The men's grooming market is stabilising, but consumer spending remains cautious. While 56% of male-targeted skincare launches still promote 'energy' claims, a notable 44% of 16-34 year olds find male makeup acceptable.
The men’s grooming market is stabilising, but consumer spending remains cautious. While 56% of male-targeted skincare launches still promote ‘energy’ claims, a notable 44% of 16-34 year olds find male makeup acceptable. This indicates a surprising trend: male beauty norms are expanding at a pace that outstrips companies’ current investments in the space.
Although 60% of under-35s are willing to spend €20+ on single products, overall value growth is capped by a majority who limit spend to €5. This means that even though men may be interested in premium options, science-backed products carrying a higher price tag must unequivocally justify their cost. This is crucial for distinguishing them from other premium products whose elevated prices are primarily driven by aesthetic packaging or brand image.
The market for restorative skincare and preventative hair-strengthening products is expanding. Brands can turn one-time trials into loyal subscriptions by using AI to create personalised product ecosystems. However, social backlash remains a significant challenge. With 47% of men still finding male makeup unacceptable and 23% taking issue with men dying their hair, brands must carefully consider their tone to avoid stalling adoption.
Male beauty norms are expanding faster than the market can keep up, with men seeking confidence, clarity and calm while still watching their wallets.
Susanne Krenz, Associate Director – Beauty, Personal Care and Household
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
