Men’s hair products down – sales up!
The latest review of haircare sales just published shows a remarkable decline in the number of new hair care products for men. In the men’s haircare market, however, sales are up!
New product launches last year were down by nearly a half on 2013. However, the men’s haircare market is continuing to grow. This underscores the resilience of the market.
One way of looking at the figures is that manufacturers are getting smarter at targeting their markets. They are making new products that are really attractive to consumers in the men’s haircare segment.
Potential market
Sales of haircare products for men grew from £59 million in 2013 to a predicted £60 million in 2014. This growth is expected to continue with sales forecast to rise to £68 million in 2019. This showcases the potential of the haircare market for men.
The strength of the men’s haircare market accurately reflects other research. This research shows that men increasingly value the importance of a healthy and flourishing head of hair.
Two thirds of men who use haircare products say that having well-groomed hair makes them feel more attractive. Over a third of 16-24 year olds say that it’s important for them to follow the latest hairstyle trends. This demographic consistently fuels growth in the haircare market for men.
Research
The research also shows that losing their hair is still a big concern for men. Over a quarter of men say they’re worried about thinning or loss of hair, a factor that influences their preferences within the men’s haircare market.
Roshida Khanom, who’s Senior Personal Care Analyst at the research company Mintel, comments: “Hair loss is a universal concern for men, although the reasons for being concerned about hair loss may be different. Younger men may find it harder to retain hair styles, or experiment with different hair styles as they lose hair. For older men, being concerned about hair loss may be more about not wanting to look older.”
It looks like there will be a continuing demand from men for products that address hair loss. As a hair professional, you probably already have clients asking you for advice. However, hair loss can be caused by a combination of different factors, often specific to the individual. Without an informed understanding of hair and scalp health you may find yourself inadvertently influenced by good product marketing or anecdotal evidence. And even though you have your clients’ best interests at heart, you may end up recommending something that might be expensive, ineffective and that could possibly even aggravate the problem.
When a client has a hair and scalp concern, it is well worth advising them to consult a trichologist. A registered trichologist will, after an indepth consultation, be able to reliably advise on effective treatments (and what to avoid). Better still, why not consider becoming a qualified trichologist yourself?
Men trust their hair professionals for advice—but without proper knowledge of scalp health, it’s easy to rely on marketing claims. Studying trichology gives you the confidence to recommend effective treatments. It can help grow your client base within the thriving men’s haircare market.
Interested in becoming a qualified trichologist? Find out more about our Courses and Events.
