Men's Grooming in Peru

PRE-COVID-19 PERFORMANCE

Men’s grooming players need to change traditional attitudes among males in Peru

In the past, Peruvian men have not paid a great deal of attention to their personal care, investing little in men’s grooming products. However, over the years, the use of men’s deodorants has become more popular and now it is also common to see specific shampoos for men in homes, as it is recognised that men sweat more, emanate stronger odours and therefore require products specifically designed for men.

The heritage of many men in Peru means they have smooth skin with little need for shaving

Many Peruvian men are mestizos, of Spanish and indigenous heritage, with an important indigenous component, with these demographics often having little facial hair. This means they do not need to shave frequently, with many removing individual hairs as they appear with tweezers, while others only shave occasionally or once a week.

Multinationals hold strong positions in men’s grooming in Peru

Multinationals hold strong positions in many categories within men’s grooming, including Procter and Gamble Perú with its Gillette and Head & Shoulder Men brands and Shick & Energizer Peru with its Shick brand. Unilever Andina Perú also has an important share with its Rexona and Axe men’s deodorants.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s bath and shower recorded the strongest constant 2019 value growth in 2019. Although many Peruvian men continue to use the same bath and shower products as the rest of their family in order not to duplicate purchases, a growing number are recognising the benefits of products designed specifically for men.

Recovery and opportunities

Men’s grooming is expected to continue to record a low constant 2019 value decline in 2021, before returning to strong growth and outperforming our earlier estimates from 2022 onwards. Men’s fragrances, however, is not anticipated to return to positive volume growth rates until 2023, which will tend to drag the potential of the overall category down due to its predominant size within overall sales.

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