Men’s grooming was negatively impacted by the 2020 COVID-19 restrictions, with volume sales falling, though it did not register as severe a decline as several other beauty and personal care products. In 2021, with society opening up and men going out again and wanting to present themselves well, there was a double-digit increase in current value sales.
Men’s grooming remained fairly consolidated amongst the leading players. However, leader Procter & Gamble lost value share, as more economical brands gained value share.
Men’s deodorants and men’s fragrances performed well in 2021, as with society opening up, men wanted to present themselves well. After men’s razors and blades, deodorants and fragrances have the highest share of men’s grooming.
Men’s grooming is expected to see a positive performance over the forecast period, as economic recovery will boost affordability. Most products in the product area are still niche and offer significant growth potential particularly in line with increasing incomes and Westernisation.
Men’s razors and blades will continue to dominate men’s grooming. The product will benefit from the growing male population, particularly the urban population.
Beards are becoming more popular and increasingly consumers will look for beard styling products that for instance give beards a softer and fuller appearance. Shavers and razors that are equipped with basic to advanced styling features will be in demand, as will oils, shampoos, gels and moisturizers to clean, brush and maintain the overall look of the beard.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Nigeria 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 Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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