Today’s young ones are canning deodorant and skipping hairwashes to save money. What can the market do to return to growth?

focus on male grooming

The young men of Britain are letting themselves go. More and more are starting to resemble Neil, the archetypal ‘smelly hippy’ from The Young Ones.

Research carried out exclusively for The Grocer reveals that 5% fewer 17 to 24-year-old men are washing their hair at least once a week than a year ago; 5% have stopped styling their hair; and 7% have stopped using deodorant [Kantar Worldpanel 52 w/e 12 May].

Our special report contains exclusive research from market analysts Kantar Worldpanel, IRI and Ebiquity and comment from some of the market’s most senior figures, and looks at the reasons behind British men’s growing dishevelment, its impact on the market and what brands are doing to revive flagging sales.

Also inside our special feature:

Male grooming

Regime change

Alex Fisher and Samuel Hart of Kantar Worldpanel quantify the value decline in the market Read more


Prostyle Bodystyler Razor

Beardy weirdy

Why are men shaving less but styling more? Is it all down to the Zac Efron factor? Read more


Nivea Men

In a fast and furious lather

Men with a “need for speed, raw power and burning rubber” should check out the latest NPD Read more


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