Tuesday, December 10, 2013Market

Research firms now focus on the men's cosmetics market

© Thinkstock-L'Observatoire des Cosmétiques

If a cosmetic sector is currently grabbing everyone’s attention, it is men’s skincare. Indeed, two market research firms (Mintel and Euromonitor) have just taken interest in it. Here are their conclusions: shaving and deodorants are still leaders, but skincare has the keys to a promising future… if brands know how to manage product development.

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Over half of young men now use facial moisturizer, reveals Mintel, specifying that men might not like to admit that they have a skin care regime, but according to new research, you might find your man stealing some of your valuable mirror time. Indeed, in a new report looking at the male grooming sector, some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product.
This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing.

More skincare, but better products

That younger men are more participative in the facial skincare category bodes well for the future growth of the men’s skincare segment as younger men will likely continue using products as they age,” says Gabriela Elani, home and personal care analyst at Mintel. “The fact that sales of men’s personal care products have risen so sharply over the past five years highlights the growth in product categories that have traditionally been segmented by gender, such as antiperspirant/deodorant (APDO), shaving, and shower products .”

The men’s APDO segment has increased by 13% during 2008-13 …

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