British men become more confident about their looks with age, new study reveals

British men become more confident about their looks with age, a new study reveals.

As many as 75% of men over 65 feel confident about their looks, according to a new Mintel report. This compares to just over half, 56%, of men in the 16-24 age bracket, and 61% of men overall.

The majority, 71%, of men aged 65 and over also said they feel they look good for their age. The figure for men across the board was a moderately lower 67%. 

Most men, 78%, also felt ageing naturally and having wrinkles is absolutely fine, while 68% agreed said “skin ageing is a natural process that can’t be stopped”.

However, feeling confident about their appearance does not mean not paying attention to it. Overall, 38% of mean said they look at themselves in the mirror during the day. This figure went up to 65% for those aged 16-24.

Roshida Khanom, associate director, beauty and personal care at Mintel, said: “Men are adopting a relaxed attitude towards ageing with the majority of men agreeing that ageing is acceptable, and that skin ageing is a natural process.”

Sales of men’s skincare products in Britain are, however, set to decline in the next few years. The men’s facial skincare sector is currently valued at £104 million, but is expected to shrink 4.7%, to £100m by the end of this year.

The decline is predicted to continue in the next few years, with a predict 5% drop, to £93m, in the next five years.

This could in part be caused by the fact that although men do use skincare products, they tend to apply them as and when they feel their skin needs it, rather than as part of a daily routine.

The Mintel research demonstrated that just 15% of me who use moisturiser apply it more than once a day, while only 28% use it a few times a week. 

24% of men who use facial skincare products said they apply them when they remember to do so.