The Middle East and Africa men's grooming products market is projected to witness a CAGR of 6.45% during the forecast period (2020 - 2025).
Key Highlights
- The personal grooming trend is increasingly impacting the men’s grooming, particularly among the millennials and generation Z men residing in the urban region, as the men belonging to this region are extensively looking after their health as well as their physical appearance. these factors are predominantly driving this trend in the Middle East and Africa.
- Moreover, social media, access to information, the spread of celebrity profile pictures, and fashion trends appear to be another contributory factor to this craze, encouraging more and more companies to produce beauty products targeted at African men.
Key Market Trends
Increasing Preference for Post Shave Products in Middle East and African Region
Post-shave products are gaining popularity in the Middle East and Africa, as they take male grooming a step further and offer extra benefits, such as formulations for dry and sensitive skin, beard thickening creams, and post-shave lotions which give a soothing effect after shaving. The market is seeing a larger number of these products, such as shaving gel, cream, foam, and after-shave lotion, as this product range is being driven by increased digital connectivity, which puts pressure on men to carry out the grooming and gives them tips through blogs and websites on the advantages of these products and how to use them.
Men’s grooming is dominated by mass brands but there is an increasing demand and a higher number of launches for premium products. South Africans, in general, like to indulge and invest in good-quality products for their skin and this is one of the primary reasons driving the premium segment in the market studied.
The Rising Application of Men's Grooming Products in Africa
Factors such as demographic trends, growing urbanization, delayed marriage, greater acceptance of male grooming products, and peer pressure with regard to appearance are likely to play an important role in the development of men’s grooming over the forecast period in the African region. Moreover, most of the African consumers apply these men grooming products to improve, as well as to evolve their personal hygiene, but its usage is also being perceived as boosting self-confidence among Africans.
Considering the increased demand in the region, the hypermarket and supermarket chains are too beginning to launch their brand of men grooming products in Africa. For instance, in June 2017, the leading South African retail chain had entered the Longmarket Barber range, these products are designed to create high-quality grooming options that cater to the needs of the contemporary South African man.
Competitive Landscape
Some of the Middle East and Africa men's grooming products companies selling their products in the market are Procter & Gamble, Beiersdorf, and Edgewell Personal Care Company. Gillette from Procter & Gamble remains the leading player in men’s grooming in the region studied, although the company has lost some of its marginal value shares during the past few years, due to the increasing competition that it faces from other manufacturers, particularly in men’s razors and blades.
However, the company was able to maintain its one of the leading position in the category in the entire region, as a result of its strong presence in numerous men’s grooming categories and the strong reputation owing for its high-quality products.
Additional Benefits:
- The market estimate (ME) sheet in Excel format
- 3 months of analyst support
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Table of Contents
Methodology
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