Men’s Hair Care Sales See Healthy Growth

While the number of hair care products targeted at men has seen a sharp decline in the past year, research from Mintel has found the men’s hair care market is still continuing to grow. Specifically, the number of hair care launches aimed at men declined by 46% between 2013 and 2014 alone, with male-specific launches making up just 3% of new launches in the total category in 2014. However, sales of hair care products for men still grew from £59 million in 2013 to a predicted £60 million in 2014. This healthy growth is expected to continue with value sales predicted to rise to £68 million in 2019.

Moreover, Mintel’s research showed the importance of a good head of hair for men. While two thirds (65%) of men who use hair care products said that having well-groomed hair makes them feel more attractive, one in five (21%) said that it’s important to follow latest trends when it comes to hairstyles, rising to more than a third (38%) of 16-24 year olds. In addition, almost a quarter of men (23%) said they like to change their hairstyle depending on where they are going, rising to more than two in five (43%) of men aged 16-24.

“Whether tied up in man buns, pulled back with headbands or modest lengths styled into quiffs, long hair has been a mainstay in men’s fashion and looks to remain,” said Roshida Khanom, senior personal care analyst at Mintel. “This trend has resulted in increased revenue for the sector and offers further opportunities for the men’s hair care market to respond to changing fashions, with products designed to stimulate growth as well as manage longer hair. Styling brands could also offer tips and advice to encourage experimentation.”

However, while long hair is leading hair trends for men, it seems many men are concerned with losing their locks. The top three concerns among men when it comes to hair is thinning hair, with more than a quarter (27%) claiming this is a concern, while 24% said they’re concerned about hair loss and one in five (17%) worried about hair that is difficult to style.

Highlighting these concerns, Mintel’s research showed that when it comes to product innovation opportunities, a quarter (24%) would like to try products that stimulate hair growth, 23% would be interested in products that make hair easier to style, whie one in five (21%) interested in products that thicken hair.

“Hair loss is a universal concern for men, although the reasons for being concerned about hair loss may be different,” said Ms. Khanom. “Younger men may find it harder to retain hair styles, or experiment with different hair styles as they lose hair. For older men, being concerned about hair loss may be more about not wanting to look older. Products that stimulate hair growth will therefore appeal to men of all ages.”

Women Trading Up
Mintel’s research also showed that when it comes to the women’s hair care market, consumers are trading up, with sales of prestige hair care products rising by 6% from £380 million in 2013 to £403 million in 2014. What’s more, this has followed an increase in prestige product innovation with the proportion of new product launches with a prestige price point increasing to 29% in 2014 from 18% in 2013. Overall, the women’s hair care market in the U.K. rose 2% in 2014 to £1.44 billion, up from £1.41 billion in 2013.

When it comes to price point, more than four in 10 (44%) users of hair treatments or masks typically use a prestige product, while hairspray is the product most likely to be a budget buy, with almost one in five (18%) typically choosing a budget product.

“The women’s hair care market has seen consistent growth, thanks to the essential hygiene nature of products such as shampoo, coupled with the interest in appearance-driven new product development,” said Charlotte Libby, senior beauty and personal care analyst at Mintel. “The prestige segment of the women’s hair care market is the primary driver of growth, as women are willing to spend money on perceived better quality products. The growth in online retailers in particular is facilitating a move to more expensive products, as women use price comparison sites to find luxury products at reduced prices, sparking a ‘spend money to save money’ mentality.”

However, while women are trading up to products with premium price points, the factors they feel have the biggest impact on appearance of hair it seems are primarily internal. More than half (57%) of U.K. women agreed that health, for example hormone levels, have a big impact in determining the appearance of hair, while a matching proportion (57%) said the same of diet, for example the consumption of fruit or vegetables or drinking enough water. In comparison, just a third (33%) agreed that the quality of ingredients found in hair care products had an important impact.

“Innovation in hair treatment claims can appeal to women looking to counteract and repair the effects of poor diet on the hair,” Ms. Libby concluded.

For more information: www.mintel.com