The search for eternal youth is presenting a new market opportunity for retailers according to one of the biggest players in personal care.
Unilever says that as consumers get older they notice their hair and skin changing and are happy to spend money to slow down the aging process.
The company’s toiletries category expert, Karen Bridden, said: “This is a massive trend which shouldn’t be underestimated, especially as we live in an aging population.”
She added that older consumers are happy to trade up to more expensive brands and, as many grooming products are bought on impulse, smart merchandising and display are vital.
Unilever claims that consumers spend more on shower products during summer and is to spend £2m promoting its new Radox Feel Indulged shower gel range, including TV advertising, between June and September.
• Private label company McBride pointed to a shift from the use of bath products to shower products and has identified in-shower moisturising as a key trend.
Looking ahead it is predicting a decline in the shaving market but said this could be offset by increased sales of beard-grooming products.
And it said the trend of consumers spending more for in-home hair products and less in salons is set to continue.
Brand manager Nicola Barrass said: “Consumers shop primarily by hair type which has led to an extensive range of products in this category and has seen great value alternatives coming through.”