Sales of men’s grooming stabilised in 2021 after recording declines for a number of years, mainly driven by men’s shaving, as Swiss men continue to follow the trend for sporting beards or stubble. However, men’s toiletries is benefiting from local males developing an increasing interest in grooming (especially among millennials).
Over the review period, Swiss male consumers increasingly adopted new grooming practices with a growing preference for trimmed beards instead of complete shaving. This led to decreasing demand for men’s razors and blades prior to the emergence of the pandemic, although the latter consolidated this trend, as males were less inclined to regularly shave during home seclusion, with some only making an effort if involved in video conference calls.
Men’s grooming in Switzerland is a relatively well segmented competitive landscape, with category leader Procter & Gamble Switzerland the only player to hold double-digit retail value share overall. It is known for its Gillette line of men’s shaving in Switzerland (including Gillette Mach3 Turbo, Gillette Fusion, Gillette M3 Power), with sales stabilising after the declines of 2020.
Men’s grooming is predicted to record stagnant growth over the forecast period, driven by the undynamic and mature men’s shaving, which will make it difficult for the overall category to recover to pre-pandemic levels in both retail volume and value sales terms (at constant 2021 prices). Despite this development, innovation is expected to continue to emerge in an effort to add value to the category, as more men will search for male-specific products offering multiple benefits as well as specialist solutions not only in skin care, but also in hair care and deodorants.
Demand for men’s shaving, driven by men’s razors and blades, is expected to remain subdued over the forecast period, as Swiss male consumers will likely minimise their shaving and thus their expenditure due to the ongoing beard/stubble trend. This offers further expansion opportunities for players to address this development by launching products for beard care, such as oils.
Modern grocery retailers such as hypermarkets and supermarkets are expected to remain the favoured destinations for purchasing men’s grooming over the forecast period, as Swiss men tend to buy essential grooming products as part of their weekly shopping trip. Department stores is expected to regain some ground, driven by premium men’s fragrances which offer a more satisfying experience in terms of testing and in-store assistance, but premium brands in general are becoming increasingly available in other channels, notably e-commerce, which is likely to gain further growth momentum over the forecast period by offering the convenience of home delivery and competitive prices.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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