Abstract
Growth in the men' s toiletries market appears to have been a long time coming. For years, industry pundits have been predicting that the market was about to take off, but growth has been steady, rather than spectacular. However, Mintel now has hard evidence that men are starting to widen their toiletries repertoire and that skincare is becoming the acceptable face of men' s grooming amongst younger generations.
Key themes of the report:
- Why market growth has been slow to take off and which categories are outperforming the total.
- The upsurge in new niche brand launches.
- The importance of the youth market in brand targeting.
- The challenges of meeting the needs of older male consumers.
- The growth in online communities and male grooming websites - why men prefer online to retail.
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