The male grooming market is booming, that’s according to new research by Product of the Year, the UK’s biggest survey of product innovation.
Key stats from their report include
- Over half of men in the UK (55%) say they have bought or would buy skincare products
- Beard care products landed in second place, with nearly a third (32%) revealing these products were part of their grooming routine
- Just over a fifth of those surveyed (13%) had bought or plan to buy male-specific make-up products
Conducted online in November 2020, UK consumers were asked which male grooming products they had bought in the last six months or would buy in the future. Beard care products landed in second place, with nearly a third (32%) revealing these products were part of their grooming routine. In the space of a few short years, coiffed, sculpted and styled beards have made a return, becoming a stylish feature of the modern man. Beard shampoos, oils and trimmers were once considered the secret weapon of well-kept, millennial men but today the appeal reaches across the generations.
Make-up for men is another area that’s steadily gaining pace. Just over a fifth of those surveyed (13%) had bought or plan to buy male-specific make-up products. War Paint’s pioneering ‘make-up for men’ range was created in response to a dearth of products that suited the unique skincare needs of their target consumers. Following the launch of a successful pop-up in London, War Paint rolled out stores across the UK as demand grew, earlier in the year. Luxury brands have since joined the ‘make-up revolution’ with Chanel, Clinique and Givenchy, all launching their own make-up for men ranges. Will you consider offering make-up services in your shop next year?
This Christmas, male grooming gift sets are big business. Latest in Beauty’s Men’s Grooming Christmas Edition Box makes a gift out of the daily personal care routine. Bulldog has given the ‘Original Moisturiser’ a festive makeover, packaged in a cardboard Christmas cracker. And every year, Gillette launches a range of shaving kits for men at Christmas. Have you got your professional sets lined up on your retail shelf?
“Every year, beauty, skincare and grooming products pick up awards at Product of the Year, with men’s products making up a growing number of those winners.” says Helga Slater, managing director, Product of the Year. “We’re excited to see which products have made the biggest impact this time round as we anticipate the results of the 2021 awards.”
Now in its 17th year, Product of the Year’s winning products are chosen by more than 10,000 UK consumers (conducted in partnership with Kantar) making it the nation’s biggest annual survey of product innovation. The winners will be announced in January 2021.
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