Latest research from Mintel on the European men's grooming market shows that while sales of shaving products in the Big 5 European countries (France, Germany, Italy, Spain and UK) combined increased from €1.85bn in 2005 to €2bn in 2010, sales of skin care products are up 45 per cent from € 289mn to €420mn in the same period.
Nica Lewis, Global Skin care analyst at Mintel, said: "Men show a huge interest in keeping young looking which has fuelled demand for skin care products that combat signs of fatigue, stress and ageing.”
More exposure leads to more acceptability
Lewis also explained that an increase of information in the media, a greater variety of products available and wider use of celebrities to endorse products has positively influenced the category over the last five years.
In 2010, Mintel estimates the overall male grooming category in the Big 5 was valued at € 6.6bn, an increase of just 8 per cent since 2005.
While Mintel expects the category to grow by a further 8 per cent to €7.2bn between 2010 and 2014, the slight dip due to the economic crisis, has led to men buying fewer and cheaper grooming products.
Of the Big 5, Germany and Spain registered the greatest growth in male skin care sales over the past 5 years, posting 100 and 76 per cent growth respectively, better than any other sectors within the grooming market.
Trends, trends, trends…
According to the research men show a keen interest in personal appearance, with 65 per cent considering their appearance important and almost half admitting what they want most is to look attractive and well groomed.
Mintel's research also shows that Europe was particularly active in new product launches for the sector, accounting alone for 46 per cent of global men's grooming new product launches during January 2010 to June 2011.
When it comes to new trends, botanical and herbal products dominate with three in ten new launches during the same 18 month period featuring botanical ingredients. Dermatologically tested is the second most popular claim across the Big 5 accounting for around a quarter of the launches, followed by claims to moisturize or hydrate.
"The trend for botanical and herbal products is being witnessed across most personal care markets, with men increasingly avoiding parabens and phthalates and looking for natural formulations instead. While the success of moisturizing or hydrating products shows an interest among male consumers in facial skincare products that combat dryness," concluded Lewis.