Men’s grooming took a hit from the event of COVID-19 in 2020, as men took a more laissez faire attitude towards their grooming habits during the time of the pandemic. With social distancing, working from home and wearing face masks, many male consumers cut their shaving routines to the absolute minimum.
The only sub-category which saw any notable positive growth in 2020 was men’s mass skin care, actually seeing stronger growth than the previous years in the review period. This is attributed to the emergence of “maskne”, a slang term coined to describe acne caused by the wearing of a face mask.
Procter & Gamble Benelux SA NV maintained its company lead in men’s grooming in 2020, although the player’s Gillette Mach3 brand of razors loses out to Unilever Belgium NV’s Axe brand in top place in brand terms, in addition to Beiersdorf NV SA’s Nivea Men skin care in second place. Both Procter & Gamble and Unilever gained shares in 2020, after seeing static growth or declines over the past couple of years prior.
The outlook for men’s shaving is set to remain negative throughout the forecast period and the event of the pandemic only went to deepen this declining trend, which has been noted across the previous decade. With a change in societal attitudes and an expected renewal of working from home policies post-pandemic, men will less feel the need to be clean shaven.
In spite of their relatively low spending per capita, millennials are a key consumer group in men’s grooming. In contrast to older generations, millennials have not grown up with the stereotype that specific beauty products (e.
With economic uncertainties and high unemployment rates, men will increasingly look to value-for-money deals, driving competition. Indeed, with reduced spending power, men will be less regarding of brands and will search for the most complete products at the most advantageous price, in addition to those which offer multiple benefits (such as scented deodorants).
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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