Like most of the main beauty and personal care categories in Pakistan, men’s grooming experienced a slowdown in overall demand in 2020 as a result of COVID-19. With fewer opportunities for socialising and more time spent at home due to remote working, public health restrictions and fear of contracting the virus, many men were less inclined to keep up their usual grooming and personal hygiene routines.
Men’s fragrances was worst affected by COVID-19 in 2020, with volume sales of mass and premium products declining sharply. Because fragrances are comparatively expensive and mainly worn while socialising or at work, this category was more exposed to increased budget-consciousness and the home seclusion trend than most.
Men’s skin care was the only category to show an improved performance in volume growth terms in 2020. This was partly because demand for these products is concentrated among a niche base of more affluent urban consumers, who were less likely to experience financial hardship as a direct result of the pandemic.
Overall demand for men’s grooming products is expected to rebound quickly in 2021 as consumers return to the office and start spending more time outside the home in line with to the anticipated easing of the COVID-19 pandemic. Recovery should also be bolstered by economic improvements and a renewed appetite for socialising following the experience of home seclusion.
Men’s razors and blades will continue to dominate men’s grooming, and is also projected to record the strongest growth in volume and current value terms over the forecast period. These items are considered basic necessities by all socioeconomic groups, whereas demand for other product types is heavily concentrated among mid-to-high-income urban consumers.
E-commerce will continue to gain importance as a distribution channel in men’s grooming over the forecast period. Due to the disruption caused by COVID-19, many Pakistanis have recently become more accustomed to shopping online, and developed a stronger appreciation for the convenience, vastly wider range of choices and potential for better price deals this method provides as compared to in-store purchases.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Pakistan 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 Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page