Executive Summary

Jun 2019
PROSPECTS
Economy brands grow due to the poor economic environment

The economic crisis in 2018 had a considerable negative impact on demand for men’s grooming products. In the face of the need to reduce spending, men in many cases replaced their preferred brands with other, cheaper options.

Men’s grooming sales contract after six years of growth in volume

In 2018, sales of men’s grooming products recorded a sharp contraction in retail volume terms. The category had been successful in previous economic crises, when it registered expansion despite the poor economic context.

Waiting for a better economic context for the expansion of men’s skin care

Men’s skin care has considerable potential in Argentina; however, for this potential to be realised, the economic context must improve, which is not expected to happen before 2020. In 2018, the variety of brands available was very limited, with the key brands being Nivea For Men, from Beiersdorf (Argentina) SA, in mass men’s skin care, and Men Expert, from L’Oréal Argentina SA, in premium men’s skin care.

COMPETITIVE LANDSCAPE
Strong presence of multinational companies

Men’s grooming sales are led by the multinationals Unilever de Argentina SA and Procter & Gamble Interamericas Inc. While Unilever stands out in men’s toiletries, with brands such as Axe and Rexona for Men, Procter & Gamble leads men’s shaving, with its well-established Gillette brand.

The Axe brand expands to new categories

Taking advantage of the strong position of the Axe brand in men’s deodorants and men’s bath and shower, Unilever de Argentina SA launched the Axe Styling line in hair care in mid-2018. The company carried out a strong publicity campaign in mass media to promote its new products.

Little space for the development of private label

The presence of private label in men’s grooming products is negligible, and there is little likelihood of this changing in the short term. The main reason is that the category is still very underdeveloped.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Men's Grooming in Argentina

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Argentina - Category analysis

HEADLINES

PROSPECTS

Economy brands grow due to the poor economic environment
Men’s grooming sales contract after six years of growth in volume
Waiting for a better economic context for the expansion of men’s skin care

COMPETITIVE LANDSCAPE

Strong presence of multinational companies
The Axe brand expands to new categories
Little space for the development of private label

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 5 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 6 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 7 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 8 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Argentina - Industry Overview

EXECUTIVE SUMMARY

Shift in economic fortunes affects beauty and personal care
Promotions and discounts cushion the fall in sales
Traditional grocery retailers consolidate position as an important channel
Smaller pack sizes and cheap packaging gain share
A promising future but with some clouds on the horizon

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources