Men's Grooming in Egypt

PRE-COVID-19 PERFORMANCE

Men’s grooming sees limited impact of currency devaluation, men’s skin care gains traction

Men’s grooming witnessed continued good growth in 2019 due to limited price increases. Men’s premium shower gel and skin care were particularly dynamic.

Lord continues to lead razors and blades with competitive prices, but still loses out to cheaper competition in 2019

Lord Precision Industries SAE led the category in 2019, thanks to its strong lead in men’s razors and blades with the Lord brand. Lord razors are popular due to their affordable prices compared with the competition, targeting class C (low-tier) consumers in all Egyptian governates.

Middle East Chemical’s Ingram brand sees expansion, NIVEA MEN Deep offers new products in the category

Middle East Chemical Co (MEC) led men’s pre-shave in 2019. Its Ingram range enjoys longstanding trust among consumers, and is offered at affordable prices.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within men’s grooming

The category has seen shifts in retail channels as a result of COVID-19. Purchases have increasingly occurred along with grocery shopping, whether online or through bricks and mortar stores such as Carrefour Egypt online or branches.

Recovery and opportunities

Men’s shaving should see a marginal impact, with less frequent shaving/beard trimming routines as a result of fewer social occasions. Men’s toiletries should mirror shifts in their respective core categories.

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