Handsome is as handsome does...The Men's Grooming market holds tight during 2020 pandemic

摘要

According to market research firm Kline 6k Co.,brick-and-mortar stores continue to dominate the male skin care market-a trend that is actually declining in other categories.Products that appeal to Millennial male consumers are expected to trend upward,specifically those that cater to a simplistic routine.Multi-purpose products,such as beard-body-hair wash or scalp+skin serums,are likely to dominate the men's category.Market research firm Mintel concurs,with Olivia Guinaugh,Mintel Home & Personal Care Analyst,noting that prior to COVID-19's arrival in the U.S.,the market was expected to con-tinue experiencing slow yet steady growth through 2025.However,with more U.S.consumers practicing social distancing and working from home,the market is expected to see slower growth from 2020 than originally estimated,as some men may feel less obligated to maintain a typical personal care routine during the ongoing pandemic,leading to longer purchase cycles.