Men's Grooming in the US

PROSPECTS

Mild stabilisation in men’s razors and blades

Following years of changing consumer habits, which shifted profits away from major players in razors and blades, such as Gillette and Schick, 2018 showed some recovery for the recently struggling men’s shaving category. Stemming from disruption that was capitalised on by the likes of Dollar Shave Club and Harry’s, the 2010s saw technology alter the way consumers purchased, as well as a relaxing of social norms prompting men to shave less often.

Personalisation remains a key concept driving sales

Personalisation remained a key driver of sales in men’s grooming in 2018. Championed by greater awareness of the benefits of products that were traditionally overlooked by men, the advent of the internet has enabled male consumers to learn more about their own needs and preferences and search out appropriate products.

Retail expansion for men’s grooming products

In 2018, the continued growth in men’s grooming led to alternative approaches by male grooming brands and retailers themselves in order to capitalise on the increase in spending. Recent retail expansion by the likes of Target, with the mass merchandiser expanding its men’s grooming section, emphasise the greater focus on retailers on offering more variety to male consumers.

COMPETITIVE LANDSCAPE

Procter & Gamble acquires Walker & Co

In an effort to expand its product portfolio to a broader ethnic range, Procter & Gamble acquired Walker & Co in late 2018. This move signals Procter & Gamble’s renewed focus on diversifying its reach to a wider audience, namely that of African-Americans in the US.

Smaller brands aim to gain more share

In 2018, historically small brands and recent start-ups made noise in men’s grooming with strong mergers and acquisitions activity, and many launched new products to satisfy the growing demands of male consumers. In re-energising this category, which was historically dominated by razors and blades, many brands are aiming to fill the gaps in their grooming product offerings, which will hopefully retain more sales.

Harry’s is the big winner in 2018

Harry’s stood out as a big winner in men’s grooming in 2018. Having expanded its product line beyond razors and blades, such as to skin care and more recently body wash, Harry’s aimed to apply its competitively-priced positioning in associated men’s grooming categories, and has done so with success.

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