Men's Grooming Products on a Fast Growth Track, Says NPD Research
PORT WASHINGTON, N.Y.-Men's grooming tools are among the biggest growth drivers in the personal-care industry, according to new research by The NPD Group.
In the 12 months ending in June, according to the company's Consumer Tracking Service, sales of men's electric shavers and trimmers increased 9 percent and 12 percent in dollars, respectively. Regarding the latter category, pen trimmers and nose/ear trimmers together accounted for 13 percent of the total trimmer dollars in that period, and logged sales gains of 22 percent and 19 percent in units, respectively.
Body groomers emerged as a particularly strong growth item, posting a sales increase of 16 percent in units in that 12-month period. NPD said these products skew toward consumers younger than 35 years old, and are even more popular with men who are younger than 25.
Summing up, the men's grooming industry generated $964 million in U.S. department store sales in 2011, up 11 percent from the prior year. "Men have become increasingly conscious of the perks associated with looking good," said Karen Grant, vice president and senior global industry analyst for NPD. "They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives."