Men are expected to continue showing increasing interest in men’s toiletries throughout the forecast period. In 2018, men’s skin care recorded the most dynamic current value growth within men’s grooming.
Men’s hair care is set to record strong growth over the forecast period, due to the trend amongst men of wearing a beard; and as a result, the vast number of new products targeted towards men’s facial hair care. Thus, sales of beard oils, beard shampoos and beard creams are predicted to push the growth of overall men’s hair care during the forecast period.
Men’s shaving recorded a slight current value decline in 2018, and is only projected to see moderate current value growth in the forecast period. One reason for this poor performance is the continued trend towards men growing beards, resulting in fewer men needing to shave.
Procter & Gamble Austria remained the leading player in men’s grooming for another consecutive year in value terms in 2018. Its success stems from the company’s strong lead in men’s shaving, thanks to its brand Gillette.
Men’s grooming is divided into men’s shaving and men’s toiletries. As the value growth of men’s grooming is set to be driven by men’s toiletries rather than men’s shaving during the forecast period, companies offering men’s toiletries ranges are predicted to experience good performances.
Men clearly favour branded products within men’s grooming, with private label value sales being fairly low in 2018. One reason for this was that the range of branded men’s grooming products was substantially larger than the private label offering.
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This industry report originates from Passport, our Beauty and Personal Care market research database.