Men's Grooming in Belgium

2021 DEVELOPMENTS

Men’s grooming grows only marginally, as men take a more laissez faire attitude towards grooming during the time of the pandemic

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.

Men’s mass skin care sees a boost due to outbreaks of “maskne” (acne induced by the wearing of a mask)

In 2021, within men’s toiletries, one of the best performing categories was men’s mass skin care. This is attributed to the emergence of “maskne”, a slang term coined to describe acne caused by the wearing of a face mask.

Well-established multinationals maintain lead places in men’s grooming

Procter & Gamble Benelux SA NV maintained its company lead in men’s grooming in 2021, 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. Procter & Gamble’s Gillette Mach3 brand also tops men’s shaving and men’s razors and blades, whilst Unilever’s Axe tops men’s toiletries, men’s bath and shower (mass segment and overall) and men’s deodorants (mass segment and overall).

PROSPECTS AND OPPORTUNITIES

Outlook for men’s shaving set to remain negative over the forecast period, with beard trends expected to emerge

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.

Millennials cited as a key consumer group for men’s grooming, despite lower per capita spending

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.

Demand for value-for-money deals may bring about a changed competitive landscape over time

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).