Male grooming sales to hit £600m, but growth is slowing

Published 09th Sep 2013
Male grooming sales to hit £600m, but growth is slowing

 

The number of male grooming product launches hitting the market has shot up 70% in the six years from 2007-2012. However, market sales are expected to slow.

Sales of men’s beauty and personal care products were worth £574million in the UK in 2012, having grown by just over 12% over six years, from £512m in 2007, according to new research from analyst Mintel.

While the outlook for the sector is still positive, Mintel predicts growth will slow to a rate of 6% over the next five years to reach £600m by 2017.

The percentage of beauty launches taken by men's products has also increased, with male-specific products accounting for 6% of total launches in 2012, up from 4% in 2007.

For new product launches, the most popular claims for both male and female-targeted products were botanical and herbal, at 25% and 36% respectively.
This was followed by moisturising and hydrating at 23% for male and 36% for female. 

However, men’s products were more likely than women’s to highlight claims of being dermatologically tested (21% versus 14%), ethical or environmentally friendly (11% vs 4%), and aromatherapeutic (6% vs 3%). 

Mintel said there is scope for further growth for male targeted products in other areas, such as anti-ageing products – only 5% of new product launches targeting male carried the claim last year, brightening (3%) and UV protection (2%).

Men’s attitudes to shopping for grooming products have also changed with 74% of British men defining themselves as keen shoppers when buying personal care products.

Indeed 42% of UK men said they use facial moisturisers and one in five uses hand and nail products. 

Mintel’s global fragrance and personal care analyst Emmanuelle Moeglin said: “The market is becoming more segmented and expanding into new categories and claims. For instance, typical feminine formats such as serum and eye cream have moved into the male category.”

PB Admin

PB Admin

Published 09th Sep 2013

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