Sales of male grooming products are soaring as new products ditch the metrosexual tag for more mainstream appeal and men shell out to make sure they look good at work.
While overall men's toiletries sales jumped 9% in volume and value to £692m, skincare sales rocketed 20% to £94m. There was also strong growth in male fragrances and shower products, which both soared 14% in volume and value.
The category had broadened its appeal to "average blokes" through wider availability and targeted NPD, said Patrick Hobbs, spokesman for Bulldog, which has won national listings with multiples over the past year. "There was certainly a significant number of men who had felt isolated by the generic designs and metrosexual language used in the male skincare category," said Hobbs.
"Now with the emergence of brands like Bulldog, designed exclusively for men rather than 'Just For Men' versions of female products, there is more choice for regular men on the street."
Asda male grooming buyer Graham Speaks said it was important to recognise the role of promotions in the sales growth. Last year, the total number of promotions across the big four and Somerfield was up by 9% compared with the previous year [Assosia].
"There was a lot of activity going on to make [the category] more affordable to men," he said.
The recession had also played a part in rejuvenating the category, according to Simon Spicer, category development controller at Wilkinson Sword. "Men now see male grooming products as essentials," he said. "They are cutting their spend on extravagant high-ticket items such as cars and holidays, but not essentials. Wanting to look good at work is even more important in times of potential redundancies."
Innovative NPD such as Lynx Bullet would make men's toiletries "one of the fastest-growing categories in health and beauty over the next five years", added Louise Brunt, senior category manager for men's toiletries at Unilever.
While overall men's toiletries sales jumped 9% in volume and value to £692m, skincare sales rocketed 20% to £94m. There was also strong growth in male fragrances and shower products, which both soared 14% in volume and value.
The category had broadened its appeal to "average blokes" through wider availability and targeted NPD, said Patrick Hobbs, spokesman for Bulldog, which has won national listings with multiples over the past year. "There was certainly a significant number of men who had felt isolated by the generic designs and metrosexual language used in the male skincare category," said Hobbs.
"Now with the emergence of brands like Bulldog, designed exclusively for men rather than 'Just For Men' versions of female products, there is more choice for regular men on the street."
Asda male grooming buyer Graham Speaks said it was important to recognise the role of promotions in the sales growth. Last year, the total number of promotions across the big four and Somerfield was up by 9% compared with the previous year [Assosia].
"There was a lot of activity going on to make [the category] more affordable to men," he said.
The recession had also played a part in rejuvenating the category, according to Simon Spicer, category development controller at Wilkinson Sword. "Men now see male grooming products as essentials," he said. "They are cutting their spend on extravagant high-ticket items such as cars and holidays, but not essentials. Wanting to look good at work is even more important in times of potential redundancies."
Innovative NPD such as Lynx Bullet would make men's toiletries "one of the fastest-growing categories in health and beauty over the next five years", added Louise Brunt, senior category manager for men's toiletries at Unilever.
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