Executive Summary

Jun 2019
PROSPECTS
Fragrances drives sales while male beauty is expected to become more mainstream

Men’s fragrances continues to be the largest sales contributor within men’s grooming, ahead of men’s toiletries and men’s shaving. Although it posted only moderate value growth in 2018, largely due to heavy discount promotions on fragrances in e-tailers, it is expected to post the largest value sales increase (in actual terms) over the forecast period due to its unit prices being higher than other categories such as men’s shaving, men’s bath and shower, men’s hair care and men’s skin care.

Men’s fragrances become available in vending machines in hypermarkets

SG Pomades, a local online men’s grooming retailer, has partnered with the local Giant hypermarket franchise to launch fragrance vending machines in selected locations. The collaboration is part of Giant’s VendMart initiative which was launched in late 2017 to offer 24-hour service to customers.

COMPETITIVE LANDSCAPE
Procter & Gamble remains at the top with its men’s shaving products while offerings from other players’ skin care brands are dynamic

The Procter & Gamble Co continued to lead men’s grooming in 2018 thanks to its dominant value share in men’s shaving gained by its Gillette products. The products’ nature as daily necessities and the brand’s retail history and trusted name are key to the company’s success.

Men’s tone-up creams by mass K-beauty brands gain popularity

Men-specific tone-up creams are gaining traction as a hybrid of colour cosmetics and skin care. Tone-up cream is marketed as close to skin care and not requiring any specific skill to apply.

Camouflage creams for National Service soldiers develop benefits that are good for the skin

Camouflage creams for military personnel are also in retail in Singapore from beauty players. K-beauty brand, The Face Shop, offers Arsainte Eco-therapy For Men Grooming Camo Cream.

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Men's Grooming in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Singapore?
  • What are the major brands in Singapore?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Singapore - Category analysis

HEADLINES

PROSPECTS

Fragrances drives sales while male beauty is expected to become more mainstream
Men’s fragrances become available in vending machines in hypermarkets

COMPETITIVE LANDSCAPE

Procter & Gamble remains at the top with its men’s shaving products while offerings from other players’ skin care brands are dynamic
Men’s tone-up creams by mass K-beauty brands gain popularity
Camouflage creams for National Service soldiers develop benefits that are good for the skin

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Singapore - Industry Overview

EXECUTIVE SUMMARY

Singaporean beauty and personal care remains vibrant with a surge of new brands
Keywords in 2018 include “natural”, “restore” and “detox”
Local independent brands emerge amid the dominance of multinationals
New products include temporary colourants, hairline pencils, shower filters, and serum deodorants
The outlook is bright for sun care and male beauty

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources