Men's Grooming in Hong Kong, China

PROSPECTS

Positive outlook for men’s grooming in Hong Kong

Men’s grooming is expected to register steady growth over the forecast period, in line with the review period. Hong Kong men are starting to invest more in their appearance thanks to the strong influence of Korean pop and beauty trends.

Strong growth in mass and premium men’s skin care

Men’s fragrances remains the largest category in men’s grooming although men’s skin care and men’s deodorants outperformed men’s fragrances in terms of growth in 2018. Sales of mass men’s skin care grew rapidly as suppliers revamped and extended their existing lines.

Poor performance of men’s post-shave acts as a drag on men’s shaving

Despite the sluggish performance of men’s pre-shave and men’s razors and blades, both recorded positive growth in value sales in 2018. Men’s post-shave experienced a decline in 2018 and is expected to continue to decrease throughout the forecast period.

COMPETITIVE LANDSCAPE

Procter & Gamble retains the lead in men’s grooming

Procter & Gamble retained the category lead in 2018, with Gillette achieving the number one position across men’s pre-shave and men’s post-shave. Despite not launching any new products in the year, the brand manages to sustain sales growth by targeting new customer groups, such as university students and new graduates.

Sunwa Marketing gains ground in men’s skin care and deodorants

In 2018, Sunwa Marketing’s popular Gatsby brand maintained its leading position in men’s hair care. Given that demand for hair styling agents is maturing in Hong Kong, Gatsby has shifted its focus to other men’s grooming categories.

International bands continue to characterise the category in 2018

International brands continued to characterise men’s grooming in 2018. These industry players leverage on their long-standing presence in the country and considerable financial clout that enables them to invest heavily in new product development, which is scalable on a global basis.

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