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.”