Men might not like to admit that they have a skin care regime, but according to new research from Mintel, you might find your man stealing some of your valuable mirror time. Indeed, in a new report looking at the male grooming sector, some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product.

This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing.

“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.

Elani continues, “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 (APDO), shaving, and shower products.”

The men’s personal care market will reach $3.9 billion this year, enjoying growth of 15% since 2008.

Despite the increased use of facial skincare among young men, toiletry products, such as APDO, shower gel, and haircare products enjoy the highest market penetration, as male consumers use these products on a daily basis to maintain their personal hygiene.

The men’s APDO segment has increased by 13% during 2008-13 and is now worth 1.4 billion. Mintel projects that this segment will continue to grow steadily year to year into 2018. The continued growth is not surprising as some 95% of men report that they use an APDO product, making it the most commonly used product among all male respondents.

When it comes to personal care products, men are nothing if they’re not loyal.

• More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products.


• In addition, 34% of men like to smell their personal care products before buying them and 20% favor 2-in-1 products to save time.

“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 form,” says Elani.

Elani conludes with this advice for marketers:

“In order to accelerate category growth, companies should focus on improving the functionality of male-specific haircare 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.”