The men's grooming market is continuing to grow with no sign of slowing down any time soon. It shows and steady increase in all areas of this very difficult market. But it looks like most of the growth is in hair care products. Although there are some color cosmetics products geared towards men, most of the new products are based around shampoos and conditioners, especially for those men with thinning or very little hair. New names are appearing on the shelves - some are recognizable while some are brand new to the industry. But most products are geared towards a "well-groomed" man.
The men's grooming market is hovering around the $6 billion mark. This includes mass-market, department store, specialty store, and direct marketing (Internet sales).Marketers are looking towards two major demographic groups: the baby boomer (those born between 1946 and 1954) who has now turned gray is struggling to keep his competitive edge, and the member of generation X (those born between 1965 and 1980) who is not embarrassed to spend money on looking good and well-groomed.