Mintel: British men’s confidence in appearance grows as they age
This is compared to just over half (56%) of men aged 16-24 and above the average for all men of 61%, suggesting older men in the UK are much more confident than any younger age group.
Indeed, the research shows that while 67% of all men say they look good for their age, 71% of those aged 65 and over think this to be the case.
Men keen to groom
The wider stats from the new study shows that British men generally are keen to keep up appearances:
38% of men check themselves in the mirror throughout day
The usage of beard products rose from 18% in 2016 to 23% in 2017
However, the firm cautions, the facial skincare market is estimated to decline by 4.7% in 2017.
Roshida Khanom, Associate Director, Beauty & Personal Care at Mintel, said: “Today's older men are brimming with self confidence, with high proportions thinking that they look good for their age and feeling confident about the way they look.
“However, it appears that the confidence of the UK’s men may be affecting sales of facial skincare products. While as many as half (51%) of men believe that a healthy diet is enough to maintain the appearance of skin and 39% feel that skincare products contain unnecessary chemicals, sales of men’s skincare products are forecast to decline in 2017.”
The men’s facial skincare category was valued at £104 million in 2016, and is set to drop to £100 million this year and Mintel predicts this will fall further to £93 million in the next five years.
Silver linings?
Mintel puts forward some key areas where potential remains for brands looking to continue courting British men.
“While sales are declining, Mintel highlights a definite trend towards more upmarket products,” the firm says.
“Indeed, while mass-market male facial skincare declined by 1.5% between 2015 and 2016, the value of prestige male skincare showed strong growth of 2.8% in the same timeframe.”
Mintel says its research highlights a less is more approach towards men’s skincare regimes, as only 15% of male moisturiser users apply moisturiser more than once a day, whilst 28% use it a few times a week.
Almost three in 10 (28%) men who use facial skincare products use them when their skin feels like it needs them and a quarter (24%) of men who use facial skincare products say they use them when they remember to do so.
