Men in the UK are buying a lot of toiletries. Loads more than men in France - and one heck of a lot more than male Spaniards.

Last year, British blokes stumped up more than £580m on everything from cleanser and shampoo to hair colouring and shower gel. According to market researchers Datamonitor, that sum has increased by 5% every year since 1995 - and shows no sign of slowing down.

Some say it's as a result of caring, sharing, 90s new men finally not being afraid to express the need for peach-scented exfoliant.

British men buy more toiletries than other European men

Others say that men's rabid cosmetic consumption is down to the testosterone-value attributed to moisturisers and the like by lads' mags such as FHM and Loaded.

But the button which the advertising and marketing people appear to be keeping firmly pressed down has only one word written on it: Gadget.

British men love to shave, for example, like they love camping - or computers, or DIY power tools or hi-fi equipment. It's got nothing to do with getting back to nature and the great outdoors.

The primitive urge they are fulfilling is a need to meddle with bits of shiny stuff with fancy names - and the cosmetics industry's realisation of this is reaping dividends.

A colleague's recent walking trip required a Maglite torch and headstrap, an MSR Dragonfly stove, a Vango 1100m four-season sleeping bag, a Vango geodesic four-season 2.4kg tent, and a Thermarest compact mattress.

The list was, of course, much longer and contained the essential Swiss Army Knife, some dehydrated food and a huge amount of nick-nacks.

Which is fair enough, and probably ensured his survival in the heart of the New Forest. But it's odds on that his bathroom cabinet displays a version of the contents of his rucksack - irresistible black and silver gadgets masquerading as functional bits of kit.

It must have been a far-sighted product developer who decided to stick three blades into a razor that not only had go-faster stripes down its side, but its own shiny holder, built-in, pop-out blade cartridge and a protecting aloe strip.

Datamonitor's report into the male toiletries sector, released this week, states: "Male shaving products have been the cornerstone of the male toiletries industry and are the largest of all the categories.

Men love shaving like they love camping

"The male razor market has grown at an annual rate of 9.1% over the last five years. Growth within this category has been driven by the success of the premium-priced shaving systems, notably Gillette's Mach 3."

Shaving with a single blade now would be like having the penknife without the horse's hoof thing on it.

And its not just shaving tools that men are clamouring to get their hands on - the UK is Europe's "most developed" hair care market.

And across the whole of the shelf space dedicated to toiletries, sleek ranks of grey, black and blue bottles and tubes, with names suggesting sports activities and an outdoorsy nature, have been making their presence ever-more felt.

Such is men's new-found enthusiasm for soaps, face packs and moisturiser (67% now use it) that Boots has launched shops intended for their exclusive use.

According to spokeswoman Louise Wilkinson, the establishments in Bristol and Edinburgh - with the surprising decor of black and chrome - have proved a real hit with their intended clientele.

"We have profiles of all different sorts of men, from the ones at the top end who would willingly have a manicure and massage, and who would already be using designer name toiletries, to those at the bottom end whose wives and girlfriends might buy their things for them.

"This is a growing market and there's more of a demand for these products than before. Some men want to be able to ask advice on products, some just want the space to be able to go and try some of them out, the new shops give them that opportunity."

Other stores, such as Superdrug, are dedicating areas of shop space to men and men's products. Superdrug's areas will be called Male Oases.

The male toiletries market is only just taking off, analysts predict. Datamonitor's report says: "As the market moves away from its niche status and a constant stream of new products are launched, repeat purchase will become the next major focus."

Boots is launching a loyalty card just for men - and all retailers are looking to push skincare products in their direction.

Datamonitor says: "The male skincare market is the smallest, yet potentially most lucrative of all the male toiletry categories."

The report suggests that a "perceived feminine image" is stopping men buying cleanser and toner, but suggests that "male inhibitions have been eroded" and so the market may well gather momentum.

Women had better make more room on the bathroom shelves ... a whole new wave of functional men's toiletries are on the way.