Products for men have shown substantial growth over the last few years, increasing well above the overall global salon hair care market, which grows by almost 4% in 2015. Experiencing an over 7% global increase in 2015, the products for men segment is more vibrant than ever, contributing to a good portion of the salon hair care market’s sales.
The growth in men-specific concepts comes mainly from the service side, as many markets around the globe are seeing the revival of traditional barbershops. The barbershop movement is not very common in key professional hair care markets like Latin America or North America, but particularly strong in European countries. Across Western and Eastern Europe, new barbershops are opening doors. Many of them are more “grooming shops” for men that not only offer haircuts and shaves, but also complimentary beauty and wellness services, such as massages or nail care. Some stores, like Aveda-branded grooming destinations in the United Kingdom, return to traditional beard shaping.
On top of the individual barbershop doors mushrooming across Europe, we also see the emergence of new chains and franchise concepts, such as Barber Shop Poland. In Poland, we see examples of events created around the barbershop trend, including a Barber Days trade show or get-togethers organized for men with beards. In addition to this, barber-focused product distributors, such as Barber Supplies, emerge with a wider pallet of brands and clients.
All these elements form a larger picture of an uprising barbershop movement. Of course, the professional products dedicated to the barbershop world are also on the rise, driving sales of care and styling, but also hair coloring – a service increasingly popular among men. As barbershops like to work with niche and fashionable brands, new such brands are being launched, including Barba Italiana and Pan Drwal. Existing brands expand their presence, with U.K. brands entering new markets.
One thing is for sure – beards are back in business, and barbershop culture is still being created, with more concepts and brands to come. Explore this accelerating trend with our soon-to-be-published Salon Hair Care Global Series, which is an in-depth market research report series that analyzes key and vibrant markets for professional hair care products, such as France, Germany, Italy, the Netherlands, Poland, Russia, Spain, Turkey, and the United Kingdom in Europe, as well as many others across the globe.
Written by Agnieszka Saintemarie, Project Manager, Consumer Products Practice