There was a sharp deceleration in the rate of growth in both retail volume and current value sales of men’s grooming during 2020. Indeed, retail volume sales rose at their slowest rate in more than a decade during the year.
Men’s shaving continued to account for the bulk of retail current value sales in men’s grooming during 2020. The rate of growth in retail current value sales of men’s shaving slowed only marginally during the year, as most men regard these products as an essential purchase.
International players The Gillette Co and Société Bic SA continued to lead in men’s grooming during 2020, largely as a result of their dominance of men’s shaving. Such brands as Gillette Blue II and Gillette Mach3, as well as Bic’s eponymous brand, are widely distributed and well known to local consumers.
The rate of growth in retail volume and current value sales of men’s grooming is forecast to accelerate during 2021. The lockdown that occurred during 2020 is very unlikely to be repeated, so men will spend less time at home and socialise more frequently.
The rate of growth in demand for men’s grooming will steadily accelerate over the course of the forecast period. Population growth, urbanisation, and widening distribution as modern retail outlets proliferate will all be factors in this.
Locally made products remain of negligible importance in men’s grooming, but informal markets offer locally made pre-shave and post-shave balms targeted at low-income consumers. While such products are not regarded as a representing a significant competitive threat to international brands, there is potentially for local brands to gain a foothold in men’s grooming if they can gain wide distribution.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Cameroon 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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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