Fit celebrities and wellness trends driving growth in male grooming market
The prestige male grooming market saw a 2.6% growth last year, driven by the popularity of wellness trends and super-fit celebrities.
With film stars Tom Hardy and Channing Tatum dominating mainstream media with the “perfect physique”, many men attempted to emulate the look, according to market analyst The NPD Group, and this saw the market grow from £438.2m in 2014 to £449.5m in 2015.
Accounting for 6.6% of the overall male grooming market, men’s skincare reported the biggest sales, £29.5m in 2015 compared with £27.6m in 2014, and even outperformed the women’s skincare market, which only saw a 2.3% rise to £496.5m in 2015.
The majority of men were happy to invest in quality products with a high price point, spending on average £33.07 on a grooming product and £20.70 on a skincare product, NPD found.
Over the same period men’s anti-ageing skincare treatment sales rose by 14%, shave sales by 20% and men’s body cleansers by 15.3%.
The best selling categories in men’s grooming in 2015 were:
- Facial moisturiser
- Treatment shave
- Body cleanser
- All other facial products
Commenting on the fitness-led grooming trend, NPD senior account manager of UK beauty Teresa Fisher said: “The growth of the male grooming market can be directly linked to the boom in fitness, health and wellness.
“They begin by improving their physique and then continue to enhance their traditional grooming rituals. In addition to shaving or beard maintenance, they are adding high-tech skincare and additional anti-ageing products to smooth, refine and tone the skin.”