NPD Reports on the Men’s Grooming Industry: A Market Poised for Growth

Share Article

According to a new study, Men’s Grooming Consumer Report conducted by The NPD Group, Inc., a leading market research company, over 9 in 10 men (ages 18+) are using some sort of grooming product today*, which can include facial and body skincare, shaving, hair care, and fragrance.

“There is a huge opportunity with men for facial skincare. The challenge is getting them involved and engaged,” said, Karen Grant, vice president and senior global industry analyst, The NPD Group.

However, only one quarter of men are currently using facial skincare products** such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.

The men’s facial skincare market has grown 11 percent in dollar sales in 2011, compared to 2010, according to The NPD Group.

When looking at those men using facial skincare, over one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three in ten (30%) were cited using lip products, and over one-fourth (26%) are using acne treatment products.

Even within facial skincare, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits such as treating acne and preventing or diminishing the signs of aging, are less likely used by men.

“There is a huge opportunity with men for facial skincare. The challenge is getting them involved and engaged,” said, Karen Grant, vice president and senior global industry analyst, The NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skincare products. There is a feeling that facial skincare products are not needed unless you have a specific skin problem such as acne. For men to use a product, he first must be aware that there is an underlying need that requires addressing,” said Grant.

“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skincare product they use such as bar soap and body lotion works just as well for facial skin. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with Black and Hispanic men, as well as younger men ages 18 to 34. To create life-long user, marketers will not only need to build awareness of the benefits that products offer, but also show that these products can be seamlessly incorporated into his grooming routine,” ended Grant.

*body and facial skincare products, shaving products and tools, hair care products, and fragrances.

**facial cleansers (excluding bar soap), facial lotions/moisturizers, lip products, acne treatment products, facial exfoliators like scrubs, eye products, anti-aging serums/treatments, and toner/clarifliers.

About the Report:
The Men’s Grooming Study utilized NPD’s Online Panel and was fielded June 8 to July 8, 2011. A nationally representative sample of men ages 18 and over was targeted. Total returns were weighted to reflect U.S. Census targets for demographics.*

*Source: U.S. Census Bureau population estimates.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit, or follow us Twitter at


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Dora Brunette
Visit website