The performance of men's grooming products varied across categories in 2021. The return to the workplace, at least on a part-time basis, resulted in a slight recovery in the performance of grooming products such as razors and deodorants, with some movement also in fragrances, though this was from a low base.
While heightened budget-consciousness acted as a constraint on the development of several areas of men’s grooming, the ongoing shift in men’s attitudes towards beauty and personal care continued to drive up demand in skin care. This was supported by the fact that the long periods of home seclusion during the COVID-19 crisis provided ample time to commit to personal grooming, while interest in such routines was also bolstered by the more general rise in health-awareness due to the pandemic.
Men’s grooming witnessed further consolidation in 2021 as the leading players, Unilever and Procter & Gamble, continued to gain share. Both Unilever and Procter & Gamble benefit from their global reputations, strong brand loyalty, broad product portfolios and wide-reaching distribution networks.
Male consumers are expected to pay greater attention to their appearance and personal care during the forecast period, especially as they resume familiar lifestyles and greater in-person social interaction. This will support demand for products across a number of categories, including men’s bath and shower, and men’s fragrances.
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. At the same time, the greater move online by younger male Filipinos has exposed them to smaller brands that struggle to gain acceptance in many mainstream stores.
An increasing number of brands launched men’s grooming kits that 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.
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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 is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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