Hygiene has always been an important driver in the European men’s grooming market, even more so in the past year since the spread of COVID-19 and concerns regarding germs and viruses. Other trends have come into play, including a growing focus on self-care products to combat stress and anxiety, and a tendency for men to become more environmentally engaged and seek out brands with a proven sustainability record.

European men’s grooming has benefited from a renewed focus on hygiene, helping sales at a time when other BPC categories have suffered. Initially, the purchase of non-essentials declined due to uncertainty caused by the pandemic, but gradually consumers have been re-engaging in self-care routines as a means of feeling and looking better. According to GlobalData, the majority of European men continue to purchase the same amount of skin care, male toiletries and hair care products throughout the pandemic. Italian men were the exception, buying notably fewer grooming products since March 2020.

By the end of the year, 33% of Italian men were buying fewer hair care products, lower than the 26% at the start of the pandemic. Skin care purchasing was more promising, with 20% cutting back purchases at the end of 2020, down from 26% at the start.


COVID-19 & Hygiene

Recent sales of men’s grooming products have been buffeted by men’s use of hygiene products such as shampoo, body wash and deodorant. According to Andrew McDougall, global beauty and personal care analyst, Mintel, men’s preference for hygiene products reflects their view of personal care as a functional necessity—a view that’s increased during the past year.

“With hygiene basics being market staples and renewed focus on hygiene due to COVID-19, antimicrobial claims are ones to watch as people’s wariness of germs and viruses increases,” he comments. “…[It] has led to creative innovation—hygienic touch-free and protection- and safety-focused products—with particular potential in hand care, self-care for men and anti-acne for skin care beneath protective masks.”

A recent skin care example is Barber Pro Foaming Cleansing Mask with Activated Charcoal, designed to bubble up when applied to the skin, creating a “micro-massage” for the face, while reducing excess oil on acne-prone skin.

The trend for self-care among men has been on the rise for a while and escalated during the past year as men suffered from anxiety and stress on a daily basis. McDougall maintains the stigma around men’s mental health is lessening, with brands playing a bigger role in encouraging men to take time out. UK vegan men’s fragrance and grooming brand Kings addresses this trend and is an advocate for men’s mental health, whose mission is to inspire and empower men to live healthier and happier lives. McDougall sees more opportunities for brands to promote the use of de-stressing ingredients, such as adaptogens and CBD and fragrances.

“Men’s products can also focus on improving sleep, decreasing stress and boosting energy by including immune health support,” he states.

Working from home means that many people are spending more time on electronic devices and subsequently are exposed to blue light. McDougall spots an opportunity for men’s brands to help consumers mitigate increased time spent on electronic devices; he cites Beyl Clima-Adaptive Anti-Pollution moisturizer for men which claims to shield against air particle pollution and blue light from tech devices in a formulation containing, among other ingredients, blackberry, moringa, copper, cocoa peptides and micro algae.


Sustainability Commitment

Ethical claims are gaining ground in men’s products, according to Mintel’s claims data, with mass and indie brands accelerating the trend. According to GlobalData research, European men are becoming more environmentally aware, with nearly a third (32%) always or often inclined to examine how environmentally-friendly a product is when making a purchase, with a strong bias among younger men: 47% of Generation Z and 37% of Generation Y males prove to be the most eco conscious.

“This signals potential for an increasingly environmentally conscious society if these attitudes remain strong as consumers age,” maintains Neophytou.

British brand Bulldog is a pioneer in the men’s grooming sector for its innovative development and commitment to sustainability. Available in more than 30 countries, Bulldog is the number one men’s face cream and beard care brand in Sweden, number three in face cream and number two in beard care in France and Germany. One of the latest initiatives is the international rollout of its carbon neutral plan, with the Original Moisturizer now certified carbon neutral in France and Germany.

Bulldog founder Simon Duffy, explains: “This means that all carbon emissions produced during the production and distribution of the products are completely offset in  accordance with the CarbonNeutral Protocol. This includes the extraction and processing of materials and packaging, manufacturing and distribution of the products.”

Another recent development was the launch of two fully recyclable Bulldog razors, crafted from at least 70% recycled glass from durable beer bottles.

“Ethics and sustainability continue to be fundamental to our approach,” says Duffy. “Our teams will always think about the impact our products could have on the environment and then we work to lessen these impacts as much as possible.”

In doing so, Duffy wants to help ferment change across the men’s skin care sector. “I hope that thinking in an environmentally responsible way becomes more mandatory and less something that might set brands apart. I suspect within a few years it will be those brands that continue to dodge these issues that will stand out more than those that don’t.”

Due to the amount of time people have been forced to stay at home, the direct-to-consumer trend has accelerated within the male grooming sector, with brands, such as Toppbox, offering hyper-personalized subscription box services catering to specific needs and concerns.

“With increased time spent at home and online, this route to market will prove effective in targeting men who need guided, personalized product delivery,” predicts Neophytou.

This emerging trend could encourage men to adopt multi-step grooming routines and new hair and skin care treatments, proving to be a game-changer for the men’s category. 

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Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.