Male grooming’s value growth has improved - up 3.8% versus last year’s 1.9% - and after a 1.4% fall last year, volume sales have also returned to growth.
The market continues to be led by the expanding deodorant sector, but razors and blades have also recorded stronger growth.
Male styling has had a fantastic year, with last year’s 14.9% decline reversed by the arrival of Lynx and L’Oréal’s Studio Line Style Addicts range.
The top three brands - Gillette, Lynx and Nivea - have been crucial to the category’s performance, generating more than two thirds of its value sales.
Nivea’s growth came from across the portfolio, but particularly from skincare and deodorants.
In deodorants, however, established brands such as Nivea and Right Guard face increased competition as relative newcomers Dove Men+Care and L’Oréal Men Expert continue to grow.
The One Direction effect: boys coming back to male grooming
- Currently reading
Kantar Worldpanel data: male grooming growth led by deodorant