While, on the one hand, the removal of physical social interaction undermined consumers’ participation in day-to-day beauty and personal care routines during the COVID-19 crisis, on the other, the increased amount of time that consumers spent at home and the rise in health- and hygiene-consciousness boosted men’s attention to personal care. Body care products, for example, witnessed a rise in demand amongst male consumers during the pandemic.
Apart from male consumers’ growing emphasis on health and wellness, demand in men’s grooming during the COVID-19 crisis was strongly influenced by the Korean Wave, with many images of men’s skin and faces on social media helping to gain attention for special treatments targeting male consumers. The increasing popularity of K-Pop also supported this trend, with many young men wanting to look smooth like the members of Korean pop groups, particularly BTS, which swept Indonesia, replacing the Metallica-style look that was popular amongst the previous generation.
International brands continued to lead men’s grooming in 2021, 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 extensive availability through many distribution channels.
While female consumers are interested in novel products and willing to experiment with new developments, male consumers tend to be more conservative. It is important that brands do not introduce products and technologies with an unclear message that confuses male consumers.
The trend towards male consumers pursuing grooming regimens during the COVID-19 crisis also triggered innovation and the development of new skin care products for men by a number of local brands in Indonesia. Although the best-selling men’s skin care products are still dominated by foreign brands, this has not extinguished the enthusiasm of local brands for producing skin care for men in the market.
Despite the huge potential in the men’s grooming market, education is still needed to increase awareness amongst male consumers. For example, local brand, MS Glow, is choosing popular male celebrities as the brand ambassadors for its product advertising campaigns.
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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.
If you're in the Men's Grooming industry in Indonesia, 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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