MEN'S GROOMING MARKET GROWING
By Adnews Staff
The U.S. men's grooming market will grow 3.3% this year and have sales of $2.8 billion, according to a study by Packaged Facts of New York. Most of that growth is attributed to the fragrance category, which will increase by 6%. The research firm says the increase in the fragrance category is due to a new approach by marketers. Up until the 1990s, it was generally assumed women made up to 75% of men's fragrance purchases. However, studies have shown that men actually account for half of the sales, so marketers have learned to target males. The skin care category had the next strongest showing with a 4% gain in retail sales up to $104 million. More male baby boomers are buying grooming products because of the competitive professional world. The gay community is also a viewed as a promising market because gay men are seen as fashion-conscious, youth-oriented and equipped with a high level of disposable income.