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UK men's grooming market dominated by Procter & Gamble with a 31% value share

The UK men's grooming market performed well in 2012, experiencing current value growth of 5%. Not only were a number of male-specific grooming products introduced but men are also increasingly choosing and buying their own personal care products.

This growth and size of the market can be attributed to many different factors -- all of which share the overall acceptable acknowledgment that men can and should take care of themselves.

Additionally, innovative packaging and further endorsements of products by celebrities make it possible to captivate male consumers exclusively.

According to a survey of 1,250 men and women in the UK aged between 18 and 45 by closeshavesociety.com, men are now spending as much as women on personal care, with 86% of them regularly using moisturiser.

As well as spending more on grooming products, British men are also taking much longer in the bathroom. A recent survey commissioned by the male cancer charity Orchid and The Bluebeards Revenge found that 1 in 3 UK men spend between 21 and 40 minutes in the bathroom every day.

Young men are of greatest value to the grooming market. Not only are they more experimental with their appearance and spend more time on grooming, but they are also more likely to use a wider range of products.

The most popular skincare product amongst UK males in terms of how often it is purchased is treatment shave, followed by moisturiser, facial cleanser, hygiene products (e.g. shower gel and deodorants) and face exfoliator.

Procter & Gamble UK Ltd continued to dominate the UK men's grooming market in 2012 with a 31% value share and sales worth £322 million, up 2% on 2011. More than 95% of the company's sales are generated by the Gillette brand, the leader in men's shaving with a 67% share in 2012.

Constant innovation, line extensions, strong advertising and customer loyalty all enabled the brand to remain at the top for another year. After launching its ProGlide razor in 2011, the ProGlide Styler razor and Clear Shave Gel were launched in July 2012.

Over the next five years the men's grooming market has been forecast to increase at a compound annual growth rate (CAGR) of 1%, with sales set to exceed £1.1 billion by 2017.

For more information on the UK men's grooming market, see the latest research: UK Men's Grooming Market

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