24 MEN’S GROOMING
Growing but slowing: men’s market still offers potential
Naira Aslanian – Kline Group, US
Governed by a rising demand for personal care products tailored to men’s needs, the male grooming market continues on a growth trajectory, albeit at a slower pace. New product launches, continued subscription box services, aggressive marketing, and rising indies contribute to the growing yet slowing category. Kline’s Male Grooming Products: U.S. Market Analysis and Opportunities report explores this segment, with robust analysis on trends, brands, product categories, and outlook for the next five years. Its consumer survey chapter takes a deep dive into various triggers and influencers of purchase decisions and identifies the unmet needs of consumers.
Let us look at the key highlights expected to arise in our market analysis:
What has contributed to the developments of the male grooming category over the past year? Men’s skin care continues to be a growing segment, led largely by advancements in deodorants and antiperspirants, fragrances, and personal cleansing products. The category continues to be driven by naturally positioned products and technology advancements. The entrance of more ‘naturally positioned’ men’s brands, such as Bulldog, has recorded solid growth while prestige brands, such as Kiehl’s, continue to appeal to men’s grooming needs with moisturising, anti-ageing, and oil-control products.
New entrants are stirring up the
category, such as Redken Brews – a complete men’s grooming line that includes skin care, hair care, shaving products, body cleansers, and beard products.
What are the fastest growing categories in this market? Skin care for men is the fastest growing category with a rising demand for exfoliants, anti-ageing creams, SPF products, eye creams, tinted moisturisers, and even masks taking shelf space in both luxury and mass retailers alike.
PERSONAL CARE EUROPE
Beard care products is one of the fastest-
growing categories as interest continues to shift toward maintaining facial hair as opposed to shaving. This trend directly impacts shaving products, which is the only category to record a decline. Beard care products are a new category and while it makes up a small portion of sales in the market, consumers are increasingly interested in the trend. To counter this, subscription box services – a multimillion-dollar category created by brands like Dollar Shave Club – have received a fresh boost as marketers expand the service beyond razors to body washes and deodorants in a bid to compete with disruptors, such as Harry’s.
How is the retail landscape evolving for men’s grooming? Mass retailers are increasingly dedicating
shelf space for men’s grooming ranges. Bricks-and-mortar stores continue to dominate the market – a trend that is declining in other categories. Target, a key mass retailer, responds to the trend by doubling down on men’s offerings and introducing new in-store experiences for men.
What does the future of the male grooming industry look like? Products that appeal to millennial male consumers are expected to trend upward, specifically those that cater to a simplistic routine. Multi-purpose products, such as beard-body-hair wash or scalp + skin serums, are likely to dominate the men’s category.
Manscaping is here to stay, and clear shaving gels are expected to stay in demand against foams.
February 2020
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
