NPD: Men's Grooming Offers Opportunity
Wednesday August 8th, 2012 - 10:09AM
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According to market research firm The NPD Group, Inc. men’s grooming tools are among the largest dollar growth drivers in the overall personal care industry. Product categories including men’s facial skincare continue to grow at a rapid pace.
Men’s grooming has hit a groove, NPD said:
According to the market research firm, over the 12 months ending in June, dollar sales of men’s electric shavers and men’s trimmers gained 9% and 12%, respectively. In addition, dollar sales of facial trimmers grew 13%. Pen trimmer sales grew 22% and nose/ear trimmers sales grew 19% in units, and now those particular grooming products together account for 13% of men’s trimmer dollars. Body groomer unit sales gained nearly 16% over the 12 months ending in June, NPD indicated. Body groomers skew toward the under-35 age group and are most popular among men under age 25, the company asserted.
“Even though the overall personal care industry is currently flat, the men’s grooming categories are showing healthy growth,” said Debra Mednick, executive director of The NPD Group’s home business. “Men are purchasing the tools to help them get their look, and looking good sells.”
Karen Grant, vp and senior global industry analyst, The NPD Group, said, “Men have become increasingly conscious of the perks associated with looking good. They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives. Men have different skin than women and the men’s grooming brands need to continue educating them as well as make them feel comfortable in the shopping environment to gain sales in this category.”
Tags: Housewares Health & Personal Care Retail
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