Men’s Grooming Market Grows and Grows…

Men’s grooming tools are among the largest dollar growth drivers in the overall personal care industry and product categories like men’s facial skincare continue to grow at a fast pace, according to recent findings from The NPD Group.


Credit the influence of popular culture – and specifically, the increased appearance of facial hair on the red carpet – for the rise in men’s grooming tool sales. Recent results in this category also show men want to control hair growth on the body as well as the face.


“Even though the overall personal care industry is currently flat, the men’s grooming categories are showing healthy growth,” said Debra Mednick, executive director of The NPD Group’s home business. “Men are purchasing the tools to help them get their look and looking good sells.”


Over nine in 10 men use some sort of grooming products today.
The men’s grooming industry generated $964 million in US department store sales in 2011, an increase of 11%, according to NPD.Facial cleansers (excluding bar soap), facial lotions/moisturizers, and lip products are the most commonly used products among male facial skin care users.
Men’s facial skin care grew 11% in dollars in 2011.


“Men have become increasingly conscious of the perks associated with looking good,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.“They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives.”“Men have different skin than women and the men’s grooming brands need to continue educating them as well as make them feel comfortable in the shopping environment to gain sales in this category,” Grant said.

More info: www.npd.com