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Men's grooming market research

Euromonitor has the world’s most comprehensive research on the men's grooming category within the beauty and personal care industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organization’s awareness of the men's grooming market and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organization, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Our men's grooming market research answer questions such as:

  • What is the market size of men's grooming products?
  • What are the major brands in men's grooming?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

results

 

Country Report

Men's Grooming in New Zealand

2013 saw a resurgence of traditional mass brands being marketed and distributed, including Brut, adidas and Old Spice, trying to capture a new generation of male consumers. Towards the end of 2012 the Brut brand by Pharmacare Laboratories Pty Ltd ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Vietnam

Towards the end of the review period many male consumers in Vietnam, especially working professionals in multinational companies, were becoming increasingly interested in personal appearance. As such, they demonstrated greater demand and an increased...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Malaysia

Men’s grooming recorded robust current value growth of 6% in 2013, one of the fastest growth rates among all beauty and personal care products in Malaysia. More male Malaysians are increasingly concerned with their personal appearance and personal ...

Oct 2014 | US$900 | Add to cart | View details

Global Briefing

The Multifaceted Evolution of Global Beauty

With major markets, including the US, Brazil and China, witnessing growth pressures and innovation becoming saturated, the beauty industry needs to find new frontiers for expanding revenue potential. Cross-category product developments have been ...

Oct 2014 | US$1,200 | Add to cart | View details

Country Report

Men's Grooming in Saudi Arabia

Saudi men became increasingly willing to invest time and money in a daily grooming regime during the review period. Traditionally, consumers had entrenched attitudes about masculinity, and often frowned upon signs of male vanity, with such attitudes ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Hong Kong, China

Men’s grooming registered a stronger current value growth in 2013 than 2012. Rising sophistication of male consumers is seeing them become more comfortable in purchasing various men’s grooming products to enhance their daily grooming regime. ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Japan

Value sales of men’s grooming saw slight value growth in 2013. Cleanliness became increasingly important to Japanese men during the review period and male consumers became more interested in their appearance and men’s grooming products. Not only did ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Nigeria

Men’s grooming recorded impressive growth in 2013, with a 12% increase in retail current value terms. The increasing sophistication of upper- and middle-income consumers, spurred by rising incomes, led to them trading up to higher-quality grooming ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Portugal

Despite the economic recession, Portuguese men are taking more interest in personal care than ever before in a bid to appear more attractive; thus the leading manufacturers are placing a strong marketing emphasis on masculinity, physical appearance ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in the United Arab Emirates

The rising importance of maintaining an attractive appearance and image through personal grooming among men across the Middle East region boosted demand for men’s grooming in 2013. Growth in the category was also boosted by the strong products ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Belarus

Traditional conservatism of Belarusian men towards men’s grooming eased slightly during the review period, with greater adoption of Western trends and products. Belarusian men, especially young and middle-aged urban citizens, are showing increasing ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Ireland

Men’s grooming experienced a strong performance in 2013 as sales reached a value of €105 million, thanks to a 4% increase. The majority of men’s grooming categories experienced growth in the previous year, the exception being just premium men’s ...

Sep 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Russia

Men’s grooming performed better than overall beauty and personal care in 2013. Yet the low penetration of these products defined category demand in Russia. Many years of low demand and no culture of using men’s cosmetics affected consumers’ behaviour...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Indonesia

Men’s grooming continued to show a strong double-digit current value growth in 2013. Urban male consumers have become more concerned about their appearance and more of them started to use men’s grooming to enhance their looks. Appearance matters more...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Brazil

In 2013, men’s grooming registered current value growth of 16%, reaching R$9.8 billion. Growth was mainly driven by the rise in consumption of men’s grooming products, especially value-added products, given that men are more demanding and vainer than...

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Unilever Group in Beauty and Personal Care

Unilever was a strong player in global beauty and personal care in 2013. The company’s strategy of increasingly reaching towards higher pricing segments within its key portfolio while expanding in larger developed markets paid off well. Under its ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

Natura Cosméticos SA in Beauty and Personal Care

Despite being almost entirely reliant on the Brazilian market, Natura ranked 14th globally in 2013 in beauty and personal care. It is the leader in Brazil despite being a direct seller. Its successful implementation of a direct selling model has ...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Men's Grooming in Belgium

During the middle of the review period some players observed that men’s grooming products was not the Promised Land that was expected a decade ago. Some 10 years after the emergence of the metrosexual phenomenon, it seems that this trend was ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Switzerland

Over the review period men continued to put increasing importance on appearance and further gained knowledge regarding the grooming products most adapted to their needs. Not only did they have an interest in men-specific products, such as shaving ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in the Netherlands

Men’s grooming showed a minimal growth in 2013 as the economic worries and the low consumer confidence suppressed growth seen in earlier years. Still, Dutch men are increasingly buying more grooming products, although for the most part they prefer ...

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Amway Corp in Beauty and Personal Care

Amway is a global player in beauty and personal care (BPC) with a strong presence in China and a fast emerging presence in India. The company however has begun to face stronger competition from other direct sellers in China such as Nu Skin while it ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

Revlon Inc in Beauty and Personal Care

Revlon’s eponymous brand is one of the most recognised labels globally. It has established a multinational presence, but remains heavily reliant on the mature and competitive US market. Revlon has maintained its share in nail products, but a slow ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

L‘Oréal Groupe in Beauty and Personal Care

L’Oréal has successfully managed to drive growth despite difficult market conditions due to its exclusive beauty focus allowing it to dedicate more resources to R&D and marketing. L’Oréal also proactively targets white spaces through coverage across ...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Men's Grooming in France

Men’s grooming continued to experience difficulties in taking off in France. Men’s attitude towards personal grooming is changing slowly. Even if a growing number of men used beauty and personal care products adapted to them, in general, the majority...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Thailand

Rising sophistication of males boosted their willingness to invest in men’s grooming products to keep up their image. This was especially due to the males’ increased exposure to international beauty and grooming trends that saw them more receptive to...

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Oriflame Cosmetics SA in Beauty and Personal Care

Oriflame is a leading player in the BPC direct selling market. It has faced several challenges, however, as sales in Eastern Europe wane. It is also overly reliant on the unstable Russian market, where recent political upheaval is having an impact on...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Men's Grooming in Chile

Men are becoming increasingly aware of their self-image and are also slowly starting to overcome cultural barriers regarding image and body image care. Chilean men want to look god without losing their manly essence. All in all, Chilean male ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Serbia

Serbian men’s grooming is shaped by several conflicting trends. On the one hand, we have the economic situation which is not giving any cause for celebration. Consumer optimism is slowly recovering as there are some signs of recovery and growth, but ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Norway

Norwegian young men were increasingly becoming more concerned about their looks and increased personal spending on men’s grooming products in 2013. Many of the big companies made great efforts during the review period to develop male-specific lines ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in the United Kingdom

In 2013 men’s grooming registered a relatively stable performance, with a current value rise of 2%. A growing number of products positioned for male consumption were introduced in 2013. New dynamic entrants into the category, such as Wingman, were ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Iran

The most important event of 2013 was the rapid acceleration in smuggling, especially in the men’s shaving category, which was a response to the withdrawal of Procter & Gamble. Many loyal consumers of the popular Gillette brand, who could not find the...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Colombia

Basic mass products within categories, such as men’s shaving (pre-shave, post-shave and razors and blades), deodorants and hair care (shampoo and styling products in a lesser extent) continue dominating men’s grooming. Despite this, changes in the ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Canada

Men’s grooming was the focus of manufacturers’ and retailers’ attention over the review period as a category that offers potential for growth and development, especially in view of highly developed and mature beauty care for women. As men in Canada, ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in the Czech Republic

Men’s grooming recorded current value growth of 2% in 2013 despite the poor economic climate in the country. This performance can be attributed to increasing consumer interest in higher-priced products which offer added benefits such as firming or ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Finland

The immature side to men’s grooming, namely skin care and hair care witnessed plenty of manufacturer investment throughout the review period and 2013, but regardless there was no breakthrough. In 2013, both product areas continued to account for just...

Jul 2014 | US$900 | Add to cart | View details

Company Profile

Avon Products Inc in Beauty and Personal Care

Avon’s fortunes have sharply diminished in recent years. Where it previously benefited from an early move into China, China is now among its heaviest burdens with too much indecision over its retail model and high legacy operational costs. In North ...

Jul 2014 | US$525 | Add to cart | View details

Company Profile

Estée Lauder Cos Inc in Beauty and Personal Care

Estée Lauder has performed strongly thanks to expansion in emerging markets, frequent new product launches and timely identification of market opportunities. Its focus however, remains too narrow in terms of categories in comparison to some of its ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Men's Grooming in Uruguay

Male-specific products are increasing the sales of various beauty and cosmetics products, and men’s grooming overall is following this growing trend. Nonetheless men’s grooming has a greater concentration of razors and blades, which accounted for ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in the Philippines

The market for men’s grooming continued to expand moderately driven by more male consumers becoming more interested in grooming products. It should be noted that that despite the influx of men’s grooming products in the Philippines in recent years, ...

Jul 2014 | US$900 | Add to cart | View details

Global Briefing

Beauty in Latin America: A Revolution of Expectations

A new middle class has emerged in Latin America, less affluent than the traditional middle class but hugely aspirational. Economic growth might have cooled, but Latin Americans are more engaged with beauty and personal care than ever before, and they...

Jul 2014 | US$1,200 | Add to cart | View details

Country Report

Men's Grooming in the US

The 1% increase in men’s grooming in current value terms in 2013 to US$6.1 billion glosses over an important distinction in the category; men’s shaving actually fell by 1%, whilst men’s toiletries was responsible for all the gain, growing by 3%. This...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Pakistan

Gillette continued to maintain a stronghold in men’s grooming in Pakistan. It launched its Blue 3 Systems razor blades with the proposition of allowing consumers to buy the handle only once, so that they do not have to pay for the handle every time. ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in India

Given the increasing social image consciousness amongst young men, men’s grooming continued to gain popularity in 2013. Urban men became more conscious about their looks and started to put effort into looking well-groomed. To exploit the trend, ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Argentina

Men's grooming is becoming more popular and companies made major launches and advertising campaigns in Argentina. However, consumers concentrated their demand on traditional products such as deodorants, hair care and shaving products leaving little ...

Jul 2014 | US$900 | Add to cart | View details

Company Profile

Procter & Gamble Co, The in Beauty and Personal Care

Procter & Gamble, despite being the leading beauty and personal care player, is losing ground due to not adapting to market shifts quickly enough. Going forward, its success will depend on creating new segments as it has lost ground to its key ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Men's Grooming in Morocco

Overall men’s grooming registered an increase in current terms in 2013. The increasing trend of urbanisation led male consumers to pay more attention to their appearance, leading to higher male consumer demand for men’s grooming products. Some men’s ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Kenya

Advertising for men’s grooming increased during the review period, with Nivea using a television advert for the Nivea for Men lotion, as well as bill-board campaigns and in-store branding. The Versman brand, by Interconsumer Products Ltd, was also ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Spain

The Spanish men’s grooming category suffers from Spanish male consumers’ lack of interest in the category. In 2013, value sales of men’s grooming products declined by 1% in current terms. Although the blossoming of the category is something that ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Denmark

In current value terms the men’s grooming category saw a 1% rise to reach DKK574 million in 2013. This category experienced 3% value growth in 2011 and 2012, reflecting the fact that Danish men started to buy more expensive products than during the ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Men's Grooming in Slovakia

Men’s grooming performed well in Slovakia in 2013, increasing in current value by 3%. Growth in the category during the year was boosted by the rising popularity of individual categories as men’s post-shave, men’s razors and blades and premium ...

Jul 2014 | US$900 | Add to cart | View details
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