Retail dollar sales of men’s body groomers have grown by 74% during the past two years as an escape from homebound pandemic lifestyles restoked the “manscaping” trend, according to the NPD Group.
Joe Derochowski, home industry advisor for NPD, credited innovative, specialized product development and marketing for men’s body grooming, or “manscaping,” that began prior to the pandemic and accelerated as people resumed away-from-home activities. In the 12 months ending September 2021, retail dollar sales of body groomers increased by 62%, and the category grew by another 7% growth in the year ending September 2022, according to NPD’s ongoing tracking of personal care product sales.
NPD noted the effective deployment of social media marketing that validated body grooming products, as well as other personal grooming appliances.
Although Gen Zers ages 18 through 24 have been credited with popularizing the manscaping trend, buyers of body groomers and men’s trimmers represent all age groups, according to NPD. Men and women purchase body groomers and men’s trimmers, with a slight skew toward male buyers, NPD added.
“Fueling the manscaping trend are innovative manufacturers who recognize the need for specialty trimmers designed for different body and face areas,” Derochowski said. “The need was always there. These manufacturers addressed it and brought it to the forefront, and consumers are responding.”