Mintel predicts decline in male skincare sales

Sales of men's skincare are forecast to decline in 2017, according to Mintel's Men's Facial Skincare 2017 Report.

Research shows that as many as half (51%) of men believe that a healthy diet is enough to maintain the appearance of skin and 39% feel that skincare products contain unnecessary chemicals.

The men's facial skincare category was valued at £104 million in 2016; however, this year the market is expected to decline 4.7% with sales dropping to £100 million. What is more, in the next five years Mintel forecasts that the men's facial skincare market will decline 7% falling to £93 million.

While sales are declining, Mintel highlights a definite trend towards more upmarket products. Indeed, while mass-market male facial skincare declined by 1.5% between 2015 and 2016, the value of prestige male skincare showed strong growth of 2.8% in the same time frame.

Mintel research highlights a less is more approach towards men's skincare regimes as only 15% of male moisturiser users apply moisturiser more than once a day, whilst 28% use it a few times a week. Meanwhile, almost three in 10 (28%) men who use facial skincare products use them when their skin feels like it needs them and a quarter (24%) of men who use facial skincare products say they use them when they remember to do so.

Currently, the top three facial skincare products are soap (87%), moisturiser (50%) and lip balm (38%).There has also been a sharp rise in the number of men using facial wipes which grew from 26% in 2016 to 32% in 2017.

Roshida Khanom, Associate Director, Beauty & Personal Care at Mintel, says:

“It appears that high confidence may be impacting usage of facial skincare products, as many British men do not think they need to use them. This suggests that products should target maintaining appearance, rather than ‘fixing' a problem. Highlighting the benefits of long term and regular use is crucial in ensuring good facial skincare habits."

Facial hair remains a growing trend amongst British men. Usage of beard products has risen from 18% in 2016 to 23% in 2017 and almost two in five (38%) men say they pay more attention to their facial hair than their facial skin. While 68% of men are removing hair from their jawline, more than half (53%) of males agree that it is fashionable to have a beard.

Roshida concludes:

“The fact that so many men are removing hair from their jawline, but over half agree that it is fashionable to have a beard, suggests that the beard trend may have evolved to a more flexible approach with men shaping their facial hair rather than sporting full beards or opting for a clean shave."