Men's Grooming in the United Kingdom

PROSPECTS

Traditional preconceptions about masculinity continue to be challenged

Men’s skin care is continuing to benefit from a change in mind-set as more men begin to integrate skin care into their grooming routines. Although penetration is still very low relative to women’s skin care, the potential for growth is extensive.

Functional and tailored products offer brands opportunities for growth

Men’s grooming benefited from the growth of beard care products in 2017, a trend set to continue as this category is in its infancy and growing rapidly. The definition of “clean shaven” has shifted from shaving five to six times per week to shaving two to three times per week and maintaining some level of stubble Men’s beard washes, oils, waxes, gels, combs and brushes will continue to grow as a plethora of smaller brands have already appeared, while larger players such as Just for Men have started to launch their own beard care ranges.

Slowdown in decline expected in men’s shaving due to subscription razor offerings

Many new entrants and larger companies in the category have started offering subscription razor blade services to men who are looking for flexibility in their grooming routine, being able to renew or cancel a subscription at any time whilst enjoying the convenience of having blades delivered directly to their doors. Internet retailing is therefore likely to continue gaining value share in men’s shaving as other more traditional retail channels, such as hypermarkets and supermarkets, continue to lose share.

COMPETITIVE LANDSCAPE

Unilever remains the leading company in men’s grooming in the UK

Suffering from the decline in men’s shaving, Procter & Gamble has lost ground in men’s grooming, with Edgewell (Wilkinson Sword) also losing share. Within men’s shaving, new entrants, such as Harry’s and Cornerstone, are leading the shift towards shave club services and are likely to erode share from traditional category leaders.

While L’Oréal remains leader, Little Wing Trading surpasses Beiersdorf in men’s skin care

The Bulldog brand continues to grow and launched a national TV advertising campaign for the first time in 2017 as it continues to gain mainstream appeal. Rockface for Men, although currently small, is another fast growing mass men’s skin care brand targeting sporty/active men who also look after their appearance.

New product launches reflect growing demand for tailored products

Head & Shoulders launched a new range exclusively for men in 2017, Head & Shoulders Men Ultra, positioned to meet the needs of “ultra demanding men”. Similarly, Unilever launched a new range under the Lynx brand, Lynx You, aimed at helping men to “embrace the unique something in you”.

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