Driven by Prince Harry's choice of beard at the royal wedding, sales of beard care products have grown rapidly in recent years
Whether it’s a balbo or a full, it looks like British men are not going to shave off their beards off anytime soon, reveals the new report from IRI.
According to the analysis firm, sales of beard care products have soared by 226% to £5m in the past three years.
The fondness for facial fuzz is said to have had a knock-on effect on the disposable razor market, with sales declining by 9% and losing more than £5m in the same period.
“If you thought the beardy trend was going away, then think again,” said Chloe Humphreys-Page, Head of Health & Beauty Retail Insight Solutions at IRI.
“It’s never been more popular and the royal wedding will only add to this popularity.
“Prince Harry’s decision to marry in uniform with a beard was widely reported on and shows even the royals are embracing the beard in all its glory.”
As well as beards, the decline in disposable razor sales has also been attributed to men favouring combination packs and ‘system’ razors in an effort to cut down on shopping trips.
However, that category also declined by 7%.
Humphreys-Page added: “Notably, beards are much neater, well kept and are worn with pride – and this explains the increase in sales for products like beard oils and beard care in general.
“Manufacturers and retailers are embracing this opportunity, innovating with natural ingredients, like jojoba and coconut oil, and focusing on the benefits around improving texture, appearance and moisture.