Men’s grooming saw a decrease in retail value sales in 2020 due to men’s shaving, which is the largest category, declining driven by a fall in sales of razors and blades. As a result of the pandemic, many Canadian men spent more time at home because of work-from-home and reductions in out-of-home social activities thus shaving less, with the pre-pandemic popularity of beards combined with the acceptability of “scruff” in the workplace exacerbating the reduction in demand for systems, blades, and disposables.
Men’s shaving saw competition increase during 2020 as Harry’s razors, blade refills, as well as pre-shave and post-shave products launched in-store and online at Canada’s Walmart stores. This increases competition for established brands such as Gillette which has launched its SkinGuard razor for sensitive skin as well as Bic which focuses on the disposable razors segment.
Men’s grooming was led by Procter & Gamble Inc in value terms in 2020, 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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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