlighting the need for brands to demonstrate their worth over the competition.
Over half of men 25-34 feel that it is acceptable for men to wear makeup. This is a clear indication of the shift taking place in societal norms and gender roles, and the growing comfort men have focusing on their appearance.
However, many men are reluctant to change their grooming habits, which can slow down the adoption of new products. Overcoming this reluctance involves educating consumers about the benefits and demonstrating how easily new products can fit into their existing routines, thereby encouraging them to try and adopt new grooming practices.
While involvement remains lower compared to women, there is a discernible expansion in men’s personal care routines, reflecting broader changes in the concept of masculinity and self-care.
Meghan Ross, Senior Research Analyst – Home & Beauty
For the purposes of this Report, Mintel has included the following formats within the men’s personal care market:
Mentions of a ‘past year’ timeframe refer to the 12-month period leading up to June 2024.
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