Men's Grooming in Germany

PROSPECTS

Men’s shaving sees a poor performance...

In 2018, sales in men’s grooming remained fairly static in current value terms. This can largely be attributed to the poor volume performance of men’s shaving, and the decrease in unit prices in an attempt to turn around the decline from 2017.

...whilst men’s toiletries sees growth

On the other hand, men’s toiletries saw a positive performance in both volume and current value terms in 2018, and is also set to see sustainable growth over the forecast period. This growth will be driven mostly by premiumisation in different categories, with premium men’s skin care set to see the fastest current value growth over the forecast period, followed by premium men’s hair care.

New launches follow the beard trend

Beards are here to stay. This global trend is shaping Germans’ preferences and shopping patterns, with men preferring longer beards and therefore spending more on related products.

COMPETITIVE LANDSCAPE

Procter & Gamble loses ground

Procter & Gamble Germany once again maintained its lead in men’s grooming in 2018, due to its high value share within men’s shaving. However, within this category its Gillette Mach3 brand continued to see a value share decline, in contrast to Gillette Fusion, which increased its share in a shrinking category, despite seeing falling sales.

Wilkinson Sword moves its focus away from razors and blades

Wilkinson Sword is the biggest competitor for Procter & Gamble within razors and blades, even though it too saw declining value sales over the last years of the review period. However, the introduction of the Bulldog brand, which is focused on beard care, is expected to take some of the clients lost because of the move away from razors and blades.

Men increasingly favour premium products

In 2018, growth was seen for products with higher unit prices. Men are becoming more selective when it comes to personal care.

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