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While attention to appearance and skin care was once a woman’s privilege, nowadays it should be of no surprise to find an increasing number of jars of cream in men’s cabinets alongside their aftershaves. Research from Mintel on the European men’s grooming market shows that while the market for shaving products and razors in the Big 5 European countries (France, Germany, Italy, Spain and the UK) combined have remained largely stagnant, with sales increasing from €1.85 billion in 2005 to €2 billion in 2010, sales of skin care products are booming—up a magnificent 45% from €289 million in 2005 to €420 million in 2010.
Of the Big 5 European countries, Germany and Spain have registered the greatest growth in male skin care sales over the past five years. Indeed, the German men’s skin care market grew from €65 million in 2005 to €130 million in 2010, a stunning 100% increase between 2005 and 2010. Similarly, the Spanish market for male skin care grew from €29 million to €51 million between 2005 and 2010, with a growth of 76% in five years. No other sectors within the grooming market have registered the same outstanding performance.
Per capita spend on male grooming products in 2010 was highest in Spain at €61.7 driven by the relatively small size of Spain’s male population and their infatuation with fragrances. Italy has the lowest per capita spend, amounting to €41.5 in 2010.
In 2010, Mintel estimates that the overall male grooming category in the Big 5 European countries was valued at €6.6 billion, an increase of just 8% since 2005. While the category is set to grow by a further 8% to €7.2 billion between 2010 and 2014, the slight dip in 2009, due to the economic crisis, has led to men buying fewer and cheaper grooming products.
Today’s men show a keen interest in personal appearance, with six in 10 (65%) European men considering their appearance important and almost half (48%) admitting what they want most is to look attractive and well groomed. Just (15%) of men admit that while it is acceptable for women to use skin care products, it is not acceptable for men to use such products.