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NPD Group: Men's grooming market grows at rapid pace


PORT WASHINGTON, N.Y. — The men’s grooming market continues to grow at a rapid pace as research shows that men’s grooming tools, such as electric shavers, men’s trimmers and home hair clippers, are among the largest dollar growth drivers in the overall personal care industry. Meanwhile, such product categories as men’s facial skin care continue to flourish.

Recent figures on men’s grooming tools and products released by the NPD Group, a market research company, revealed men continue to discover the benefits of keeping up appearances. NPD credited the influence of popular culture — and specifically, the increased appearance of facial hair on the red carpet — for the rise in men’s grooming tool sales. Recent results in this category also show men want to control hair growth on the body, as well as the face.

According to NPD's consumer tracking service:

  • In the 12 months ended in June, sales of men’s electric shavers and men’s trimmers gained 9% and 12% in dollar sales, respectively. Facial trimmers grew 13% in dollar sales;

  • Pen trimmers and nose/ear trimmers together accounted for 13% of men’s trimmer dollars and increased 22% and 19% in units, respectively;

  • Body groomers gained nearly 16% in unit sales in the 12 months ended in June; and

  • Body groomers skew toward the under-35 age group and are even more popular among men under 25 years of age.

“Even though the overall personal care industry is currently flat, the men’s grooming categories are showing healthy growth,” stated Debra Mednick, executive director of NPD's home business. “Men are purchasing the tools to help them get their look and looking good sells.”

Unlike women, men’s options are limited when it comes to covering up skin irritations, such as razor burn, nicks and acne. Survey results confirm men are more educated now than ever before about skin care problems and solutions.

According to NPD's men's grooming consumer report:

  • More than 9-out-of-10 men use some sort of grooming products today;

  • The men’s grooming industry generated $964 million in U.S. department store sales in 2011, an increase of 11%, compared with 2010;

  • Facial cleansers (excluding bar soap), facial lotions/moisturizers and lip products are the most commonly used products among male facial skin care users;

  • Men’s facial skin care grew 11% in dollars in 2011; and

  • Facial skin care product users are more likely to be ethnic men and men ages 18 to 34 years.

“Men have become increasingly conscious of the perks associated with looking good,” added Karen Grant, VP and senior global industry analyst at NPD. “They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives.”

“Men have different skin than women and the men’s grooming brands need to continue educating them as well as make them feel comfortable in the shopping environment to gain sales in this category,” Grant said.

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