Male Grooming Habits Key Driver of Growth in Personal Care Products, Says ACNielsen
Older Populations Demanding Anti-Aging Solutions
Products Designed for Convenience Have Global Appeal
New York, NY - June 22, 2004 -- An increased interest in appearance, hygiene and grooming on the part of today’s males has contributed to the growth in Personal Care categories around the world, according to a study released today by ACNielsen.
ACNielsen's – 'What’s Hot Around the Globe: Insights on Growth in Personal Care' – analyzed retail purchases in 56 countries across nearly 60 categories and found many examples of this trend. For instance, the sales value of Shower Gels, one of the fastest growing personal care categories worldwide, grew by 7% in 2003, primarily on the strength of sales in male-oriented products.
"Women aren't the only ones focused on personal grooming," said ACNielsen's managing director of global services Jane Perrin. "In many of the countries we studied, the growth in personal care categories was impacted by the introduction of new male-orientated products. The so-called 'metrosexual' phenomenon is definitely having an impact."
Coined by writer Mark Simpson, the term "metrosexual" refers to "an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle."
In the UK, for example, the shower gel category as a whole grew by only 4 per cent last year, but the male segment grew by 18 per cent. Two other categories - deodorants, and razors & blades - are also benefiting from men's newfound attention to appearance.
According to ACNielsen, the deodorants category grew by 5 per cent overall, with 35 of the 50 countries studied reporting increases. Sales of male-orientated products were said to have grown twice as fast as those of female-orientated products.
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