By Jonathan Traynor
WITH the trend growing literally for beards sales of disposable razors have collapsed as the hirsute man reaches for the beard grooming to complement his facial hair.
In the last year there has been a 226% growth in beard products over the past three years, completing a trend of decline in male grooming.
The hairy-faced man items are now worth £5m to UK stores.
You can’t fail to notice the beards on many males as you stroll through Belfast and the confirmation of the sale hike comes from IRI, the big data analysis company that works with some of the major high street stores and key manufacturers.
IRI’s analysis is part of a review of the men’s grooming market and how trends are changing year on year.
While beard care is up both in value and volume, sales of disposable razors are down. Although 50% of sales in the category are from the trusty disposable razor, the segment is in decline, down 9% in value sales, losing over £5 million in recent years.
Some of the decline is down to men favouring combination packs and ‘system’ razors, which major manufacturers like Gillette have been innovating with in recent years.
This type of pack, which includes a numbers of blades, for example one razor and 10 blades, reduces the number of purchases required.
More expensive than disposables, combination and system packs together were worth £177 million (52w/e 19 May 2018) in value sales, but still down 7% over the period.
“Beards are growing, literally,” comments Chloe Humphrey-Page, Head of Health & Beauty Retail Insight Solutions, IRI. “If you thought the beardy trend was going away, then think again.
“It’s never been more popular and the Royal Wedding will only add to this popularity. Prince Harry’s decision to marry in uniform with a beard was widely reported on and shows even the Royals are embracing the beard in all its glory.
“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.
Where men are buying shaving products, they are choosing 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).