As male consumers have been spending greater time at home, they have adopted more relaxed grooming regimes, including less frequent shaving. Reduced social events and gatherings due to government restrictions as well as the ability to work remotely further supported this trend.
Within men’s grooming, certain products have displayed greater resilience than others, depending on perceptions of necessity. Consumers and their budgets were hard hit during the pandemic, while businesses were also impacted by government restrictions which limited trade in favour of public health.
The pandemic saw South Africans place a greater emphasis on their health and wellness, including a focus on nutrition, and the impact of the products that they use. There has also been a rise in the number of consumers focusing on their health and wellness by putting extra time and effort into their skin care routines, thereby benefiting sales of men’s skin care.
Consumers have faced economic hardship as a result of the pandemic, forcing them to prioritise their expenditure. Having to spend greater time at home and with the reduction in social events and gatherings, some South Africans viewed fragrances as an unnecessary purchase, while those who continued to purchase their favourite fragrances replaced them less frequently.
As the economy begins to open up and some consumers start returning to work in the office, even if part of hybrid arrangements, it is expected to benefit to men’s shaving. As male consumers spend greater time outside of the home, returning to the office and engaging in face-to-face meetings, some are expected to return to previous grooming habits and shave off the beards that they had been cultivating throughout the pandemic.
In response to the pandemic, many consumers have placed greater importance on their health and wellness. This has also extended to consumers becoming increasingly conscious spenders and making more considered purchases.
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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.
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 South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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