Prior to the start of the pandemic men’s grooming had been seeing steady growth, but this came to an abrupt halt in 2020 following the outbreak of COVID-19, while in 2021 the category witnessed only a partial recovery in retail volume terms. The main reason is that as a result of home seclusion, social, work and educational activities outside the home were paralysed for much of 2021, which discouraged many men from shaving as frequently or even using deodorants or fragrances.
The COVID-19 pandemic presented many men with the opportunity to experiment with their looks, with some growing beards for the first time and some even letting their hair grow long. Even among those men who continued with the shaved look, the frequency of shaving was reduced because they spent considerably more time at home during 2021.
Although it is true that every year more men are adopting a beauty and personal care routine, most Peruvians still consider that having a beauty routine does not conform to masculine behaviour and therefore they reject some activities, such as the use of body or facial creams. They are however more open to the use of deodorants, shampoos and fragrances designed specifically for men, because they perceive them to be stronger acting or with active components specially designed for men.
The development of men’s grooming in Peru has stalled during the pandemic and manufacturers have not invested in innovation. However, it is expected that over the forecast period this situation will change as consumer confidence slowly returns and consumers start to focus more on their appearance again.
Over the forecast period, premium men’s grooming products are projected to see more dynamic growth than mass ones, especially within men’s hair care, skin care and fragrances. As the economy starts to recover from the pandemic there is expected an increase in disposable income which should promote consumption.
The number of men who invest in skin care is expected to increase over the forecast period, which is likely to be mainly driven by brands that are launching and promoting products that are perceived as masculine. These brands will likely need to emphasise terms such as strength, sex appeal or masculinity to win over those who consider the use of skin care products to be effeminate.
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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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