Executive Summary

Jun 2019
PROSPECTS
New shaving practices to impact the category

Men’s grooming in Switzerland has shifted from its traditional focus on shaving, to a broader concept of men’s personal care. Consumers have adopted different shaving practices, with a growing preference for trimmed beards instead of complete shaving.

Men’s skin care and men’s deodorants to perform well within men’s toiletries

Although men’s toiletries will continue to capture the interest of new generations of consumers, such as millennials, who have grown up with the idea that taking care of oneself is not only reserved for women, this category is expected to post only slow growth over the forecast period. However, men’s skin care is expected to see one of the strongest current value growth rates, due to the multiplication of skin care ranges, including cleansers, moisturisers, scrubs and anti-agers, that are targeted towards men.

Social media to continue playing an important role in marketing strategies

Over the forecast period, manufacturers of men’s grooming products are expected to further deploy digital capabilities to reach their consumer base and recruit new consumers. Video tutorials will continue to help showcase product efficacy, whilst social media is likely to continue to be explored as a way of creating a personal bond with consumers.

COMPETITIVE LANDSCAPE
Procter & Gamble to remain the unrivalled leader in men’s grooming

The leader in men’s grooming in value terms in 2018, Procter & Gamble Switzerland, is expected to continue investing strongly in product innovation and advertising in the forecast period. The company owes its strong position mainly to its Gillette brand range within men’s razors and blades, in which it holds a dominant position.

Unilever Schweiz remains second due to its strength in men’s toiletries

Unilever Schweiz remained in second place in men’s grooming in value terms in 2018, and saw a minor increase in its value share. Unlike Procter & Gamble Switzerland, which concentrates on men’s shaving, Unilever’s main area of focus is men’s toiletries, which it led in 2018.

Online subscription services are expected to impact distribution in men’s shaving

The retail landscape is expected to experience some significant changes in men’s grooming over the forecast period. Whilst Swiss consumers are expected to continue using traditional retail channels to buy men’s grooming products, with a significant share held by hypermarkets, supermarkets and beauty specialist retailers, online retailing is likely to progress rapidly.

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Men's Grooming in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Switzerland 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 Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Switzerland 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 Switzerland?
  • What are the major brands in Switzerland?
  • 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 Switzerland - Category analysis

HEADLINES

PROSPECTS

New shaving practices to impact the category
Men’s skin care and men’s deodorants to perform well within men’s toiletries
Social media to continue playing an important role in marketing strategies

COMPETITIVE LANDSCAPE

Procter & Gamble to remain the unrivalled leader in men’s grooming
Unilever Schweiz remains second due to its strength in men’s toiletries
Online subscription services are expected to impact distribution in men’s shaving

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 Switzerland - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care sees a positive performance; albeit modest
The focus is on green and “clean” beauty
Multinational operators capitalise on acquisitions
Indie brands challenge established players
Positive outlook for the forecast period, due to economic growth

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