Men’s grooming returned to positive current value growth in 2021 with socialising allowed for some of the year and the removal of working from home orders in Q4. While men’s fragrances recorded an improvement compared to 2020’s declines, the most consistent performer was men’s skin care, although its volume and value growth rates remained well below pre-pandemic levels.
Despite an uninspiring return to positive current value growth, certain product categories presented a high level of innovation in 2021. For example, in men’s hair care, Hawkins & Brimble released its first refillable aluminium line for its most popular shampoo, conditioner and bodywash in Q2.
Success and failure in men’s grooming is now highly dependent on effective brand marketing strategies. Previously, male product consumption was limited to pre- and post-shave, deodorants and shampoos.
Despite returning to positive current value growth in 2021, in constant terms, the category is not expected to post positive growth until 2023, and is unlikely to fully recover to pre-pandemic levels by the end of the forecast period. On the other hand, retail volume sales are not predicted to fully recover to pre-pandemic levels until 2026.
In Q4 2021, Bulldog, a major brand in men’s grooming, globally launched its AI-powered digital skin care advisor tool, helping men to diagnose skin conditions. The technology uses a simple “selfie” and a few survey questions on the user’s skin type to provide customised in-house product recommendations.
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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.
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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