The pandemic hit men’s shaving in 2020, due to home seclusion and reduced offline traffic, seeing a slight retail volume decline and slow current value growth. In 2021, despite flexible working arrangements still preventing the full recovery of mobility, consumers had become accustomed to the new normal and returned to their former shaving habits, and with the economy stabilising and logistics recovering, this led to mid single-digit value growth.
Despite its already large base, men’s skin care saw a boost to its sales in 2021, driven by increasing awareness of personal grooming amongst Chinese men, and brands’ agile business models that cater to local consumers’ needs. It has been observed that male Chinese consumers, especially the younger generation in their early 20s, are paying more and more attention to self-image and personal hygiene, which resulted in deeper penetration of men’s skin care products.
Men’s hair care returned to a stronger pace of growth in 2021, with the release of pent-up demand for hair styling products, which saw growth hampered by home seclusion during the COVID-19 pandemic. Hair sprays, signature products from one of the leading players in men’s hair care, Gatsby, showed robust recovery in 2021.
Men’s grooming is led by well-known international groups such as L'Oréal, Unilever, Beiersdorf and Procter & Gamble, which together account for a dominant share of value sales. However, emerging new local brands have also been observed to venture into this space, stealing share from the leaders, especially in men’s shaving and men’s bath and shower.
Over the forecast period, men’s shaving is expected to post solid, stable current value growth, underpinned by continued demand for manual shaving. However, it will continue to face competition from electric men’s shavers, as using an electric shaver has been the mainstream in China.
Similar to the dynamic momentum of men’s skin care, men’s colour cosmetics is also seeing a boost to its sales, and is expected to witness huge growth potential in the forecast period. Chinese men, especially gen Z, are becoming more and more accepting of the use of colour cosmetics such as BB/CC cream, eyebrow pencil and even lip colour to create a complete look.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Men's Grooming research and analysis database.
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