BPC products for men up 70 per cent
Male-specific sector accounts for six per cent of total launches in 2012
Global Beauty & Personal Care – BPC – launches targeted at men have increased globally by 70 per cent since 2007, reveals new research from Mintel. The male-specific sector accounted for six per cent of total launches in 2012, rising from four per cent six years ago.
The US market rose by nearly 20 per cent to reach $3 billion in 2012, up from $2.5bn, 2007-2012.
In the UK, growth was 12 per cent, from £512 million in 2007, to £574m in 2012.
Sales are expected to rise by 16 per cent and six per cent in the US and in the UK respectively by 2017.
Emmanuel le Moeglin, analyst at Mintel, says that to meet demand, the market is segmenting and expanding into new categories.
“For instance, typical feminine formats, such as serum and eye cream, have moved into the male category.”
The most popular claims for men’s and women’s products are ‘botanical’ and ‘herbal’ at 25 per cent and 36 per cent, respectively.
‘Moisturising’ and ‘hydrating’ follow at 23 per cent for males and 36 per cent for females. However, products marketed to men are more likely to be ‘dermatologically tested’ (21 per cent vs 14 per cent), ‘ethical’ or ‘eco- friendly’ (11 per cent vs four per cent) and ‘aromatherapeutic’ (six per cent vs three per cent).
Smoothie: Men are more swayed by the 'dermatalogically tested' claims