- 33% of Gen Z men who use facial skincare products at home
have traded up to more premium products.
- Half of US men under age 45 say clean ingredients are a key
factor when purchasing skincare products.
- 60% of men, ages 18-34, have stopped using a BPC product
because of ingredient concerns.
CHICAGO, July 24,
2024 /PRNewswire/ -- According to new Mintel
research, more than half (52%) of US men use facial skincare
products, a 68% increase from 2022 (31%). Facial skincare is
especially popular among Gen Z men (ages 18-27 in 2024), of which
68% use facial skincare, compared to 42% in 2022, showcasing a
significant opportunity for brands to focus on these increasingly
engaged demographics.
Not only are more men using skincare products, but they are also
investing in higher-end products. Over two-fifths (42%) of men ages
18-34 purchase premium facial moisturizers over mass-market brands,
while 33% of Gen Z men who use facial skincare products at home
have traded up to more premium products. Additionally, over a third
(35%) of men ages 18-34 purchase premium hand and body lotions,
compared to just one-fifth (21%) of all male consumers.
In line with a preference for premium products, nearly half
(46%) of men ages 18-34 say clean ingredients are a key factor when
making buying decisions. Three-fifths (60%) of those who previously
purchased clean personal care products say they've stopped using a
product in the past year due to an ingredient safety concern.
Carson Kitzmiller, Senior
Analyst, Beauty and Personal Care, Mintel, said:
"Over the
last two years, we have seen a significant increase in facial
skincare usage among men, especially younger men. Our research
shows a growing market for male skincare products as younger men
are willing to invest in higher-end products, specifically those
touting clean ingredients. To effectively engage this audience, BPC
brands must lean into the clean beauty space by underscoring their
dedication to safe, non-toxic ingredients. By prioritizing
thoughtful inclusions—and exclusions—brands can cultivate consumer
trust, build brand loyalty, and encourage use across BPC
sub-categories."
Additional research on US male consumers and skincare
usage, as well as interviews with the analyst, are
available upon request from the Mintel Press Office. For those
interested in purchasing the full report, please visit the Mintel
Store.
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SOURCE Mintel Group, Ltd.