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Men's HBC Market Research Reports & Industry Analysis

The modern man is taking greater pride in his appearance, making conscientious choices when selecting the appropriate grooming or health and beauty care products. This includes contemplating the impact a particular razor blade or aftershave will have on his unique skin composition, how different brands of deodorant mingle with his personal scent, or even which haircare products produce the perfect hairdo for both days spent in the office and nights spent indulging in social, leisurely interactions.

Bath Products
Men’s bath products include bar soap, liquid soap, bath gel, bath salts, and body wash. The most widely used products are the soaps, though body washes have gained prominence. Men also account for a small degree of consumption of traditionally less masculine bath items such as bath oils and other additives, bubble bath, guest soaps, etc.

Deodorant
Men’s deodorant includes both simple deodorants, which neutralize or mask the odor of underarm perspiration (i.e., sweat); and antiperspirants, which actually cause pores to close.

Haircare
Of all the haircare products used by men (including shampoos, conditioners, haircolor, etc.), styling products are the likeliest to be male specific; yet this depends on cultural considerations, as well as on individual brand positionings. Styling products are any preparations that hold or sculpt men’s hair, among them creams, foams, gels, liquids, mousse, oils, pastes, pomades, sprays (aerosols or pumps), and waxes.

Shaving Products
Male-specific brands of shave cream and razors and after-shave lotion might be the first examples that come to mind when one thinks of men’s grooming products. Yet many men opt for natural/organic or prestige versions of shave cream and after-shave that often happen to be unisex. Increasingly, however, marketers in the natural/organic and prestige spheres are extending their brands with male-specific collections.

Skincare Products
The men’s skincare products category encompasses acne-fighting preparations, anti-aging serums, astringents, exfoliants, eye creams, facial cleansers, foot scrubs, hand and body lotions, masques, moisturizers, night creams, soothing balms, suncare products, self-tanning products, toners, and so on. The available assortment of male-specific versions of these products is steadily expanding.

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Men's HBC Industry Research & Market Reports

  • Men’s Grooming in Latin America

    ... yet men’s toiletries sales are expanding as men further engage with personal care. Direct selling remains the most popular distribution channel despite strong growth from others. Growth is anticipated for most countries as per capita ... Read More

  • Men's Attitudes towards Haircare and Skincare - UK - September 2019

    ... still not capitalising on male interest in these categories. Despite high interest in male brands, mass-market retailers continue to have limited availability of male-specific lines. Men turn to their peers for inspiration for their hair ... Read More

  • Men's Personal Care - US - September 2019

    ... by men’s interest in personal hygiene essentials such as shampoos and deodorants. As traditional gender norms continue to shift, promoting themes of beauty and holistic wellness, men’s brands will benefit from the heightened interest in ... Read More

  • Men’s Beauty: Breaking Stereotypes and Exploiting Potential

    ... challenged. It’s no surprise that beauty players are increasingly focusing on exploiting the potential within the male segment, offering numerous launches of skin care and even colour cosmetics lines. Amidst all the marketing buzz surrounding ... Read More

  • Men's Grooming in the Philippines

    ... Although areas such as men’s skin care and men’s hair care saw new entrants over the review period, such as Palmolive Men and Dove Men + Care, there was a lack of innovation to drive ... Read More

  • Men's Grooming in Germany

    ... unit prices in an attempt to turn around the decline from 2017. Men’s shaving suffered from weaker demand at the end of the review period due to the popularity of beards and the convenience of ... Read More

  • Men's Grooming in Switzerland

    ... for trimmed beards instead of complete shaving. This contributed to the current value contraction of men’s shaving in 2018. Over the forecast period, lifestyle trends are likely to continue to have a negative effect on ... Read More

  • Men's Grooming in Uzbekistan

    ... devaluation of the Uzbekistani som. However, total volume sales should start to grow again from 2020 as economic conditions improve. Economic development will help to curb inflation and increase disposable income levels, while also making ... Read More

  • Men's Grooming in Austria

    ... The range of men’s skin care products is continuously being extended. During 2018, Lornamead extended its brand’s Brisk range of skin care products, as did Estée Lauder Cosmetics under its premium brand Tom Ford. Beiersdorf ... Read More

  • Men's Grooming in Egypt

    ... products are seeing growing sales due to their importance for daily use by a wide base of men. Men’s razors and blades also continues to see sales growth, especially after the introduction of more varieties ... Read More

  • Men's Grooming in Slovenia

    ... are well known for their pragmatic purchasing behaviour. They are not accustomed to buying male-specific products, especially in categories deemed non-essential. However, this trend is slowly changing, and men are becoming accustomed to using more ... Read More

  • Men's Grooming in Hungary

    ... available products and information about men’s personal care recently increased; thus, men’s awareness about personal hygiene and demand for such products improved. As a result, men’s grooming has evolved to be one of the most ... Read More

  • Men's Grooming in the United Arab Emirates

    ... is shaped by the fact that the country is home to a huge number of seasonal workers (mostly men) from Southeast Asia and the Arab world, who work in the country and send remittances back ... Read More

  • Men's Grooming in Kenya

    ... produces a cost saving, but also sensory advantages. Brands are therefore formulating unisex body washes to appeal to those female consumers who are shifting to male-focused products. Euromonitor International's Men's Grooming in Kenya report offers ... Read More

  • Men's Grooming in Morocco

    ... main driver behind such a performance. Besides, Moroccans are seeing lifestyle changes, with additional daily activities such as sport and hanging out; this emphasises the use of grooming products by men to maintain their hygiene ... Read More

  • Men's Grooming in Norway

    ... form of moisturisers and to a certain extent facial cleansers, has become a common inclusion. A rising focus on male-specific skin care products in all channels has contributed to rising popularity. In addition, the harsh ... Read More

  • Men's Grooming in Latvia

    ... personal grooming and this has meant that they have stuck to the absolute basics when it comes to beauty and personal care. However, this is changing rapidly as exposure to global fashion trends via the ... Read More

  • Men's Grooming in Costa Rica

    ... was particularly relevant in the case of more specialised value options such as skin and hair care products found at modern grocery retailers as well as in pharmacies and drugstores. Most men’s grooming proposals kept ... Read More

  • Men's Grooming in Pakistan

    ... in Pakistan. Moreover, consumers in rural areas and smaller towns and cities lack awareness of these products and also do not find a need to invest in their beauty and personal grooming. Hence, rural towns ... Read More

  • Men's Grooming in Georgia

    ... review period, with men relying on using family products. In 2018, with the rapid penetration of global fashion trends in the country, the number and variety of emerging products, such as premium men’s bath and ... Read More

  • Men's Grooming in Croatia

    ... never manifested. Now that the economic troubles are behind Croatia, men’s grooming is not making up for lost time, but has entered the mature stage without even going through the stage of rapid growth. Currently, ... Read More

  • Men's Grooming in Serbia

    ... occasional purchases of men’s fragrances. The latter (along with men’s shaving) is the largest category within men’s grooming, due mainly to the fact that fragrances are usually bought as presents for men by women. This ... Read More

  • Men's Grooming in Azerbaijan

    ... During 2018, with the faster penetration of global beauty and fashion trends in the local market, the variety of men’s care products grew significantly. Euromonitor International's Men's Grooming in Azerbaijan report offers a comprehensive guide ... Read More

  • Men's Grooming in Dominican Republic

    ... outlets with more frequency for haircuts, grooming and styling of facial hair, as well as nail care. Indeed, the boom in men’s facial hair arrived somewhat late to the Dominican market and men of all ... Read More

  • Men's Grooming in Kazakhstan

    ... not usually employees at state institutions, which have strict rules about appearance. In addition, in Almaty and Astana (Nur-Sultan) there are several barber shops which offer different services in terms of hair styling and shaving. ... Read More

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