Progressive Grocer - June 2018 - 169

NONFOODS

Health, Beauty & Wellness

Here Comes
the Groom
AS MEN BECOME MORE INTERESTED
IN PERSONAL CARE, RE TAILERS STAND
TO BENEFIT. By Barbara Sax

ounger consumers are transforming the
men's grooming category. Millennial consumers are markedly different from prior
generations in their personal care behavior,
in large part because they're not just motivated by functionality.
"They're looking for more sophisticated
benefits, emotional payoffs and elevated
grooming experiences," explains Eric Yoch,
brand manager of men's grooming at Glendale Heights, Ill.-based Universal Beauty
Products, which markets Van Der Hagen
branded shaving items and Beard Guyz beard care products.
"Millennial men are much more engaged in the category,
doing product research and often spending more than Gen X,"
adds Yoch. "They're more experimental with what they try, less
likely to stay with just one brand and more likely to gravitate
towards brands they feel understand them."

Growth Opportunity

With more men willing to spend on grooming products, prestige
channels aren't the only retailers courting this consumer - the category is growing in mass as well as upscale outlets.
"If men are present and the retailer is doing a compelling job, there
is growth to be had," asserts Yoch, noting that while some supermarkets haven't changed the brands and space allocation they gave to
the category five years ago, more progressive retailers are adding new
brands and increasing space for additional men's grooming solutions.
Where there was once a lack of options, new players have been
streaming into the category, leading to a tidal wave of new brands.

Key Takeaways
Millennial men are seeking more sophisticated benefits, emotional
payoffs and elevated grooming experiences.
With more men willing to spend on grooming products, the
category is growing in mass as well as upscale outlets.
New players are streaming into the category, leading to a
proliferation of new brands.
Razor sales are down due to cheaper online alternatives and
more men growing their facial hair, but beard trimmer sales are
on the rise.
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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
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