men’s grooming is unlikely to register particularly high growth rates over the forecast period. While consistently positive value and volume growth are expected overall, the extent of this growth is likely to be limited.
The positive growth expected in men’s grooming over the forecast period is set to be due mainly to the strong performance expected in men’s toiletries, while men’s deodorants, men’s hair care and men’s fragrances are all slated for positive volume growth as well. These sales trends are a reflection of the rising interest that Dutchmen are taking in their appearance and their increasing propensity to purchase beauty and personal care products that are specifically marketed as being designed for men.
Another issue that men’s grooming is facing as it struggles to generate positive value growth is high levels of maturity of demand. Categories such as mass men’s hair care, men’s razors and blades, men’s pre-shave and men’s post-shave have generated little or no positive growth in recent years and this is unlikely to change over the forecast period.
2018 saw multinational fmcg giant Procter & Gamble continue to lead sales in men’s grooming. The popularity of its men’s shaving brand Gillette is the primary reason for this position.
In light of structurally negative growth rates in a relatively mature category, selling competitive products is becoming increasingly difficult. However, innovation that relates to the organic trend remains one sure way to remain competitive.
The most significant background trend impacting men’s grooming in recent years has been the increasing ubiquity of wearing beards. As in other countries, the beard trend, often linked with the ‘hipster’ youth subtribe, causes Dutch men generally to shave less.
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This industry report originates from Passport, our Beauty and Personal Care market research database.