Men's Grooming in Canada

PROSPECTS

Men’s grooming offers significant growth potential

Men’s grooming offers significant growth potential in Canada as many brand manufacturers are becoming more active in this category, both in terms of new product development and marketing. While men’s shaving is relatively mature and stable, other categories offer stronger opportunities for growth.

Growing consumer interest in men’s skin care

Men’s skin care sales are being driven by both a growing interest in appearance and rising product awareness thanks to promotional and marketing activities from the major players. The category has been witnessing strong sales of both basic facial cleansers and moisturisers to more functional skin care products such as anti-agers.

Men’s shaving remains stable

Men’s shaving is a mature category in Canada which has faced some headwinds in recent years. Men's razors and blades, in particular, has been pressured in volume terms by the rising popularity of beards as well as traditional wet shaving.

COMPETITIVE LANDSCAPE

Large multinationals dominate men’s grooming

Men’s grooming in Canada in 2017 continued to be led by large multinational companies such as Procter & Gamble and Unilever, which distribute their products mainly through drugstores and mass merchandisers. Procter & Gamble remained the clear category leader thanks to the strength of its Gillette brand in men’s shaving.

More luxury players eye up men’s grooming

Mass brands from large companies continued to lead sales in 2017 due to their affordability and widespread availability in various retail channels. Even though the majority of men still have low budgets for personal care products, an increasing number are seeking to pamper themselves and look their best through a good grooming regime.

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