● Following two years of decline, the male grooming market may finally be recovering; value sales have dipped 0.1% in the past year on volumes up 1.2% [Kantar Worldpanel 52 w/e 23 April]. A year ago, sales were down 6.3% in value and 3.4% in volume [52 w/e 24 April 2016].

● While penetration in the category remains stable, with 80% of the GB population purchasing each year, volume growth has been driven by shoppers buying more often.

● This improvement has been driven by deodorants and shower products – the core sectors within male toiletries – showing that despite the overall trend towards regime simplification, shoppers are not reducing spend on essential hygiene products.

● Looking at shower products, growth has been driven by premiumisation, thanks in part to new launches under the L’Oréal Men Expert brand.

● In deodorants, promotional changes in the market have helped to grow the sector, as retailers shift away from multibuys in favour of temporary price reductions. In fact, price cuts contribute more to the growth of men’s deodorants, the largest sector in male grooming, than any other promotional mechanic including non-promoted sales.

● One of the biggest barriers for the male toiletries market currently is that men are simply investing less time in their personal care routines.

Amanda Bryans/Kantar Worldpanel