Men’s personal care is the fastest growing segment in the bath and body care category, according to the Natural Marketing Institute (NMI). In part driven by the “massification of metrosexuals,” the most critical aspect of this trend has been the growth of a youth culture which places increasing social and media pressure on men to be young, fit and well groomed, said the market research company.
According to the NMI, the job market is flooded with aging Boomers who are striving to maintain their competitive advantage through greater investment in their personal appearance.
The culmination of these factors is driving market expansion across generations and giving men a newfound permission to participate fully in the category. Interest in having natural, organic and eco elements to their personal care products and the prevalence of these items in mainstream retail environments is also leading more men to the category.
NMI also reports that brand introduction also plays a large part in the rising men’s grooming category.
More info: www.nmisolutions.com