Many male grooming products are seen as discretionary and so the economic hit following depopulation and COVID-19 has made the category vulnerable to any instability to household incomes. Furthermore, the category remains very small in value terms, and social distancing and the requirement to stay at home as much as possible have relieved many men from the requirement to shave on a daily basis, negatively impacting the core category of men’s shaving.
Men’s grooming has been growing from a very small base, as men begin to incorporate new grooming routines into their daily habits. Due to the effects of the pandemic, premium men’s grooming categories have faced major challenges due to pressure on disposable income caused by a high unemployment rate combined with diminished need for grooming products due to home seclusion.
The impact of COVID-19 on consumer behaviour and social environment has hit men’s grooming quite hard. Increasingly homebound lifestyles have limited the number of occasions for men to use products, including styling gels, deodorants and fragrances.
The pandemic has the effect of adversely impacting niche brands and consolidating the presence of international brands such as Nivea Men, adidas, Gillette and Axe. For example, prior to the pandemic, a niche United Arab Emirates-based brand called Man Cave was gaining traction but the pandemic forced its closure in 2020.
Procter & Gamble remained the clear leader in men’s grooming in 2020 thanks to its dominant value share in men’s shaving via its popular global brand Gillette. In 2021 Gillette introduced the world’s first heated razor as part of its new Gillette Labs, a premium division that focuses on innovation.
There is a general sense that as vaccination roll-out gains speed and life returns to normal, men will be more inclined to take care of their skin as a means of maintaining an attractive and youthful appearance. This will not only support growth for men’s skin care but also for products across men’s toiletries that offer skin care benefits including men’s bath and shower and deodorants.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in United Arab Emirates 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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