Lockdowns, social distancing and staying at home orders have triggered a heavy decline for men’s fragrances and men’s shaving. Indeed, in the absence/reduction of face-to-face social interaction with friends or co-workers, many male consumers did not feel the need to invest in their pre-pandemic grooming ritual.
In addition to working from home policies and reduced social appearances, the lockdown on barbers, hairdressers and beauticians has led to a flourishing of beards in Ireland. With more freedom on their hands, many Irish men have abandoned their former clean-shaven look to the benefit of the beard.
Premium products continued to account for a negligible share of value sales in 2020 as the country experiences its worst ever economic crisis. Trading down from premium to mass products, consumers continued to target products that were easily available and presented a reasonable price/quality ratio.
Constant innovations and launches of grooming solutions will provide growth, particularly in regard to affordable sustainable products with natural and clean ingredients. Indeed, scrutiny over ingredient sourcing and supply chains is set to intensify, due to a more prevailing consciousness about ethics and the planet, as well elevated concerns around safety as a result of the pandemic.
The pandemic has generated a stressful environment, ranging from both mental and physical health issues to unemployment and economic crisis. In this context, grooming products that are designed to support mental, emotional and physical wellbeing in men are forecast to do well in the years to come; especially if they are marketed through strong digital campaigns.
With the male market still being largely polarised between genderless and strongly gendered brands, there is potential for an in-between normalised product offering in colour cosmetics. In fact after the successful launch of male cosmetics brand War Paint for Men in January 2020 by high street retailer John Lewis, War Paint owner Danny Gray has decided to launch the brand in Ireland.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Ireland 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 Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Men's Grooming research and analysis database.
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