New Zealand is witnessing growing popularity of hairdressing and beauty services overall, which includes men’s barbers. This increasing demand can be attributed to the growing immigrant population with a strong barber culture.
Men’s grooming is expected to record positive volume and current value growth, since New Zealand men are becoming increasingly conscious of their appearance, especially younger men. They are now spending more on toiletries and skin care such as facial cleansers.
Following the success of the Dollar Shave Club in the US, an increasing number of companies are now trying to bring this model to New Zealand. Edgewell Personal Care Brands LLC, global brand owner of Schick, has also started a subscription model where consumers can choose and personalise their plans according to their shaving requirements.
Procter & Gamble and Unilever competed closely in terms of value share within men’s grooming in 2018, with the former holding a marginal lead overall. The player benefits from leading men’s shaving, one of the largest categories overall, with its Gillette Mach3 and Gillette Series brands.
Second-ranked Unilever owns the leading brand Lynx, which offers a range of essential products ranging from hair styling products to shower gels and body sprays. Unilever continues to innovate and introduce new products to the market.
Men’s skin care is a dynamic category with new product launches in both the mass and premium segments. Beiersdorf’s Nivea Men introduced the Deep Clean range including post-shave, aerosol spray, roll-on, face and beard wash and shower gel which contain the ingredient black carbon that clears impurities and protects the skin.
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This industry report originates from Passport, our Beauty and Personal Care market research database.