Mintel rubbishes male grooming is stagnant as research reveals it's on the up

By Michelle Yeomans

- Last updated on GMT

Mintel rubbishes male grooming is stagnant as research reveals it's on the up

Related tags Cent New product launches Hygiene

The number of personal care launches specifically targeted at men have increased globally by 70 per cent over the past six years as more men incorporate grooming into their routine, and brands rise to meet their specific needs with better placed products than ever before. caught up with the market researcher’s global personal care analyst Emmanuelle Moeglin after her presentation at Beyond Beauty this week who revealed that as brands strive to keep up with demand, the market is becoming more segmented and expanding into new categories and claims.

For instance, typical feminine formats such as serum and eye cream have moved into the male category,”​ she says.

Adding that; ”For new product launches, the most popular claims are botanical and herbal, at 25 per cent, followed by moisturising and hydrating at 23 per cent.”

This news comes after a recent report by analyst Kantar World claimed the sector is seeing sluggish growth as men turn away from grooming routines due to the current economic climate which brought reaction from industry experts refuting that it in-fact continues to grow and that the issue lies with how brands communicate with men.

Plenty of room to innovate in this segment

According to Moeglin, the UK market grew by 12 per cent from £512 million in 2007 to £574 in 2012 and is expected to rise by 16 per cent by 2017. Which means there is scope for further growth for male targeted products in other areas, such as anti-ageing products (only 5 per cent of new product launches targeting male carried the claim last year), brightening (3 per cent) and UV protection (2 per cent).

She tells this publication that brands have rushed to cater to this demand with the likes of multifunctional or commodity products such as ones that prep men for shaving as well as also being a skincare moisturiser or aftershave balm, skin brightening illuminating roll-ons for the face,  to even fat burning and contouring BFW products.

"Multifunctional, fast-acting and accessible products talks to men. Addressing their concerns is very important," ​she adds.

In terms of expenditure patterns, the analyst reveals 74 per cent of British men were found to be keen shoppers of personal care products with 19 per cent of them looking for hair care products designed specifically for their gender and 42 per cent for facial moisturisers. Furthermore, one in five (21 per cent) claimed to use hand and nail products.

When it comes to their counterparts, the Mintel analyst says in continental Europe, 67 per cent of Italians, 64 of Germans, 60 of Spanish and 47 per cent of French use moisturizers with SPF. Whilst 53 per cent of Spanish, 49 of Italians, 42 of Germans and 38 per cent of French men use anti-ageing serums.

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