Tuesday, September 25, 2012Market

Men's Changing Beauty Habits

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As the beauty industry enters the pre-holiday season with timid expectations for the sales performance of the last quarter, all eyes are on those vibrant categories which have generated momentum in the past year. Alongside star performers such as nail polish and, unsurprisingly, anti-agers, men’s grooming has once again come to the spotlight. An analyst insight by Irina Barbalova (Euromonitor International).

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Men's grooming have seen a flurry of activity both in terms of increased marketing and advertising efforts, as well as many brands expanding their product ranges with more targeted offerings. Seemingly recession-proof, the male grooming category has demonstrated a consistent performance throughout the recent years of economic instability, having increased its global revenues by an average of 6% per annum since 2006, to reach close to US$ 33billion in 2011.

While the market is still marginally skewed towards men’s shaving (51% of the total category in 2011), the landscape is gradually changing, with men’s toiletries predicted to take over in 2013 and contribute double the revenue of men’s shaving in the period between 2012 to 2016. Deodorants still lead toiletries in absolute value terms, with large reliance on Latin America, however skin care has proven the most dynamic, putting up double digit growth in five consecutive years and adding an extra US$2 billion to the global beauty market since 2006.

Male grooming habits across the world are certainly not homogenous, with Asian men having a definitive preference for skin care products, while Brazilian men’s spend on deodorants not only tops the world but represents double that of North America. One …

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