Male grooming product launches up 70% over past six years

New research from Mintel has revealed that beauty and personal care launches specifically targeted at men have increased globally by 70% from 2007 to 2012. Moreover, mens products accounted for 6% of total beauty and personal care launches in 2012, up from 4% in 2007. The US and UK markets have grown steadily in recent years with the US market up 20% over the past six years to reach $3bn in 2012, and the UK up 12% over the same period to £574m. Future market outlook in these regions is also positive; sales in the US are predicted to rise by 16% in the US and 6% in the UK by 2017.

“The mens grooming market has boomed in recent years as increasing amounts of men wanting to look their best look to products specifically targeted towards them to do the best job possible,” said Emmanuellle Moeglin, Global Fragrance and Personal Care Analyst at Mintel. “To keep up with demand, 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.”

The research suggests that products marketed to men are more likely than products for women to be dermatologically tested (21% compared to 14%), ethical or environmentally friendly (11% versus 4%) and aromatherapeutic (6% versus 3%).

Meanwhile, Mintel says there is scope for further growth for male targeted products in areas like anti-ageing, brightening and UV protection.

Commenting on regional variations, Moeglin added: “In Japan and South Korea, the mens grooming offering includes large multi-step skin care regimen products and it is not rare to find men using a complete skin care range including cleanser, toner and BB cream. Mens grooming in western countries gravitates to more manly codes such as black, blue and grey colours, and commodity products. This approach refers more to grooming than skin care regimen. However, the western market is getting open to more engaging beauty products with premium ranges like the Tom Ford skin care and make-up line due to launch in November.”