Irish males are expected to continue to increase their interest in men’s grooming and looking the best that they can. Social norms in Ireland are expected to continue to change as society becomes more accepting of individuals and it will no longer seem unusual for males to invest time and money in improving their appearance.
The outcome of Brexit remains the most significant challenge to the men’s grooming category in the next year. Ireland is in a particularly difficult situation due to its geographical position on the periphery of Europe.
One category where growth could be slower compared to the review period is men’s fragrances. This is due to the growing demand for unisex fragrances such as Jo Malone and Tom Ford, which have a gender-neutral positioning strategy.
Procter & Gamble (Mfg) Ireland was the leading player in 2018 due to the growing strength of the Gillette brand. Gillette has built considerable brand loyalty over the years and has a strong reputation for quality within the men’s shaving category.
Greying hair is an issue for many young males. However, the stigma and taboo of dying men’s hair is beginning to change, which has meant that more men are embracing products that counteract grey hair.
Whilst beards have been on trend in recent years, television shows such as Love Island and sports personalities have sparked a growing demand for clean-shaven bodies. This was heightened by the prolonged Irish summer in 2018, where bodies were exposed more frequently.
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This industry report originates from Passport, our Beauty and Personal Care market research database.