Most Australian men use at least one grooming product, according to the latest research from Nielsen.
Whether it’s men’s facial cleanser or a shaving cream, 69 per cent of men use at least one.
Nielsen reported that male consumers have changed their purchasing habits in recent years, with a quarter of all men (23 per cent) saying they want to look stylish; while 37 per cent want take care of their appearance at all times.
Men aged 40 to 55 years old are becoming more conscious on how they look, but this is now transcending across all ages, Nielsen found. While 25 to 54 year old men in NSW, ACT, VIC and SA are into fashion and image compared to their national counterparts, men in Victoria and NSW/ACT are more fashion and image-conscious, compared to men in Queensland and Tasmania.
Nielsen data shows that many Aussie men now integrate a good skin care regimen. Facial cleanser use increased by 37 per cent over the past five years amongst men aged 25 to 54. While the use of shavers and razors among men aged 25 to 54 fell 6 per cent since last year.
Aussie men are also more willing to purchase expensive brands, paving the way for brands to create more luxury products for the market.
Traditional bathroom products such as hair care, deodorants and aftershave declined. Shampoo dropped 4 per cent among men aged 25 to 54 while deodorant and aftershave fell 5 and 8 per cent, respectively.
Nielsen found that more international brands and Australian independent companies have entered the market offering a direct-to-consumer (DTC) approach online. A couple of niche grooming brands are now available for men in the market.
Nielsen Homescan data shows that online sales for male deodorants and grooming products grew by 15.7 per cent in the year ending July 13, 2019.
Despite the online stores, supermarkets and chemists still continue to dominate with mainstream consumers.