Men’s hygiene habits in the UK began to return to some degree of normality as 2021 progressed. The onset of the pandemic caused male hygiene habits to shift, as more time was spent at home due to the closure of offices and the limitation on social occasions.
Retail volume sales in men’s grooming experienced a small reduction during 2021 when compared with 2020. This was largely due to the decline in men’s shaving, the largest category, as beards continued to be fashionable and desired by men in the UK.
A deeper awareness of products targeted towards customers with varying skin tones grew in 2021. In October 2021, Sainsbury’s announced it was launching a black male grooming line named Aaron Wallace in almost 200 of its stores throughout the UK.
It is anticipated that volume sales in men’s grooming will increase in the next five years, as more men begin to use grooming products, and as social occasions return to a more normal frequency following the pandemic. However, volume sales in men’s shaving are predicted to fall slightly, as the popularity of beards is anticipated to endure.
Demand for men’s grooming products is expected to increase during the forecast period, largely due to changing societal attitudes and the fact that personal care is increasingly becoming a priority for British men. This growth can be explained partly by the influence of social media, as well as developing ideas of masculinity.
The enormous importance of sustainable and environmentally-friendly products will continue unabated during the next five years. This will in part be motivated as men – indeed, society as a whole – become more engaged with combating climate change.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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