—Sales of men’s body groomers are up 74% over the last two years
Chicago, November 3, 2022 — Manscaping, which is trimming or shaving body hair on the chest, neck, ear, nose, groin, and other areas, isn’t new and dates back to the ancient Romans, but it’s now come back in vogue. In addition to social media validating all types of men’s grooming, there are products made explicitly for manscaping, like body groomers. The 74% sales growth of body groomers over the last two years is evidence of these products’ popularity, reports The NPD Group*. Other trimmers, like ear, nose, and pen trimmers, have also grown retail sales by double-digits from the 12 months ending September 2020 through 12 months ending September 2022.
Sales of men’s body groomers and trimmers reached new heights during the early stages of the pandemic when men emerged from pandemic lockdowns with months of body and facial hair growth to remove. For example, in the 12 months ending September 2021, body groomer sales increased by 62% compared to a still sizeable 7% growth in the year ending September 2022, according to NPD’s ongoing tracking of personal care product sales.
There have always been shavers and razors available to trim and cut hair on the head and face, but the appeal of body groomers is that these products are specifically designed to trim around delicate, thin skin. Most beard trimmers come with detailing attachments that help shape facial hair. On the other hand, body groomers come with attachments that glide more cleanly over body hair, with various guard lengths.
Although Gen Zs, ages 18 through 24, have been credited with popularizing the manscaping trend, buyers of body groomers and men’s trimmers represent all age groups. Both men and women purchase body groomers and men’s trimmers, with a slight skew towards male buyers. The area of the country with the highest sales of men trimmers, up 44% in the 12 months ending September 2022 compared to a year ago, is Raleigh-Durham (Fayetteville), NC/VA.
“Fueling the manscaping trend are innovative manufacturers who recognize the need for specialty trimmers designed for different body and face areas,” says Joe Derochowski, NPD home industry advisor. “The need was always there, and these manufacturers addressed it and brought it to the forefront, and consumers are responding.”
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