During 2021, with the second wave of the COVID-19 pandemic in the country, men were forced into home isolation for a large part of the year, which included the continuation of working from home for a large proportion of the workforce. As men found a balance between work and office, casualisation as a trend received a further boost and several age-old norms in men’s grooming were shattered.
Men’s grooming is a growing category, experiencing a strong surge in demand in the past decade. However, in terms of demand creation, most of this demand is being created in tier-1 and tier-2 cities.
For years, men’s grooming had been a very lukewarm category offering a limited product range, such as razors and blades, and deodorants. However, in the last decade this trend experienced disruption, as men started to become increasingly aware of maintaining good hygiene levels and staying groomed.
Men’s shaving remained a stagnant category for decades, with only a few players, including Gillette, accounting for a high share. Also, since it was not a rapid growth category, as penetration was already very high, margins remained low, and premium products were limited to razors such as Gillette’s Mach 3, or pre-shave foam.
In the past, men relied on bar soap for their shower needs, or on shower gels, which were mostly gender-neutral. However, due to the pandemic, it is projected that the men’s segment in body wash/shower gel will experience growth in the coming years.
Gen Z and gen alpha are population groups that are born between 1995-2009 and 2010-2024. According to Euromonitor International’s Economies and Consumers Data, this age group accounts for around 50% of the total male population in the country, and is projected to offer strong potential for growth in men’s grooming.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in India 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.
If you're in the Men's Grooming industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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