Men’s grooming products in Pakistan are primarily consumed by urban consumers in the country as unbranded products are still very commonly used by price-sensitive households in rural towns and villages in Pakistan. Moreover, consumers in rural areas and smaller towns and cities lack awareness of these products and also do not find a need to invest in their beauty and personal grooming.
The evolving consumer preferences of men in favour of skin and hair care products has greatly contributed to the growth of men’s grooming in the country. Contrary to earlier perceptions, males are increasingly becoming concerned about their grooming needs and are increasingly spending on their beauty and personal products.
While urban markets are expected to lead growth of men’s grooming in the country, the category is expected to remain dominated by shaving products only. Unlike the traditional habit of going to the barber, men in Pakistan are increasingly buying branded shaving products to use at home.
Gillette was off to a challenging start in 2018 wherein macroeconomic factors, such as the increase in applicable duties and devaluation of local currency, were not favourable for the import-based trading company. Hence, the higher prices applied in the latter months of the year to cover macroeconomic hits slightly impacted the rising sales trend.
Fair & Lovely for men led toiletries in 2018 mainly due to the brand equity of Fair & Lovely. A well-known brand among women, Fair & Lovely introduced a variant for men as well to pull in male consumers as well as to invest in their personal grooming.
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This industry report originates from Passport, our Beauty and Personal Care market research database.