Men’s grooming recorded overall marginal decline in volume terms in 2020 due to the home seclusion trend as a result of the pandemic. With many consumers forced to work from home, fewer opportunities to meet people outside of the home reduced the need to purchase perceived non-essential products such as hair care, men’s razors and blades, and fragrances.
Despite the home seclusion trend and remote working conditions which many employees adopted during the year, men’s shaving managed to record a positive performance, due to stable demand for the dominant men’s razors and blades in 2020. This is likely to be linked to the fact that some employees were required to participate in video call meetings whilst based at home and felt the need to maintain certain personal grooming routines.
Men’s grooming witnessed further consolidation in 2020 as Unilever and Procter & Gamble gained notable share, while Avon struggled due to the pressure placed on direct selling as a result of lockdown and social distancing measures, limiting face-to-face consultations with clients, which also weakened direct selling’s position as a distribution channel. Unilever and Procter & Gamble on the other hand, continued to benefit from their global reputations, strong brand loyalty, wide product portfolios and expansive distribution networks.
The likely gradual relaxation of restrictions in 2021 depending on the threat level of the virus in the Philippines is predicted to result in stronger volume growth, which will build further momentum over the course of the forecast period as consumers return to their daily routines in terms of the workplace or socialising. Male consumers will therefore pay greater attention to their appearance, with particularly stronger performances predicted for men’s toiletries such as men’s bath and shower, and men’s fragrances.
An increasing number of brands launched men’s grooming kits which included men’s skin care at the end of the review period, which many consumers perceive to offer greater cost savings as they do not have to purchase separate products. These sets/kits tend to be mostly found online through sites such as Lamborghini and The Good Store.
Store-based retailers in the Philippines are fairly limited in their product offering in terms of men’s grooming, particularly for men’s skin care, while the greater move online by younger male Filipinos exposes them to smaller brands that struggle to gain acceptance in many mainstream stores. Therefore, there is greater potential for niche brands to emerge or thrive online and increase competition overall.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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