All surveys point to the same phenomenon: the global market for men’s grooming is booming. The male skin care market has nothing of a niche market anymore. In this context, even the term “metrosexual” - a portmanteau word that, throughout the first decade of the century, symbolised men’s new behaviour of towards beauty - has turned obsolete. As far as sales are concerned, it is a real emerging market. Recent figures on men’s grooming tools and products reveal men continue to discover the benefits of keeping up appearances. Men’s grooming tools are among the largest dollar growth drivers in the overall personal care industry and product categories like men’s facial skincare continue to grow at a fast pace.
Sales of men’s grooming and toiletries in the U.S. could hit US$ 3.2 billion by 2016, up from an estimated US$2.6 billion this year and US$ 2.2 billion in 2006. As far as the European market is concerned, sales of men´s skincare products have boomed from 289 million euros in 2005 to 420 million euros in 2010 in the continent’s five biggest markets - France, Germany, Italy, Spain and UK The surge in sales is also affecting new markets. In China, the men´s grooming market should increase by more than 20% a year during 2012 to 2014.
The rise of the men’s skin care market comes together with a strong growth in sales of electrical appliances especially dedicated to men. Body groomers gained nearly 16 percent in unit sales in the 12 months ending June. Body groomers skew toward the under-35 age group and are even more popular among men under age 25.
There are several sociological changes concerning both mature and emerging markets that may explain this dramatic shift that has no reason to slow down: an increased number of men employed in the sector of services, increased competition in the workplace, ageing baby boomers eager to stay stylish, and the young generation influenced by changing standards of male beauty. However, the men’s market is not as easy to capture as it seems. As impressive as they are impressive, growth rates do not always match the initial expectations of many manufacturers. Especially as competition has increased greatly in this market. In the U.S., over nine in ten men use some sort of grooming products today. Nevertheless, apart from the usual toiletries and from perfumes, the progress is notable only regarding a limited range of face care products. Although men are becoming increasingly familiar with beauty products, it is not easy for them to push the door of a beauty institute.