What you need to know

Despite gender neutrality being a hot topic in 2019, men show a high preference for male brands in both hair and skincare; 33% of men use male brands of shampoo whilst 36% use male brands of moisturiser. Retailers can do more to widen their male-specific brand offerings, particularly at the mass-market end of the spectrum, ensuring men have a greater range of brands to browse.

Low price is the most important factor when purchasing (45%), however, male buyers of hair/skincare also show interest in specific benefits (30%) as well as natural ingredients (29%). With 37% of men finding it difficult to know which skin/hair products to use, brands can reassert their positions as experts and become educators in the men’s categories.

Products covered in this Report

For the purposes of this Report, Mintel has used the following definitions for men’s haircare and men’s skincare.

Men’s Haircare

  • Shampoos: All types of shampoo for washing hair, including beauty or standard shampoos, as well as anti-dandruff/medicated types. Also includes 2-in-1 shampoo and conditioner.

  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays.

  • Styling products: All products that are used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays.

Men’s Skincare

  • Moisturisers/treatments

  • Cleansers, including scrubs, washes, wipes

  • Masks

  • Specialised products such as lip balms, eyecare.

Bodycare products are excluded from this Report but are covered in Mintel’s Hand, Body and Footcare – UK, April 2019 Report.

Please note, this Report examines men’s attitudes towards haircare and skincare, and includes usage of these products, however, it excludes sales data or market value data.

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