One example is the male skincare market, which has seen relative rejuvenation over the past eight-year period, before dropping to lower values in 2019 and 2020 according to figures of the Cosmetic, Toiletry and Perfumery Association. Within men’s skincare market, shaving preparation products had the largest share, garnering nearly half of the value of the entire market.
Much like the trend in skincare market catered towards men, the sales value of shaving preparation products have seen ups and down in recent years. The number of people who consumed such products experienced similar fluctuations, with men who used shaving gels going down in number as the most recent estimates showed. Gilette was the most favored brand with UK men, with more than eight million users pronouncing various Gilette products as their favorite for shaving creams, gels and foams.
When it comes to more commonplace grooming practices, deodorants and shampoos were the most frequently applied cosmetic products for men in Great Britain, with deodorant usage at 79 percent. The nation’s favorite brand for anti-perspirant deodorants and shampoos were Lynx and Head and Shoulders, both around eight million consumers preferring these brands in Great Britain.
Men’s grooming and cosmetics is a vibrant market which is certainly shaped and driven by changes in consumer behavior. In 2018, a quarter of men spent a monthly average of 11 to 20 British pounds on male grooming products. A surprising development was in the hair removal trend among men, in particular young men between the ages 16-24. A 2018 survey demonstrated that hair removal was more prominent than it was in 2016 for this demographics, including removing hair in chest and back area.