As men are becoming more comfortable paying attention to their grooming needs and admitting a bit of vanity, manufacturers and retailers alike are offering them the products they are looking for and making it easier for them to purchase such products.
According to market researcher Mintel, “masculinity is taking on more diverse meanings from the likes of Russell Brand to Ultimate Fighting Champion (UFC) fighters to extreme athletes.”
The market for men’s toiletries in the US is currently valued at $2.4bn; an increase of $222m since 2006 at current prices.
Keep the competitive edge
Mintel claims the increases in sales in 2010 and 2011 are a result of successful marketing campaigns as well as a renewed interest by men to keep their competitive edge in the workplace and beyond.
The research firm has coined the term ‘girly men’ to describe the trend which suggests that men are not immune to vanity.
“Today’s man practices yoga, visits spas, and purchases anti-aging cream. Men are finding it important to look fit and contemporary to stay competitive in the workplace. Popular entertainment also appears to have given a boost to certain grooming products,” Mintel told CosmeticsDesign.com USA.
The future’s bright…
According to Mintel figures, the bulk of the male population growth from 2011-16 will occur among men aged 55 and older.
The company’s exclusive consumer research finds that use of hair spray increases at 65 and over, and hair coloring peaks at 45-64 years old, which is good news for manufacturers of these products.
Predictably, men aged 18-44, are more likely to use hair styling products and facial cleansers, while those aged 25-34 are more likely to use moisturizers, creams or lotions.
Products with anti-aging properties, meanwhile, are expected to become more important to men of all ages, comprising those trying to maintain youthful looks and those trying to fend off the results of aging.