Men's Grooming in the Philippines

PRE-COVID-19 PERFORMANCE

Male consumers increasingly trading up to higher quality products, supported by rising disposable incomes and general interest in appearance

Men’s grooming continued to experience increasing demand and strong current value growth in 2019, driven by the strengthening trend amongst the local male population, especially younger generations, to take a greater interest in their appearance beyond shaving and the use of standard shampoos and body wash/shower gel. However, men’s toiletries retained its dominance in both volume and value share terms in 2019, supported by the strength of men’s hair care and the increasing number of new brands that introduced new variants of existing products including the use of clay as an active ingredient, fine hair spray and lightweight non-greasy styling gels.

Men’s shaving records strong overall performance in 2019 with men’s post-shave offering competition to men’s skin care

Compared to men’s toiletries, men’s shaving remains a smaller category in value and volume terms. However, demand for men’s razors and blades and men’s post-shave recorded stronger demand in 2019, while pre-shave experienced stable growth.

Multinationals offer wide product portfolios, but Procter & Gamble continues to gain share from leader Unilever

Multinationals Unilever and Procter & Gamble retained their overall leadership of men’s grooming in 2019 due to their global reputations, strong brand loyalty, wide product portfolios and expansive distribution networks. Unilever is supported by its convincing leadership of the largest category of men’s toiletries (with leading brands Master, Clear Men, Axe, Rexona Men), and men’s skin care (Master).

2020 AND BEYOND

COVID-19 impact

Value sales of men’s grooming are now expected to decline by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Despite maintaining basic personal hygiene routines, supporting positive demand for bath and shower and skin care, the predicted slow down or declines for men’s deodorants, men’s hair care and fragrances in particular will be linked to the home seclusion trend, with less regular usage of many of these products while men are forced to remain at home. However, consumers are also likely to take more showers whilst at home to keep clean and fresh, which reduces the need to regularly apply deodorants.

Recovery and opportunities

Normalisation in terms of purchasing behaviour for men’s grooming is predicted to return from 2021 onwards, as male consumers are likely to be permitted to return to work or university, in addition to socialising outside of the home environment, once lockdown measures are relaxed.

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