Men's Grooming in China

PRE-COVID-19 PERFORMANCE

Men’s grooming on the rise in 2019 as local brands look to reach younger men with tailored products

Urban Chinese males are becoming increasingly appearance-conscious and concerned that an unkempt, ungroomed appearance will have a detrimental impact on their chances of social, romantic and career success. As such, men’s grooming continued to see health growth in 2019, ranging from basic personal hygiene products to skin care and cosmetics.

Appearance-focused Millennials key to the development of men’s grooming

Older generations of men in China would often simply use bar soap to clean their whole body with little attention paid to any other male grooming products. Attitudes are changing though with Millennials and younger men in particular placing greater value in their appearance.

New product development and innovative marketing helping to drive interest and demand in men’s grooming

Procter & Gamble (Guangzhou) Ltd continued to dominate men’s shaving in 2019 largely thanks to the strength of its Gillette brand. Gillette worked with JD.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Most categories within men’s grooming are expected to see only slightly slower growth than predicted prior to COVID-19, with sales likely to rebound as restrictions are lifted. Home seclusion is likely to be the main cause of slower growth, although the impact is not expected to be that significant with most men likely to continue washing their hair, shaving and taking care of their skin.

Recovery and opportunities

With men’s grooming being largely driven by Millennials and the younger generation it is believed that men’s grooming still has huge potential for growth. Men are becoming more aware of the benefits of a more developed personal grooming routine and are showing a willingness to invest in products that can improve the health and appearance of their hair and skin.

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