Men’s grooming suffered from the 2020 pandemic lockdowns, with current value and volume decline, as with men spending significant amounts of time at home, they shaved less etc. In 2021, with society opening up, the picture improved, with current value growth.
International manufacturers remained dominant in men’s grooming in 2021, including the leader Procter & Gamble Interamericas de Costa Rica, third-ranking Colgate-Palmolive and fourth-ranking Unilever de Centroamérica. They benefit from high profile awareness, widespread availability and a high level of product segmentation.
With society opening up in 2021 and men wanting to present themselves well, fragrances registered the highest current value growth. Mass fragrances outperformed premium, as consumers were price sensitive due to the economic uncertainty caused by the pandemic, with many consumers having lost their jobs.
Men’s grooming will register moderate constant value growth over the forecast period, with the full opening of society benefitting products such as deodorants and razors. Potential headwinds could dampen value and volume sales.
Beards are becoming more popular and increasingly consumers will look for beard styling products that for instance give beards a softer and fuller appearance. Another product that is gaining traction, though from a very small base, is moisturisers and in particular hybrid, multi-functional products such as moisturisers with sun protection factor, as men like to have a quick and easy beauty routine.
Despite the consumer base mainly demanding basic, generic and affordable products often associated with shaving and deodorants, men’s grooming is expected to continue to become more segmented and specialised over the forecast period. Specialised men’s grooming products are expected to consolidate, with global personal self-care and wellbeing trends predicted to have a positive impact on demand for these products, while leading to the contraction of more traditional shaving systems and deodorants.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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