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Mintel Report Shows Significant Growth in Men's Skin Care in Europe

Posted: September 13, 2011

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Nica Lewis, global skin care analyst at Mintel, said, “Men show a huge interest in keeping young-looking, which has fueled demand for skin care products that combat signs of fatigue, stress and aging. An increase in information about male grooming in the media, the availability of a wider range of products, and the wider usage of celebrities to endorse brands has benefited the male grooming category in the past five years.”

Mintel’s research also shows that Europe was particularly active in new product launches for the sector, accounting alone for just under a half (46%) of global men’s grooming new product launches during January 2010 to June 2011. Mintel’s GNPD recorded some 3,700 new products, with the UK (21%) leading in terms of NPD activity among the Big 5 European countries during this period.

When it comes to new trends, botanical and herbal products dominate with three in ten new launches during the 18 months to June 2011 featuring botanical ingredients. Dermatologically tested is the second most popular claim across the Big 5 accounting for around a quarter of the launches. While just under a quarter of new launches claimed to moisturize or hydrate.

“Botanical and herbal are the leading product claims among new launches in the men’s grooming market. The trend for botanical and herbal products is being witnessed across most personal care markets, with men increasingly avoiding parabens and phthalates and looking for natural formulations instead. While the success of moisturizing or hydrating products shows an interest among male consumers in facial skincare products that combat dryness,” concludes Nica.