Men's Grooming in Georgia

PRE-COVID-19 PERFORMANCE

Increasing interest amongst urban males to use specific products supports rising demand for men’s grooming in 2019

Men’s grooming continued to record healthy current value growth in 2019 due to ongoing unit price rises relating to devaluation of the local currency as many of these products are imported. This resulted in higher value growth compared to volume demand although a number of areas of the category including men’s bath and shower, men’s deodorants, and men’s skin care all recorded increasing demand in 2019.

Further evidence of premiumisation within men’s grooming in 2019 although stronger volume growth is from a low sales base

The premiumisation trend is becoming increasingly visible in men’s grooming due to rising disposable incomes amongst urban males and greater awareness of the availability of these products, which they perceive to offer higher specific value and benefits in addition to interesting products such as hair clays and pomades. This trend has resulted in further value share gain for premium men’s grooming products including L'Oréal’s Biotherm under men’s toiletries which offers advanced formulations using natural extracts.

Leading players strengthen their positions due to presence in men’s shaving although The Procter & Gamble Co also benefits from range of men’s toiletries

The Procter & Gamble Co and Société Bic SA strengthened their leadership of men’s grooming in 2019, as the only players to hold double-digit value share in the category, with high fragmentation overall. Both companies have a strong presence in the largest category of men’s shaving with their respective brands Gillette and Bic, although the latter leads men’s razors and blades due to its low prices and wide availability, while The Procter & Gamble Co is also present in men’s toiletries with popular hair care brands Head & Shoulders, Pantene Pro-V and Wash & Go.

2020 AND BEYOND

COVID-19 impact

Value sales of men’s grooming are now expected to decline by 11% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

In line with the home seclusion trend and monetary concerns, demand for all areas of men’s grooming is set to decline in 2020 in response to COVID-19, but to varying degrees. Strong volume declines are predicted for men’s toiletries, deodorants, and hair care although the premium segment is set to experience slower decline compared to mass men’s bath and shower and men’s hair care, as affluent male consumers may be more reluctant to relinquish indulgent items as part of their grooming routines.

Recovery and opportunities

Some level of normalisation in terms of purchasing behaviour is set to return to men’s grooming from 2021 with mixed results for different categories, as male consumers return to the workplace and want to maintain a well-groomed and professional appearance. However, global trends are still likely to influence certain attitudes to shaving over the forecast period; whilst men’s razors and blades is set to record positive demand from 2021 onwards, the rate of volume growth is unlikely to match that of the review period.

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