Men's Grooming in Canada

PROSPECTS

Men’s grooming is expected to see slow growth over the forecast period

Men’s grooming is expected to increase slowly in current value terms over the forecast period, driven primarily by men’s skin care and other toiletries. Both younger and older men are showing greater interest in personal grooming and are more willing to purchase skin care products and other toiletries.

Men’s shaving is projected to see negligible growth in the forecast period

Men’s shaving is expected to deliver only marginal growth in current value terms in the forecast period, due to a decrease in shaving and the growing competition due to internet retailing. The beard trend is entrenched in Canadian culture, as younger men in particular have turned to facial hair to express their individuality.

Rapidly growing consumer interest in men’s skin care products

Men’s skin care experienced strong current value growth in 2018, driven by rising interest in grooming and appearance. Product awareness has also grown due to promotional activity from brands and increased attention from retailers.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead a concentrated category

Men’s grooming was led by Procter & Gamble in value terms in 2018, 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.

Unilever Canada remains in second place

Unilever Canada was the second player in men’s grooming in value terms in 2018, supported by its well-known Axe and Dove Men + Care brands in mass men’s skin care, hair care and bath and shower. These brands benefit from a strong presence in sales channels including drugstores/parapharmacies, hypermarkets and supermarkets, and offer frequent discounts, which appeal to consumers.

Disruption continues in men’s razors and blades

Procter & Gamble and Edgewell Personal Care Brands, the leaders in men’s razors and blades, lacked pricing flexibility in 2018, because of the competition from online shaving clubs Dollar Shave Club and Harry’s Razors, and the reduced demand due to changes in men’s shaving habits. However, during the last quarter of 2018, Procter & Gamble’s Gillette brand responded to both trends.

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