Men splash out on the moisturisers

Last updated at 11:10 16 August 2005


Well-groomed British males are spending increasing amounts of money on toiletries, new research shows.

The total men's toiletries market rose eight per cent to more than £541million in the 12 months to May 2005, market analysts TNS said.

Deodorants took up the biggest share of the sector followed by fragrances, shaving soaps and shower products.

The growth is due to a change in men's attitude to grooming combined with the launch of more men's products and toiletry ranges, TNS said.

Skincare items such as moisturisers and eye creams enjoyed a 23 per cent sales surge over the 12-month period, according to data collected from 15,000 UK households.

Meanwhile sales of men's shampoos and soaps doubled in value.

Talc downturn

Talcum powder saw the biggest drop in popularity, with its share of the total market down 34.5 per cent on the previous year.

TNS analyst Edward Greggs said the men's toiletries sector was set to continuing growing.

"This sector has been growing year on year for the last three years and it is almost certainly bigger now than it has ever been before," he said.

"I think there has been a cultural change with men buying different kinds of toiletries. To accommodate that, new ranges have been coming out."

High street chain Boots had the biggest slice of the men's toiletries market, followed by Tesco and Sainsbury.

Lynx held onto its place as the top men's toiletry brand followed by Gillette Series and Sure, according to TNS research.

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