Shaving a little off the top
While sales of shaving cream — which research has shown to have a relatively high level of penetration among men — have experienced single- digit growth, sales of razors climbed more than 13%.
According to SymphonyIRI Group, sales of shaving cream rose 3.43% to $282.38 million during the 52 weeks ended Oct. 2 at food, drug and mass (excluding Walmart). During that same period, sales of razors rose 13.5% to $282.4 million.
Research has suggested that the sluggish growth of shaving cream could be because of an aging male population that requires less shaving, less stringent workplace requirements that allow facial hair and a continued popularity of the unshaven look. However, the double-digit growth of razors could indicate a shift. It is likely that continued innovation in the razor segment also is helping to fuel growth.
No gray areas when it comes to hair coloring segment
The hair coloring segment is experiencing growth, albeit modest growth, as men look to turn back the hands of time.
According to data from SymphonyIRI Group, sales of men’s hair coloring rose 0.31% to $140.6 million for the 52 weeks ended Oct. 2 at food, drug and mass (excluding Walmart). The biggest gainer, according to the data: Irene Gari Cover Your Gray for Men, which experienced a sales boost of nearly 72%.
In its most recent Men’s Grooming research report, Mintel noted that “the hair care segment received a boost from the hair coloring category, as population growth among senior demographics leads many men to use coloring to hide their graying hair.”
Men are buyers, not shoppers
At least that’s largely the thinking behind the new “Guy Aisle” prototype that Procter & Gamble created within a CVS/pharmacy store in Charlotte, N.C.
Unveiled in September, the new CVS/pharmacy men’s grooming section features products specifically designed for him, including Gillette, Old Spice and Head & Shoulders.
“Men are buyers, not shoppers,” stated Michael Norton, director of external relations for male grooming at Gillette, which is owned by P&G.
“They want to get the shopping done, and with all their grooming needs in one aisle, it makes shopping easier, quicker and simpler.”
Nielsen predicted the $2 billion men’s grooming business will grow to $3 billion by 2012, P&G stated.