Men's Grooming in Argentina

2021 DEVELOPMENTS

Relaxation of restrictions boosts sales, but affordability remains a key concern

In 2021, most areas of men’s grooming registered signs of recovery due to the relaxation of restrictions around socialising and taking part in physical activities. Men´s skin care continued growing for the fifth consecutive year, although it should be noted that this growth partially derived from the low sales base.

Men’s premium fragrances sees highest category growth thanks to growing popularity as a gift and lack of access to duty-free stores

Men's fragrances is by far the most important category within men's grooming in Argentina. The category suffered during the first year of the pandemic as consumers stayed at home and had little need or occasion to wear fragrances.

Procter & Gamble resumes leading position in men’s grooming despite rising competition from Natura

Procter & Gamble retains its leadership of men’s grooming in 2021 despite a declining value share. The share erosion has largely resulted from increasing competition in the product area since a growing number of players have launched products to target Argentinean men given men’s increasing interest in their appearance.

PROSPECTS AND OPPORTUNITIES

Mass products to continue seeing greatest demand thanks to lingering economic difficulties

Given that the complex economic climate is expected to continue to affect consumers in the early forecast period, mass products will continue leading sales of men´s grooming products in Argentina. Products sold via the Precios Maximos programme will also see strong popularity as consumers continue to find ways to cut their spending, even on essentials.

Affordability will continue influencing new product development in men’s grooming

Price-consciousness will also remain an important influence on product development, although the resilient spending power of higher-income consumers is expected to support growth in areas such as premium men’s hair care. Nonetheless, men’s skin care is expected to continue to be dominated by the mass category with this set to be the most dynamic product category in men’s grooming over the forecast period.

Beard trend will continue to restrict sales of men’s razors and blades

The notion of saving money led to the poor rebound of men’s razors and blades in 2021 due to consumers choosing to reuse such products several times before throwing away. Over the coming years, many men will turn to cheap mass products, which will hamper value growth.