According to market research firm Kline & Co., brick-and-mortar stores continue to
dominate the male skin care market—a trend that is actually declining in other categories.
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.
Market research firm Mintel concurs, with Olivia Guinaugh, Mintel Home & Personal Care
Analyst, noting that prior to COVID-19’s arrival in the U.S., the market was expected to continue
experiencing slow yet steady growth through 2025. However, with more U.S. consumers
practicing social distancing and working from home, the market is expected to see slower growth
from 2020 than originally estimated, as some men may feel less obligated to maintain a typical
personal care routine during the ongoing pandemic, leading to longer purchase cycles.
November 2020 Spray 15
Global breakdown
The global market for men’s skin care products is anticipated
to reach $18.92 billion by 2027, according to a new report
by Grand View Research. The market is forecasted to expand
6.2% from 2020 to 2027. Fueling growth is a rising awareness
among males regarding personal grooming, as well as increasing
disposable incomes.
The demand for cleansers, face wash and sunscreen is
outpacing that of shave care essentials, indicating that male
grooming is moving beyond the basics of fragrance and shaving.
Offline distribution channels such as supermarkets and
convenience stores are likely to remain the most preferred
platforms throughout the forecast period.
Mintel estimates that sales of men’s hair care and facial skin
care products declined 5% in the UK in 2019, with a further
3% decline forecast in 2020. Brands and retailers are struggling
to entice men away from low-cost and simple grooming regimes,
but Mintel believes this is likely because the beauty and
personal care shopping experience continues to target women.
Mintel projects that 23% of the German male population
will be aged 65+ in 2030. Older men are less invested in hair
care and skin care products, adopting a more basic approach
to hygiene and appearance that challenges market growth.
Building up brand loyalty and knowledge among under-35s is
therefore crucial, Mintel said. As much of the male grooming
innovation in Germany comes from the prestige sector, brands
could benefit from developing more affordable and effective
male care products for the mass market, the research firm
suggested.
In Canada, the trend toward shaving less continued to
negatively impact male shaving product sales in 2019. The
ongoing popularity of beards combined with the acceptability
of “scruff” in the workplace keeps reducing demand, said
market research company Euromonitor International. In 2020,
Canadian sales of male grooming gear is now expected to fall
2.3% due to the impact of COVID-19, with shaving products
poised for a steeper than anticipated descent because of the
reshuffling of consumer priorities and diminishing personal
care amid lockdown, work-from-home and social distancing.
However, maintaining high standards of personal hygiene is
likely to be ingrained in consumers for some time to come;
therefore, throughout 2020, men’s bath and shower products
will continue to benefit slightly.
Looking to Africa, men’s grooming remains somewhat niche
in the country of Cameroon, although shaving products are
regarded as essential by many men, said Euromonitor. The
introduction and rapid growth of modern retailers, the accessibility
of international brands such as Gillette and Nivea for
Men and celebrity endorsements have inspired many young
urban males to begin using grooming products. Indeed, sales
of men’s products are now expected to grow by 2% in 2020,
compared to the 4% rise forecast at the end of 2019 before the
spread of COVID-19. In 2021, men’s grooming will continue
to underperform in Cameroon, but growth should be back in
line by 2022.
During 2018 and 2019, barbershops in Argentina expanded
due to the trend toward beards, particularly among men
aged under 35; this trend has also led to the emergence of a
new niche of men’s grooming products in the Argentinean
market, according to Euromonitor. Men’s skin care continued
to perform well in 2019, but sales of men’s products are
now expected to fall by 4% in 2020 in light of the impact of
COVID-19. Men’s post-shave and premium deodorants are
amongst the categories expected to see the worst performances
in 2020, as they suffer from consumers giving up on products
that are perceived to be non-essential and trading down to less
expensive alternatives. However, most areas of men’s grooming
are expected to see signs of recovery in 2021.
Smell harassment & the Olympics
Prior to the COVID-19 pandemic, men’s bath, shower and
deodorant product sales were very strong in Japan, driven by
rising awareness of sumehara, which translates as smell harassment,
according to Euromonitor International. With more
women in the workplace, Japanese men were becoming increasingly
conscious of how they smelled and focused more on
personal hygiene, stated Euromonitor. However, sales of men’s
grooming are now expected to decline by 2% in 2020 in light
of the impact of COVID-19. Some of the hardest hit categories
in Japan include men’s fragrances, deodorants, hair care and
styling, as consumers staying at home have less need for these
products.