Men's Grooming in Taiwan

PROSPECTS

Moderate positive growth is expected to be seen in men’s grooming

Men’s grooming is likely to register slightly stronger value growth over the forecast period than it did over the review period in constant 2017 terms. Limits remain on the category’s sales growth potential as demand edges ever closer to maturity.

Premium brands to register strong growth in men’s skin care and men’s fragrances

During the forecast period, premium brands are set to outperform their mass counterparts in men’s skin care and men’s fragrances. The shift towards premium products in these categories reflects the fact that these are among the most expensive of men’s grooming products, meaning that many consumers are naturally predisposed to using premium brands.

Men’s shaving set to continue registering slow growth

After registering very slow value growth in constant 2017 terms over the review period, men’s shaving is expected to record marginally negative value growth at constant 2017 prices over the forecast period. The category is struggling due to maturity of demand as well as the competition that it faces from personal care appliances on the one hand, specifically beard trimmers and electric shavers, and the increasing interest in barber shops and beauty salons that offer male-specific services on the other.

COMPETITIVE LANDSCAPE

Edgewell Personal Care leads men’s grooming ahead of Procter & Gamble

Men’s shaving manufacturers continued to lead men’s grooming in 2017. Edgewell Personal Care Taiwan Ltd remains the leading player, specialising in men’s razors and blades with the popular global umbrella brand Schick, which is available in various sub-brands.

Multinational players remain dominant as local players compete strongly

Men’s grooming is a category in which multinational companies account for the bulk of sales. Nevertheless, four of the top 10 leading companies in the category are local players, although they have relatively unfavourable positions and far lower sales than their international rivals.

Mass brands continue to account for the majority of sales in men’s grooming

Mass brands continued to dominate value sales of men’s grooming in 2017. There is little direct competition between premium and mass brands in the category and the main reason for this is that each category caters to the needs of a completely different consumer group.

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