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You’re so vain: Men’s grooming market booming

By Andrew McDougall , 08-Aug-2012
Last updated the 08-Aug-2012 at 17:26 GMT

Whilst many segments of the cosmetics market plateau, the men’s grooming category is reporting strong sales growth as maintenance of facial hair becomes more popular.

According to NPD, men continue to discover the benefits of keeping up appearances, and its data shows men’s grooming tools—men’s electric shavers, men’s trimmers and home hair clippers—are among the largest dollar growth drivers in the overall personal care industry.

Product categories such as men’s facial skin care also continues to grow at a fast pace, says the market research firm.

“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."

Heightened awareness

“Men have become increasingly conscious of the perks associated with looking good," added Karen Grant, vice president and senior global industry analyst, NPD. “They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives." 

In the 12 months ending June, sales of men’s electric shavers and men’s trimmers gained 9 percent and 12 percent, respectively in dollar sales, whilst facial trimmers grew 13 percent in dollar sales.

Body groomers, which are increasingly popular with men under age 25, gained nearly 16 percent in unit sales in the 12 months ending June.

The men’s grooming industry generated $964 million in U.S. department store sales in 2011, an increase of 11 percent, compared to 2010.

Opportunity knocks

However NPD states that unlike women, men’s options are limited when it comes to covering up skin irritations such as razor burn, nicks and acne.

“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.

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