Men's Grooming in the United Kingdom

PRE-COVID-19 PERFORMANCE

Men’s skin care becomes more ingredients focussed, men’s bath and shower challenged by unisex products

Men’s skin care is being increasingly threatened by female and unisex products, with only 7.8% of UK males desiring a skin care product suited to their gender in 2019, in comparison to 14.

Mainstay brand Gillette is increasingly threatened by dynamic smaller brands

Gillette’s position continues to be threatened by smaller brands such as Bulldog, Dollar Shave Club and Harry’s, which offer consumers alternatives to the traditional shaving brands. Harry’s entrance into Boots in 2019 was an example of this, with this player expanding on its tried-and-tested distribution model to compete directly with the top players, while still offering its subscription model online.

Increase in male-specific online retailers helps drive e-commerce growth

E-commerce continues to grow in men’s grooming as supermarkets and hypermarkets decline. This highlights the increasing shift in men’s grooming away from leading mass brands and towards niche brands, which are often not stocked in bricks-and-mortar retailers.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s shaving and men’s fragrances will record strong declines in 2020 at constant 2019 prices. The trend towards facial hair, with beards ever more popular among male consumers, is expected to receive further impetus as men spend more time in the home during COVID-19 stay-at-home mandates.

Recovery and opportunities

Although the value sales performance will improve after 2020, annual growth rates for the following two years of the forecast period will still be a little below the predicted figures for 2021 and 2022 made during research conducted at the end of 2019 before the spread of COVID-19. Sales will also remain in negative territory at constant 2019 prices throughout the forecast period, albeit improving on the 2020 performance from 2021.

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