Despite the interest of players to enter men’s grooming in Australia, product innovation remains limited to categories such as men’s skin care and men’s hair care, which could be an indicator of untapped opportunities in key categories in the local market such as sun care. Australian beauty brands have an opportunity to leverage their local credentials, which usually convey a simple and fuss-free approach to beauty and grooming, which has been key to the success of recent competitors that have emerged.
E-commerce and digital initiatives will remain crucial to engage with male consumers over the forecast period. Gaining further share in 2022, e-commerce is anticipated to continue growing over the forecast period as it simplifies the shopping process for male consumers who are typically unwilling to spend a significant amount of time searching for products in physical stores.
In recent years, a number of brands competing in consumer goods have expanded into Australian men’s grooming, including vitamin manufacturer Swisse, apparel brand Tradie and in 2022, beer company Victoria Bitter. The latter expanded into the category with its VB for Men range of bath and shower and skin care products, which contain freeze-dried VB, including an exfoliating scrub and face moisturiser.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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