The concept of men’s skin care continues to evolve from shaving creams and the occasional use of moisturisers to include other important products as part of modern skin care routines, such as cleansers, scrubs, toners, serums, eye creams, wrinkle creams, lip balms, pore strips, masks, night creams, and many more. Men’s skin care experienced significant growth in 2021, with the forecast period expected to outperform the review period in terms of both retail volume and value growth.
The practice of removing or trimming hair from the male body, also referred to as “manscaping”, continues to gain in popularity in New Zealand as the male population becomes increasingly aware of its significance in a society where appearance and virtual self-image play central roles in social acceptance. Manscaping is becoming synonymous with comfort, freshness, and improved self-confidence.
As personal care routines for males continue to evolve, other areas such as men’s nail care products continue to grow in popularity. Social media and television have contributed to reinforce the idea that there is nothing emasculating about nail care.
The number of male consumers who switch from mass to premium skin care is increasing due to the improved quality and benefits that premium products promise. Due to the intensification of lockdowns and the increase in remote working arrangements throughout the country, male consumers have been exposed to a wider range of skin care products at home in the last two years of the review period.
New Zealanders are increasingly using safety razors as an expression of masculinity. The popularity of safety razors among men is still increasing due to their ability to provide a closer shave, cause less skin irritation, produce better results for longer hair, and are cost-effective due to the fact that their blades can be replaced at a relatively low cost.
New Zealand's demand for men’s hair care is set to continue to rise over the forecast period. Many factors will contribute to this trend, including a greater emphasis on hygiene post-pandemic, the introduction of male-centric products, and the popularity of male hair care routines by social media influencers and celebrities.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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