Men's Grooming in the US

PRE-COVID-19 PERFORMANCE

Shaving in the US continues its decline

Little occurred in 2019 to help the men’s razors and blades industry in the US recover from the decline it has been experiencing in recent years. Social norms in the US continue to relax, enabling men of all ages to embrace facial hair in environments where it was previously unacceptable.

Men’s toiletries to continue to grow with new entrants; key role for unisex options in men’s grooming

As men’s razors and blades continued to decline, men’s toiletry categories, including bath and shower, hair care, deodorants and skin care, have flourished as US males have felt enabled to expand their grooming routines. A commonly noted theme across male grooming habits is that men are creatures of habit and reluctant to change, although this has slowly changed, with younger generations coming of age and taking more share of the population.

FTC thwarts Edgewell’s acquisition of Harry’s; Procter & Gamble leads total men’s grooming

In what would have been the biggest news story of the year for the shaving industry in 2019, Edgewell’s acquisition of Harry’s was blocked by the Federal Trade Commission for its potential anticompetitive effects on the industry. Although questions remained about how Edgewell would integrate the rapidly growing Harry’s razors and blades brand into its own portfolio, which houses the competing brand Schick, Edgewell intended to integrate Harry’s innovative brand messaging and story to aid the struggling Schick brand, while Harry’s would conversely gain access to Edgewell’s superior razor production facility for its blades.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to a 1% rise 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.

Recovery and opportunities

Although the value sales performance will improve after 2020, returning to positive growth at constant 2019 prices from 2021, annual growth rates for the rest of the forecast period will still generally be a little below the predicted figures for 2020 made during research conducted at the end of 2019 before the spread of COVID-19. Men’s shaving will continue to decline, albeit for reasons already in place pre-COVID-19, such as the popularity of beards.

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