Table of Contents
Executive Summary
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- Impact of COVID-19 on men’s haircare and skincare
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- Figure 1: Short, medium and long-term impact of COVID-19 on men’s haircare and skincare, 12 March 2021
- The market
- COVID-19 both eases and adds pressure on brands
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- Figure 2: UK retail value sales forecast of men’s haircare and skincare, 2015-25
- Online growth creates opportunities for product discovery
- Companies and brands
- Decline in NPD further subdued demand in 2020
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- Figure 3: New product development in men’s haircare and facial skincare, by category, 2018-20
- Mass-market brands suffered from savvy shopping behaviours
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- Figure 4: Retail value sales of mass-market men’s haircare, by brand, 2020
- Figure 5: Retail value sales of mass-market men’s facial skincare, by brand, 2020
- The consumer
- Bring newness to old products in haircare
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- Figure 6: Net usage of haircare products, December 2019 and December 2020
- Pandemic drives cleansing routines in facial skincare
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- Figure 7: Net usage of facial skincare products, December 2019 and December 2020
- Facial hair trend is resilient, but product usage remains niche
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- Figure 8: Frequency of beard/moustache treatment product usage, December 2020
- Gender boundaries are still important for men
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- Figure 9: Haircare and facial skincare usage behaviours, December 2020
- Demand for clean aligns with ingredient interest
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- Figure 10: Interest in haircare and facial skincare innovations, December 2020
- Promote the science behind the claims
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- Figure 11: Factors that would encourage higher-value spend on haircare and facial skincare, December 2020
- Discounts drive customer acquisition, but erode price integrity
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- Figure 12: Factors that would encourage haircare and facial skincare experimentation, December 2020
Issues and Insights
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- COVID-19 places greater importance on value
- Restore market growth with multistep routines
- Drive transparency in eco-friendly claims
The Market – Key Takeaways
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- COVID-19 has both eased and increased pressure on men’s brands
- Prestige outperformed, but the outlook may be more challenging
- More can be done to improve the online BPC experience for men
Market Size and Forecast
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- COVID-19 sees men adopt new usage behaviours
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- Figure 13: Short, medium and long-term impact of COVID-19 on men’s haircare and skincare, 12 March 2021
- Decline in haircare accelerated in 2020
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- Figure 14: Retail value sales of men’s haircare, 2015-25
- Return to normality will be key to recovery
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- Figure 15: UK retail value sales forecast of men’s haircare, 2015-25
- Skincare remained in decline despite COVID-19 boost
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- Figure 16: Retail value sales of men’s facial skincare, 2015-25
- Outlook for skincare remains challenging
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- Figure 17: UK retail value sales forecast of men’s facial skincare, 2015-25
- Learnings from the last recession
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- Figure 18: Consumer expenditure on BPC products (excluding professional services), 2007-12
- Market drivers and economic assumptions
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- Figure 19: Key drivers affecting Mintel’s market forecast (prepared on 10 March 2020), 2015-25
- Forecast methodology
Market Segmentation
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- Mass-market haircare struggled with price wars
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- Figure 20: Retail value sales of men’s haircare, by price positioning, 2019 and 2020
- Prestige skincare continued to outperform the mass market
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- Figure 21: Retail value sales of men’s skincare, by price positioning, 2019 and 2020
Channels to Market
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- Convenience gained importance in 2020
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- Figure 22: Retail value sales of men’s haircare and skincare, by retail channel, 2019 and 2020
- Improving the online experience could resonate
Market Drivers
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- Consumer confidence impacted by COVID-19
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- Figure 23: Mintel’s financial confidence index, January 2015-December 2020
- The UK’s exit from the EU causes minor disruption in BPC
- Ageing male population presents opportunities
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- Figure 24: Projected trends in the age structure of the male population, 2018-28
- Online gained importance during 2020
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- Figure 25: Channels used by men to purchase beauty and personal care products in the last 12 months, October 2019 and October 2020
- Leverage traditional retail activations to engage over-55s
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- Figure 26: Types of retailer used by men to purchase beauty and personal care items in the last 12 months, by age, October 2020
- Men are reluctant to trust influencers and educators
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- Figure 27: Trust in BPC influencers and educators, by gender, March 2020
- Natural penetration remains low despite interest
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- Figure 28: Types of BPC products typically purchased by men, by category, April 2020
- Men want to see more diversity in NPD and advertising
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- Figure 29: Factors that men associate with a diverse beauty brand, December 2020
Companies and Brands – Key Takeaways
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- Mixed results from the leading brands amidst COVID-19 disruption
- Brands strengthen their eco and ethical credentials in NPD
- Innovation is essential to drive brand appeal and usage
Market Share
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- Leading brands suffer from hairstyling decline
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- Figure 30: Retail value sales of mass-market men’s haircare, by brand, 2019 and 2020
- Innovation sees certain skincare brands outperform
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- Figure 31: Retail value sales of mass-market men’s facial skincare, by brand, 2019 and 2020
Launch Activity and Innovation
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- Haircare NPD remains weak in 2020
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- Figure 32: New product development in the men’s haircare category, by sub-category, 2018-20
- Scalp care drives deep cleansing focus in haircare
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- Figure 33: Examples of men’s haircare launches carrying deep cleansing claims, 2020
- Eco and ethical claims come to the forefront
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- Figure 34: Top 10 claims in the men’s haircare category (based on leading claims in 2020), 2018-20
- Lightweight styling products will resonate post-COVID-19
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- Figure 35: Examples of men’s hairstyling launches carrying lightweight claims, 2020
- L’Oréal dominates haircare NPD
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- Figure 36: New product development in the men’s haircare category, by ultimate company, 2020
- Cross-category disruption from Bulk Homme launch
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- Figure 37: Examples of men’s haircare and skincare launches by Bulk Homme, 2020
- Skincare NPD fell into decline in 2020
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- Figure 38: New product development in the men’s facial skincare category, by sub-category, 2018-20
- Eco and ethical claims remain important in skincare NPD
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- Figure 39: Top 10 claims in the men’s facial skincare category (based on leading claims in 2020), 2018-20
- Protective claims gain momentum
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- Figure 40: Examples of men’s skincare launches carrying protective claims, 2020
- Facial skincare NPD was fragmented in 2020
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- Figure 41: New product development in the men’s facial skincare category, by ultimate company, 2020
- Brands continue to expand mask ranges
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- Figure 42: Examples of men’s skincare mask launches, 2020
- Energising claims can be tied to self-care
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- Figure 43: Examples of men’s skincare mask carrying energising claims, 2020
Advertising and Marketing Activity
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- Spend on haircare advertising was subdued in 2020
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- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on men’s haircare, by media type, 2018-20
- Men’s brands invested more in skincare advertising
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- Figure 45: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, by media type, 2018-20
- Social media becomes a primary tool for education
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- Figure 46: Lumin Instagram Post, 2020
- Brands aim to address stigma and support mental health
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of selected brands, February 2021
- Key brand metrics
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- Figure 48: Key metrics for selected brands, February 2021
- Brand attitudes
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- Figure 49: Attitudes, by brand, February 2021
- Macro brand personality
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- Figure 50: Brand personality – Macro image, February 2021
- Micro brand personality
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- Figure 51: Brand personality – Micro image, February 2021
- Brand analysis
- Bulldog benefits from strong brand awareness
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- Figure 52: User profile of Bulldog, February 2021
- Rock Face’s limited availability impacts its usage
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- Figure 53: User profile of Rock Face, February 2021
- Alpecin can target men earlier to broaden its reach
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- Figure 54: User profile of Alpecin, February 2021
- Woody’s for Men can benefit from eco/ethical growth
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- Figure 55: User profile of Woody’s for Men, February 2021
- Hawkins & Brimble’s low awareness impacts usage
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- Figure 56: User profile of Hawkins & Brimble, February 2021
- Brylcreem battles with old-fashioned brand image
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- Figure 57: User profile of Brylcreem, February 2021
The Consumer – Key Takeaways
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- COVID-19 has a limited impact on male grooming routines
- A desire for proof ahead of purchase will influence demand
- Discounts are imperative to reach new consumers
The Impact of COVID-19 on Consumers
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- Reduced product usage impacts spend on grooming
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- Figure 58: Spend on beauty and toiletries amongst men compared to before the COVID-19 outbreak, 21-26 January 2021
- Online buying increases competition for the leading players
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- Figure 59: Haircare and facial skincare behaviours amongst men since the start of the COVID-19 outbreak, by age, December 2020
- Increased demand will see protective claims evolve
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- Figure 60: BPC purchase behaviours amongst men since the start of the COVID-19 outbreak, by age, October 2020
- An income squeeze will drive savvy shopping habits
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- Figure 61: Ways in which BPC spending habits amongst men will change in the face of an income squeeze, 18-30 June 2020
Haircare Usage
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- Natural textures in hairstyling will gain popularity
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- Figure 62: Net usage of haircare products, December 2019 and December 2020
- Drive treatment usage with speed and ease of use
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- Figure 63: Frequency of haircare product usage, December 2020
- Help the over-55s understand their changing needs
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- Figure 64: Net usage of haircare products, by age, December 2020
Facial Skincare Usage
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- COVID-19 drives engagement with cleansing
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- Figure 65: Net usage of facial skincare products, December 2019 and December 2020
- Educate to boost the use of targeted treatments
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- Figure 66: Frequency of facial skincare product usage, December 2020
- Tap into the differences across different age groups
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- Figure 67: Net usage of facial skincare products, by age, December 2020
Presence of Facial Hair and Product Usage
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- Facial hair trend proves resilient despite COVID-19
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- Figure 68: Presence of facial hair, by age, December 2020
- Address barriers to drive beard treatment usage
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- Figure 69: Frequency of beard/moustache treatment product usage, December 2020
Usage Behaviours
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- Educate to ensure men adapt to their changing needs
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- Figure 70: Haircare and facial skincare usage behaviours, December 2020
- Appeal of unisex and genderless is expected to grow
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- Figure 71: Soft Men’s Facial Skincare, 2021
- Brand loyalty could drive multistep regimes
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- Figure 72: Haircare and facial skincare usage behaviours, by age, December 2020
Interest in Innovations
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- Simplify ingredients lists to capture clean demand
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- Figure 73: Interest in haircare and facial skincare innovations, December 2020
- Learn from F&D to drive interest in small-batch production
- Subtlety could boost male makeup usage
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- Figure 74: Interest in haircare and facial skincare innovations, by age, December 2020
Premiumisation Opportunities
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- Provide evidence to give claims credibility
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- Figure 75: Factors that would encourage higher-value spend on haircare and facial skincare, December 2020
- The catch 22 of multifunctionality
- Natural and eco claims have broad appeal
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- Figure 76: Factors that would encourage higher-value spend on haircare and facial skincare, by age, December 2020
- Personalise advice to boost spend amongst young men
Strategies to Drive New Product Engagement
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- Renew discounting strategies to maximise engagement
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- Figure 77: Factors that would encourage haircare and facial skincare experimentation, December 2020
- Trial ahead of purchase remains important
- Young men value professional recommendations
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- Figure 78: Factors that would encourage haircare and facial skincare experimentation, by age, December 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
- Best- and worst-case forecasts
- Men’s haircare and skincare
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- Figure 79: Best- and worst-case forecast for retail value sales of men’s haircare and skincare, 2020-25
- Men’s haircare
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- Figure 80: Best- and worst-case forecast for retail value sales of men’s haircare, 2020-25
- Men’s skincare
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- Figure 81: Best- and worst-case forecast for retail value sales of men’s skincare, 2020-25
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