The landscape of men's grooming is undergoing significant transformation, particularly driven by the preferences and behaviors of Gen Z consumers. Here are some key insights from the Euromonitor report:
1. Evolution of Grooming Routines: Traditional men's grooming routines have evolved from basic to more sophisticated practices. Consumers, especially Gen Z, are becoming more knowledgeable about their skin and are seeking specialized products tailored to their individual needs.
2. Interest in Advanced Care and Styling: Men's grooming has expanded beyond traditional categories, with a growing interest in advanced care and styling products. This shift is fueled by societal changes and a desire for a polished but natural appearance.
3. Influence of Digital Natives: Gen Z, as digital natives, heavily rely on recommendations from social media influencers when making purchasing decisions. They are more open to gender-neutral products and are redefining modern masculinity by embracing diverse grooming practices.
4. Global Sales Performance: Sales of men's grooming products have outperformed the wider beauty and personal care industry, indicating a growing demand for male-specific products. Premium categories like fragrances and skin care are experiencing robust growth.
5. Acceptance of Makeup for Men: There is a growing acceptance of men wearing makeup to enhance their appearance and boost self-confidence. Products like BB or CC cream are becoming increasingly popular among male consumers, particularly in regions like Asia Pacific influenced by beauty trends from countries like Korea and China.
6. Future Growth Opportunities: Despite economic slowdown and changing grooming behaviors, premium categories like fragrances and skin care are projected to experience continued growth. Additionally, regions like Asia Pacific, with a strong presence of Gen Z populations, present significant growth opportunities for the men's grooming industry.
Overall, the men's grooming industry is witnessing a shift towards more specialized products, influenced by changing consumer preferences, societal norms, and digital trends, particularly among younger generations like Gen Z.
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