NPD: Men’s Grooming Market Still Growing

Posted on August 9, 2012 @ 08:29 am

Recent figures on men’s grooming tools and products reveal men continue to discover the benefits of keeping up appearances, according to The NPD Group, Inc. Men’s grooming tool 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. Credit the influence of popular culture – and specifically, the increased appearance of facial hair on the red carpet – for the rise in men’s grooming tool sales.

“Even though the overall personal care industry is currently flat, the men’s grooming categories are showing healthy growth,” said Debra Mednick, executive director of The NPD Group’s home business. “Men are purchasing the tools to help them get their look and looking good sells.”

Recent results in this category also show men want to control hair growth on the body as well as the face.

• In the 12 months ending June, sales of men’s electric shavers and men’s trimmers gained 9 percent and 12 percent, respectively in dollar sales. Facial trimmers grew 13 percent in dollar sales.
• Pen trimmers and nose/ear trimmers together accounted for 13 percent of men’s trimmer dollars and increased 22 percent and 19 percent in units, respectively.
• 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.

Men’s grooming products are also the rise. Over nine in 10 men use some sort of grooming products today, according to NPD. The men’s grooming industry generated $964 million in U.S. department store sales in 2011, an increase of 11 percent, compared to 2010. Facial cleansers (excluding bar soap), facial lotions/moisturizers, and lip products are the most commonly used products among male facial skincare users. Men’s facial skincare grew 11 percent in dollars in 2011. Facial skincare product users are more likely to be ethnic men and men aged 18-34.

“Men have become increasingly conscious of the perks associated with looking good,” said Karen Grant, vice president and senior global industry analyst, The NPD Group. “They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives. Men have different skin than women and the men’s grooming brands need to continue educating them as well as make them feel comfortable in the shopping environment to gain sales in this category.”