Sales of beard care products, such as beard oils, have risen by 226% in the last three years and are now worth almost £5 million (€5.68 million) to UK stores, big data and predictive analytics firm IRI has said.
The rise in sales [52w/e 19 May 2018] has seen over £1 million per year added to retailers' bottom line over the three years.
IRI data found that while beard care is up both in value and volume, sales of disposable razors are down. Although 50% of sales in the category are still from disposable razors, the segment is in decline, down 9% in value sales, having seen a decline of £5 million in recent years.
Growing Category
“Beards are growing, literally,” comments Chloe Humphrey-Page, Head of Health & Beauty Retail Insight Solutions, IRI.
“Notably, beards are much neater, well kept and are worn with pride – and this explains the increase in sales for products like beard oils and beard care in general. Manufacturers and retailers are embracing this opportunity, innovating with natural ingredients, like jojoba and coconut oil, and focusing on the benefits around improving texture, appearance and moisture."
Humphrey-Page noted that male shoppers are increasingly selecting "combination or system packs, suggesting better value for money and fewer shopping trips".
IRI’s analysis also illustrates that men’s deodorants and body sprays are down slightly, 7% in the last three years, but still worth an overall £245 million in sales, while men’s fragrances are also down by 24% and men’s skin products are down 7%.
Shower products is the only segment within men’s toiletries that is doing well, up 4% and now worth £56 million [52 w/e 19 May 18].
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
