Market Research Epinion Carlsberg FMCG

One of the world's best-known brewing companies, Carlsberg, has created a series of male grooming products made from beer. 

Its lager’s main ingredients, barley, hops and yeast, are all rich in vitamin B and silicium – both of which are said to have beautifying properties for both hair and skin.

Lene Mølskov Bech from Carlsberg Laboratories said: “Every day, we work with ingredients that not only taste great, but which could also help to make probably the world’s most beautiful men. So of course we had to give it a go!”

The Beer Beauty line was launched after a survey conducted by market research company Epinion showed almost two thirds of men (65%) in the UK are groom daily and more than two-thirds (67%) of male UK Carlsberg drinkers would buy grooming products made from beer.

Zoran Gojkovic, director of research, Carlsberg Laboratories said: “People sometimes say that men don’t care too much about grooming, but the survey tells a different story. Men do care about looking good, but they often seem to lack alternatives to the more female-friendly beauty options available. And what better way to give them just that, than to introduce a grooming series made from beer?”

The Epinion survey which was conducted among UK men age 18-40 also found:

  • 98% of UK men groom at least 1-2 times a week.
  • 58% of UK men spend more than 15GBP (24USD) a month on grooming products
  • 23% of UK men spend more than 35GBP (55USD) a month on grooming products
  • 40% of UK men use their partner’s grooming products on a weekly basis
  • 43% of UK men who drink Carlsberg miss grooming products made especially for men

Each product in the Beer Beauty series contains 0.5 litres of real Carlsberg beer. Carlsberg Brewmaster Erik Lund explains: “The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products: shampoo, conditioner and body lotion.”

The limited edition beauty series will soon be available at and through special events and consumer promotions.

Per Vesterbæk, Epinion’s Head of FMCG & Retail said: “We are passionate about helping our clients expand their business, and innovation is a good opportunity for many companies to grow. Having the right consumer and market insights can really unlock new growth potential for our clients.”

- By Jesper Wilhelmsen

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