Men’s grooming experienced a slower growth in demand in 2020, due the measures introduced to cope with the Coronavirus (COVID-19) pandemic. With fewer opportunities for socialising and more time spent at home due to remote working and studying, public health restrictions and fear of contracting the virus, many men were less inclined to keep up their usual grooming and personal hygiene routines.
Recovery was also bolstered by economic improvements, compared with 2020, along with a renewed appetite for socialising following the experience of home seclusion. Thus, retail volume growth rates improved across men’s grooming in 2021 compared with 2020.
A major factor pushing sales of products like men’s skin care and hair care is that more and more men in urban centres are keen on emulating Western personal care trends. Therefore, they are more inclined to use products tailored for them, rather than standard products.
Strong retail volume and value (constant 2021 prices) growth is expected across men’s grooming over the forecast period. While inflation and a high cost of living may hinder category expansion in the shorter term, anticipated economic improvement over the forecast period is set to continue to grow spending on hitherto perceived non-essential or less essential items, which include a number of men’s grooming products.
Men’s razors and blades is predicted to continue to dominate men’s grooming retail sales. Moreover, over the forecast period, men’s pre-shave and men’s razors and blades are set to post the highest retail volume and value CAGRs.
E-commerce is expected to continue to develop and grow as a channel in men’s grooming, building on the shift towards online shopping during the COVID-19 pandemic. Due to the disruption caused by COVID-19, many Pakistanis have become more accustomed to shopping online for fmcg.
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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.
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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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