A new report form market researcher Canadean finds that as men become more self-aware, they are developing more anti-ageing desires and this is leading to a greater demand for these products.
“The German skin care market is evolving from being more female-oriented to presenting a sizeable opportunity to target men with products that meet both their individual and age-based needs,” says Sam Allen, analyst at Canadean.
“However, manufacturers will still need their products to offer great value, as men are more likely to seek functionality over indulgence and will opt for effective skincare products.”
So which products are growing in popularity for men? Well, that can depend on age as Canadean reports that older men are opting for anti-wrinkle formulations whilst milder formulations for sensitive younger skin are growing in popularity too.
So too, is the desire among 25-44 year olds for preventative products to delay the initial signs of ageing.
It seems men are becoming more aware of the need for skin care as part of a daily ritual, and manufacturers have responded with a range of products designed to help men look and feel their best.
Private label
When it comes to selling their products, Canadean warns that manufactures must ensure that they highlight the superiority of their products in terms of formulation and ingredients, as data shows that the desire for better value is high among consumers in Germany.
With the rise in sophisticated private label skin care emerging in the market, brands need to make sure they reassure consumers of the effectiveness of any claims their products make, such as anti-aging and anti-wrinkle formulations.
By doing this brands can encourage consumers to seek value through trading-up for the best experience.
Consumer perceptions of private labels are changing, highlighting the need for brands to promote value, both through lower pricing and premium offerings.
“Many consumers now believe there is little difference between more expensive and premium branded skincare and private label alternatives, and manufacturers must defend their market share from further erosion,” ends Allen.