Abstract
Since Mintel last reported on mens toiletries in its Market Intelligence Mens Toiletries report in April 2004, the market has shown value growth, but has not achieved the boom that was originally predicted. However, some of the new, emerging sectors, including mens skincare and mens haircare have gathered pace. Men are definitely showing a greater interest in looking after their personal appearance, although for many this means following a simple grooming regime.
That said, according to Mintels exclusive consumer research, three quarters of women buy toiletries for the household. Only 39% of men buy for themselves, although there is a skew amongst young men aged 24 and under, who are more involved in the purchasing process. This illustrates a major barrier facing this market, as the majority of men do not get excited about this category, and in many cases the purchasing of mens toiletries is simply just another household item to buy on the weekly shopping list.
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