Men’s grooming retail value sales bounced back substantially in 2021, fuelled by the reopening of the economy and consumers returning to workplaces and schools, and the resumption of outdoor activities and social events. Most product areas recorded gains driven by consumer reengagement, except for men’s bath and shower which saw a decline as the spike in body wash/shower gel sales driven by enhanced hygiene habits because of the pandemic in 2020 eased off in 2021.
In 2020, Gillette launched its premium King C. Gillette brand targeted at beard maintenance, with products showing up at Canadian retailers in 2021.
Men’s grooming was led by Procter & Gamble Inc in value terms in 2021, which distributes products chiefly through drugstores/parapharmacies, mass merchandisers and supermarkets. Procter & Gamble remained the clear leader thanks to the overwhelming strength of its Gillette brand in men’s shaving.
Men’s grooming is expected to see marginal retail value sales growth at constant 2021 prices over the forecast period, driven primarily by men’s fragrances and men’s toiletries, especially men’s skin care. Skin care was trending pre-pandemic as men showed greater interest in skin health for anti-aging as well as preventative measures.
The e-commerce channel is predicted to continue growing its value share over the forecast period, propelled by men’s skin care, although men’s shaving is expected to show less robust growth due to the penetration of online shaving clubs such as Dollar Shave Club, Harry’s and Gillette On-Demand as well as by independent brands such as Rocky Mountain Shave Club which is available at rockymountainbarber.ca.
Men’s shave is expected to fragment further over the forecast period, as brands and retailers cater to men with specific products for specific needs, and expanded product line-ups to capitalise on trends. For example, in 2021 Gillette launched its premium King C.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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