The market for women's skincare products is thriving but men are yet to jump on the bandwagon, new research suggests.
According to the latest research from market analysts Mintel, the average man spends just £2.38 a year on skincare products such as moisturisers, scrubs and cleansers.
Alexandra Richmond, senior beauty analyst at Mintel, told Reuters: "Companies have invested huge amounts of money into men's skincare.
"And with all the talk of the new age man and metrosexuals, everyone has been waiting for British men to really buy into looking after their skin. But this has clearly not yet happened."
Analysis reveals that while the women's skincare market in the UK is currently worth some £602 million per year, the men's market is worth only £57 million.
Ms Richmond said that the slow growth of the men's skincare market may be due to a reluctance among older men to use modern products.
This assumption is supported by the findings that 77 per cent of older men still use bars of soap, compared with just 48 per cent of 16 to 24-year-olds.
The market for women's skincare products is thriving but men are yet to jump on the bandwagon, new research suggests.
