Men’s grooming struggled to recover to pre-pandemic sales levels in 2021 after recording a steep decline in 2020. This was partly due to the increasing number of men sporting beards due to home seclusion, with this leading to a further drop in demand for men’s shaving.
Although attitudes towards skin care are changing among men, per capita consumption is still very low for this category. Consumers have become more price-conscious due to the economic impact of COVID-19 forcing them to cut back on non-essentials or to switch to more affordable products.
Men’s fragrances and deodorants were the two most dynamic categories in retail volume terms in 2021. These categories saw a full return to pre-COVID-19 sales levels with manufacturers introducing new scents and product lines to stimulate consumer interest and drive growth.
Men’s skin care was receiving growing interest prior to the pandemic as men started to show greater interest in skin health and anti-ageing products. This trend is expected to resume as the economy recovers leading to strengthening growth by the end of the forecast period.
E-commerce witnessed significant gains following the outbreak of COVID-19 with consumers pushed online due to the closure of stores and restrictions on movement. While the channel saw a more stable performance in 2021 e-commerce is projected to increase its value share over the forecast period.
Men’s grooming is expected to see greater demand for mass products, at least in the early years of the forecast period. Volatile currency rates coupled with rising food and energy prices is likely to force many consumers to be more cautious with their spending.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Colombia 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 Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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