Table of Contents
Executive Summary
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- The market
- Decline in value sales forecast to continue
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- Figure 1: Best- and worst-case forecast for retail value sales of men’s haircare and facial skincare, 2014-24
- Mass-market brands are suffering from intense price competition
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- Figure 2: Retail value sales of men’s haircare and facial skincare, by price positioning, 2018-19
- Grocers are losing out to retailers that offer better value
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- Figure 3: Retail share of consumer expenditure on men’s haircare and skincare, 2019
- Companies and brands
- Just for Men is gaining ground
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- Figure 4: Retail value sales of mass-market men’s haircare, by brand, 2019
- Bulldog is outperforming
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- Figure 5: Retail value sales of mass-market men’s facial skincare, by brand, 2019
- Dip in NPD driven by a decline in haircare innovation
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- Figure 6: New product launches in men’s haircare and facial skincare, by category, 2015-19
- The consumer
- Shampoo drives haircare usage
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- Figure 7: Overall usage of haircare products, December 2019
- Soap drives skincare usage
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- Figure 8: Overall usage of facial skincare products, December 2019
- Men are concerned about hair loss
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- Figure 9: Hair concerns, December 2019
- Dryness is the top skin concern
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- Figure 10: Facial skin concerns, December 2019
- Price and quality are priorities
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- Figure 11: Haircare and facial skincare purchase drivers, December 2019
- Personalisation could be used to encourage value growth
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- Figure 12: Usage of and interest in haircare and skincare products and services, December 2019
- More innovation that focusses convenience would resonate
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- Figure 13: Choice factors when purchasing haircare and skincare products, December 2019
- Men are willing to shop around for low prices
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- Figure 14: Haircare and facial skincare behaviours, December 2019
- What we think
Issues and Insights
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- Perfecting the ingredients
- The facts
- The implications
- Taking advantage of the desire for convenience
- The facts
- The implications
- The guidance challenge
- The facts
- The implications
The Market – What You Need to Know
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- Haircare category hit by savvy shopping habits
- Basic routines are holding back skincare sales
- Prestige brands have fared better
- Traditional channels are losing share
- Brands need to engage older men
- Environmental concerns are taking hold
- Brands can tap into grooming trends
Market Size and Forecast
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- Spending on haircare declined 3% in 2019
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- Figure 15: Retail value sales of men’s haircare, 2014-24
- Haircare set to see long-term decline
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- Figure 16: Best- and worst-case forecast for retail value sales of men’s haircare, 2014-24
- Spending on facial skincare declined 8% in 2019
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- Figure 17: Retail value sales of men’s facial skincare, 2014-24
- Men’s facial skincare is on a downward trajectory
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- Figure 18: Best- and worst-case forecast for retail value sales of men’s facial skincare, 2014-24
- Forecast methodology
Market Segmentation
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- Prestige haircare brands are outperforming
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- Figure 19: Retail value sales of men’s haircare, by price positioning, 2018-19
- Decline in skincare sales driven by mass-market
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- Figure 20: Retail value sales of men’s facial skincare, by price positioning, 2018-19
Channels to Market
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- Convenience and price impact buying behaviours
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- Figure 21: Retail share of consumer expenditure on men’s haircare and skincare, 2018-19
- Discount and online-only retailers gain ground
Market Drivers
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- Population growth could boost demand
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- Figure 22: UK male population projections, by age, 2018-28
- Brands that lack age diversity are falling out of favour
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- Figure 23: Diversity issues that discourage usage of BPC brands, by men, August 2019
- Online is becoming more important
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- Figure 24: Channels used to purchase BPC products in the last 12 months, by men, October 2019
- Retailers can benefit from targeting men more proactively
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- Figure 25: Types of retailer used to purchase BPC products in the last 12 months, by men, October 2019
- Young men are going green
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- Figure 26: Purchase of eco-friendly and regular BPC products in the last 12 months, by men, November 2019
- Premiumisation will require proof
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- Figure 27: Brand types most commonly used by men, by category, October 2019
- Target young men with colourant aftercare
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- Figure 28: Usage of any at-home hair colourant product in the last 12 months amongst men, by age, January 2018 and October 2019
- Tap into the desire for tanned skin
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- Figure 29: Attitudes towards sunless tanning products, by men, October 2019
Companies and Brands – What You Need to Know
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- Leading haircare brands are struggling
- Mixed performance seen in the skincare category
- A decline in haircare NPD subdues demand
- Uplift in skincare NPD fails to boost spending
- Rise in digital advertising aligns with online growth
- NIVEA Men leads on trust
Market Share
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- Mixed performance amongst leading haircare brands
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- Figure 30: Retail value sales of mass-market men’s haircare, by brand, 2018-19
- Head & Shoulders battles with increased competition
- Leading players are challenged by newer skincare brands
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- Figure 31: Retail value sales of mass-market men’s facial skincare, by brand, 2018-19
- Bulldog also gains strength with green positioning
Launch Activity and Innovation
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- Haircare NPD declined in 2019
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- Figure 32: New product launches in the men’s haircare category, by sub-category, 2015-19
- Solid formats will appeal to eco-conscious men
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- Figure 33: Example of a men’s haircare product launch with a solid format, 2019
- Product relaunches take a bigger share of haircare NPD
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- Figure 34: New product launches in the men’s haircare category, by launch type, 2015-19
- Brands target men with anti-ageing haircare
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- Figure 35: Examples of men’s haircare product launches with anti-ageing claims, 2019
- Ethical claims are on the rise
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- Figure 36: Fastest growing claims in the men’s haircare category, 2018-19
- Dermatologically tested claims come to forefront
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- Figure 37: Examples of men’s haircare product launches with dermatologically tested claims, 2019
- Proctor & Gamble dominates haircare NPD
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- Figure 38: New product launches in the men’s haircare category, by ultimate company, 2019
- Harry’s looks to disrupt the haircare and skincare market
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- Figure 39: Examples of Harry’s men’s haircare and skincare product launches, 2019
- Skincare NPD increases in 2019
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- Figure 40: New product launches in the men’s facial skincare category, by sub-category, 2015-19
- Herbivore targets bearded men
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- Figure 41: Example of Herbivore’s men’s beard product launches, 2019
- Putting eco-friendly packaging front and centre
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- Figure 42: New product launches in the men’s facial skincare category, by launch type, 2015-19
- Gluten-free claims come to the forefront
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- Figure 43: Fastest growing claims in the men’s facial skincare category, 2018-19
- Prestige brands focus on speedy multifunctional solutions
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- Figure 44: Examples of men’s facial skincare product launches with time/speed claims, 2019
- L'Oréal and LVMH up the ante, but relaunches dominate
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- Figure 45: New product launches in the men’s facial skincare category, by ultimate company, 2019
- Blurring the line between skincare and makeup
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- Figure 46: Examples of men’s tinted moisturiser product launches, 2019
- Expanding the category with treatment products
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- Figure 47: Examples of men’s facial mask product launches, 2019
Advertising and Marketing Activity
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- Advertising expenditure in haircare lags women’s category
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- Figure 48: Total above-the line, online display and direct mail advertising expenditure on men’s haircare, 2017-19
- Dr Kurt Wolff dominates haircare advertising
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- Figure 49: Total above-the line, online display and direct mail advertising expenditure on men’s haircare, by advertiser, 2019
- Digital advertising sees a rise in facial skincare
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- Figure 50: Total above-the line, online display and direct mail advertising expenditure on men’s facial skincare, 2017-19
- L'Oréal leads facial skincare adspend in 2019
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- Figure 51: Total above-the line, online display and direct mail advertising expenditure on men’s facial skincare, by advertiser, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 52: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
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- Figure 53: Key metrics for selected brands, February 2020
- Brand attitudes: NIVEA Men is most trusted
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- Figure 54: Attitudes, by brand, February 2020
- Brand personality: Clinique has an air of exclusivity
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- Figure 55: Brand personality – macro image, February 2020
- L’Oréal Men Expert thought to be innovative
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- Figure 56: Brand personality – micro image, February 2020
- Brand analysis
- NIVEA Men benefits from its strong brand awareness
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- Figure 57: User profile of NIVEA Men, February 2020
- L’Oréal Men Expert is also well known
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- Figure 58: User profile of L’Oréal Men Expert, February 2020
- No7 Men more popular amongst younger men
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- Figure 59: User profile of No7 Men, February 2020
- Clinique for Men is worth paying more for
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- Figure 60: User profile of Clinique for Men, February 2020
- TONI&GUY Men struggles with low usage
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- Figure 61: User profile of TONI&GUY Men, February 2020
- Harry’s has successfully differentiated its brand
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- Figure 62: User profile of Harry’s, February 2020
The Consumer – What You Need to Know
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- Simple regimes remain firmly in place
- Men are most concerned about hair loss and dry skin
- Quality is almost as important as price
- Adding a personal touch could encourage sales
- Demand for multifunctional products remains strong
- Shoppers are price-conscious
Usage of Haircare Products
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- Haircare routines are simple
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- Figure 63: Frequency of haircare product usage, December 2019
- Expand conditioner ranges to boost sales
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- Figure 64: Overall usage of haircare products, December 2019
- Scalp treatments remain an untapped opportunity
- Target older men with scalp care messages
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- Figure 65: Overall usage of haircare products, by age, December 2019
Usage of Facial Skincare Products
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- Facial skincare more frequently used than haircare
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- Figure 66: Frequency of facial skincare product usage, December 2019
- Soap usage lends itself to NPD in solid skincare
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- Figure 67: Overall usage of facial skincare products, December 2019
- Target young men with skincare bundles
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- Figure 68: Overall usage of facial skincare products, by age, December 2019
Hair and Skin Concerns
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- Hair loss is the primary concern
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- Figure 69: Hair concerns, December 2019
- Young men are more worried about their hair health
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- Figure 70: Hair concerns, by age, December 2019
- Offering more targeted skincare solutions might appeal
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- Figure 71: Facial skin concerns, December 2019
- Skin ageing is a universal concern
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- Figure 72: Facial skin concerns, by age, December 2019
Haircare and Skincare Purchase Drivers
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- Most men buy their own products
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- Figure 73: Purchase of haircare and facial skincare products, December 2019
- Men need reassurance that premium brands offer quality
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- Figure 74: Haircare and facial skincare purchase drivers, December 2019
- An opportunity to target men with clean positioning
- Ease-of-use is important to older men
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- Figure 75: Haircare and facial skincare purchase drivers, by age, December 2019
Usage of and Interest in Haircare and Skincare Products and Services
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- Demand for personalisation is strong
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- Figure 76: Usage of and interest in haircare and skincare products and services, December 2019
- Interest in supplements gives brands opportunities to expand
- Interest in male makeup remains niche
- Genderless products are popular with young men
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- Figure 77: Usage of and interest in genderless/unisex haircare and skincare products, by age, December 2019
- Active grooming remains an untapped opportunity
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- Figure 78: Usage of and interest in active haircare and skincare products, by age, December 2019
Choice Factors When Purchasing Haircare and Skincare
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- Multipurpose products appeal to those looking for simplicity
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- Figure 79: Choice factors when purchasing haircare and skincare products, December 2019
- Education needed to boost interest in active ingredients
- Natural ingredients appeal to men of all ages
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- Figure 80: Choice factors when purchasing haircare and skincare products, by age, December 2019
- Young men want protection from the elements
Haircare and Skincare Behaviours
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- Savvy shopping behaviours are ingrained
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- Figure 81: Haircare and facial skincare behaviours, December 2019
- The importance of delivering guidance in a way that resonates
- Brands with a conscience will be best placed to succeed
- Bearded men are taking more notice of product ingredients
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- Figure 82: Men’s Haircare and Skincare – CHAID – Tree output, December 2019
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- Figure 83: Men’s haircare and skincare behaviours – CHAID – Table output, December 2019
- CHAID Methodology
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
- Best- and worst-case forecast
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- Figure 84: Retail value sales of men’s haircare and facial skincare, 2014-24
- Figure 85: Best- and worst-case forecast for retail value sales of men’s haircare and facial skincare, 2014-24
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