Men are ‘ideal market’ for skin care supplements
A report from Lycored, an ingredients player active in the naturals space, suggests men are “an ideal market for ingestible skin care products”.
The research covered 480 consumers in the UK and France, surveying them on their attitude towards skin care, health and appearance.
Zev Ziegler, Head of Global Brand & Marketing, Health at Lycored, said: “Men have long been growing in importance as consumers of skincare, and our research shows this applies to ingestible products just as much as topical.
“The potential of the male beauty from within market is huge.”
Key findings
Three quarters (74%) of the men surveyed said the idea of taking a supplement for skin health or beauty was normal, compared to 58% of women, the research found.
This suggests men are significantly more open to the concept of ingestible skin care than women, Lycored notes.
“One possible explanation for this is that men are less willing than women to spend time applying topical products,” explains the company.
“Thirty-seven per cent of the men surveyed said they want to spend less time on their skincare regimens, compared to 28% of women.”
The survey also found that men are no less likely than women to pay for quality products, with 26% in both groups spending more than £20 a month on skincare.
According to Lycored, the survey involved consumers who had purchased a skincare product (e.g. moisturiser, cream, lotion, pill or supplement for beauty or skin health) over the past 12 months, and was conducted in March 2017.
Male grooming growth
The ever-expanding and increasingly personalised men’s grooming market has been posting double-digit growth rates in many European countries in recent years.
This, experts suggest, has been on the back of the typical millennial male primarily, who is keen to spend more time and money on his personal care routine.
It’s certainly a trend that small and major player alike are paying attention to: indeed, in its recent annual results, last year L’Oréal’s travel retail unit picked the segment out as a core reason behind its strong growth.
