Independent research company Diagonal Reports, which tracks the global wellness and beauty market, has released its latest report on the male professional beauty market in the US.

Designed to allow companies to understand and benefit from this growing market, the report examines male behaviour in spa facilities and includes the duration and frequency of visits, as well as spend per visit and the usage of male grooming services provided.

According to the report, men now account for approximately 30 per cent of the US salon market. However, the majority of men were committed to being masculine and very much disliked overtly feminine or ‘girly’ salon surroundings. Leading male grooming services include haircuts, which remain the most popular core male service, with shaving, facials and manicures following close behind.

The research for the Men’s Professional Beauty US 2008 Report was conducted in June 2008 and based upon an analysis of discussions with leading US male grooming salon experts. It also compares the data on male grooming trends from previous US-based salon market reports. Details: diagonalreports.com