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Men and Their ‘Vanity Affair’

February 7, 2014

Younger men are more likely to use moisturizers than their older counterparts.
Men might not like to admit that they have a skin care routine, but according to new Mintel research report on the male grooming sector, some 58% of men ages 18-24 and 63% of those 25-34 said that they use a facial moisturizing product. This is in stark contrast to the 32% of those ages 55-64 and 29% of men over 65 claiming to do the same thing.

“That younger men are more participative in the facial skin care category bodes well for the future growth of the men’s skin care segment as younger men will likely continue using products as they age,” noted Gabriela Elani, home and personal care analyst at Mintel. “The fact that sales of men’s personal care products have risen so sharply over the past five years highlights the growth in product categories that have traditionally been segmented by gender, such as antiperspirant/deodorant, shaving, and shower products.”

The men’s personal care market will reach $3.9 billion this year, and has grown  15% since 2008. Despite the increased use of facial skin care among young men, toiletry products, such as AP/deo, shower gel, and hair care products enjoy the highest market penetration, as male consumers use these products on a daily basis to maintain their personal hygiene.

The men’s AP/deo segment has increased by 13% during 2008-13. Mintel projects that this segment will continue to grow steadily year-to-year into 2018.

When it comes to personal care products, men are loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favor 2-in-1 products to save time, according to Mintel.

“It will be a challenge for companies and brands to expand the current market, as men don’t have a strong interest in trying out new product forms. In order to accelerate category growth, companies should focus on improving the functionality of male-specific hair care and facial skin care products in order to persuade men to switch over from general market products. Improved functionality could also influence nonusers to try out products in these categories,” concluded Elani.

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