LONDON–The market for male grooming is continuing to grow, but there is plenty of room for it to expand more quickly, according to a report from Datamonitor.
The research firm surveyed men from a number of countries, including the United States. According to this report, the U.S. market for male-grooming products—including shavers, hair clippers and hair trimmers—reached $11.1 billion in 2007, accounting for about 29 percent of the total for all grooming products. This represents an expansion, but “at a slower rate than often expected,” Datamonitor said in a statement. The United States emerged as the third largest global market in the survey, behind France at $14.4 billion in sales and Germany at $13.2 billion.
Matthew Taylor, a Datamonitor consumer analyst, said, “The male-grooming market needs a markedly different approach in order to succeed than the female market.” The survey results found that the male market relies on products that are considered essential, but that men tend not to look at these products with “the indulgent and emotional nature often seen in the women’s personal-care industry.”
For example, 65.7 percent of the men who participated in this study said they don’t “seem to notice new products,” while 28.2 percent said they do keep on eye out for new products. Also, only 6.1 percent of the participating males “actively monitor” new grooming products.