Retail constant value sales of men’s grooming rebounded in 2021, but they remained well below their pre-pandemic level. The impact of COVID-19 and the economic shock it engendered on men’s grooming has been highly differential.
Procter & Gamble de México continued to lead men’s grooming in value share terms in 2021, with men’s shaving remaining the main engine of success for the company. The Gillette brand dominates men’s shaving, while it was also present in men’s toiletries and men’s hair care through brands like Old Spice, Gillette and Head & Shoulders.
As in several other beauty and personal care categories in Mexico, direct sellers are important players in men’s grooming. Direct selling companies have been successful in developing wide product portfolios through such brands as Jafra, Avon, Mary Kay, Fuller and Natura.
There will be robust growth in retail constant value sales of men’s grooming over the course of the forecast period. Demand will be boosted by an anticipated post-pandemic economic rebound, the normalisation of daily life as the threat posed by the pandemic begins to fade and the fact that Mexican men will continue to pay more attention to their appearance.
Men’s grooming still has some cultural barriers to overcome in Mexico. Among certain population groups, such as consumers in rural areas and lower-income groups, the use of some men’s grooming products, such as men’s skin care, does not fit with the ‘macho’ stereotype that still exists in some regions and milieus in the country.
While direct selling is likely to remain the leading channel for men’s grooming, e-commerce will grow in importance, particularly among younger male consumers in urban areas. Competitive pricing, convenience and a wide product will attract more Mexicans to this channel, while both manufacturers and retail chains will pay more attention to it.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Mexico 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 Mexico, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!