226% increase in beard products sees it bucking trend in male grooming

Sales of beard care products, such as beard oils, have risen by 226% in the last three years and are now worth almost £5 million (52w/e 19 May 2018) to UK stores, according to analysis from IRI, a leading provider of big data and predictive analytics for FMCG manufacturers and retailers. The rise in sales has seen over a million pounds per year added to the bottom line over the three years.

IRI’s analysis is part of a review of the men’s grooming market and how trends are changing year on year. While beard care is up both in value and volume, sales of disposable razors are down. Although 50% of sales in the category are from the trusty disposable razor, the segment is in decline, down 9% in value sales, losing over £5 million in recent years.

Some of the decline is down to men favouring combination packs and ‘system’ razors, which major manufacturers like Gillette have been innovating with in recent years. This type of pack, which includes a numbers of blades, e.g. one razor + 10 blades, reduces the number of purchases required. More expensive than disposables, combination and system packs together were worth £177 million (52w/e 19 May 2018) in value sales, but still down 7% over the period.

“Beards are growing, literally,” comments Chloe Humphrey-Page, Head of Health & Beauty Retail Insight Solutions, IRI. “If you thought the beardy trend was going away, then think again. It’s never been more popular and the Royal Wedding will only add to this popularity. Prince Harry’s decision to marry in uniform with a beard was widely reported on and shows even the Royals are embracing the beard in all its glory.

“Notably, beards are much neater, well kept and are worn with pride – and this explains the increase in sales for products like beard oils and beard care in general. Manufacturers and retailers are embracing this opportunity, innovating with natural ingredients, like jojoba and coconut oil, and focusing on the benefits around improving texture, appearance and moisture. Where men are buying shaving products, they are choosing combination or system packs, suggesting better value for money and fewer shopping trips.”

IRI’s analysis also illustrates that men’s deodorants and body sprays are down slightly, 7% in the last three years, but still worth an overall £245 million in sales, while men’s fragrances are also down by 24% and men’s skin products are down 7%. Shower products is the only segment within men’s toiletries that is doing well, up 4% and now worth £56 million (52 w/e 19 May 18).

Data source: IRI Health & Beauty market, 52w/e 19th May 2018

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help FMCG, OTC health care, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. www.IRIworldwide.com. Follow IRI on Twitter.

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