"The rapid revolution in male personal care that had been anticipated following the emergence of the 'metrosexual' has not really materialised, but there is undoubtedly a steady, gradual shift in male attitudes and grooming habits. Manufacturers should persevere in their efforts to match their product offerings to men's attitudes, needs and expectations," said datamonitor consumer analyst Lawrence Gould.
Traditionally men have been uneasy with openly using personal care products such as moisturizers and lotions, considering excessive attention to their personal appearance as a sign of effeminacy.
"These attitudes are not disappearing but remain prevalent amongst older men and vary among different countries. However younger men are increasingly prepared to experiment with new products and personal care regimes," said a Datamonitor spokesperson.
Datamonitor - an independent market analyst - found that approximately 40 per cent of young men now consider their skin 'extremely or very important' with 60 per cent of male fragrances now being sold directly to men, instead of being bought for them by women.
The European male personal care market - including skincare, personal hygiene, haircare and fragrance products - is expected to rise 18.2 per cent to €24 billion by 2008, according to Datamonitor.
In America sales are also predicted to surge from a recorded $23 billion in 2003 to $27.2 billion in four years time, with haircare products accounting for over a third of product sales.