In men’s grooming, the categories that were most negatively impacted by COVID-19 in 2020 were products that were mostly used to improve outward appearance or presentation. For instance, men’s toiletries, deodorants and shaving struggled in 2020 as a considerable number of men felt less inclined to continue the grooming regimens they undertook pre-pandemic when they regularly left home to go to work or socialise.
Despite the negative effects of home seclusion, COVID-19 actually positively impacted some men’s grooming categories in 2020. For example, the pandemic led to a greater focus on personal hygiene and wellbeing which resulted in stronger than usual growth in men’s bath and shower, hair care and skin care in 2020.
A growing segment of Danish men continued to favour premium products in 2020 as they were increasingly focused on using quality products that also signal a certain image. For instance, premium men’s hair care enjoyed stronger current value and retail volume growth than mass men’s’ hair care in 2020, and a similar pattern was found in men’s skin care.
In 2021, men’s grooming is set to return to positive retail volume growth, with the rate of current value growth set to strengthen a bit. Following the uptick seen in 2020, men’s bath and shower, hair care and skin care are all expected to see more normal growth rates in 2021 and beyond as life returns to normal.
Premium men’s grooming products are expected to outperform mass products in terms of current value growth over the forecast period. The Danish economy is expected to remain strong and recover quickly following COVID-19.
The strong growth seen in e-commerce in 2020 is expected to give way to more moderate growth in 2021 and beyond as consumers return to normal shopping habits. However, growth in e-commerce is set to continue in the forecast period as demand for convenience and lower prices grows.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Denmark 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 Denmark, 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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