Men's Grooming in Indonesia

PRE-COVID-19 PERFORMANCE

Sales boosted by men increasingly seeking to maintain an attractive appearance in 2019

Men’s grooming continued to see dynamic current value growth in 2019, with growth largely driven by men’s toiletries despite a slowdown in economic growth. Men became more aware of grooming during the review period, with this driven by the wider availability of mass products, increasing product variety and a growing focus on fashion.

Global brands remain strong in 2019 thanks to price promotions and strong marketing

International brands continued to lead men’s grooming in 2019, with Mandom’s Gatsby, Procter & Gamble’s Gillette and Unilever’s Axe being the top three brands. These have a strong brand image and are viewed as offering high quality, while also benefiting from wide availability in many distribution channels.

Internet retailing offers new opportunities but results in intensifying competition in 2019

While e-commerce remained a niche distribution channel in terms of value share in men’s grooming in 2019, the channel continued to see sales soar. As e-commerce continued to emerge, competition increased within this distribution channel.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 14% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s shaving is expected to be hit hard by the COVID-19 lockdown, with many men shaving less frequently when at home. Cost concerns will also impact men’s pre-shave, which is expected to see the sharpest value decline at constant 2019 prices in this area, with many men turning to lower-priced alternatives such as bar soap.

Recovery and opportunities

Overall, men’s grooming is expected to see good value growth at constant 2019 prices in the forecast period, with sales growth picking up from 2021 onwards. However, there will be a marked divergence in growth rates across the different categories.

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