Men’s grooming registered a significant decline in 2020. The category was particularly impacted by the fact that during the pandemic, social distancing, lockdowns and remote working meant that men shaved much less often and used fewer toiletries and fragrances.
Men’s fragrances was the most negatively impacted category in men’s grooming in 2020, and therefore, was the most dynamic performer in 2021. During lockdowns and the various restrictions placed on the population to control the spread of the virus in 2020, many Portuguese men did not deem the use or purchase of fragrances to be essential when they were spending prolonged time at home, although when they did venture outside as restrictions eased in the second half of the year, they were more likely to continue to use fragrances they already owned.
Procter & Gamble Portugal SA retained its convincing leadership of men’s grooming in 2021.The company is particularly strong in men’s shaving due to its Gillette range of men’s razors and blades, and pre-shave products supported by solid marketing campaigns.
Men’s grooming is not a mature category in Portugal and presents valuable growth prospects. Local male consumers are paying greater attention to their grooming and hygiene than ever before.
Men’s shaving is set to post positive rates in value growth (at constant 2021 prices) over the first half of the forecast period, due to price increases and higher shaving frequency than in 2020 when the category significantly declined. Nevertheless, in retail volume terms, men’s shaving is not expected to reach pre-pandemic levels, although overall demand for this category was already declining due to the existing fashion for full beards, particularly popular among young and middle-aged males.
The shift in distribution channels deteriorated the performance of premium men’s grooming to a greater extent in 2020. With modern grocery retailers operating normally while beauty specialists and department stores were closed, premium products were at a disadvantageous due to their limited availability in other channels.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Portugal 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 Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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