Coming into 2020, the men’s grooming market in the US had experienced 10 years of positive growth due to an expanding grooming routine among male consumers, namely in toiletries such as bath and shower, skin care and deodorants. However, with the profound impact of COVID-19 on consumer behaviour and social interactions, men’s grooming declined in 2020.
Following a turbulent decade of declining shaving rates and the entrance of multiple competitively-priced disruptors, the US men’s shaving market growth rate was stabilising in 2019 with optimism that this space could return to growth moving forward. Unfortunately for the men’s shaving industry, COVID-19 brought with it significant alterations to consumer behaviours directly associated with shaving use cases, namely the lack of in-person work environments.
In recent years, premium men’s grooming has been a flourishing space benefiting from an expansion of US grooming routines to incorporate new products as well as brands entering the arena. Due to the unexpected effects of COVID-19, premium men’s grooming categories have faced hurdles to maintain the growth of previous years.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in USA 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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