Young men getting smellier as 7% abandon deodorant

Growing indifference to personal hygiene has hit the market

Seven per cent of young men have stopped using deodorant at least once a week, research for The Grocer has revealed.

A further 5% of men aged 17 to 24 have stopped washing their hair and 5% have quit styling their hair at least once a week [Kantar Worldpanel 52 w/e 12 May]. The unsavoury stats are partly the result of soaring graduate unemployment, according to Kantar analyst Samuel Hart. “The core driver for using deodorant as part of a routine is getting ready for work,” he said. “Unemployment removes this.”

Growing indifference to personal hygiene has hit the male grooming market hard in the past year. Value sales have fallen 2.3% on volumes down 1.1% [Kantar].

But brands say fashion has played its part in the decline, particularly in the 2.5% fall in value sales of razors, on volumes down 6.1%, according to King of Shaves founder Will King.”Men are shaving less but styling more,” he said.