Men's Grooming in the United Kingdom

PROSPECTS

Men’s grooming registers disparate performances across categories

Men’s grooming is a heterogeneous category. Whilst shaving has contracted following price competition and men opting for beards, toiletries benefited from men’s developing taste for grooming.

The rise in body shaving offsets continuous declines in facial shaving

New generations of consumers are adopting different shaving practices, with a growing preference for trimmed beards instead of complete shaving. In practice, it means that the average consumer will use fewer blades per month than in the past, and therefore spend less money on these products.

Male beauty sees changes in marketing messages

When approaching men, brands need to consider recent conversations within the category. In particular, traditional social roles are changing, as supported by results of Euromonitor International’s consumer lifestyle survey, which shows that life priorities such as spending time with one’s spouse, children or parents has become more important for men comparatively to job-related priorities such as earning money or satisfying work.

COMPETITIVE LANDSCAPE

Disruptors continue to challenge leaders’ ranks

Men’s grooming remains saturated at the hands of the leading players like Unilever Group, Procter and Gamble and L’Oréal, as these players alone account for more than 40% of the value sales. However, despite the fact that these companies maintained their rank in 2018, some of their shares have continued to decline.

Online retail and private label challenge traditional channels for men’s shaving

Traditional distribution channels are generally struggling in the wake of new consumer preferences, most notably in shaving. Razors and blades are frequently purchased during grocery shopping, but the rise of shaving clubs is eroding the share of hypermarkets and supermarkets.

Men’s growing embrace of beauty could give rise to a masstige segment

Indie beauty brands are likely to continue gaining traction in the UK and steal share away from existing industry leaders. The emergence of male beauty will create niche opportunities in men’s grooming.

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