According to the Mintel report finds that British men are continuing to subscribe to the age old adage that 'less is more', when it comes to personal grooming. Today, just one in five or 19 per cent of men are enthusiastic about toiletries and use these products to improve their appearance, so fitting the much publicised 'Metrosexual' bill.
In fact, the report says that 43 per cent of men are far more likely to be part of the 'Retrosexual' movement, turning their backs on the plethora of men's toiletries, opting instead for the bare minimum of products and a basic routine.
For many men, speed is clearly of the essence as 55 per cent of those questioned said they spend under 15 minutes in the bathroom showering and grooming, with a 27 per cent nipping in and out in under 10 minutes.
"For more than a decade, the industry has been predicting strong growth for men's grooming products, based on the premise that men are taking greater care over their personal appearance," said James McCoy, senior market analyst at Mintel. "The reality is that the significant £685 million market has grown by a more modest 20 per cent over the past five years, as men are only tentatively embracing a wider range of products formerly associated with women."
Grooming is for cleanliness and hygiene
On the whole, the majority of men, some 53 per cent, view their grooming routine merely as a way of maintaining good personal hygiene and 42 per cent simply want to feel fresh and clean. On top of this 38 per cent claim to use only the bare minimum of products.
"Maintaining good personal hygiene and feeling fresh and clean are the two central planks of men's grooming routine. In contrast to women, men are more likely to opt for more practical and functional products rather than products for the sake of pampering. This suggests that, for men, 'it works' rather than 'because you're worth it' is likely to hit the right emotional buttons," said James McCoy.
Surprisingly, half of British men worry about their weight, with 63 per cent of 45-54-year-olds citing it as a concern. Apart from weight issues, other concerns relate to personal freshness, with bad breath and body odour causing the most stress.
A third of men don't use deodorant
In terms of a basic daily routine, 94 per cent take a shower or bath, wash their hair and face and 90 per cent clean their teeth. But some tasks are perhaps not as common-place as many may think. Surprisingly, only 66 per cent use a deodorant regularly, implying that as many as 34 per cent do not. It is those aged 55 years and over who are the real culprits here. This is ironic, considering that as many as two in three men, or 38 per cent, are concerned about body odour.
On the whole, men seem very unconcerned about being overly hairy. Just 16 per cent say that they are concerned about bushy eyebrows or excessive nose and ear hair and a mere 4 per cent worry about excessive body hair - suggesting that targeting male hair removal products would be a very small market indeed.
"Weight, bad breath and body odour are the three main concerns for men in terms of their self-image. In fact there are a lot of products out there to help with these problems, but it is education which needs to be an important part of marketing strategies, especially with young people. As these are potentially embarrassing issues, the privacy of the Internet is a good way of targeting this group." added James McCoy.
With tasks as basic as putting on deodorant still not a part of every man's daily routine, it may not come as a surprise to find out that skincare regimes are even less popular. Just 22 per cent use a facial moisturiser and one in 20 use a facial toner or facial scrub.
Too much like hard work
Shaving comes out on top, as the activity that men are most likely to find a chore, with some 40 per cent feeling this way. The next most boring activity is trimming nails, with 20 per cent unenthusiastically reaching for the clippers.
Men find shaving more of a chore than any other part of their grooming routine, as it can be time-consuming and leave skin feeling sore and dry. Younger men are most likely to dislike shaving, probably because they are starting to incorporate daily shaving into their routine.
Although the age of the 'Metrosexual' has been proclaimed with great fanfare, this latest Mintel report has reason to suggest that a new, more dandified era whereby men have the potential to spend as much on cosmetic and personal care products is still a long way from becoming a reality. And with the UK often acting as a testing ground for many of the leading cosmetic companies in Europe, the report's findings are set to be given careful consideration.
At the end of last year the easy group launched a range of 'minimalist' style mens' toiletries, designed to keep costs and fuss down to a minimum. If the Mintel report findings are correct then product launches of this kind could well prove to be the way forward.