Men's Grooming in Germany

PRE-COVID-19 PERFORMANCE

Men’s evolving shaving habits are changing the make-up of men’s grooming

The main trend across men’s grooming in Germany going into 2019 was the continued decline in shaving using razors, which was increasing throughout the country, greatly impacting the performances in men’s post-shave, men’s pre-shave and men’s razors and blades. In line with the trend that started a few years ago, more men are growing beards or facial hair.

Health and beauty are pushing men to spend more

Men are increasingly becoming more aware of their health and beauty, so that expenditure on higher-quality items, which often translates into premium products, has been increasing in recent years. These trends can be seen in the growth in men’s hair care and men’s skin care, which are driving the overall men’s grooming category’s performance, helping to offset the declining men’s shaving and stagnating men’s fragrances sales.

Leader Procter & Gamble continues to lose share

Procter & Gamble remained the clear leader in men’s grooming in Germany in 2019. The company’s position is based on the long-standing presence of the Gillette brand in men’s shaving, although Head & Shoulders is an equally well-known brand among consumers across the country.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 6% in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Most products in men’s grooming will record worse performances in 2020 at constant 2019 prices than they did a year earlier in 2019. One exception to this will be men’s bath and shower, which will perform slightly better, with consumers looking to maintain good cleanliness and hygiene levels against the backdrop of the COVID-19 outbreak.

Recovery and opportunities

Men’s shaving, even before the arrival of the pandemic, was already recording negative growth rates because of the beard/facial hair trend. This is expected to continue, although the declines at constant 2019 prices are expected to slow over the course of the forecast period.

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