Grooming products specifically designed for the male consumer – from skin care to hair care and shaving – are a booming part of the global personal care landscape. No longer limited to bar soap and deodorant, men’s grooming regimens are growing increasingly complex and becoming more personalised.
While this segment is still in its infancy, sales of men’s grooming products will hit $3.2 billion by 2016, up from an estimated $2.6 billion in 2013, according to Chicago-based research firm Mintel.
Currently estimated at 8% of the global personal care market, the men’s grooming segment showed strength and resilience in the recent, difficult economic environment, and it continues to grow rapidly and in all regions. The hair care market represents the second largest category in men’s toiletries (behind antiperspirants/deodorants) and increased sophistication in product offerings has boosted the category significantly.
Looking specifically at hair styling products, in order to guide innovation and product development, it is essential for brand owners to fully understand the valued product attributes that resonate with the male consumer. Applications development teams at AkzoNobel Personal Care’s global technical centers established that product acceptance and preference varied greatly by global region. To create formulations specifically designed for men’s needs, and devise marketing strategies appealing to their unique preferences, it was critical to understand how users in different regions engaged with the products and how their regional origin guided their perceptions of the products.
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