Men’s Grooming in Asia Pacific

February 2018

Asia Pacific is currently behind Western Europe, North America and Latin America in terms of men’s grooming value sales, but its fastest growth rate over 2011-2016 and the lowest per-capita spend globally explains that many countries in the region hold ample room for growth. With the sheer size of its male customer base, rapid economic development, increasing spending power, as well as deepening interest in grooming driven by high mobile penetration and exposure to social media, Asia Pacific pre

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Fastest-growing region in men’s grooming globally

With its per capita spend sitting at the lowest level globally, the region holds rich potential to grow from its dynamic population growth, urbanisation, middle-class expansion and rising income level, particularly in developing markets. Developed countries such as Japan and South Korea witness a slowdown in sales growth due to sluggish local economies and ageing populations’ limited interest in men’s grooming. However, product innovation and localisation is expected to continue by the two beauty-strong countries, which will eventually impact the grooming regimen in the rest of Asia Pacific.

Metrosexual trend and increasing awareness for hygiene propels men’s toiletries sales

Consumers’ high exposure to social media and powerful celebrity influence drive dominant sales of men’s skin care. Consumers’ pursuit for fair skin and flawless complexion as a status symbol results in a prevalence of “whitening” products in retail channels. In addition, with urbanisation and air pollution, consumers’ increasing awareness for personal hygiene led to fast sales growth of bath and shower products, particularly in developing markets.

International personal care giants dominate regional market share

Shaving giants top the manufacturer ranking thanks to cross-regional, constant need for shaving with no outstanding competitors. Personal care multinationals also quickly captured market share over the last decade via rapid retail channel expansion and aggressive product introduction encompassing skin care, hair care and deodorants, staying ubiquitous around male consumers.

Premiumisation is key to induce more shopping in turbulent economic times

“Masstige”, the missing segment in the current men’s grooming market, will fulfil the need of male consumers in both developed and developing markets -buying an indulging experience at affordable price points.


Key findings

Regional Overview

Putting Asia Pacific in the context
Moderate regional growth despite slowdown in leading markets
Men’s toiletries drive value sales, boosted by skin care expansion
Developed city states struggle, while emerging markets prosper
Men’s toiletries propel growth in Asia Pacific
Metrosexual grooming drives toiletries sales
Mass grocery retailers remain as the major channel
Modern retailers dominate sales; internet retailing on the rise

Leading Companies and Brands

High market consolidation in Asia Pacific
Multinationals increase share while Asian giants lose
Market diversification is key to steady growth and risk management
Top three remain formidable despite shuffles in lower ranks

Forecast Projections

Men’s grooming to be driven by developing markets
Prospects differ wildly for developed and developing markets

Country Snapshots

Japan: market context
Japan: competitive and retail landscape
China: market context
China: competitive and retail landscape
India: market context
India: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Kazakhstan: market context
Kazakhstan: competitive and retail landscape
Vietnam: market context
Vietnam : competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape
Azerbaijan: market context
Azerbaijan: competitive and retail landscape


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