2022
9
UK Men’s Haircare and Skincare Market Report 2022
2022-04-21T04:10:44+01:00
OX1101851
2195
150648
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Report
en_GB
“Both men’s skincare and haircare witnessed a slight value decline in 2021, driven by savvy shopping behaviours caused by concerns around rising inflation. More effective positioning of products will help…

UK Men’s Haircare and Skincare Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Men’s Haircare and Skincare report identifies consumer attitudes towards usage of haircare and skincare products, purchasing drivers and innovation opportunities in the UK men’s haircare and skincare industry. This market report covers the market size, market forecast, market segmentation and industry trends for the Men’s Haircare and Skincare Market in the UK.

Click here to view our German market research on Men’s Haircare and Skincare 2022 (DE version).

 

Current market landscape

Men’s personal care prices began to rise in 2022, with CPI reaching 1.4% in February 2022, driven by a supply chain disruption and rising business costs. Inflation will support the value recovery of the men’s grooming market, however, the impact of this will be subdued by savvy shopping behaviours driven by the concerns surrounding rising inflation, resulting in little change in value for both the men’s haircare and skincare industry.

Market Share and Key Industry Trends

There is a reluctance to use more specialist haircare and skincare formats, but the shift towards care products in the men’s grooming industry will accelerate, with more men continuing to use soap less frequently and moving towards treatment products. A greater alignment between the men’s haircare and skincare industry will provide a sense of newness for men looking to experiment.

Not having time is another of the leading barriers to spending in the men’s personal care industry.

  • 87% of men use soap as part of their facial skincare routines.
  • 65% of male haircare users believe it is just as important to care for your scalp as it is for your hair.
  • 40% of men typically purchase their facial skincare/ haircare products online.

Future Market Trends in  Men’s Haircare and Skincare in UK

Our longer-term market forecast summarises that there will be little value fluctuation within men’s haircare and skincare market sizes, however, there is ample opportunity for haircare brands to blur the lines with skincare to tap into trends around the ‘skinification’ of hair, catering for scalp health concerns to support with broadening the appeal of treatment products. More effective alignment between prevalent skin concerns and specialist formats will shift males away from the usage of soap as part of their facial skincare routines.

There is also an opportunity for innovation for online-only retailers who can boost convenience and ensure that the path to purchase is seamless for the men’s personal care industry and also offer options for automatic replenishment of frequently purchased products to boost convenience.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care Market Research.

 

Quickly Understand

• NPD and interest in men’s haircare and skincare innovations.
• Usage and purchase of men’s haircare and skincare.
• Barriers to purchase of men’s haircare and skincare.
• Opportunities for innovation in men’s haircare and skincare.
• Attitudes towards men’s haircare and skincare.

Covered in this Report

Product Types: Shampoo, conditioners, treatments (hot oils, serums, masks and sprays), hair styling products, moisturisers, facial cleansers (soaps, scrubs, washes and wipes), lip balms.

Brands include: L’Oréal Men Expert, NIVEA Men, Bulldog Skincare, Rock Face, Man Cave, Super Facialist, V05, Head & Shoulders, Alpecin, Got2b, Shockwaves, Brylcreem, L’Oréal Elvive, Fudge Urban, L’Oréal Studio Line

Expert Analysis from a Specialist in the Field

This report, written by Maddie Malone, a leading analyst in the Beauty and Personal care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

– Maddie Malone,

Beauty and Personal Care Analyst, March 2022

 

“Both men’s skincare and haircare witnessed a slight value decline in 2021, driven by savvy shopping behaviours caused by concerns around rising inflation. More effective positioning of products will help to drive usage, for example, better alignment between prevalent skin concerns and specialist formats will shift males away from usage of soap as part of their facial skincare routines. There is also opportunity for haircare brands to blur the lines with skincare to tap into trends around the “skinification” of hair, cater for scalp health concerns and broaden appeal.”

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
    • Men’s haircare
    • Men’s skincare
  2. Executive Summary

    • The five-year outlook for men’s haircare and skincare
      • Figure 1: Category outlook for men’s haircare and skincare, 2022-27
    • The market
    • Innovation will support long-term growth in haircare
      • Figure 2: Market size and forecast for men’s haircare, 2016-26
    • Tap into increased usage of treatment products in skincare
      • Figure 3: Market size and forecast for men’s facial skincare, 2016-26
    • Online-only retailers can emphasise convenience
    • Companies and brands
    • A mixed picture for mass-market brands
      • Figure 4: Retail value sales of mass-market men’s facial skincare, by brand, 2022
      • Figure 5: Retail value sales of mass-market men’s haircare, by brand, 2022
    • Facial skincare benefits from higher levels of NPD than haircare
      • Figure 6: New product development in men’s haircare and facial skincare, by category, 2019-21
    • Botanical/herbal claims tap into wellbeing priorities in haircare
      • Figure 7: Top claims in the men’s haircare category (based on leading claims in 2021), 2019-21
    • The consumer
    • Tap into the interest in scalp care
      • Figure 8: Net usage of haircare products, 2020-22
    • Emphasise the benefits of conditioner
      • Figure 9: Frequency of haircare product usage, 2022
    • Align skin concerns with formats
      • Figure 10: Net usage of facial skincare products, 2020-22
    • Innovate to drive usage of scrubs/exfoliators
      • Figure 11: Frequency of facial skincare product usage, 2022
    • Create a tailored retail solution for men
      • Figure 12: Purchase of haircare and facial skincare products, 2022
    • Men crave a better in-store experience
      • Figure 13: Channels used to purchase haircare and facial skincare products, 2022
    • Remove barriers to purchase
      • Figure 14: Barriers to purchase of haircare and facial skincare products, 2022
    • Boost user and advertising review relevancy
      • Figure 15: Purchase drivers for new haircare and facial skincare products, 2022
    • Make skincare personal
      • Figure 16: Interest in facial skincare innovation, 2022
    • Align haircare with skincare
      • Figure 17: Interest in haircare innovation, 2022
    • Tackle underrepresentation in skincare
      • Figure 18: Attitudes towards facial skincare, 2022
    • Combat stigmas around hair loss
      • Figure 19: Attitudes towards haircare, 2022
  3. Issues and Insights

    • Offset rising inflation through product positioning
    • Wellbeing presents an opportunity
    • Translate interest into usage
  4. Market Size and Performance

    • Pre-pandemic challenges persist in haircare
      • Figure 20: Retail value sales of men’s haircare products, 2016-21
    • Usage of soap hinders growth in skincare
      • Figure 21: Retail value sales of men’s facial skincare products, 2016-21
  5. Market Forecast

    • Savvy shopping habits will subdue growth in 2022
      • Figure 22: Category outlook for men’s haircare and skincare, 2022-27
    • Innovation can support long-term growth in haircare
      • Figure 23: Market forecast men’s haircare, 2016-26
      • Figure 24: Forecast retail value sales of men’s haircare products, 2021-26
    • Renewed interest in skincare treatments signals opportunity
      • Figure 25: Market forecast men’s facial skincare, 2016-26
      • Figure 26: Forecast retail value sales of men’s facial skincare products, 2021-26
    • The impact of inflation on men’s haircare and skincare
    • Market drivers and assumptions
      • Figure 27: Key drivers affecting Mintel’s market forecast, 2016-26
    • Forecast methodology
  6. Market Segmentation

    • Opportunity for prestige haircare
      • Figure 28: Retail value sales of men’s haircare, by price positioning, 2020 and 2021
    • Inflationary pressures impact prestige skincare
      • Figure 29: Retail value sales of men’s skincare, by price positioning, 2020 and 2021
  7. Channels to Market

    • Health & beauty retailers see recovery in 2021
      • Figure 30: Retail value sales of men’s haircare and skincare, by retail channel, 2019 and 2020
    • Online-only caters for the time poor
    • Grocers can focus on convenience
    • Discounters can emphasise value
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Inflationary pressures are mounting
      • Figure 31: Ways in which BPC spending habits amongst men will change in the face of an income squeeze, 2020
    • Ethical priorities influence male behaviours in BPC
      • Figure 32: Ethical BPC purchase behaviours, 2021
      • Figure 33: NIVEA Men, 100% recycled aluminium shave gel cans, 2022
    • Design for a growing proportion of teens
      • Figure 34: Trends in the age structure of the UK male population, 2016-26
    • Translate awareness of actives into usage
      • Figure 35: Awareness and usage of facial skincare ingredients, 2021
    • A lack of appetite for professional services presents opportunity
      • Figure 36: Reasons for not having professional hair services in last 12 months
    • The store dominates the BPC path to purchase for men
      • Figure 37: Channels used to purchase beauty/grooming products in the last 12 months
  9. Market Share

    • Advertising is pivotal in men’s haircare
      • Figure 38: Retail value sales of mass-market men’s haircare, by brand, 2021 and 2022
    • Ethical verification drives growth in men’s skincare
      • Figure 39: Retail value sales of mass-market men’s facial skincare, by brand, 2021 and 2022
    • Visibility can support growth in skincare
  10. Launch Activity and Innovation

    • Hair styling segment boosted by NPD
      • Figure 40: New product development in the men’s haircare category, by sub-category, 2019-21
    • Multifunctional shampoos cater for the time poor
      • Figure 41: Examples of men’s haircare launches carrying multifunctionality claims, 2021
    • Ethical claims remain important in haircare NPD
      • Figure 42: Top claims in the men’s haircare category (based on leading claims in 2021), 2019-21
    • Botanical/herbal claims tap into wellbeing priorities
      • Figure 43: Example of a haircare launch carrying botanical/herbal claims, 2021
    • Dapper Dan launch activity supports those on the go
      • Figure 44: New product development in the men’s haircare category, by ultimate company, 2021
      • Figure 45: Examples of Dapper Dan’s new on-the-go haircare packaging, 2021
    • Unthin aims to tackle hair loss in men
      • Figure 46: Unthin hair loss treatment, order process, 2022
    • New facial skincare launches emphasise calming benefits
      • Figure 47: New product development in the men’s facial skincare category, by sub-category, 2019-21
      • Figure 48: Examples of men’s skincare launches carrying calming claims, 2021
    • Time/speed claims aid simplified regimes
      • Figure 49: Top 10 claims in the men’s facial skincare category (based on leading claims in 2021), 2019-21
      • Figure 50: Examples of men’s facial skincare launches carrying time/speed claims, 2021
    • Estée Lauder leads in men’s skincare NPD
      • Figure 51: New product development in the men’s facial skincare category, by ultimate company, 2021
      • Figure 52: Launch of Lab Series Anti-Age Max LS Lotion Refill, 2021
  11. Advertising and Marketing Activity

    • Advertising spend slowly picks up in men’s haircare
      • Figure 53: Total above-the line, online display and direct mail advertising expenditure on men’s haircare, 2019-21
    • VO5 takes a light-hearted approach to hair loss
      • Figure 54: VO5, if you’ve got hair, care campaign, 2021
    • Boost in advertising spend for men’s skincare
      • Figure 55: Total above-the line, online display and direct mail advertising expenditure on men’s skincare, 2019-21
    • Brands focus on proving results
    • L’Oréal Men Expert spotlights men’s mental health
      • Figure 56: L’Oréal Men Expert partners with Movember charity, 2021
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 57: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 58: Key metrics for selected brands, 2022
    • NIVEA Men is trusted
      • Figure 59: Attitudes, by brand, 2022
    • Barber PRO benefits from perceptions as fun
      • Figure 60: Brand personality – Macro image, 2022
    • Regaine for Men is viewed as indulgent
      • Figure 61: Brand personality – Micro image, 2022
    • Brand analysis
    • NIVEA Men benefits from high levels of trust
    • L’Oréal Elvive for Men is viewed as ethical
    • Barber PRO benefits from ethical perceptions
    • ManCave is perceived as youthful
    • B. Men By Superdrug stands out for value
    • Regaine for Men is viewed as indulgent
  13. Usage of Haircare

    • Tap into interest in scalp care
      • Figure 62: Net usage of haircare products, 2020-22
    • Emphasise the benefits of conditioners
      • Figure 63: Frequency of haircare product usage, 2022
  14. Usage of Facial Skincare

    • Align products with skin concerns
      • Figure 64: Net usage of facial skincare products, 2020-22
    • Tap into the solid skincare opportunity
    • Innovate to drive usage of scrubs/exfoliators
      • Figure 65: Frequency of facial skincare product usage, 2022
  15. Purchase of Haircare and Facial Skincare

    • Personalisation can encourage trading-up
      • Figure 66: Purchase of haircare and facial skincare products, 2022
    • Consumers crave experience
      • Figure 67: Channels used to purchase of haircare and facial skincare products, 2022
  16. Barriers to Purchase of Haircare and Facial Skincare

    • Cater for the time poor with subscriptions
      • Figure 68: Barriers to purchase of haircare and facial skincare products, 2022
    • Opportunity for budget-friendly brands
    • Support the under-45s in navigating ranges
      • Figure 69: Barriers to purchase of haircare and facial skincare products, by age, 2022
  17. Purchase Drivers in Haircare and Facial Skincare

    • Make reviews more relevant
      • Figure 70: Purchase drivers for new haircare and facial skincare products, 2022
    • Ensure advertising is relatable
    • Expert advice is influential
    • Make ethical certifications known
      • Figure 71: Ethical certification on pack as a purchase driver for new haircare and facial skincare products, by age, 2022
  18. Interest in Facial Skincare Innovation

    • Personalisation is key in skincare
      • Figure 72: Interest in facial skincare innovation, 2022
    • Innovate with active ingredients in skincare
      • Figure 73: Relaunch of L’Oréal men expert’s vitamin c moisturiser, 2021
    • Drive trade-up with added benefits in skincare
      • Figure 74: TURF Analysis – Men’s facial skincare, 2022
    • Align skincare with wellbeing
  19. Interest in Haircare Innovation

    • Tap into known skincare ingredients in haircare
      • Figure 75: Interest in haircare innovation, 2022
    • Facilitate an interest in personalisation
    • Innovate in relaxing haircare products
    • Emphasise the importance of SPF for the scalp
  20. Attitudes towards Facial Skincare

    • Celebrity owned skincare brands can collaborate with experts
      • Figure 76: Attitudes towards facial skincare, 2022
    • Tackle underrepresentation in skincare
    • Educate the 16-24s in skincare ingredients
      • Figure 77: Agreement with the statement “It is important to educate yourself on ingredients used in facial skincare products”, by age, 2022
  21. Attitudes towards Haircare

    • Combat stigmas around hair loss
      • Figure 78: Attitudes towards haircare, 2022
    • Tap into scalp care priorities
    • Ensure ranges cater for all hair types
      • Figure 79: SheaMoisture, strengthen and restore shampoo, 2016
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 80: Retail value sales of men’s haircare products, 2021-26
      • Figure 81: Retail value sales of men’s skincare products, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

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