It’s no secret that men are starting to pay more attention to their personal appearance. In fact, the global men’s grooming industry is expected to reach $60 billion by 2020. A big part of this growth can be attributed to the rise in popularity of men’s care products, such as skincare, hair care, beard oil for men, and body care items.
Interestingly, this trend is being driven by millennials, who are much more likely than older generations to use these types of products. In fact, nearly 60% of millennial men say they use at least one type of men’s care product every day.
There has been a shift in societal norms when it comes to masculinity. In the past, men were expected to be stoic and unemotional, but that is no longer the case. Today, it’s perfectly acceptable for men to show their feelings and take care of their appearance.
3 Fastest Growing Men’s Care Segments in Ecommerce
There are a few key mens care segments that are growing rapidly in ecommerce. Below, we’ll touch on the three fastest-growing segments and what is driving their growth.
- First up is hair care. According to a recent report from eMarketer, hair care products were the second-fastest growing category in mens ecommerce sales in 2018, behind only skincare products. This category is being driven by a combination of factors, including an increase in men’s awareness of their personal appearance and a increasing beard trend. Beard care is quite unique to men, and this has added another category to hair care. Products now include things like multi-purpose beard balms and beard oils, which have only come into popularity over the past few years.
- Next is skincare. Skincare was the fastest-growing category in mens ecommerce sales in 2018, and this trend is expected to continue in the coming years. A major driver of this growth is the increasing popularity of Korean skincare products among men. Korean skincare products are known for their focus on natural ingredients, which is appealing to many men who are looking for more natural and organic options.
- Finally, there is grooming. Grooming products are also seeing strong growth in ecommerce sales, driven by the same trends that are driving growth in the hair care and skincare categories. In particular, men are becoming more aware of their personal appearance and they are increasingly interested in products that will help them look their best.
These three segments – hair care (beard care), skincare, and grooming – are expected to continue to grow at a rapid pace over the next decade.
The media has played a role in normalizing the use of men’s care products. Thanks to shows like Mad Men and movies like The Wolf of Wall Street, more men are exposed to the idea of using these types of products. More so than ever, there’s simply a greater availability of men’s care products on the market today than ever before. With so many options to choose from, it’s easier than ever for men to find the perfect products for their needs.