Men's Grooming - Europe

The male grooming category in the Big 5 European countries combined, UK, France, Spain, Italy and Germany, was valued at €6.6 billion in 2010. Since 2005, the market has grown by just 8%, as men show as increasing interest in personal appearance and image but price promotions put a brake on growth in retail sales terms.

The market experienced a slight dip in 2009, due to the economic crisis, with men buying fewer and cheaper grooming products. An increase in information about male grooming in the media, the availability of a wider range of products, and the wider usage of celebrities to endorse brands has benefitted the male grooming category in the past five years. Over 2010-14, the market is set to grow by a further 8% to €7.2 billion.

Men’s lower familiarity with grooming products means that they are generally less likely than women to view their hair, scalp and skin type as anything other than ‘normal’. Given such a trend, manufacturers of men’s grooming products need to continue to centre marketing messages on product performance as opposed to skin or hair type.

Key highlights

The men’s grooming market in the Big 5 major European markets combined, France, Germany, Italy, Spain and UK, was worth €6.6 billion in 2010, with the market set to grow by 8% between 2010 and 2014, to reach €7.2 billion.

The razors/blades sector is among the largest sectors across the Big 5, given that shaving is a daily essential for almost all men in Europe.

Razors/blades, electric shavers, deodorants, shampoos and conditioners and shower gels are the grooming products most widely used by men in Europe.

Face creams and lotions, hair styling products and hair colourants are less frequently used.

As Europe faces an ageing population trend, the skincare sector will benefit from a growing interest among European men in skincare products that combat the signs of ageing.

The UK leads in terms on NPD activity in the male grooming market.