Men’s grooming still posted overall volume sales growth in 2020, but the rate was much decelerated in the year owing to declines in several categories as a result of COVID-19’s impact. Lockdown and ongoing home seclusion in 2020 meant that many males were working or studying from home, while social gatherings were generally banned, causing demand for men’s hair care and fragrances to decrease significantly.
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. Mass men’s grooming products tend to be more expensive than similar products targeting women, but men proved increasingly interested in products with a masculine image and also more willing to pay a premium for these products prior to the recession triggered by COVID-19.
International brands continued to lead men’s grooming in 2020, with Mandom’s Gatsby, Procter & Gamble’s Gillette and Unilever’s Axe being the top three brands. These have a strong image and are viewed as offering high quality, while also benefiting from wide availability in many distribution channels.
Sales of men’s grooming are expected to record strong growth over the forecast period, with a return to the dynamic pre-crisis rates predicted by 2023. Based on channel research, it is reported that more men’s influencers are appearing and more of the men’s market are buying personal care products.
For men’s grooming, e-commerce emerged from being a niche distribution channel in 2020, with value sales growing by more than three times faster than in the previous year. Indeed, many more consumers opted to buy these goods online as various non-essential store-based channels were closed owing to the pandemic, and wariness of the virus remained among consumers as those stores reopened.
With men’s shaving struggling owing to heightened competition from electric razors, overall sales growth in men’s grooming will be fuelled by only two product areas in the forecast period. Mass men’s deodorants is expected to register good double-digit annual volume growth throughout the forecast period, due to deodorant sprays being used as a lower-priced alternative to fragrances.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Indonesia 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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