Throughout 2020, social isolation became the norm, with home seclusion a pandemic-induced reality. Thus, as a higher proportion of men in Germany worked from home or had less interaction with others, a relaxed approach to grooming and one’s appearance became dominant.
Whereas discretionary men’s grooming products faced significant struggles in 2020, men’s toiletries, particularly men’s bath and shower, finished the year with positive growth and a solid outlook for the forecast period. While the pandemic forced the temporary closure of specialist channels, grocery retailers and drugstores remained operational throughout the year, allowing consumers to purchase basic hair care and skin care products in stores.
Germany’s competitive landscape in 2020 for men’s grooming remained highly fragmented, although the category continued to be led by major multinationals including Procter & Gamble, Unilever, Coty and Beiersdorf. The consistent penetration of smaller players under “others” in addition to further share gain for private label has meant that many leading players have continued to lose share, as these products are available in drugstores as a novel product and/or through mainstream online platforms.
As vaccination rates show good progress during 2021, men’s grooming is also expected to return to posting a positive performance with consumers gradually emerging from home seclusion and returning to socialising and office lives in Germany. This will support solid demand for basic men’s grooming products including deodorants, hair care, skin care and bath and shower, but men’s fragrances is expected to struggle to return to more dynamic growth rates over the forecast period; given the new reality of remote working and increasing social isolation, fragrances will become less relevant than they were pre-pandemic.
As players within men’s shaving struggle to face the ongoing beard grooming trend that threatens future sales and will exacerbate the declines of the review period, they will need to launch innovative products to attract consumers. This will result in major companies opting to expand their product portfolios and enter non-core areas of their business.
While the premium segment in men’s grooming lost the most momentum when compared to 2019 as beauty specialist retailers and department stores were forced to temporarily close their doors, this higher priced product range is expected to recover faster over the forecast period as the economic context improves and consumers’ purchasing powers follows accordingly. Premiumisation was a strong trend pre-pandemic in Germany and is therefore predicted to return, supported by greater investment in digital initiatives and e-commerce rather than traditional brick-and-mortar retailers that focused on this segment.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Men's Grooming
This report originates from Passport, our Men's Grooming research and analysis database.
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