When Ed Miliband has adopted a trend, it’s fair to say that trend has gone mainstream. The beard is everywhere, but new research suggests that the rugged look may be having unintended consequences for the male grooming market as sales for male products plummet.
In the last three years, men have reduced the amount they spend on skincare, shampoo and conditioner and bath and shower products. Research from Kantar Worldpanel shows that since 2012, men in the 25-34 age group are using three fewer products a year.
Lumbersexuals are not too distant cousins of the well preened metrosexual – plaid shirts and bushy beards might give the impression that these men are ready to wield an axe in a forest, but the reality is they’re probably more comfortable shopping for chunky knits in Topman.
Worryingly, the research suggests that commitment to the lumbersexual look might extend as far smell. An increasing number of men are dropping deodorant and going au naturel.
One in five men does not use deodorant, research suggest. Of those surveyed,76 per cent said they don’t have any problem with odour or wetness. Just 7 per cent were honest and said they couldn’t be bothered.
The only product men are buying more of is male specific shower and hair wash, which has seen a 121 per cent increase in sales, adding £9 million to total washing and skincare sales over the year.
"Brands that develop male-focused product lines can expect to do well, particularly if they combine these with all-in-one products like shampoo and body wash, as men increasingly turn to these as a simple solution to their personal hygiene needs," said Lauren Feltham from Kantar Worldpanel.
- More about: