With the imposition of lockdown to limit the spread of COVID-19, consumers spent more time at home, as working from home became the new normal and social occasions were on the decline. This resulted in simpler grooming routines, or some men eschewing their grooming routines entirely.
Categories such as men’s shaving were directly impacted by the reduction in opportunities to socialise, and professional engagements where a clean and professional appearance was required. Male consumers adopted a more relaxed look, choosing not to shave as often as they used to pre-pandemic, and streamlining the number of products they used, focusing only on the most essential, which led to decline for men’s pre-shave and men’s post-shave.
Premium brands within men’s grooming are still a niche locally, and they were hardest hit by the difficult economic situation, which saw consumers prioritising essential categories. Where consumers did not cut purchases entirely, they traded down to cheaper alternatives as a way to cut their expenses.
As more men give up on their shaving routine and growing beards becomes trendy, manufacturers will be able to focus on introducing products that cater for this new trend. However, with male consumers now more cautious with their spending, they are more likely to purchase products with multiple uses.
Working from home is now a new reality for many men, and their relaxed grooming routines are likely to continue in the longer-term. Marketing campaigns will need to focus on why grooming products are essential even though consumers are now no longer involved in same social routine.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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