According to the NPD Group, sales of grooming tools slipped 2% to $1.1 billion in the 12 months ended in May. However, the decline comes on the heels of a 7% advance in the year prior.
The smaller women’s grooming tool business gained 2%, but the larger men’s segment fell by 3%. Women’s grooming tools, as defined by NPD, only represent about 10% of the sales in the men’s grooming tool segment. Men’s grooming tools continued to generate over $1 billion in revenues in the year ended in May.
Men’s grooming appliances include electric shavers, trimmers and home hair clippers. However, just because a product has been developed with one gender in mind doesn’t mean that the other isn’t a significant customer. NPD noted that females are an important buying group for men’s grooming products, representing 34% of dollar sales, while men account for about 20% of the dollars spent on women’s grooming appliances.
In terms of segments, sales of facial trimmers, specialty women’s grooming, nose/ear trimmers and pen trimmers all experienced growth in the year through May.
“Grooming trends are a reflection of personal style, celebrity influence and today’s perception of what is attractive, and sales of grooming tools often follow suit. They also indicate how consumers are approaching hair removal, be it on their own or with the assistance of professional services or other treatments,” said Debra Mednick, NPD executive director and home industry analyst.