Study: Many younger men use facial moisturizers

CHICAGO — Some men may not like to admit that they have a skin care regime, but according to new research from Mintel, many younger men report using a facial moisturizing product.

According to Mintel, 58% of men ages 18 years to 24 years and 63% of men ages 25 years to 34 years report that they use a facial moisturizing product.

This is in stark contrast to the 32% of those ages 55 years to 64 years and 29% of men older than 65 years from other age demographics claiming to do the same thing.

“That younger men are more participative in the facial skin care category bodes well for the future growth of the men’s skin care segment as younger men will likely continue using products as they age,” said Gabriela Elani, home and personal care analyst at Mintel. “The fact that sales of men’s personal care products have risen so sharply over the past five years highlights the growth in product categories that have traditionally been segmented by gender, such as antiperspirant/deodorant, shaving and shower products.”

The men’s personal care market will reach $3.9 billion this year, enjoying growth of 15% since 2008. Despite the increased use of facial skin care among young men, such toiletry products as antiperspirant/deodorant, shower gel and hair care products enjoy the highest market penetration, as male consumers use these products on a daily basis to maintain their personal hygiene.

The men’s antiperspirant/deodorant segment has increased by 13% from 2008 to 2013 and is now worth $1.4 billion. Mintel projects that this segment will continue to grow steadily year-to-year into 2018. The continued growth is not surprising as some 95% of men report that they use an antiperspirant/deodorant product, making it the most commonly used product among all male respondents, Mintel stated.

When it comes to personal care products, men are loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favor two-in-one products to save time.

“It will be a challenge for companies and brands to expand the current market, as men don’t have a strong interest in trying out new product forms. In order to accelerate category growth, companies should focus on improving the functionality of male-specific hair care and facial skin care products in order to persuade men to switch over from general market products. Improved functionality could also influence nonusers to try out products in these categories,” Elani said.

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