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UK Men's Haircare market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Mintel estimates that value sales of men’s haircare and facial skincare products declined 5% to £185 million in 2019, with a further 3% decline forecast in 2020. Brands and retailers are struggling to entice men away from their low cost and simple grooming regimes, but this is likely because the beauty and personal care shopping experience continues to prioritise women

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.

A continued decline in value sales of men’s haircare and skincare is creating a challenging environment for both brands and retailers. Savvy shopping habits are putting downward pressure on prices in both categories, and men still favour a basic routine. Opportunities to reinstate growth in the market lie in personalisation, product curation and education Samantha Dover
Beauty and Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Men’s Haircare
          • Men’s Skincare
          • Executive Summary

              • The market
                • Decline in value sales forecast to continue
                  • Figure 1: Best- and worst-case forecast for retail value sales of men’s haircare and facial skincare, 2014-24
                • Mass-market brands are suffering from intense price competition
                  • Figure 2: Retail value sales of men’s haircare and facial skincare, by price positioning, 2018-19
                • Grocers are losing out to retailers that offer better value
                  • Figure 3: Retail share of consumer expenditure on men’s haircare and skincare, 2019
                • Companies and brands
                  • Just for Men is gaining ground
                    • Figure 4: Retail value sales of mass-market men’s haircare, by brand, 2019
                  • Bulldog is outperforming
                    • Figure 5: Retail value sales of mass-market men’s facial skincare, by brand, 2019
                  • Dip in NPD driven by a decline in haircare innovation
                    • Figure 6: New product launches in men’s haircare and facial skincare, by category, 2015-19
                  • The consumer
                    • Shampoo drives haircare usage
                      • Figure 7: Overall usage of haircare products, December 2019
                    • Soap drives skincare usage
                      • Figure 8: Overall usage of facial skincare products, December 2019
                    • Men are concerned about hair loss
                      • Figure 9: Hair concerns, December 2019
                    • Dryness is the top skin concern
                      • Figure 10: Facial skin concerns, December 2019
                    • Price and quality are priorities
                      • Figure 11: Haircare and facial skincare purchase drivers, December 2019
                    • Personalisation could be used to encourage value growth
                      • Figure 12: Usage of and interest in haircare and skincare products and services, December 2019
                    • More innovation that focusses convenience would resonate
                      • Figure 13: Choice factors when purchasing haircare and skincare products, December 2019
                    • Men are willing to shop around for low prices
                      • Figure 14: Haircare and facial skincare behaviours, December 2019
                    • What we think
                    • Issues and Insights

                      • Perfecting the ingredients
                        • The facts
                          • The implications
                            • Taking advantage of the desire for convenience
                              • The facts
                                • The implications
                                  • The guidance challenge
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Haircare category hit by savvy shopping habits
                                          • Basic routines are holding back skincare sales
                                            • Prestige brands have fared better
                                              • Traditional channels are losing share
                                                • Brands need to engage older men
                                                  • Environmental concerns are taking hold
                                                    • Brands can tap into grooming trends
                                                    • Market Size and Forecast

                                                      • Spending on haircare declined 3% in 2019
                                                        • Figure 15: Retail value sales of men’s haircare, 2014-24
                                                      • Haircare set to see long-term decline
                                                        • Figure 16: Best- and worst-case forecast for retail value sales of men’s haircare, 2014-24
                                                      • Spending on facial skincare declined 8% in 2019
                                                        • Figure 17: Retail value sales of men’s facial skincare, 2014-24
                                                      • Men’s facial skincare is on a downward trajectory
                                                        • Figure 18: Best- and worst-case forecast for retail value sales of men’s facial skincare, 2014-24
                                                      • Forecast methodology
                                                      • Market Segmentation

                                                        • Prestige haircare brands are outperforming
                                                          • Figure 19: Retail value sales of men’s haircare, by price positioning, 2018-19
                                                        • Decline in skincare sales driven by mass-market
                                                          • Figure 20: Retail value sales of men’s facial skincare, by price positioning, 2018-19
                                                      • Channels to Market

                                                        • Convenience and price impact buying behaviours
                                                          • Figure 21: Retail share of consumer expenditure on men’s haircare and skincare, 2018-19
                                                        • Discount and online-only retailers gain ground
                                                        • Market Drivers

                                                          • Population growth could boost demand
                                                            • Figure 22: UK male population projections, by age, 2018-28
                                                          • Brands that lack age diversity are falling out of favour
                                                            • Figure 23: Diversity issues that discourage usage of BPC brands, by men, August 2019
                                                          • Online is becoming more important
                                                            • Figure 24: Channels used to purchase BPC products in the last 12 months, by men, October 2019
                                                          • Retailers can benefit from targeting men more proactively
                                                            • Figure 25: Types of retailer used to purchase BPC products in the last 12 months, by men, October 2019
                                                          • Young men are going green
                                                            • Figure 26: Purchase of eco-friendly and regular BPC products in the last 12 months, by men, November 2019
                                                          • Premiumisation will require proof
                                                            • Figure 27: Brand types most commonly used by men, by category, October 2019
                                                          • Target young men with colourant aftercare
                                                            • Figure 28: Usage of any at-home hair colourant product in the last 12 months amongst men, by age, January 2018 and October 2019
                                                          • Tap into the desire for tanned skin
                                                            • Figure 29: Attitudes towards sunless tanning products, by men, October 2019
                                                        • Companies and Brands – What You Need to Know

                                                          • Leading haircare brands are struggling
                                                            • Mixed performance seen in the skincare category
                                                              • A decline in haircare NPD subdues demand
                                                                • Uplift in skincare NPD fails to boost spending
                                                                  • Rise in digital advertising aligns with online growth
                                                                    • NIVEA Men leads on trust
                                                                    • Market Share

                                                                      • Mixed performance amongst leading haircare brands
                                                                        • Figure 30: Retail value sales of mass-market men’s haircare, by brand, 2018-19
                                                                      • Head & Shoulders battles with increased competition
                                                                        • Leading players are challenged by newer skincare brands
                                                                          • Figure 31: Retail value sales of mass-market men’s facial skincare, by brand, 2018-19
                                                                        • Bulldog also gains strength with green positioning
                                                                        • Launch Activity and Innovation

                                                                          • Haircare NPD declined in 2019
                                                                            • Figure 32: New product launches in the men’s haircare category, by sub-category, 2015-19
                                                                          • Solid formats will appeal to eco-conscious men
                                                                            • Figure 33: Example of a men’s haircare product launch with a solid format, 2019
                                                                          • Product relaunches take a bigger share of haircare NPD
                                                                            • Figure 34: New product launches in the men’s haircare category, by launch type, 2015-19
                                                                          • Brands target men with anti-ageing haircare
                                                                            • Figure 35: Examples of men’s haircare product launches with anti-ageing claims, 2019
                                                                          • Ethical claims are on the rise
                                                                            • Figure 36: Fastest growing claims in the men’s haircare category, 2018-19
                                                                          • Dermatologically tested claims come to forefront
                                                                            • Figure 37: Examples of men’s haircare product launches with dermatologically tested claims, 2019
                                                                          • Proctor & Gamble dominates haircare NPD
                                                                            • Figure 38: New product launches in the men’s haircare category, by ultimate company, 2019
                                                                          • Harry’s looks to disrupt the haircare and skincare market
                                                                            • Figure 39: Examples of Harry’s men’s haircare and skincare product launches, 2019
                                                                          • Skincare NPD increases in 2019
                                                                            • Figure 40: New product launches in the men’s facial skincare category, by sub-category, 2015-19
                                                                          • Herbivore targets bearded men
                                                                            • Figure 41: Example of Herbivore’s men’s beard product launches, 2019
                                                                          • Putting eco-friendly packaging front and centre
                                                                            • Figure 42: New product launches in the men’s facial skincare category, by launch type, 2015-19
                                                                          • Gluten-free claims come to the forefront
                                                                            • Figure 43: Fastest growing claims in the men’s facial skincare category, 2018-19
                                                                          • Prestige brands focus on speedy multifunctional solutions
                                                                            • Figure 44: Examples of men’s facial skincare product launches with time/speed claims, 2019
                                                                          • L'Oréal and LVMH up the ante, but relaunches dominate
                                                                            • Figure 45: New product launches in the men’s facial skincare category, by ultimate company, 2019
                                                                          • Blurring the line between skincare and makeup
                                                                            • Figure 46: Examples of men’s tinted moisturiser product launches, 2019
                                                                          • Expanding the category with treatment products
                                                                            • Figure 47: Examples of men’s facial mask product launches, 2019
                                                                        • Advertising and Marketing Activity

                                                                          • Advertising expenditure in haircare lags women’s category
                                                                            • Figure 48: Total above-the line, online display and direct mail advertising expenditure on men’s haircare, 2017-19
                                                                          • Dr Kurt Wolff dominates haircare advertising
                                                                            • Figure 49: Total above-the line, online display and direct mail advertising expenditure on men’s haircare, by advertiser, 2019
                                                                          • Digital advertising sees a rise in facial skincare
                                                                            • Figure 50: Total above-the line, online display and direct mail advertising expenditure on men’s facial skincare, 2017-19
                                                                          • L'Oréal leads facial skincare adspend in 2019
                                                                            • Figure 51: Total above-the line, online display and direct mail advertising expenditure on men’s facial skincare, by advertiser, 2019
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 52: Attitudes towards and usage of selected brands, February 2020
                                                                              • Key brand metrics
                                                                                • Figure 53: Key metrics for selected brands, February 2020
                                                                              • Brand attitudes: NIVEA Men is most trusted
                                                                                • Figure 54: Attitudes, by brand, February 2020
                                                                              • Brand personality: Clinique has an air of exclusivity
                                                                                • Figure 55: Brand personality – macro image, February 2020
                                                                              • L’Oréal Men Expert thought to be innovative
                                                                                • Figure 56: Brand personality – micro image, February 2020
                                                                              • Brand analysis
                                                                                • NIVEA Men benefits from its strong brand awareness
                                                                                  • Figure 57: User profile of NIVEA Men, February 2020
                                                                                • L’Oréal Men Expert is also well known
                                                                                  • Figure 58: User profile of L’Oréal Men Expert, February 2020
                                                                                • No7 Men more popular amongst younger men
                                                                                  • Figure 59: User profile of No7 Men, February 2020
                                                                                • Clinique for Men is worth paying more for
                                                                                  • Figure 60: User profile of Clinique for Men, February 2020
                                                                                • TONI&GUY Men struggles with low usage
                                                                                  • Figure 61: User profile of TONI&GUY Men, February 2020
                                                                                • Harry’s has successfully differentiated its brand
                                                                                  • Figure 62: User profile of Harry’s, February 2020
                                                                              • The Consumer – What You Need to Know

                                                                                • Simple regimes remain firmly in place
                                                                                  • Men are most concerned about hair loss and dry skin
                                                                                    • Quality is almost as important as price
                                                                                      • Adding a personal touch could encourage sales
                                                                                        • Demand for multifunctional products remains strong
                                                                                          • Shoppers are price-conscious
                                                                                          • Usage of Haircare Products

                                                                                            • Haircare routines are simple
                                                                                              • Figure 63: Frequency of haircare product usage, December 2019
                                                                                            • Expand conditioner ranges to boost sales
                                                                                              • Figure 64: Overall usage of haircare products, December 2019
                                                                                            • Scalp treatments remain an untapped opportunity
                                                                                              • Target older men with scalp care messages
                                                                                                • Figure 65: Overall usage of haircare products, by age, December 2019
                                                                                            • Usage of Facial Skincare Products

                                                                                              • Facial skincare more frequently used than haircare
                                                                                                • Figure 66: Frequency of facial skincare product usage, December 2019
                                                                                              • Soap usage lends itself to NPD in solid skincare
                                                                                                • Figure 67: Overall usage of facial skincare products, December 2019
                                                                                              • Target young men with skincare bundles
                                                                                                • Figure 68: Overall usage of facial skincare products, by age, December 2019
                                                                                            • Hair and Skin Concerns

                                                                                              • Hair loss is the primary concern
                                                                                                • Figure 69: Hair concerns, December 2019
                                                                                              • Young men are more worried about their hair health
                                                                                                • Figure 70: Hair concerns, by age, December 2019
                                                                                              • Offering more targeted skincare solutions might appeal
                                                                                                • Figure 71: Facial skin concerns, December 2019
                                                                                              • Skin ageing is a universal concern
                                                                                                • Figure 72: Facial skin concerns, by age, December 2019
                                                                                            • Haircare and Skincare Purchase Drivers

                                                                                              • Most men buy their own products
                                                                                                • Figure 73: Purchase of haircare and facial skincare products, December 2019
                                                                                              • Men need reassurance that premium brands offer quality
                                                                                                • Figure 74: Haircare and facial skincare purchase drivers, December 2019
                                                                                              • An opportunity to target men with clean positioning
                                                                                                • Ease-of-use is important to older men
                                                                                                  • Figure 75: Haircare and facial skincare purchase drivers, by age, December 2019
                                                                                              • Usage of and Interest in Haircare and Skincare Products and Services

                                                                                                • Demand for personalisation is strong
                                                                                                  • Figure 76: Usage of and interest in haircare and skincare products and services, December 2019
                                                                                                • Interest in supplements gives brands opportunities to expand
                                                                                                  • Interest in male makeup remains niche
                                                                                                    • Genderless products are popular with young men
                                                                                                      • Figure 77: Usage of and interest in genderless/unisex haircare and skincare products, by age, December 2019
                                                                                                    • Active grooming remains an untapped opportunity
                                                                                                      • Figure 78: Usage of and interest in active haircare and skincare products, by age, December 2019
                                                                                                  • Choice Factors When Purchasing Haircare and Skincare

                                                                                                    • Multipurpose products appeal to those looking for simplicity
                                                                                                      • Figure 79: Choice factors when purchasing haircare and skincare products, December 2019
                                                                                                    • Education needed to boost interest in active ingredients
                                                                                                      • Natural ingredients appeal to men of all ages
                                                                                                        • Figure 80: Choice factors when purchasing haircare and skincare products, by age, December 2019
                                                                                                      • Young men want protection from the elements
                                                                                                      • Haircare and Skincare Behaviours

                                                                                                        • Savvy shopping behaviours are ingrained
                                                                                                          • Figure 81: Haircare and facial skincare behaviours, December 2019
                                                                                                        • The importance of delivering guidance in a way that resonates
                                                                                                          • Brands with a conscience will be best placed to succeed
                                                                                                            • Bearded men are taking more notice of product ingredients
                                                                                                              • Figure 82: Men’s Haircare and Skincare – CHAID – Tree output, December 2019
                                                                                                              • Figure 83: Men’s haircare and skincare behaviours – CHAID – Table output, December 2019
                                                                                                            • CHAID Methodology
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                    • Forecast methodology
                                                                                                                      • Best- and worst-case forecast
                                                                                                                        • Figure 84: Retail value sales of men’s haircare and facial skincare, 2014-24
                                                                                                                        • Figure 85: Best- and worst-case forecast for retail value sales of men’s haircare and facial skincare, 2014-24

                                                                                                                    About the report

                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                    • The Consumer

                                                                                                                      What They Want. Why They Want It.

                                                                                                                    • The Competitors

                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                    • The Market

                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                    • The Innovations

                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                    • The Opportunities

                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                    • The Trends

                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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