Men's Grooming in Norway

2021 DEVELOPMENTS

Men’s grooming reports double-digit growth driven by demand for toiletries

In 2021, the COVID-19 pandemic boosted sales of men’s grooming overall, although there was mixed performance on a category level. Men’s fragrances were by far the best-performing category, benefitting from a shift away from duty free to domestic retail outlets, as well as growing demand for premium brands.

Downturn in shaving habits as category becomes more polarised

Men’s shaving declines marginally in 2021 as the negative effects of COVID-19 continue. Norwegian men spent less time socialising and at work than usual and more time at home, resulting in many going longer times between shaves.

Skin care regime now common in men’s grooming

Men’s skin care has become a common part of the Norwegian men’s grooming regime, particularly the use of moisturisers and facial cleansers. In fact, skin care has been the main driver of men’s grooming in volume and current value terms for most of the review period.

PROSPECTS AND OPPORTUNITIES

Men’s grooming faces declining sales as demand resets post-pandemic

Similar to all beauty and personal care categories, men’s grooming is expected to see declining value and volume sales for much of the forecast period. Nevertheless, overall value sales of men’s grooming products will remain above pre-pandemic levels as many Norwegian men are now accustomed to spending more on self-care.

Men’s grooming competes with unisex products requiring better segmentation

Many Norwegian men continue to purchase products not specifically targeted towards men, instead opting for unisex brands such as Define, Head & Shoulders, Neutral, and Dove in grocery retailers, Ritual and Kiehl’s in beauty specialist retailers and La Roche-Posay and Cosmica in the pharmacy channel. Greater segmentation of portfolios or brand ranges should help companies to address this challenge over the forecast period, as should stronger investment in marketing campaigns that educate consumers about the benefits of products that have been specifically developed for men.

Men’s shaving and men’s fragrances remains highly consolidated but competition for first place in men’s grooming is more competitive than ever

Men’s shaving is highly consolidated compared to most other men’s grooming categories. Gillette has a near monopoly status within razors and blades along with a very strong position in pre-shave.