Male Grooming Is Still Booming

November has become synonymous with beards, mustaches and the like as men embrace their facial hair in support of men’s health awareness and fundraising efforts. New research from Mintel reveals that men’s facial hair is growing more socially acceptable.

“A new approach toward facial hair grooming among younger consumers has directly impacted the men’s personal care market. Not only are we seeing an attitudinal shift in the frequency of shaving among men, which is lessening the stigma around facial hair, but we’re also seeing men take pride in their facial hair, resulting in a willingness to invest time and money in maintenance,” said Margie Nanninga, Home & Personal Care Analyst at Mintel. “Despite the fact that many US men report shaving less often, grooming innovations, such as cleansing gels or holding creams for facial hair, and facial hair grooming tools present opportunities in the men’s personal care market.”

Curated subscription services are shaking up the men’s personal care market where sales have traditionally occurred through brick-and-mortar retailers. Subscription boxes are making an impact on men’s shaving specifically by offering personalized, convenient and affordable options with everything from razors and shave butter to styling products delivered right to the consumer’s door.

“Subscription services are a growing trend across the personal care category. The model is shaking up men’s personal care specifically by offering men the convenience, affordability and variety of options they seek for their shaving routine. While usage remains modest, the ability for consumers to conveniently make product selections and have them delivered right to their doorsteps is increasingly appealing, especially among younger consumers,” continued Nanninga.

After experiencing large gains in 2014, driven by strong skin care sales, growth in the men’s personal care market is stabilizing in 2015. The market will likely continue to remain relatively flat, with sales predicted to reach $4.7 billion in 2020. Growth will be driven by a rising haircare segment, which benefits from increased engagement among men as well as new product launches. Growth in haircare will help the market to overcome a struggling shaving products/aftershave segment as men take on a more laid-back attitude toward facial hair and are using less shaving cream as a result.

“While 2014 saw gains in the men’s personal care market, the market is anticipated to remain flat in coming years as men decrease their use of shaving cream and the shaving and aftershave products segment continues to struggle. Opportunities do exist in the category, however, as strong projected gains in haircare reflect men becoming more invested in their haircare routines,” concluded Nanninga.