The number of beauty and grooming products aimed at men has rocketed with a global increase of 70 per cent over the past six years, according to new research from Mintel.

The research looked at statistics based on retail sales and discovered that 21 per cent of men in Britain use hand and nail products, while 42 per cent use facial moisturisers and 74 per cent of men are described as ‘keen shoppers’ when purchasing personal care products.

Tom Wilscam, CEO of male grooming and beauty specialist, Hommage, believes that the statistics bode well for spas in the majority of countries.

“The United States has the lowest percentage of male spa goers, but while the trend is lower in the US, it appears to have taken off in other countries,” he said.

“Asia is where you have the highest percentage of male spa attendance. In the Middle East, treatments and regular shaves are extremely popular among Arabic men.

“Men worldwide all have similar challenges with grooming and can benefit from learning about treatments and best practices in men’s grooming usually found in a spa.

“It’s about the art of combining this modern technology with many of the ancient traditions found in spa treatments gathered from across the world.”