Sales of men’s grooming declined by 6% in 2020, compared to a marginal decline the previous year. This fall in value growth resulted from the COVID-19 pandemic, with periods of home seclusion and ongoing working from home, leading some men to relax their regular grooming regimes, investing less in products.
Men’s fragrances saw the sharpest decline in 2020. This was due to men leaving the house less often during the lockdown periods, either for work or social occasions, limiting the demand to invest in fragrances.
Procter & Gamble Switzerland continued to lead men’s grooming in value terms in 2020, maintaining its share despite recording a 6% decline in value sales. 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.
Men’s grooming will record an improved value performance in 2021, with only a marginal decline, as consumers begin to socialise with each other more frequently and some men return to the workplace. However, volume growth will remain in decline for most of the forecast period.
Over the upcoming years, more product diversity for the men’s grooming category is expected to take place. This is particularly the case for areas such as skincare and hair care, where male consumers often use existing female brands for specific needs, which also have trusted brand names.
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 users. Video tutorials will continue to help showcase product effectiveness, while social media will continue to be explored as a way of creating a personal bond with consumers.
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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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This report originates from Passport, our Men's Grooming research and analysis database.
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