UK Men’s Haircare and Skincare Market Report 2023
“Men’s haircare and facial skincare benefitted from expected value growth in 2022, boosted by inflationary price rises.
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for men’s haircare and facial skincare
- Figure 1: Category outlook for men’s haircare and facial skincare, 2023-27
- The market
- Market size and forecast
- Haircare spend boosted by post-pandemic recovery and inflation
- Figure 2: Market forecast for men’s haircare, 2017-27
- Spend on facial skincare set to plateau by 2025
- Figure 3: Market forecast for men’s facial skincare, 2017-27
- Value priorities hinder prestige spend in 2022
- Companies and brands
- Strong brand perceptions support growth in haircare
- Figure 4: Retail value sales of mass-market men’s haircare products, by top 10 brands, 2023
- Opportunity to shake up innovation in men’s facial skincare
- Figure 5: Retail value sales mass-market men’s facial skincare products, by top five brands, 2023
- Haircare gains a greater share of total NPD
- Figure 6: New product development in men’s haircare and facial skincare, by category, 2020-22
- Treatment innovation centres around hair loss
- Figure 7: New product development in the men’s haircare category, by sub-category, 2019-22
- Boost efficacy perceptions by targeting specific areas
- Figure 8: New product development in the men’s facial skincare category, by sub-category, 2019-22
- The consumer
- Combat value priorities with loyalty rewards in haircare
- Figure 9: Net usage of haircare products, 2019-23
- Preference for soap poses a challenge for facial skincare
- Figure 10: Net usage of facial skincare products, 2019-23
- Men prioritise value in haircare and skincare
- Figure 11: Average spend on haircare and facial skincare products, 2023
- Drive repertoires with bundle promotions
- Figure 12: Haircare and facial skincare income squeeze behaviours, 2023
- Price priorities indicate opportunity to spotlight private-label
- Figure 13: Purchase priorities in haircare and facial skincare, 2023
- Gamification could improve the research process
- Figure 14: Attitudes towards haircare and facial skincare, 2023
- Cater for those with more minimal beards
- Figure 15: Presence of facial hair, 2023
- Maximise the skincare opportunity in beard care
- Figure 16: Interest in beard/moustache products, 2023
- The five-year outlook for men’s haircare and facial skincare
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Issues and Insights
- Combat trade-down behaviours
- Combat a dip in usage
- Boost engagement in the category
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Market Size and Performance
- Men’s haircare boosted by post-pandemic recovery
- Figure 17: Retail value sales of men’s haircare products, 2018-22
- Highlight performance to boost spend in facial skincare
- Figure 18: Retail value sales of men’s facial skincare products, 2018-22
- Men’s haircare boosted by post-pandemic recovery
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Market Forecast
- Inflationary price rises support growth in haircare and facial skincare
- Figure 19: Category outlook for men’s haircare and facial skincare, 2023-27
- Haircare reaches pre-pandemic value in 2023
- Figure 20: Market forecast for men’s haircare, 2016-27
- Figure 21: Market forecast for men’s haircare, 2022-27
- Spend on facial skincare set to plateau by 2025
- Figure 22: Market forecast for men’s facial skincare, 2016-27
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- Figure 23: Market forecast for men’s facial skincare, 2022-27
- Learnings from the last income squeeze
- Forecast methodology
- Inflationary price rises support growth in haircare and facial skincare
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Market Segmentation
- Value priorities hinder prestige spend in 2022
- Figure 24: Retail value sales of men’s haircare, by price positioning, 2021 and 2022
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- Figure 25: Retail value sales of men’s facial skincare, by price positioning, 2021 and 2022
- Value priorities hinder prestige spend in 2022
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Channels to Market
- Savvy shopping behaviours drive growth for the discounters
- Figure 26: Retail value sales of men’s haircare and skincare, by retail channel, 2021 and 2022
- Grocery retailers can maximise the private-label opportunity
- Maximise the online-only opportunity through eco-friendly solutions
- H&B retailers can emphasise loyalty rewards
- Savvy shopping behaviours drive growth for the discounters
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 27: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
- Make the hair loss conversation more comfortable
- Figure 28: Openness to talk about health issues with a doctor, 2022
- Talk to teens on TikTok
- Figure 29: Trends in the age structure of the UK male population, 2016-26
- Inflation concerns are driving savvy shopping habits
- Figure 30: Changes to shopping behaviours in order to save money, 2022
- Innovate in subscription services for men
- Figure 31: Factors to drive usage of beauty/grooming subscription services, 2022
- Lead with professional advice
- Figure 32: Preferred sources of beauty/grooming advice, 2022
- Inclusive product ranges can drive spend among men
- Figure 33: Diversity purchase drivers in beauty/grooming, 2023
- Lead with scent to drive trade-up
- Figure 34: Purchase drivers in premium/luxury beauty and personal care, 2022
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Market Share
- Strong brand perceptions support haircare growth for L’Oréal Men Expert and Fudge Urban
- Figure 35: Retail value sales of mass-market men’s haircare, by brand, 2022 and 2023
- Leading haircare brands see a boost
- Limited innovation leads to value decline for other haircare brands
- A mixed performance among leading facial skincare brands
- Figure 36: Retail value sales of mass-market men’s facial skincare, by brand, 2022 and 2023
- Small, disruptor brands can shake up innovation in men’s facial skincare
- Strong brand perceptions support haircare growth for L’Oréal Men Expert and Fudge Urban
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Launch Activity and Innovation
- Haircare
- Treatment innovation centres around hair loss
- Figure 37: New product development in the men’s haircare category, by sub-category, 2019-22
- Figure 38: Examples of anti-hair-loss treatment product innovation, 2022
- Long-lasting and multifunctional claims will resonate amid the current income squeeze
- Figure 39: Example of men’s haircare product launches that carry multipurpose claims, 2022
- Ethical innovation centres around packaging
- Figure 40: Top 10 claims in the men’s haircare category (based on leading claims in 2022), 2020-22
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- Figure 41: Examples of eco-friendly packaging innovation, 2022
- Kérastase drives innovation for L’Oréal
- Figure 42: New product development in the men’s haircare category, by ultimate company, 2022
- Figure 43: Examples of men’s haircare innovation from Kérastase, 2022
- Skincare
- Boost efficacy perceptions by targeting specific areas
- Figure 44: New product development in the men’s facial skincare category, by sub-category, 2019-22
- Male celebrity skincare launches see a surge
- Ethical animal and vegan claims pick up in 2022
- Figure 45: Top 10 claims in the men’s facial skincare category (based on leading claims in 2021), 2020-22
- Figure 46: Example of a vegan facial skincare launch, 2022
- Time/speed claim focus can drive usage of treatment products
- Create more specific usage occasions
- Figure 47: Example of men’s facial skincare launches designed for specific usage occasions, 2022 and 2023
- Boost specialism by targeting niche demographics
- Figure 48: Example of a skincare launch aimed at teen boys, 2022
- Larger brands can seek inspiration from skincare disruptors
- Figure 49: New product development in the men’s facial skincare category, by ultimate company, 2022
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Advertising and Marketing Activity
- Focus on unisex limits spend in men’s haircare advertising
- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on men’s haircare, 2019-22
- Aaron Wallace launches an influencer campaign
- Harry’s emphasises quality and accessibility in its TV ad
- Spend shifts towards digital in men’s facial skincare
- Figure 51: Total above-the-line, online display and direct mail advertising expenditure on men’s skincare, 2019-22
- Figure 52: Example of a skincare advert aimed at men, 2022
- NIVEA Men extends partnership with Liverpool FC
- Figure 53: Example of male grooming and sports partnership, 2022
- Gymshark launches a mental health pop-up barber
- Nielsen Ad Intel coverage
- Focus on unisex limits spend in men’s haircare advertising
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Brand Research
- Brand map
- Figure 54: Attitudes towards and usage of selected brands, 2022-23
- Key brand metrics
- Figure 55: Key metrics for selected brands, 2022-23
- Cien Men stands out for value
- Figure 56: Attitudes, by brand, 2022-23
- Johnny’s Chop Shop is perceived as fun
- Figure 57: Brand personality – Macro image, 2022-23
- NIVEA Men is seen as effective
- Figure 58: Brand personality – Micro image, 2022-23
- Brand analysis
- NIVEA Men is trusted
- L’Oréal Men Expert is associated with high-quality products
- Cien Men benefits from strong value perceptions
- Users of Johnny’s Chop Shop are likely to recommend the brand
- Newness hinders awareness of War Paint for Men
- Fudge Urban is seen as diverse
- Shiseido Men battles with low usage
- Brand map
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Usage of Haircare
- Combat value priorities with loyalty rewards
- Figure 59: Net usage of haircare products, 2019-23
- Broaden the appeal of beard/moustache treatment products
- Innovate in fast-acting treatment products
- Figure 60: Frequency of haircare product usage, 2022
- Ease the impact of hybrid working patterns on hair styling
- Figure 61: Frequency of hair styling product, 2020-23
- Combat value priorities with loyalty rewards
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Usage of Facial Skincare
- The preference for soap poses a challenge for facial skincare
- Figure 62: Net usage of facial skincare products, 2019-23
- All-in-one skincare solutions could resonate with men
- Figure 63: Frequency of facial skincare product usage, 2022
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- Figure 64: Example of multifunctional skincare, 2023
- Maximise skin cycling trends
- Figure 65: Daily usage of facial skincare formats, by age, 2023
- The preference for soap poses a challenge for facial skincare
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Purchase of Haircare and Facial Skincare Products
- Men prioritise value in haircare and skincare
- Figure 66: Average spend on haircare and facial skincare products, 2023
- Tap into the willing to spend more amongst the 16-34’s
- Figure 67: Average spend on haircare and facial skincare products, by age, 2023
- Men prioritise value in haircare and skincare
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Income Squeeze Behaviours
- Support consumers in the trading down process
- Figure 68: Haircare and facial skincare income squeeze behaviours, 2023
- Drive product repertoires with bundle promotions
- Educate consumers on how much product to use
- Figure 69: Example of a skincare brand highlighting the quantity of product needed per usage on-pack, 2022
- Promote cost savings alongside quality
- Design loyalty schemes to appeal to men
- Innovate in larger pack sizes and refill options
- Support consumers in the trading down process
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Purchase Priorities in Haircare and Facial Skincare
- Appeal to price-led shoppers with private-label innovation
- Figure 70: Purchase priorities in haircare and facial skincare, 2023
- Align ingredients with their benefits
- Strengthen brand awareness with social media and retail innovation
- Boost repertoires with fragrance drops
- Reach an older demographic through focus on price and performance
- Figure 71: Net of purchase priorities in haircare and facial skincare, by age, 2023
- Target the 16-24’s with attractive packaging
- Appeal to price-led shoppers with private-label innovation
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Attitudes towards Haircare and Facial Skincare
- Combat value priorities by proving claims
- Figure 72: Attitudes towards haircare and facial skincare, 2023
- Emphasise the relevance of gender-specific products
- Drive usage frequency by emphasising health benefits
- Gamification could resonate with men during the research process
- Leverage both long-lasting results and instant benefits
- The 16-24’s are most engaged but hindered by taboos
- Figure 73: Attitudes towards haircare and facial skincare, by age, 2023
- Combat value priorities by proving claims
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Interest in Beard and Moustache Product Innovation
- Cater for those with more minimal beards
- Figure 74: Presence of facial hair, 2023
- Maximise the skincare opportunity
- Figure 75: Interest in beard/moustache products, 2023
- Create easy and skin-kind colourant solutions
- Consider aftershave-led formulations
- Figure 76: Interest in beard/moustache treatment products, by facial hair type, 2023
- Broaden appeal within skincare and scent
- Figure 77: TURF Analysis – Interest in beard/moustache treatment products, 2023
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- Figure 78: Table – TURF Analysis – Interest in beard/moustache treatment products, 2023
- Cater for those with more minimal beards
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Market forecast and prediction intervals
- Figure 79: Market forecast for men’s haircare and facial skincare, 2017-27
- Figure 80: Best- and worst-case forecast for men’s haircare and facial skincare, 2022-27
- Figure 81: Best- and worst-case forecast for men’s haircare, 2022-27
- Figure 82: Best- and worst-case forecast for men’s facial skincare products, 2022-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
Stay ahead of the curve and future-proof your business with Mintel’s UK Men’s Haircare and Skincare Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry, alongside data-driven recommendations. Get a 360° view of the men’s haircare industry including market size, share and forecasted growth to help you align your business strategy with your audiences’ needs.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- How usage patterns have shifted in men’s haircare industry and men’s skincare market.
- The impact of the rising cost of living on how men shop for haircare and skincare.
- The rise of treatment products in the men’s haircare industry.
- How brands can respond to the downward pressure on price in the men’s grooming market.
- How brands can drive usage frequency in men’s haircare and men’s skincare market by tapping into health priorities
Men’s Grooming Market Outlook
The cost of living crisis is driving trade-down behaviours amongst men in the haircare and skincare market. Whilst financial pressures persist, both men’s haircare and men’s skincare market will benefit from value growth. Haircare will outperform facial skincare, but growth will be driven by post-pandemic recovery. In the full report, Mintel outlines ways in which packaging innovation will help brands to combat savvy behaviours such as less product with each usage occasion.
Men’s Grooming Market Trends and Innovation Opportunities
Reliance on loyalty schemes
A focus on price poses a threat to men’s haircare and men’s skincare market, as savvy shopping behaviours remain prevalent. Mintel’s analysis reveals there is room for opportunity to leverage loyalty schemes and subscription services to deter men from switching brands. Brands can tailor loyalty rewards to better appeal to men while also utilising subscription services to provide value for money with long-term discounts and convenience.
Interest in fast-acting treatments
A further opportunity that Mintel identifies within the men’s haircare industry is innovation in fast-acting treatments. There is room to drive usage through convenience, as often a barrier to treatment product usage is that they can be time-consuming to use. Within women’s haircare, there has been a wealth of innovation in fast-acting treatments, signalling room for men’s haircare industry to follow suit.
To learn how to connect with your audience, purchase our full UK Men’s Haircare and Skincare Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Leading Brands in the Major Domestic Appliances Market
Co%, head & Shoulders, Alpecin, Got2b, L’Oréal Men Expert, Shockwaves, Fudge Urban, Brylcreem, NIVEA For Men Bull Dog Rock Face Super Facialist.
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Expert Insights from a BPC Analyst
This report, written by Maddie Malone, a leading analyst in the BPC industry, delivers in-depth commentary and analysis to highlight current trends in the men’s skincare market and add expert context to the numbers.
Men’s haircare and facial skincare benefitted from expected value growth in 2022, boosted by inflationary price rises. Brands can combat savvy shopping behaviours amid the current income squeeze and strive to add value in ways beyond price, whether this be around purchase experience or loyalty rewards, for example. Innovation in the beardcare/moustache segment presents an opportunity moving forward as facial hair becomes increasingly common. Products which incorporate added skincare benefits or have an appealing scent will likely appeal.”
Maddie Malone
Beauty and Personal Care
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