The Mintel Report – The Rise of Men’s Grooming Market
Market intelligence agency Mintel reveals that the average Indian man spends 16 minutes grooming his body, 14 minutes on his hair and 12 minutes on his face, totalling a beautiful 42 minutes every day. In addition, men in the metro areas of India are spending a significantly higher amount of time getting ready each day, including time spent on their body (22 minutes), hair (21 minutes) and face (18 minutes) as compared to men overall.
India has a bunch of Indie brands for men that have attracted investments given their positioning in an innovative zone-Marico picking up 45% stakes in Beardo being a case in point.
When it comes to looking good, Mintel research shows that almost two thirds (65%) of Indian men are concerned about an aspect of their appearance. Specifically, a quarter of Indian men admit that body odour and hair greying are their biggest concerns (24% and 23% respectively), while just over a fifth (21%) worry about yellow teeth, excessive sweating, and bad breath, respectively. Meanwhile, 20% say that they are concerned about baldness/hair thinning, 14% worry about acne (on the face or body) and 13% are anxious about signs of ageing—rounding up Indian men’s top 10 appearance-related concerns.
What is more, it seems that men in India are primed for grooming as almost three-quarters (73%) of Indian men shop for personal care products, rising to 79% of men aged 18-34. Meanwhile, as many as 57% of Indian men say they enjoy trying new men’s grooming products, while 45% say they enjoy spending time on their own personal grooming routines.
The year-on-year growth in grooming services for men is anywhere between 20-25% in salons. Given this growth, Samir Srivastava, CEO, Jean Claude Biguine India remarks, “30% of our customers are men and to sharpen our focus we have now successfully partnered with a leading Men’s brand from the USA, American Crew- currently piloting across JCB Mumbai salons”.
As per Mintel research, men in the Western and Northern parts of India are more primed for grooming over other regions, with 59% and 57% agreeing with the statement that it is enjoyable spending time on their personal grooming routine. Metro cities are early adopters; however, focus on Tier I and Tier II cities as well as they are high on aspirational purchase.