Men's Grooming in the Philippines

2020 IMPACT

Subdued demand for men’s grooming due to home seclusion trend although male consumers continue to follow basic personal hygiene routines

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.

Stable demand for men’s razors and blades despite lockdown beard trend

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.

Further consolidation amongst leading multinationals

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.

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