As inclusivity permeates the beauty industry, there has been a renewed focus on men’s grooming, a category that has traditionally been overlooked due to a generalised focus on female consumers. In fact, in 2021 a number of retailers invested in enhancing and expanding their men’s grooming product portfolios and/or marketing, including the supermarkets Woolworths and Coles, which increased the shelf space allocated for the men’s grooming category.
The growth of men’s grooming continues to be largely supported by men’s attitudes and behaviours towards self-care in Australia. In fact, according to Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2021, the number of men in Australia indicating that they use skin care products, including facial cleansers, facial moisturisers and face masks, daily or more frequently, increased more than five percentage points compared with the previous year.
Male consumers’ renewed interest in personal grooming continued to support the development of men’s grooming during 2021. In fact, trade sources reported growth in the gifting segment of men’s pharmacy products.
E-commerce and digital initiatives will remain crucial tools to engage with male consumers in the forecast period. Notably, e-commerce is anticipated to continue growing in the forecast period, as it simplifies the shopping process for men, who are typically unwilling to spend a significant amount of time searching for products in stores.
Men’s grooming is anticipated to increase in prominence over the next five years in Australia, as men’s interest in feeling and looking good continues to increase, driving solid volume and current value growth. Men are becoming more aware of skin protection and ageing, which will support the growing demand for men’s skin care.
Men’s grooming will not escape the growing consumer demand for and interest in using natural and more botanical ingredients in the forecast period. In this regard, local brands are likely to continue playing an important role in responding to changing consumer preferences, such as Made for Man, which is made with Australian native botanical ingredients, Klim, made from 95% natural, marine-based ingredients, and Hunter Lab’s use of natural ingredients.
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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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