Men's Grooming in Taiwan

PRE-COVID-19 PERFORMANCE

Men’s shaving stagnates in 2019 as competition from electric shavers grows

Men’s shaving remains a key area of men’s grooming with a clean-shaven look being a requirement for many office jobs in the country. However, thanks to technological advancements, many electric shavers now produce the same results as a traditional wet shave.

Multifunctional products attract men looking for convenience

Men in Taiwan value convenience, with busy lifestyles forcing them to look for time-saving solutions. This trend also extends to men’s grooming, with multipurpose/all-in-one products gaining traction.

Men’s shaving manufacturers lead while co-branding shows promise

Edgewell Personal Care Taiwan Ltd and Procter & Gamble remained the only two players with a double-digit value share in men’s grooming in 2019. Their strong position stems mainly from their dominance in men’s shaving, but with demand for these products stalling this is allowing for companies in more dynamic categories to win share.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

With many men working from home in 2020 due to COVID-19 there has been a drop in demand for men’s shaving, with some taking the opportunity to grow a beard while they do not have to be clean shaven for work. The category was already under pressure before COVID-19 and therefore the crisis has only served to push more men towards alternative options such as electric shavers.

Recovery and opportunities

Despite men’s grooming being expected to suffer from slower growth in 2020 than previously projected, this situation is likely to be relatively temporary, with dynamism projected to return as men return to the workplace and begin socialising again. Although premium men’s fragrances is projected to see growth gradually slow as the forecast period progresses, it is still likely to remain the most dynamic category.

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