While the monsoon is here covering almost the whole of India, it’s raining men at this edition of PBxHJ. Inevitably, the men’s grooming market has been growing upwards, and not just in India, but across the world.
Gone are the days when the options for men grooming were minimal and limited. And why not, it is an exceptionally growing demand that is leading to varieties in supply. And is this just an India story? Does not seem like it!
According to Coherent Market Insights reports, the global facial skincare and makeup market is expected to exhibit a CAGR of 4.5 per cent during 2020-2027. Amid this period, a rapid growth in the demand for men’s facial cleansers and face wash products are expected, owing to the growing knowledge about skincare among the generation Z age group, as well as the awareness to look presentable and well-groomed.
The market is flooded with brands – The Man Company, Ustraa, Beardo, Nykaa Man and several others, who are offering a variety of options in men holistic skincare and personal hygiene solutions.
The makeup boom
With a significant emphasis on personal appearance and aesthetic treatments, male grooming patterns have been witnessing constant alterations. Men have been focussing on a more individualistic approach and there has been a keenness towards developing their style. What has this resulted into? What initially included traditional skin-care and hair-care essentials – shaving products, deodorants, shampoos, and facial creams – has now expanded to sophisticated makeup and cosmetics – face masks, bronzers, and concealers. Concealers are known to be one of the makeup essentials most in demand as it helps cover imperfections, and with a dab under the eye, it gives a look that is less tired in a stressful workplace.
So, is makeup for men a new concept? Not really! It’s been around for a while now. Several male-specific makeup brands did step into the market over the last few years. However, while some stayed, some did face the challenge of survival, as the Indian male requirement was not as widespread as it is today. One of the major factors that brought about a change is the ‘selfie’ culture in 2018 owing to social media and smart phones. Even today, there is a constant pressure of being camera ready at any given point in time. This was definitely one of the turning points to trigger the male consciousness and get them to focus differently on their appearance.
The male grooming journey not only starts and ends with skin care, it majorly expands to hair care as well. Reportedly, studies indicate that men are not just interested in grooming themselves, but are focusing on further improving their appearances through dying, colouring, and styling.
Reports have it: An exponential growth in global hair care is expected by 2028, with the market projected to reach $112.97 billion, exhibiting a CAGR of 5.6 per cent between 2021 and 2028 (reveals Fortune Business Insights report titled “Hair Care Market, 2021-2028”). While the market stood at $75.06 billion in 2020, factors anticipated to boost the adoption of products globally includes increasing cases of hair loss among men, coupled with the prevalence of several hair-related ailments.
With the market divided into hair colorants, shampoo, conditioner, hair oil, and others; the hair colorants segment is expected to hold the largest global hair care market share during 2021-28. That said, the increasing spending capacity on personal care products is slated to increase the requests for advanced hair colourants across spas and salons. Also, the trend of flexing long hair and adopting unique hairstyles by men, especially in urban areas, is anticipated to lead to an increase in demand.
Grooming products on the go!
The pandemic has undoubtedly impacted consumer mind-set and behaviour and this has directly impacted the purchase graph. While tracking changes in the current market, a recent report by MARC Group – “Male Grooming Products Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2021-2026” – indicates the global male grooming products market to exhibit moderate growth during the next five years.
If we look into factors that can contribute towards driving growth, reportedly, rising awareness towards personal grooming and the increasing penetration of social media platforms top the list.Yes, social media can be tagged #MostInfluential in setting trends for fashion, makeup, hairstyling, and many others. Reports reveal that social media – with increased promotions and advertisement on men’s grooming appliances – has lured men towards innovative and effective offerings. The rapidly changing moustache and beard trends featured in movies, fashion runways, influencers promoting their looks on social media have and are considerably impacting demand and sales.
This is further said to be largely followed by the growing metrosexual culture and the elevating impact of celebrities and influencers that are bringing about a change in the way masculine beauty is defined. And indeed, this has been resulting in a large spend on grooming products. It is also known that an increase in the number of men’s salons has augmented demand for male toiletries. Especially during current times, the e-commerce segment has driven the market like never before. And a considerable percentage of the young male crowd is known to be buying more of the men grooming appliances and products via online portals.
No wonder then that the men’s grooming products market is expected to register a CAGR of around 8.7 per cent, during 2021-26, as per predictions by Markets Insights Reports. Market Insights also projects the global men’s grooming appliances market to grow at a CAGR of 5.32 per cent during 2021-2026.
Male grooming services are here to stay, rather expand its reach with much variety. While it continues to become an important phenomenon among the urban consumers, seemingly the effect is also spreading among the Tier-II and -III cities, where trends and desires are highly influenced by the internet.
There is going to be an ever-increasing demand for products catering to specific needs such as skin care, hair care and makeup lines. This may also include packaging proposals for the grooming field. •For brands, focus on digital with content published across social, YouTube, influencer engagement, as well as e-commerce strategy to expand reach. •There is an opportunity for more male grooming salons and barber shops, and for the existing ones to relook at their services and consider expanding the same. •This is also an opportunity to consider unisex salons and increase the customer portfolio.
What’s more on our part, PBxHJ brings for you a selected showcase of men grooming products that are trending this year. Read on to know more about the popular brands and their offerings for men grooming. This could be your next choice to ensure enhanced services for the next man who walks in to your salon or barber shop.