Men’s grooming saw a relatively strong recovery in 2021 as social activities began to normalise in the Netherlands. Restaurants and bars opened up slowly, men returned to the office and sporting activities also returned to normal.
The negative effects of COVID-19 were largely visible in categories such as shaving, deodorants and fragrances. Men went out less and this led to a decline in value sales of these categories in particular.
In 2021, there was a further strong shift towards e-commerce in men's grooming. Within men's razors and blades for instance challenger brand Boldking, which heavily depends on its online presence, continued to record a very strong increase in current sales values in 2021.
In the second half of 2021 the working from home trend abated and life started to return to 'normal' with the expectation that this will continue over the next two years. This reversal of the working from home trend will drive a swift recovery in category sales in 2022 with an expectation that most workers will return to the office for the majority of the week.
Competition in men’s grooming is expected to heat up as men’s shaving player BOLD Online NV, owner of the Boldking brand challenges Procter & Gamble. For now, Wilkinson Sword BV is the main challenger to Procter & Gamble’s Gillette brand, but with the strong growth of e-commerce, BOLD Online NV is in a good position to challenge Wilkinson Sword for second place in the shaving category over the forecast period.
Men’s skin care is expected to achieve strong value growth during the forecast period, particularly in premium skin care. Due to the pandemic men have become more aware of the importance of wellbeing in general and consequently many are now more likely to invest in quality skin care products.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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