About the market:

Since Mintel last reported on men’s toiletries in its Market Intelligence Men’s Toiletries report in April 2004, the market has shown value growth, but has not achieved the boom that was originally predicted. However, some of the new, emerging sectors, including men’s skincare and men’s haircare have gathered pace. Men are definitely showing a greater interest in looking after their personal appearance, although for many this means following a simple grooming regime.

That said, according to Mintel’s exclusive consumer research, three quarters of women buy toiletries for the household. Only 39% of men buy for themselves, although there is a skew amongst young men aged 24 and under, who are more involved in the purchasing process. This illustrates a major barrier facing this market, as the majority of men do not get excited about this category, and in many cases the purchasing of men’s toiletries is simply just another household item to buy on the weekly shopping list.