NPD: The Trends That Influence Grooming Tool Purchases

NPD GroupPORT WASHINGTON, N.Y.-Personal style, celebrity influence and today’s views of what’s attractive are determining grooming trends and the purchase decisions for grooming tools, according to new research by The NPD Group.

These trends “also indicate how consumers are approaching hair removal, be it on their own or with the assistance of professional services or other treatments,” said Debra Mednick, NPD executive director and home industry analyst. “Men are still trimming those beards that were so prevalent on the red carpet earlier this year, and women are playing a role when it comes to purchasing the tools.”

Regarding the latter point, NPD’s research found that, in the 12-month period ending in May of this year, women represented 34 percent of dollar sales of men’s grooming tools. Men, meanwhile, accounted for 20 percent of the dollars spent on women’s grooming products.

Total sales of grooming appliances typically used by men (electric shavers, trimmers and home hair clippers) were more than 10 times the sales of women’s grooming tools during that 12-month period. Sales of facial trimmers, specialty women’s grooming products, nose/ear trimmers and pen trimmers all experienced growth during that time frame.

Overall, sales for grooming tools totaled $1.1 billion in those 12 months, down 2 percent from the prior 12 months. However, that decline occurred on the heels of a 7 percent increase from the prior year, NPD said.