Men's Grooming in Canada

PRE-COVID-19 PERFORMANCE

Decline in shaving takes its toll on sales, while men take a greater interest in skin care

The trend towards shaving less continued to negatively impact men’s razors and blades in 2019. The ongoing popularity of beards combined with the acceptability of “scruff” in the workplace keeps reducing demand for systems, blades and disposables.

Procter & Gamble heads a category seeing rising sophistication

Men’s grooming was led by Procter & Gamble in value terms in 2019, 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.

Major players are joining the club as online services flourish

Online disruptors to men’s grooming continued to grow in 2019, attracting male consumers with their lower-priced products, convenience of delivery and greater choice. In addition to well-known DTC (direct-to-consumer) brands Harry’s and Dollar Shave Club, other competitors such as Canada’s Rocky Mountain Barber Company are drawing custom.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of men’s grooming are now expected to fall by 2.3% in 2019 constant value terms in light of the impact of COVID-19.

Affected products within men’s grooming

The largest category of men’s grooming, men’s shaving, is poised for a steeper than anticipated descent in 2020 because of the reshuffling of consumer priorities amid lockdown. Many people have been working from home, while the need to socially distance oneself has also precluded going out to socialise, further diminishing the need to shave.

Recovery and opportunities

Maintaining high standards of personal hygiene is likely to be ingrained in consumers for some time to come in light of COVID-19. Therefore, throughout 2020 men’s bath and shower products will continue to benefit slightly.

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