Men's Grooming

In 2023, men's grooming overall enjoyed positive current value growth rates in Colombia. However, despite increased activity from manufacturers and retailers alike, volume growth was negative. Unlike previous years, the introduction of new products…

In 2023, men's grooming in Argentina recorded triple-digit retail value growth, driven by rising inflation.

Men’s fragrances continued to dominate men’s grooming in 2022, as the most popular product type, deemed essential by many male consumers. In 2020, there was a notable increase in retail volume demand for men’s fragrances, and although there was a…

Men's grooming in Mexico continues to face certain challenges. Men's skin care in particular still has relatively low penetration due to perceptions around masculinity which are limiting usage. While there is a growing customer base for men’s…

Men’s grooming recorded significant current value growth in 2022 driven in part by the solid performance of premium fragrances. Overall, men are taking a greater interest in their personal appearance, with some more inclined to trade up to premium…

Men’s grooming still has scope for growth in Guatemala, with the country traditionally having stronger taboos about using male-specific personal care products. These are the main reasons why standard products, such as razors and blades and…

The war in Ukraine had a negative impact, with the resultant energy crisis leading to high inflation and dampening volume sales. As a result, while men’s grooming registered a double-digit increase in current value sales in 2022, constant value sales…

Men's grooming continued to experience steady and robust growth in 2022. While growth rates were slower than the previous year, they still outperformed the category average of the review period, indicating that men's grooming has become a popular and…

In recent years there has been a significant increase in men’s cosmetic shampoos aimed at strengthening hair and preventing hair loss. Rising levels of generalized stress in Ecuadorian society has impacted men and women in recent years, with hair…

There was a rise in the popularity of barbershops in Costa Rica before the pandemic, with men increasingly visiting them for the latest cuts and styles. While some of these barbershops went out of business during the pandemic, several have reopened,…

Despite its small size, men’s skin care is growing at a rapid rate, led by direct selling brands and dermocosmetic products. The growing trend among Peruvian women towards skin care in a bid to achieve a natural and young looking appearance is also…

Men’s grooming began its recovery from the COVID-19 pandemic in 2022. After two years of consecutive decline, demand is rising as socialising becomes more prominent and workers return to the office. In 2020, home seclusion led consumers to swap…