Sales of male haircare products grew by 2% between 2013 and 2014, despite a decline of 46% in the number of product launches over the same period, according to research by Mintel.
The research company found that UK men regard hair care and the maintenance of a full head of hair as a modern priority. Two thirds of men asked said that they felt more attractive when they had well-groomed hair, one in five saying that it was important to follow hair trends when it comes to styling, the number rising to over a third when men aged 16-24 were questioned.
Insight shows that these trends offer further opportunity for men’s hair care products to adapt and respond accordingly to current hairstyle trends. Roshida Khanom, senior personal care analyst at Mintel, said: "Whether tied up in man buns, pulled back with headbands or modest lengths styled into quiffs, long hair has been a mainstay in men’s fashion and looks to remain. This trend has resulted in increased revenue for the sector."
Khanom suggested that "styling brands could also offer tips and advice to encourage experimentation" as the research also found that 17% of men were worried about difficult to style hair. Some 23% of respondents also said that they would be interested in products that made the process of styling easier.
Products concerned with hair retention, thinning hair or hair loss appeal to all ages, the research found.
A quarter of men asked claimed that they would be interested in trying products that stimulated hair growth, while one in five said that they would like to try products that thickened hair.