As recently as a few years ago, only certain men were open to using anti-wrinkle creams, scrubs, or face washes. However, in 2012, men across all demographic groups are embracing the use of male grooming products. Furthermore, Kline’s consumer research has found that some ethnic groups are using non-essential grooming items more regularly than others.
Men’s grooming products have gone mainstream with more men adopting an enhanced grooming regimen as a part of their daily lifestyle. Tellingly, ethnicity tends to play an important role in the male grooming market. For example, Asian men are increasingly becoming oriented towards health and grooming and are correspondingly spending on goods and services in an effort to retain their youthful appearance. Similarly, many Hispanic men are investing more in personal grooming than non-Hispanic men, preferring to use a wide range of personal care products, such as face moisturizers, shampoos, and conditioners suited to their hair type.
The personal hygiene segment, comprising personal cleansing products, shaving products, and deodorants and antiperspirants, is at its most developed in the male grooming market. However, other segments, such as skin care and hair care, are gaining momentum fast. Men are increasingly using skin care products such as anti-aging creams, eye creams, energy-boosting serums, tinted moisturizers, blemish balms, and hand and body lotions as a part of their everyday routine. Kline’s consumer research shows that 26% of the male population in the United States use face cream sometimes and another 19% use it regularly. Furthermore, men use fragrance almost as regularly as women; at 34% of men vs. 40% of women. Hair care products are also gaining popularity as leading marketers such as American Crew, John Paul Mitchell Systems, Procter & Gamble, and Unilever begin to offer a plethora of hair care products across relevant categories. Multi-functional and technologically advanced products are finding popularity with the male consumer due to the convenience of having a number of benefits in one product. The use of natural ingredients is another rising trend, but male grooming products with organic ingredients are losing share to those with fewer natural ingredients, but higher efficacy.
Key drivers contributing to the market’s growth involve a wider range of consumers opening up to and becoming comfortable with the idea of male grooming, a number of new entrants in the market, technologically advanced products, innovative packaging, and clever marketing strategies targeting the male consumers exclusively. A number of leading men’s magazines such as Men’s Health, GQ, and Maxim are sporting celebrity-endorsed male grooming product advertisements, a practice long adopted by the female-centric marketers. Adding to the reach, retailers such as Ulta and CVS are setting up special sections and aisles that consolidate all male grooming products. In terms of Internet shopping, Kline research found that 21% of all men have purchased cologne online – as compared to 29% of all women in the United States.
The term “metrosexual” no longer serves because it used to imply a certain niche group, whereas in 2012, Kline observes that all types of men, in urban and suburban areas, are using male grooming products. The male grooming market is expected to be a mainstay with rising demand from consumers.
See Kline’s upcoming Male Grooming: Global Market Brief for many details on these exciting business opportunities.