MEN'S GROOMING IN INDIA - ANALYSIS

Country Report | Jun 2019

HEADLINES Market Sizes

Men’s grooming registers retail value growth of 10% with sales reaching INR100.7 Sales of Men's Grooming
billion in 2018 Retail Value RSP - INR million - Current - 2004-2023
The beard trend continues to remain popular amongst men, creating new demand
Average unit price continues to increase due to rise in premiumisation and increased
100,657 Forecast
200,000
concern about looking good amongst men
Gillette India leads the category with a value share of 19% in 2018
Men’s grooming is anticipated to register a 10% current value CAGR (5% 2018 150,000
constant value CAGR) over the forecast period to reach INR165 billion in 2023

PROSPECTS 100,000

Grooming solutions for men only are on the rise

Men’s grooming products have traditionally captured a very limited shelf space in retail 50,000
outlets due to their low demand. Thus, manufacturers have been known to have a large
portfolio catering to woman’s needs with men’s grooming products being offered only
under its product diversification strategy. However, this is changing as newer
companies offering products specifically catering to men’s grooming needs are seen 0
2004 2018 2023
mushrooming in the country. This usually includes premium razors and blades, shaving
brushes, beard oils, beard shampoos and hair shampoos. Recently, the demand for
beard- and moustache-related products has also gone up. For example, companies such
as Beardo and Bombay Shaving Company have launched different products specifically Sales Performance of Men's Grooming
designed for grooming facial hair. In the forecast period, this trend is projected to stay % Y-O-Y Retail Value RSP Growth 2004-2023
strong due to the large population of younger males that are more aware of their
grooming needs and willing to spend on these products, resulting in some companies
focussing solely on this population segment.
10.2% Forecast
25%

Men’s grooming continues to evolve and grow

20%
Men have been traditionally known to worry very little about their grooming habits. A
clean-shaven look with a decent-looking hairstyle, a deodorant/fragrance and a facial
cream was the maximum goal when it came to men’s grooming. This also resulted in 15%
manufacturers showing little interest in offering product variety to this clientele.
However, men’s interest in grooming has evolved in recent years as they have become
more conscious about their looks due to the rise of social media platforms such as 10%
Instagram and Facebook, where they are exposed to the grooming routines of
celebrities and a plethora of new products that offer targeted solutions. The increase in
disposable incomes in the hands of the youth has also contributed to the men’s 5%
grooming business. This has resulted in manufacturers taking note and diversifying
their product portfolios to meet this demand and provide products that specifically
target men. For example, The Man Company, Beardo and Bombay Shaving Company all 0%
offer products specifically for male grooming. Large multinationals such as Hindustan 2004 2018 2023
Unilever, ITC, Vini Cosmetics and McNroe Chemicals continue offering deodorants
specifically catering to men. Even Nykaa, an e-commerce player in the beauty and
personal care field has launched a dedicated men-only platform where they can shop
for their grooming needs. During the forecast period, this growth is projected to Sales of Men's Grooming by Category
continue, as a large male population with more disposable income, especially in rural Retail Value RSP - INR million - Current - 2018 Growth Performance
areas, remains untouched due to distribution challenges.
Men's Shaving
47,371.6
Growth in men’s grooming opens the window for premiumisation
Men's Toiletries
Men’s grooming products such as men’s razors and blades, men’s preshave, men’s 42,072.1
deodorants and men’s bath and shower products have been quite affordable Men's Fragrances
traditionally. However, as the importance of looking groomed rises amongst men in 11,213.2
tandem with the rise in disposable income, the willingness to spend a premium for 0% 10% 20%
products having a better quality, feel and fragrance, etc has also gone up. This has
MEN'S GROOMING 100,656.9 CURRENT % CAGR % CAGR
resulted in a new trend of premiumisation in male grooming. New entrants such as The YEAR % 2013-2018 2018-2023
Bombay Shaving Company and Beardo are riding high on this trend, offering premium- GROWTH
priced razors, shaving kits, etc. During the forecast period, this trend is expected to
continue to grow due to the large population of youths in the country that are
conscious about their looks and have income to spend.

COMPETITIVE LANDSCAPE

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Gillette India continues to lead men’s grooming Competitive Landscape
Gillette India maintained its leading value share in men’s grooming in 2018. The
company’s presence in different categories under men’s grooming such as shaving, Company Shares of Men's Grooming
toiletries and fragrances has allowed it to retain its spot. The company’s latest % Share (NBO) - Retail Value RSP - 2018
marketing campaign #ShavingStereotypes as part of Gillette’s global campaign, “The
Gillette India Ltd 19.1%
Best A Man Can Get” was well received by its target audiences as it aims to break
gender stereotypes through a true story of two young women running into a men’s Hindustan Unilever Ltd 7.0%
barber shop in rural India. This has created strong brand recall amongst its existing Vini Cosmetics Pvt Ltd 5.1%
clientele as well as helped the brand penetrate further into rural India.
Malhotra Shaving Product... 4.4%
Product diversification and investments in start-ups continue in men’s Emami Ltd 3.7%
grooming Vidyut Metallics Ltd 3.6%
Men’s grooming is currently one of the most important categories for any beauty and Helene Curtis India Ltd,... 3.2%
personal care manufacturer present in India. This became very visible as, in the Nivea India Pvt Ltd 3.1%
previous years, several major players such as Marico and Emami invested in men’s
grooming start-up players. In 2018, existing players were seen to have diversified their McNroe Chemicals Pvt Ltd 2.4%
men’s grooming product offer or were offering products for the first time in this Marico Ltd 2.3%
segment. For example, McNroe Chemicals, a leading player in deodorants selling the
ITC Ltd 1.7%
Wild Stone brand, announced the further expansion of its product profile through Wild
Stone Edge to offer hair gels, shower gels, face wash and shaving foams. On the other Nike India Pvt Ltd 1.5%
hand, Pureplay Skin Sciences, a skin care start-up backed by Unilever Venture Capital,
Menezes Cosmetics Pvt Lt... 1.3%
has announced its plans to expand its men’s grooming portfolio, under the Phy brand.
The company is well known in the Indian market for its Plum brand and its vegan Godrej Consumer Products... 1.3%
offerings. Phy will now offer shaving, hair care, and beard grooming solutions. In Procter & Gamble Hygiene... 1.1%
addition, male grooming start-up The Man Company received a second round of
funding from Emami, and Emami ultimately plans to acquire a majority stake in the VI John Group 1.0%
start-up company. Bulgari Parfums SA 0.9%
Reckitt Benckiser (India... 0.8%
L'Oréal India Pvt Ltd 0.8%
Others 35.8%

Brand Shares of Men's Grooming

% Share (LBN) - Retail Value RSP - 2018

Wilkinson 5.4%
Fogg 5.1%
Gillette Mach3 4.8%
Gillette Vector Plus 4.1%
Emami Fair & Handsome 3.7%
Super-Max 3.6%
Axe 3.1%
Park Avenue 2.9%
Topaz 2.6%
Wild Stone 2.4%
Nivea Deodorant for Men 1.8%
Laser 1.8%
Engage 1.7%
Brylcreem 1.7%
Nike Sport Performance 1.5%
Set Wet 1.4%
Nivea for Men 1.3%
Old Spice 1.3%
Godrej 1.3%
Others 48.6%

Increasing share Decreasing share No change

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