With the continuous growth of male grooming and skincare products, the market presents opportunities for brands and manufacturers alike. The global male grooming products market reached a value of US$ 57.7 Billion in 2017 and it is expected to reach US$ 78.6 Billion by 2023, exhibiting a CAGR of 5.3% during 2017-2023, according to Businesswire.com. Similarly, men’s skincare category is expected to reach $10 billion, and will display a double digit compound annual growth rate through 2029, predicts Future Market Insights (FMI). Men’s skincare products include shaving products, moisturisers, creams, sunscreens and cleansers.
According to Mintel’s report, Middle East (9%) and Latin America (8%) are the markets with the highest NPD launches in male grooming category, followed by European market (6%) with product launches on the rise. On the other hand, Asian market launches have seen a slight decrease to 4% of total BPC product launches in the region, however, it still presents many opportunities due to popularity of J-beauty and K-beauty.
Stephenson has also seen a growing brand and manufacturer interest in ground-breaking soap base Syndopal, especially for multipurpose solid bars addressing sensitive skin concerns.
3in1 shampoo and body bars
Multipurpose products are just one way to appeal to customers, with products such as 2-in-1 body bars, deodorising sports bars, solid shampoo and body bars. Syndet bases are milder than most other soaps, due to them being ph neutral, producing ideal multipurpose applications for solid shampoo bar and face cleansers, shaving bar, body bar and other applications.
In Asian and North American markets multi-functional beauty and personal care products are popular presenting more convenience and ease of use. In fact, in China 51% of male users of BPC products prefer multi-functional personal care products. In America, simplifying men’s grooming routines with multiple benefit formulas and formats present key areas for innovation (eg: mess-free and portable sticks, shampoo and conditioner bars etc.)
Men’s interest in straightforward/quick grooming routines is solid; but there is some room for ‘slow beauty’ concepts to emerge when targeting younger, more engaged men.
Transumer category - male grooming products
As part of this growing male grooming market, premium quality soap and shampoo bars meet the needs of busy, modern men, accustomed to a lifestyle of travelling, working away and exercise.
Body and shampoo bars, can really address the convenience and multipurpose benefits here too. It’s more convenient to have one bar that meets these needs than individual products when on the move or when hitting a gym and that presents an opportunity in male grooming and skincare products.
Sustainable and packaging free male grooming products
The resurgence in bar soaps and solid shampoos, plus the ever growing pressures to reduce bathroom and cosmetics packaging and waste is a real challenge for brands and contract manufacturers globally. Natural and eco-friendly products are preferable by men and dominating the product launches, especially in North America and European regions.
In North America, eco-friendly products are apparent in new product launches, with growing natural claims dominating the market (33% of new product launches) through 2018-2019. Globally, just 4-12% of global men’s beauty and personal care product launches make eco product/package, or affiliated vegan or organic claims. Focusing on promoting recyclable attributes, waste-reducing, water-and plastic-saving solid formats and ‘clean beauty’ messaging could give the advantage to brands in this category and consumers are ready to pay more.
In China, 76% of men are willing to pay more for environmentally friendly products, when thinking of corporate social responsibility, but product efficiency is still very important. While, in European male grooming market, vegan, eco package, recycling and botanical claims are among the fastest-growing.
Syndet bases, like Syndopal, are perfect for developing packaging-free product applications like solid shampoo bars and conditioners, beauty bars and solid facial cleansers that require no packaging and greatly appeal to consumers.
Clean and "free from" products
With blurring lines between natural and clean beauty, men prefer products without nasty ingredients. In fact, according to Mintel’s report, 54% of US male buyers of natural/organic personal care products agree a product appears natural/organic if it is marketed as ‘clean’. Similarly in the UK, 46% of UK men consider it important that their beauty/grooming routines are ‘clean’ (eg use few chemicals).
Fewer chemicals and more sustainable ingredients appeal to male consumers in these markets, and clean beauty trend is picking up in Asian market.
Addressing sensitive skin
While the male grooming market is already driven by natural, organic and clean beauty products, sensitive skin in men represents an emerging category. Demand for sensitive skin products is growing and at its highest in the Asian region, although products with neutral ph or addressing sensitive skin are being launched more and more worldwide.
Chinese and South Korean markets are on the lead for mild products addressing sensitive skin and are anticipated to grow further in 2020, according to the trends review by global Cosmetics News.
In the UK, 32% of men say they have sensitive skin, so the market presents an opportunity for brands to explore more and to launch products addressing those needs.
Another niche targeting sensitive skin is tattoos. There is also a gap in the market to target tattooed men with more beauty and personal care innovations, given their on-going popularity and acceptance. In 2019 niche tattoo-specific new product developments has seen <1% of recent launches, however, this can expand beyond skincare where most innovation is found.
The personal care industry should expect to see a further segmentation of men’s grooming, particularly in the developed markets where there are opportunities for stronger development. Syndopal is opening up the multi-bar soap sector for manufacturers who previously would not have been able to manufacture syndet bars across cosmetic, pharmacy and mass market applications to address these trends further.
Syndopal solid bars for male grooming and skincare
Last year, Stephenson introduced its new ultra-mild soap base Syndopal. Adaptable for cosmetic, premium mass market and pharmacy application, Syndopal offers manufacturers in the personal care and cosmetics markets access to high speed syndet bar production without the need for specialist equipment.
Recognising that many manufacturers did not have access to the specialist equipment needed to manufacture syndet bars across mass market applications, Stephenson created Syndopal, the world’s first ultra-mild, 100% soap free, pH 5.5 base noodle.
Syndopal can address consumers by its suitability for sensitive skin, being non-irritant, non-drying, paraben free and peg-free.
If you would like to find out more about Syndopal please, enquire below: