Men’s grooming suffered from a double digit decline in retail current value sales in 2020 as a result of the COVID-19 pandemic. One reason for this decline was the travel bans implemented to restrict the spread of the COVID-19 virus, which led to a heavy reduction in retail tourism in Hong Kong in 2020.
In line with rising image-consciousness, recent years have seen many men in Hong Kong become more willing to invest in products to help them maintain or improve their personal appearance. However, in 2020, most still favoured relatively basic men’s grooming products that offer good value for money.
Dermocosmetics brands are often preferred by consumers in men’s toiletries in Hong Kong and this trend continued in 2020. Dermocosmetics brands are particularly popular in men’s skin care due to their perception as high quality and effective products.
The outlook for men’s grooming over the forecast period is relatively positive in Hong Kong, with strong growth expected for the category in 2021 and 2022 as the category recovers from the decline in sales during the COVID-19 pandemic. Subsequently, the category is projected to record robust retail current value growth for the rest of the forecast period.
Demand for products in men’s grooming will be bolstered by rising image-consciousness among men in Hong Kong, particularly millennials and members of generation Z. The growing use of social media will continue to play a key role in encouraging these consumers to spend more time and money on maintaining and improving their personal appearance, as will Japanese and South Korean cultural influences.
Men’s hair care is also expected to perform well over the forecast period due to the growing concern for hair loss or baldness at a young age in Hong Kong. This concern is partially driven by increased image-consciousness, leading men to fear baldness more, but is also exacerbated by the busy lifestyles led by consumers in Hong Kong.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Men's Grooming research and analysis database.
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