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Mens Facial Skincare - UK - May 2016

Published By :

Mintel

Published Date : May 2016

Category :

Skincare

No. of Pages : N/A

Sales growth has slowed in the male facial skincare market, challenged by both recruitment issues and the impact of fashion trends. The core demographic of 16-24-year-olds is declining in number and older men remain apprehensive of using facial skincare products. Male facial hair is now a mainstream trend and is limiting use of products, such as moisturiser, due to the smaller area of visible skin and fewer experiences of dry skin caused by shaving.

Table of Content

Overview

What you need to know
Products covered in this Report

Executive Summary

The market
Growth slows in 2015
Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20
Companies and brands
NPD remains lower than previous years
Figure 2: New product launches in the men’s facial skincare market, by launch type, 2013-16
Beard products continue to innovate
The consumer
Male moisturiser the hero product
Figure 3: Men’s brand preferences of facial skincare products, February 2016
Trial influencers are linked to confidence boosting
Figure 4: Reasons for first using male skincare products, February 2016
Comparing to women’s skin
Figure 5: Attitudes towards facial skin, February 2016
Spots are worse than wrinkles
Figure 6: Attitudes towards own facial skin, February 2016
A non-essential category?
Figure 7: Reasons for not using facial skincare products, February 2016
What we think

Issues and Insights

Expanding the male facial skincare routine
The facts
The implications
Impact of the beard trend
The facts
The implications

The Market – What You Need to Know

Growth slows in 2015
Prestige market boosted by niche brands
Strength of department stores
Older men not interested in skincare
The selfie effect
Diversifying the male personal care market

Market Size and Forecast

Growth slows in 2015
Figure 8: UK retail value sales of men’s facial skincare products, at current and constant prices, 2010-20
Future growth set to continue at reduced pace
Figure 9: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20

Market Segmentation

Mass market declines with savvy shopping
Figure 10: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2014 and 2015
Prestige market boosted by niche brands

Channels to Market

Discount retailers restrict value sales
Figure 11: UK retail value sales of men’s facial skincare products, by retail channel, 2014 and 2015
Strength of department stores

Market Drivers

Older men not interested in skincare
Figure 12: Trends in the age structure of the male population, 2010-20
Changing employment opportunities
Figure 13: Employment status of men, 2010-20
The selfie effect
Figure 14: Men’s social media activities, April 2015
Diet known to impact appearance of skin
New legislation to force product reformulation
Diversifying the male personal care market
Lack of advice

Key Players – What You Need to Know

Bulldog sees strongest sales performance
NPD remains lower than previous years
Beard products continue to innovate
Bigger focus on ingredients
2016 about the lips and eyes
Moisturiser the focus of adverts
NIVEA Men remains the standout brand
Accessibility is key

Market Share

Close competition for market leader continues
Figure 15: Brand shares in UK mass-market men’s facial skincare category, years ending January 2015 and 2016
Bulldog see strongest sales performance

Launch Activity and Innovation

NPD remains lower than previous years
Figure 16: New product launches in the men’s facial skincare market, by launch type, 2013-16
Figure 17: Examples of men’s facial skincare products for beard care and maintenance, 2015
Dietary claims in skincare
Figure 18: Fastest-growing product positioning claims in the men’s facial skincare market, 2014-15
Figure 19: Examples of male facial skincare products featuring vegan and no animal ingredients product positioning claims, 2015
Bigger focus on ingredients
Figure 20: Examples of male facial skincare products for skin disorders, 2015
Superdrug expands men’s offering
Figure 21: Product launches in the men’s facial skincare market, by top five ultimate companies, 2015
Barbershop-inspired launches
Figure 22: Product examples of product launches inspired by traditional barbershops, 2015
2016 about the lips and eyes
Figure 23: Men’s eye and lip facial skincare product launches, 2016

Advertising and Marketing Activity

Above-the-line advertising spend in decline
Figure 24: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, 2013-16
NIVEA Men uses football stars
Figure 25: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by company, 2013-16
Moisturiser the focus of adverts
Figure 26: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by product type, 2014 and 2015
Social media replacing paid-for internet advertising
Figure 27: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by media type, 2015
Figure 28: Facebook promotion of L’Oréal Men Expert Hydra Energetics, 2016
Nielsen Ad Intel coverage

Brand Research

Brand map
Figure 29: Attitudes towards and usage of selected brands, February 2016
Key brand metrics
Figure 30: Key metrics for selected brands, February 2016
Brand attitudes: NIVEA Men perceived as the best all-rounder
Figure 31: Attitudes, by brand, February 2016
Brand personality: Premium positioning of Lab Series and Kiehl’s underpins connotations of exclusivity
Figure 32: Brand personality – Macro image, February 2016
Bulldog’s youthful and quirky image could be an advantage when targeting younger men
Figure 33: Brand personality – Micro image, February 2016
Brand analysis
NIVEA Men benefits from broadly positive image
Figure 34: User profile of NIVEA Men, February 2016
Bulldog has more youthful image than NIVEA Men, but lacks the same level of appeal
Figure 35: User profile of Bulldog, February 2016
Kiehl’s premium image comes at a price
Figure 36: User profile of Kiehl’s, February 2016
ManCave struggles to find its niche
Figure 37: User profile of ManCave, February 2016
Lab Series evokes more negative responses
Figure 38: User profile of Lab Series, February 2016

The Consumer – What You Need to Know

Male moisturiser: The hero product
Unisex products dominate in emerging lip segment
Older men disengaged
Trial influencers are linked to confidence boosting
Younger audiences led by friends
Shaving an integral part of the moisturising routine
Keeping skin hydrated
Spots are worse than wrinkles
A non-essential category?

Product Usage

Male moisturiser: The hero product
Figure 39: Men’s brand preferences of facial skincare products, February 2016
Unisex products dominate in emerging lip segment
Older men disengaged
Figure 40: Men’s usage of facial skincare products, by age, February 2016
Cleanser seen as an anti-blemish product

Reasons for Trial

Trial influencers are linked to confidence boosting
Figure 41: Reasons for first using male skincare products, February 2016
Younger audiences led by friends
Other reasons focus on cleanliness

Attitudes towards Using Moisturiser

Shaving an integral part of the moisturising routine
Figure 42: Attitudes towards moisturiser usage, February 2016
Men are brand-loyal
Trading up to an added-benefit moisturiser

Attitudes towards Skin

Comparing to women’s skin
Figure 43: Attitudes towards facial skin, February 2016
Keeping skin hydrated
Spots thought of as worse than wrinkles
Figure 44: Attitudes towards own facial skin, February 2016

Barriers to Usage

Thought of as non-essential
Figure 45: Reasons for not using facial skincare products, February 2016
Anti-pollution can be a draw
Increasing divorce amongst seniors may see men take interest
They could work

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology

Appendix – The Market

Forecast methodology

Appendix – Companies and Brands

Figure 46: New product launches in the men’s facial skincare market, by sub-category, 2013-16
Figure 47: New product launches in the men’s facial skincare market, by product price point, 2013-16

List of Table

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