The US male grooming market is continuing to grow, “albeit at a slower pace”, according to the Kline Group.

Speaking in the lead-up to the launch of its new report, ‘Male Grooming Products: US Market Analysis and Opportunities’, Kline project manager Naira Aslanian said the market is  on “a growth trajectory” that is being driven by “new product launches, continued subscription box services, aggressive marketing, and rising indies”.

She said key findings in the report include:

Fastest growing categories

“Skin care for men is the fastest growing category with a rising demand for exfoliants, anti-ageing creams, SPF products, eye creams, tinted moisturisers, and even masks taking shelf space in both luxury and mass retailers alike.

“Subscription box services – a multimillion-dollar category created by brands like Dollar Shave Club –  are receiving a fresh boost as marketers expand the service beyond razors to body washes and deodorants in a bid to compete with disruptors, such as Harry’s.”

Evolving retail landscape

“Mass retailers are increasingly dedicating shelf space for men’s grooming ranges. Brick-and-mortar stores continue to dominate the market – a trend that is declining in other categories. Target, a key mass retailer, is responding to the trend by doubling down on men’s offerings and introducing new in-store experiences for men.”

The future of male grooming  

“Products that appeal to millennial male consumers are expected to trend upward, specifically those that cater to a simplistic routine. For example, multi-purpose products, such as beard-body-hair wash or scalp + skin serums, are likely to dominate the men’s category.

“Dollar Shave Club’s new spot on YouTube shows a diverse range of men, including a drag queen, using its products as they prepare for a night out their way – marking the evolution and diversity of men’s social identities – a trend expected to reflect in the way men indulge in personal care.”

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