Because men care about their personal care

In 2020, with men spending a lot more time at home than usual due to the coronavirus pandemic (COVID-19), normal grooming routines have been relaxed, severely impacting sales this year. Spending will also be restricted by the economic impact of the pandemic. Sales will rebound in 2021, before settling back into annually stagnating rates from 2022. Global sales in 2020 have been 41,263.1 EUR million (Retail Values RSP), -4.7% less than previous year but a moderate growth is expected for the three big categories: shaving, toiletries and fragrances.

In addition, facial hair fashion continues to put pressure on men’s shaving, the biggest category. 

Men’s shaving remains under pressure in young men due to the facial hair trend. Multiple different styles of facial hair have emerged in this trend, including bushy or trimmed beards as well as “designer” stubble. With far fewer men now considering it important to be clean shaved daily, sales of men’s shaving are likely to remain under pressure throughout the forecast period. For some, however, facial hair needs to be well groomed, trimmed, shaped and clean and tidy, creating room for a new breed of men’s grooming products to emerge, such as beard oils and moustache wax