2021
9
UK Men’s Haircare and Skincare Market Report 2021
2021-03-27T03:03:33+00:00
OX1045241
2195
135969
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Report
en_GB
“COVID-19’s impact on men’s haircare and skincare was polarised, improving the outlook for skincare, whilst creating a more challenging environment for haircare. Reduced usage of haircare in the short term,…

UK Men’s Haircare and Skincare Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Men’s Haircare and Skincare market, including the behaviours, preferences and habits of the consumer.

While usage of haircare and skincare products among men is universal, the market still saw a noticeable decline in value sales during the pandemic. Men are more likely to stick with what they know, meaning their usage is driven by necessity. However, as behaviours and habits changed during the COVID-19 pandemic, the usage of haircare and skincare products did too.

There had already been a decline in sales before the pandemic, with competition for price already causing the market to suffer slightly. The sudden change in day-to-day life saw this decline accelerate, seeing a 10% drop in value sales in 2020.

With 49% of men being willing to add extra steps to their daily hair and skincare routines, there are still plenty of market opportunities available for brands to utilise. However, the economic uncertainties have continued to tighten purse strings, meaning that many consumers will look for more affordable equivalents to their usual brands. Lessons learned in the women’s BPC market could be used when innovating, renewing consumer interest, as well as becoming more transparent with sustainability efforts.

Read on to discover more details or take a look at all of our UK Beauty and Personal Goods market research.

Quickly understand

  • The impact of COVID-19 on men’s haircare and skincare.
  • Usage and purchase of men’s haircare and skincare during the last 12 months.
  • NPD and interest in men’s haircare and skincare innovations.
  • Opportunities to drive premiumisation in men’s haircare and skincare.
  • Strategies to drive engagement with new products.

Covered in this report

Haircare Products: Shampoos (incl. anti-dandruff, medicated, and 2-in-1), Conditioners (rince-out and leave in), Hot oils, serums, masks and sprays, styling and sculpting products (mousses, gels, gel sprays, helly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses, hairsprays)

Skincare Products: Moisturisers, cleansers (soaps, scribs, washes, wipes), masks and treatments, lip balms, eyecare.

Brands: VO5, Head and Shoulders, Got2b, Alpecin, Shockwaves, Brylcreem, Just For Men Control GX, L’Oreal (Elvive, Studio Line, Men Expert) Fudge Urban, NIVEA Men, Bulldog, Rock Face, ManCave, Old Spice, The Ordinary, The Inkey List, Bulk Homme, Toni & Guy, Schwarzkopf, 1922, Harry’s, Henkel, Pacinos Signature, Unilever, Keune Haircosmetics, SLG, PZ Cussons, Beyl Made For Men Skincare, American Crew, Archiman Addiction, Brodie & Stone, Ho Karan, Babor Cosmetics, Estee Lauder, Archiman, L’Occitane, Coriungo, Woody’s for Men, Barber Pro, Babor Men.

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19’s impact on men’s haircare and skincare was polarised, improving the outlook for skincare, whilst creating a more challenging environment for haircare. Reduced usage of haircare in the short term, with the styling segment seeing particularly subdued demand, will see preferences shift, meaning brands that respond with relevant npd and marketing will fare better. Meanwhile, if facial skincare brands can leverage increased engagement with facial cleansing to encourage multistep routines, this will future-proof the category against continued price competition which has eroded value spend in recent years.

Samantha Dover
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
          • Men’s haircare
            • Men’s skincare
              • COVID-19: market context
                • Economic and other assumptions
                • Executive Summary

                    • Impact of COVID-19 on men’s haircare and skincare
                      • Figure 1: Short, medium and long-term impact of COVID-19 on men’s haircare and skincare, 12 March 2021
                    • The market
                      • COVID-19 both eases and adds pressure on brands
                        • Figure 2: UK retail value sales forecast of men’s haircare and skincare, 2015-25
                      • Online growth creates opportunities for product discovery
                        • Companies and brands
                          • Decline in NPD further subdued demand in 2020
                            • Figure 3: New product development in men’s haircare and facial skincare, by category, 2018-20
                          • Mass-market brands suffered from savvy shopping behaviours
                            • Figure 4: Retail value sales of mass-market men’s haircare, by brand, 2020
                            • Figure 5: Retail value sales of mass-market men’s facial skincare, by brand, 2020
                          • The consumer
                            • Bring newness to old products in haircare
                              • Figure 6: Net usage of haircare products, December 2019 and December 2020
                            • Pandemic drives cleansing routines in facial skincare
                              • Figure 7: Net usage of facial skincare products, December 2019 and December 2020
                            • Facial hair trend is resilient, but product usage remains niche
                              • Figure 8: Frequency of beard/moustache treatment product usage, December 2020
                            • Gender boundaries are still important for men
                              • Figure 9: Haircare and facial skincare usage behaviours, December 2020
                            • Demand for clean aligns with ingredient interest
                              • Figure 10: Interest in haircare and facial skincare innovations, December 2020
                            • Promote the science behind the claims
                              • Figure 11: Factors that would encourage higher-value spend on haircare and facial skincare, December 2020
                            • Discounts drive customer acquisition, but erode price integrity
                              • Figure 12: Factors that would encourage haircare and facial skincare experimentation, December 2020
                          • Issues and Insights

                            • COVID-19 places greater importance on value
                              • Restore market growth with multistep routines
                                • Drive transparency in eco-friendly claims
                                • The Market – Key Takeaways

                                  • COVID-19 has both eased and increased pressure on men’s brands
                                    • Prestige outperformed, but the outlook may be more challenging
                                      • More can be done to improve the online BPC experience for men
                                      • Market Size and Forecast

                                        • COVID-19 sees men adopt new usage behaviours
                                          • Figure 13: Short, medium and long-term impact of COVID-19 on men’s haircare and skincare, 12 March 2021
                                        • Decline in haircare accelerated in 2020
                                          • Figure 14: Retail value sales of men’s haircare, 2015-25
                                        • Return to normality will be key to recovery
                                          • Figure 15: UK retail value sales forecast of men’s haircare, 2015-25
                                        • Skincare remained in decline despite COVID-19 boost
                                          • Figure 16: Retail value sales of men’s facial skincare, 2015-25
                                        • Outlook for skincare remains challenging
                                          • Figure 17: UK retail value sales forecast of men’s facial skincare, 2015-25
                                        • Learnings from the last recession
                                          • Figure 18: Consumer expenditure on BPC products (excluding professional services), 2007-12
                                        • Market drivers and economic assumptions
                                          • Figure 19: Key drivers affecting Mintel’s market forecast (prepared on 10 March 2020), 2015-25
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Mass-market haircare struggled with price wars
                                            • Figure 20: Retail value sales of men’s haircare, by price positioning, 2019 and 2020
                                          • Prestige skincare continued to outperform the mass market
                                            • Figure 21: Retail value sales of men’s skincare, by price positioning, 2019 and 2020
                                        • Channels to Market

                                          • Convenience gained importance in 2020
                                            • Figure 22: Retail value sales of men’s haircare and skincare, by retail channel, 2019 and 2020
                                          • Improving the online experience could resonate
                                          • Market Drivers

                                            • Consumer confidence impacted by COVID-19
                                              • Figure 23: Mintel’s financial confidence index, January 2015-December 2020
                                            • The UK’s exit from the EU causes minor disruption in BPC
                                              • Ageing male population presents opportunities
                                                • Figure 24: Projected trends in the age structure of the male population, 2018-28
                                              • Online gained importance during 2020
                                                • Figure 25: Channels used by men to purchase beauty and personal care products in the last 12 months, October 2019 and October 2020
                                              • Leverage traditional retail activations to engage over-55s
                                                • Figure 26: Types of retailer used by men to purchase beauty and personal care items in the last 12 months, by age, October 2020
                                              • Men are reluctant to trust influencers and educators
                                                • Figure 27: Trust in BPC influencers and educators, by gender, March 2020
                                              • Natural penetration remains low despite interest
                                                • Figure 28: Types of BPC products typically purchased by men, by category, April 2020
                                              • Men want to see more diversity in NPD and advertising
                                                • Figure 29: Factors that men associate with a diverse beauty brand, December 2020
                                            • Companies and Brands – Key Takeaways

                                              • Mixed results from the leading brands amidst COVID-19 disruption
                                                • Brands strengthen their eco and ethical credentials in NPD
                                                  • Innovation is essential to drive brand appeal and usage
                                                  • Market Share

                                                    • Leading brands suffer from hairstyling decline
                                                      • Figure 30: Retail value sales of mass-market men’s haircare, by brand, 2019 and 2020
                                                    • Innovation sees certain skincare brands outperform
                                                      • Figure 31: Retail value sales of mass-market men’s facial skincare, by brand, 2019 and 2020
                                                  • Launch Activity and Innovation

                                                    • Haircare NPD remains weak in 2020
                                                      • Figure 32: New product development in the men’s haircare category, by sub-category, 2018-20
                                                    • Scalp care drives deep cleansing focus in haircare
                                                      • Figure 33: Examples of men’s haircare launches carrying deep cleansing claims, 2020
                                                    • Eco and ethical claims come to the forefront
                                                      • Figure 34: Top 10 claims in the men’s haircare category (based on leading claims in 2020), 2018-20
                                                    • Lightweight styling products will resonate post-COVID-19
                                                      • Figure 35: Examples of men’s hairstyling launches carrying lightweight claims, 2020
                                                    • L’Oréal dominates haircare NPD
                                                      • Figure 36: New product development in the men’s haircare category, by ultimate company, 2020
                                                    • Cross-category disruption from Bulk Homme launch
                                                      • Figure 37: Examples of men’s haircare and skincare launches by Bulk Homme, 2020
                                                    • Skincare NPD fell into decline in 2020
                                                      • Figure 38: New product development in the men’s facial skincare category, by sub-category, 2018-20
                                                    • Eco and ethical claims remain important in skincare NPD
                                                      • Figure 39: Top 10 claims in the men’s facial skincare category (based on leading claims in 2020), 2018-20
                                                    • Protective claims gain momentum
                                                      • Figure 40: Examples of men’s skincare launches carrying protective claims, 2020
                                                    • Facial skincare NPD was fragmented in 2020
                                                      • Figure 41: New product development in the men’s facial skincare category, by ultimate company, 2020
                                                    • Brands continue to expand mask ranges
                                                      • Figure 42: Examples of men’s skincare mask launches, 2020
                                                    • Energising claims can be tied to self-care
                                                      • Figure 43: Examples of men’s skincare mask carrying energising claims, 2020
                                                  • Advertising and Marketing Activity

                                                    • Spend on haircare advertising was subdued in 2020
                                                      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on men’s haircare, by media type, 2018-20
                                                    • Men’s brands invested more in skincare advertising
                                                      • Figure 45: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, by media type, 2018-20
                                                    • Social media becomes a primary tool for education
                                                        • Figure 46: Lumin Instagram Post, 2020
                                                      • Brands aim to address stigma and support mental health
                                                        • Nielsen Ad Intel coverage
                                                        • Brand Research

                                                            • Brand map
                                                              • Figure 47: Attitudes towards and usage of selected brands, February 2021
                                                            • Key brand metrics
                                                              • Figure 48: Key metrics for selected brands, February 2021
                                                            • Brand attitudes
                                                              • Figure 49: Attitudes, by brand, February 2021
                                                            • Macro brand personality
                                                              • Figure 50: Brand personality – Macro image, February 2021
                                                            • Micro brand personality
                                                              • Figure 51: Brand personality – Micro image, February 2021
                                                            • Brand analysis
                                                              • Bulldog benefits from strong brand awareness
                                                                • Figure 52: User profile of Bulldog, February 2021
                                                              • Rock Face’s limited availability impacts its usage
                                                                • Figure 53: User profile of Rock Face, February 2021
                                                              • Alpecin can target men earlier to broaden its reach
                                                                • Figure 54: User profile of Alpecin, February 2021
                                                              • Woody’s for Men can benefit from eco/ethical growth
                                                                • Figure 55: User profile of Woody’s for Men, February 2021
                                                              • Hawkins & Brimble’s low awareness impacts usage
                                                                • Figure 56: User profile of Hawkins & Brimble, February 2021
                                                              • Brylcreem battles with old-fashioned brand image
                                                                • Figure 57: User profile of Brylcreem, February 2021
                                                            • The Consumer – Key Takeaways

                                                              • COVID-19 has a limited impact on male grooming routines
                                                                • A desire for proof ahead of purchase will influence demand
                                                                  • Discounts are imperative to reach new consumers
                                                                  • The Impact of COVID-19 on Consumers

                                                                    • Reduced product usage impacts spend on grooming
                                                                      • Figure 58: Spend on beauty and toiletries amongst men compared to before the COVID-19 outbreak, 21-26 January 2021
                                                                    • Online buying increases competition for the leading players
                                                                        • Figure 59: Haircare and facial skincare behaviours amongst men since the start of the COVID-19 outbreak, by age, December 2020
                                                                      • Increased demand will see protective claims evolve
                                                                          • Figure 60: BPC purchase behaviours amongst men since the start of the COVID-19 outbreak, by age, October 2020
                                                                        • An income squeeze will drive savvy shopping habits
                                                                          • Figure 61: Ways in which BPC spending habits amongst men will change in the face of an income squeeze, 18-30 June 2020
                                                                      • Haircare Usage

                                                                        • Natural textures in hairstyling will gain popularity
                                                                          • Figure 62: Net usage of haircare products, December 2019 and December 2020
                                                                        • Drive treatment usage with speed and ease of use
                                                                          • Figure 63: Frequency of haircare product usage, December 2020
                                                                        • Help the over-55s understand their changing needs
                                                                          • Figure 64: Net usage of haircare products, by age, December 2020
                                                                      • Facial Skincare Usage

                                                                        • COVID-19 drives engagement with cleansing
                                                                          • Figure 65: Net usage of facial skincare products, December 2019 and December 2020
                                                                        • Educate to boost the use of targeted treatments
                                                                          • Figure 66: Frequency of facial skincare product usage, December 2020
                                                                        • Tap into the differences across different age groups
                                                                          • Figure 67: Net usage of facial skincare products, by age, December 2020
                                                                      • Presence of Facial Hair and Product Usage

                                                                        • Facial hair trend proves resilient despite COVID-19
                                                                          • Figure 68: Presence of facial hair, by age, December 2020
                                                                        • Address barriers to drive beard treatment usage
                                                                          • Figure 69: Frequency of beard/moustache treatment product usage, December 2020
                                                                      • Usage Behaviours

                                                                        • Educate to ensure men adapt to their changing needs
                                                                          • Figure 70: Haircare and facial skincare usage behaviours, December 2020
                                                                        • Appeal of unisex and genderless is expected to grow
                                                                          • Figure 71: Soft Men’s Facial Skincare, 2021
                                                                        • Brand loyalty could drive multistep regimes
                                                                          • Figure 72: Haircare and facial skincare usage behaviours, by age, December 2020
                                                                      • Interest in Innovations

                                                                        • Simplify ingredients lists to capture clean demand
                                                                          • Figure 73: Interest in haircare and facial skincare innovations, December 2020
                                                                        • Learn from F&D to drive interest in small-batch production
                                                                          • Subtlety could boost male makeup usage
                                                                            • Figure 74: Interest in haircare and facial skincare innovations, by age, December 2020
                                                                        • Premiumisation Opportunities

                                                                          • Provide evidence to give claims credibility
                                                                            • Figure 75: Factors that would encourage higher-value spend on haircare and facial skincare, December 2020
                                                                          • The catch 22 of multifunctionality
                                                                            • Natural and eco claims have broad appeal
                                                                              • Figure 76: Factors that would encourage higher-value spend on haircare and facial skincare, by age, December 2020
                                                                            • Personalise advice to boost spend amongst young men
                                                                            • Strategies to Drive New Product Engagement

                                                                              • Renew discounting strategies to maximise engagement
                                                                                • Figure 77: Factors that would encourage haircare and facial skincare experimentation, December 2020
                                                                              • Trial ahead of purchase remains important
                                                                                • Young men value professional recommendations
                                                                                  • Figure 78: Factors that would encourage haircare and facial skincare experimentation, by age, December 2020
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                  • Abbreviations
                                                                                    • Consumer research methodology
                                                                                    • Appendix – Market Size and Forecast

                                                                                      • Forecast methodology
                                                                                        • Best- and worst-case forecasts
                                                                                          • Men’s haircare and skincare
                                                                                            • Figure 79: Best- and worst-case forecast for retail value sales of men’s haircare and skincare, 2020-25
                                                                                          • Men’s haircare
                                                                                            • Figure 80: Best- and worst-case forecast for retail value sales of men’s haircare, 2020-25
                                                                                          • Men’s skincare
                                                                                            • Figure 81: Best- and worst-case forecast for retail value sales of men’s skincare, 2020-25

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