Men’s grooming products have traditionally captured a very limited shelf space in retail outlets due to their low demand. Thus, manufacturers have been known to have a large portfolio catering to woman’s needs with men’s grooming products being offered only under its product diversification strategy.
Men have been traditionally known to worry very little about their grooming habits. A clean-shaven look with a decent-looking hairstyle, a deodorant/fragrance and a facial cream was the maximum goal when it came to men’s grooming.
Men’s grooming products such as men’s razors and blades, men’s preshave, men’s deodorants and men’s bath and shower products have been quite affordable traditionally. However, as the importance of looking groomed rises amongst men in tandem with the rise in disposable income, the willingness to spend a premium for products having a better quality, feel and fragrance, etc has also gone up.
Gillette India maintained its leading value share in men’s grooming in 2018. The company’s presence in different categories under men’s grooming such as shaving, toiletries and fragrances has allowed it to retain its spot.
Men’s grooming is currently one of the most important categories for any beauty and personal care manufacturer present in India. This became very visible as, in the previous years, several major players such as Marico and Emami invested in men’s grooming start-up players.
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This industry report originates from Passport, our Beauty and Personal Care market research database.