More than half of young U.S. men use facial skincare products

Men in the United States might not like to admit it, but according to new research from Mintel, many of them — particularly those who are younger — maintain a facial skincare regime. “Men’s Personal Care — US,” a new report from the global market research firm, notes that 58 percent of U.S. men aged 18 to 24 and 63 percent aged 25 to 34 admitted in a survey to using a facial moisturizing product.

These findings starkly contrast with those tied to older men: Only 32 percent of U.S. men aged 55 to 64 and 29 percent of men over 65 claimed to do the same thing, the report adds.

“That younger men are more participative in the facial skincare category bodes well for the future growth of the men’s skincare segment, as younger men will likely continue using products as they age,” says Gabriela Elani, home and personal care analyst at Mintel. “The fact that sales of men’s personal care products have risen so sharply over the past five years highlights the growth in product categories that have traditionally been segmented by gender, such as antiperspirant/deodorant, shaving and shower products.”

The U.S. men’s personal care market will reach $3.9 billion this year, enjoying growth of 15 percent since 2008, the report forecasts. But despite the increased use of facial skincare products among young men, toiletry products — including antiperspirant and deodorant, shower gel and hair care products — enjoy the highest market penetration, as male consumers use these products on a daily basis to maintain their personal hygiene.

“It will be a challenge for companies and brands to expand the current market, as men don’t have a strong interest in trying out new product forms,” Elani says. “In order to accelerate category growth, companies should focus on improving the functionality of male-specific hair care and facial skincare products in order to persuade men to switch over from general market products. Improved functionality could also influence nonusers to try out products in these categories.”

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