Thanks to technological advancements, many electric shavers now produce the same results as a good traditional wet shave. Use of electric shavers saves consumers time and effort in their daily grooming.
Thanks to rising awareness of personal image and grooming, men’s fragrances is set for mild growth from a low base over the forecast period. Moreover, sales of fragrances in the country have gathered momentum in recent years, as premium fragrances make popular and highly acceptable gifts.
Mass brands continued to characterise every category of men’s grooming products in 2018. Thanks to a contraction in the overall category’s value sales, only premium men’s hair care witnessed a marginal increase in share.
Due to a large consumer base for shaving, Edgewell Personal Care accounts for a large share in men’s shaving. This strong position also enables the company to lead in men’s grooming as a whole.
Multinationals continue to be the main players in men’s grooming and account for the vast majority of value sales. Although the top four local players cannot compete to the same scale as their international counterparts, most are recording positive sales growth despite consolidation in the category naturally favouring larger players and international brands.
While mass brands continued to characterise men’s grooming in 2018, there was little direct competition between premium and mass brands in the category. This is because each category caters to the needs of a completely different consumer groups.
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This industry report originates from Passport, our Beauty and Personal Care market research database.