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Grooming products used by males in the United Kingdom (UK) 2018

British men like to take care of their personal hygiene. As the results of this 2018 survey reveal, from deodorants to conditioners, facial moisturizers to body lotions, men are active consumers of UK cosmetics and personal care market. The most common personal care products UK men used were rather usual items such as deodorant, shampoo, and shower gel. When asked about their choice of deodorant types, a majority of UK men went for aerosol sprays.

Demand for beard oils and hair colouring

  UK men also showed an interest in more niche personal care and grooming items such as beard oils, self-tanning and hair colouring products. As far as the amount spent for self-care routines is concerned, other research suggested that a majority of male consumers kept to a monthly budget of under 30 British pounds.  

Smells nice, looks nice

  From a retail point of view, generic product brands released by UK supermarkets, such as Tesco and Sainsbury, are prominent in the male grooming market besides being popular with consumers. Shampoos and deodorants were two sub-categories in which supermarket branded products attracted considerable numbers of male consumers.

Share of males who use grooming products in the United Kingdom (UK) in 2018, by type

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Release date

April 2018


United Kingdom

Survey time period

March 19-23, 2018

Number of respondents

1,001 respondents

Age group

16 years and older

Special properties

Male respondents; nationally representative

Method of interview

Online omnibus survey

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Statistics on "Male grooming in the United Kingdom (UK)"

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