COVID-19 had a varied impact on men’s grooming in 2020. Men’s shaving, men’s deodorants and men’s hair care saw demand decline as Norwegian men became less inclined to maintain some of their regular grooming habits while spending more time at home and socialising less frequently.
In addition to being among the categories most negatively affected by COVID-19, men’s shaving continued to witness increasing price polarisation in 2020. A key driver of this trend remained the sale of products from Gillette – the dominant brand – at discounted prices by popular low-cost retailers such as variety stores operator Europris and drugstores/parapharmacies chain Normal.
Premiumisation remained strong in categories such as men’s shaving, men’s fragrances and men’s skin care in 2020. Indeed, this trend received a boost from COVID-19, with fewer opportunities for spending on leisure activities encouraging many consumers to allocate more of their disposable income to goods, including by trading up to higher quality and more expensive products.
Just as the outbreak of COVID-19 had a mixed impact in men’s grooming in 2020, the anticipated easing of the pandemic will affect individual categories in different ways. Men’s shaving, men’s deodorants and men’s hair care should see demand improve in 2021 as Norwegian men return to the office and start socialising outside the home more frequently.
Men’s shaving looks set to remain highly consolidated over the forecast period, with Procter & Gamble’s massive lead unlikely to be threatened. The company’s world-renowned Gillette brand has a near-monopoly status in men’s razors and blades, and is also the clear leader in men’s pre-shave.
When it comes to certain types of bath and shower, hair care and skin care products, many male consumers in Norway are still inclined to choose unisex options rather than variants that are explicitly targeted at men. Greater segmentation of portfolios or brand ranges should help companies in the affected men’s grooming categories 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.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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