The personal grooming trend is influencing men’s grooming, with South African men looking after their health as well as their physical appearance. Social media, access to information and urbanisation are driving this trend.
Traditionally, large corporations dominated men’s grooming. The rising male grooming trend and demand for male-centric beauty products has created a higher number of opportunities within the category.
Men’s grooming is dominated by mass brands but there is increasing demand and a higher number of launches for premium products. South Africans in general like to indulge and invest in good-quality products for their skin and this is one of the primary reasons behind the resilience of the premium segment.
The top five players dominated value share within men’s grooming, with multinational Unilever maintaining its lead with brands such as Axe and Shield. International brands benefit from wide distribution allowing them to reach a wider customer base through different retail channels such as supermarkets and drugstores/parapharmacies.
Men’s grooming is a very dynamic category marked by new product launches and innovative new products from key players. Nivea for Men introduced several products with new and improved formulations.
With strong brands such as Nivea for Men within its portfolio, Beiersdorf Consumer Products remained the most innovative and dynamic in terms of new product development and launches. The company launched a Nivea for Men’s shampoo range which was a relatively niche area, as previously, men’s body wash used to double up as shampoo.
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This industry report originates from Passport, our Beauty and Personal Care market research database.