Between 2009 and last year, sales grew 12 per cent.
"Men's grooming is small compared to female grooming and represents only 7 per cent of the female grooming category, but it is showing solid growth as men broaden their grooming repertoire and add more products to the bathroom cupboard."
Foodstuffs general manager retail Rob Chemaly said the sale of non-shaving male grooming products such as facial cleansers and moisturisers had been growing steadily.
"This is in line with overseas trends and we see further potential for these products in the New Zealand market as younger males begin to use more facial-care products in the coming years."
But the wide-ranging effect of Bieber Fever is being felt even on supermarket shelves. The fashion for floppy fringes has pushed traditionally popular hair products out of favour.
Chemaly said: "We can confirm that hair wax products seem to have fallen out of fashion as sales have declined in the past year.
"This could be attributed to the increased popularity of hairstyles which do not make use of these products, such as Justin Bieber's."