Men's Grooming in Vietnam

Euromonitor International
May 2022
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LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS ............................................................................................................... 1
Pandemic restrictions reduce consumption occasions in 2021 ................................................. 1
Sales and marketing shift online to overcome lockdown conditions ......................................... 1
Local brands start to penetrate men’s grooming with low prices and niche appeal .................. 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Rising economic and social confidence to offer sales and consumption occasions for men’s
grooming ................................................................................................................................... 2
More international and local brands are expected to be attracted by the growth potential in the
category .................................................................................................................................... 3
Perfumed deodorants may add value to deodorants as men aim for higher standards of
grooming ................................................................................................................................... 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Men’s Grooming by Category: Value 2016-2021............................ 3
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2016-2021 ........... 4
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown
2018-2021 .................................................................................................... 4
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021 ........... 5
Table 5 NBO Company Shares of Men’s Grooming: % Value 2017-2021 ................ 5
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2018-2021 ....................... 6
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021 ........ 7
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2021-2026 ............. 7
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth
2021-2026 .................................................................................................... 8

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MEN'S GROOMING IN VIETNAM

KEY DATA FINDINGS
▪ Retail value sales decrease by 6% in current terms in 2021 to VND5.1 trillion
▪ Men’s toiletries is the best performing category in 2021, with retail value sales still falling by
6% in current terms to VND3.6 trillion
▪ International Consumer Products Co Ltd is the leading player in 2021, with a retail value
share of 21%
▪ Retail sales are set to grow at a current value CAGR of 8% (2021 constant value CAGR of
4%) over the forecast period to VND7.4 trillion

2021 DEVELOPMENTS

Pandemic restrictions reduce consumption occasions in 2021

In 2021, many cities in Vietnam executed prolonged lockdowns in response to spikes in the
number of Coronavirus (COVID-19) cases in the country. Ho Chi Minh City was among the big
cities hit hard by the measures introduced to stem the tide of the virus. The city experienced
home seclusion with various degrees of severity, from partial to full lockdowns between
April/May and 1 October 2021. As a result, the demand for men’s grooming products decreased
in 2021. Work-from-home policies and limitations on social events reduced the desire or need
for men to groom themselves. Moreover, travel and tourism restrictions limited sales, especially
for travel pack size men’s grooming products.
As with the easing of COVID-19 measures in 2020, once restrictions were relaxed later in
2021, many consumers remained cautious and preferred to remain at home for health and
safety reasons. Moreover, the negative impact of the economic recession in the wake of
COVID-19 hampered purchasing power, in light of reduced hours/wages or job losses.
Therefore, retail volume and current value sales declined strongly across men’s grooming in
2021. The exception was men’s skin care, which saw only a slight dip in retail volume sales and
a rise in retail current value sales in 2021, largely due to heightened awareness of health,
hygiene and wellbeing. Moreover, perceived more essential and personal care options like
men’s bath and shower and men’s razors and blades tended to sustain demand better through
the pandemic, compared with, for example, non-essentials like men’s fragrances.

Sales and marketing shift online to overcome lockdown conditions

While essential retailers tended to remain open despite pandemic conditions, an increasing
number of consumers living in big cities like Hanoi and Ho Chi Minh City preferred to stay at
home out of caution. Many consumers turned to e-commerce in search of convenience and
safer shopping formats. However, there was no strong channel shift in suburban and rural
areas, where delivery networks were underdeveloped. In addition to e-commerce, city dwellers
could buy on-demand items for home delivery via apps, such as Grab’s new GrabMart service.
Men’s grooming products, such as deodorants, lend themselves well to online shopping for
essentials, alongside a number other beauty and personal care products.
Between late July and September 2021, no home delivery of men’s grooming products sold
via e-commerce or physical stores was permitted due to the strict application of the lockdown.
However, this short-term restriction did not have a major impact on the general development
and growth of e-commerce in men’s grooming in 2021. Through the year more and more

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consumers shifted from offline channels to e-commerce to circumnavigate lockdown and social
distancing measures and use convenient and safer shopping methods. Moreover, in men’s
grooming, as in other areas of beauty and personal care, digitalisation is becoming increasingly
visible beyond e-commerce, especially digital marketing. Livestream on Facebook, in particular,
and Zalo have become effective social media platforms for leading companies to advertise their
products, interact with consumers and enhance brand reputations.

Local brands start to penetrate men’s grooming with low prices and
niche appeal
International Consumer Products Co Ltd maintained its leadership of men’s grooming in 2021
through the top brand, X-Men. The player continued to leverage strong brand reputation,
dynamic marketing and a diversified product offer, including men’s bath and shower,
deodorants, hair care, skin care and fragrances. Global brands continued to dominate sales due
to wide distribution networks, strong financial capabilities and dynamic marketing activities.
Since Vietnam signed various free trade agreements (FTAs) with developed countries like South
Korea, Japan and Australia over the review period, the landscape is expected to become more
competitive due to the appearance of new international companies. However, these new
operators are likely to account for only a small share of overall sales, due to low brand
awareness and narrow distribution.
Local brands have tended to lag behind due to limited financial power and narrow distribution.
Nonetheless, in 2021, local brands started to increase their penetration of men’s grooming, due
to growing demand for such products from male consumers. Local brands are normally targeted
at the mass market by offering lower prices than international brands. For example, Iron & Stone
by Lix Detergent JSC and Ramus by Dai Viet Huong Trading Manufacturing Co Ltd.
Local players have also looked to niches, such as natural products for male consumers, to
deepen their penetration. For example, Sao Thai Duong Cosmetics’s herbal antidandruff
shampoo, which is claimed to work for up to five days without the need to rewash hair. The
company has also been very active in terms of marketing, including advertisements on TV and
radio, posters and online platforms to increase brand awareness among male consumers.
Therefore, Thai Duong has started to become a familiar brand name among male consumers of
shampoo, especially in northern Vietnam. However, local brands continued to account for small
slices of the market, with the focus mainly on suburban and rural areas.

PROSPECTS AND OPPORTUNITIES

Rising economic and social confidence to offer sales and consumption

occasions for men’s grooming
Over the forecast period, men’s grooming is expected to see positive retail volume and
current value growth as the anticipated economic recovery leads to higher living standards.
Strong moves towards the 100% vaccination of the adult population (at least two doses) in 2022
will also increase consumer economic and social confidence. The national economy and men’s
grooming are projected to start to recover in earnest in 2022. Their recovery would help to
increase consumer disposable incomes and spending and raise the demand for men’s grooming
products. In addition to higher economic confidence, greater awareness of the benefits of using
men’s grooming products in terms of appearance, image and wellbeing should also drive sales.
Players should try to tap into the growing interest in grooming products among young men in
Vietnam in particular.

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Higher awareness of the potential benefits of using men’s bath and shower, saving,
deodorants, skin care, hair care and fragrances is expected to be accelerated by the return to
pre-pandemic lifestyles and locations, especially the office, college/university and social and
entertainment events and venues. The resumption of work, education and social and
entertainment norms will foster grooming occasions and increase consumption.

More international and local brands are expected to be attracted by the

growth potential in the category
More international and local brands are predicted to enter the fray in men’s grooming in the
forecast period. As the market size of men’s grooming is still considered underdeveloped, it
retains high growth potential. Thus, new entrants could jump into a lucrative category in the
short to medium term. Importantly, exposure to South Korean culture is seeing men in Vietnam
pay more attention to their appearance and style, which is set to continue to boost the demand
for men’s grooming. The growth potential in the category is also set to foster higher investments
in marketing brands and products, as men in Vietnam are likely to be willing to spend more on
men’s grooming products for work and social appearances. Marketing activities are expected to
be geared more towards premium than mass men’s grooming segments, as the leading players
look to drive value sales. However, men’s grooming is also set to benefit from a robust e-
commerce boom over the forecast period, as consumers continue to shop online in search of
convenience and discounts via company/brand websites and e-commerce marketplaces like
Shopee, Lazada and Tiki.

Perfumed deodorants may add value to deodorants as men aim for

higher standards of grooming
Despite maturity, mass men’s deodorants is projected to see healthy retail volume and value
(constant 2021 prices) growth, largely due to the essential perception of such products. While
the premium segment of men’s deodorants is set to remain negligible, there is room for
upgrades and added value within the category. For example, perfumed deodorants is predicted
to be an important trend in the forecast period as professional and other men aim to reach
higher standards of grooming. Importantly, some men see perfumed options as a potential
substitute for or compliment to fragrances due to their dual attributes of masking body odour and
providing a pleasant scent. A number of new perfumed deodorants have been launched by
leading players like International Consumer Products and Unza Vietnam, with similar novelties
anticipated in the short to medium term.

CATEGORY DATA
Table 1 Sales of Men’s Grooming by Category: Value 2016-2021

VND billion
2016 2017 2018 2019 2020 2021

Men's Shaving 636.6 683.7 730.0 774.9 803.4 737.1

- Men's Post-Shave 8.7 8.0 5.5 5.7 5.6 5.2
- Men's Pre-Shave 125.6 135.6 145.8 155.2 157.9 143.7
- Men's Razors and Blades 502.3 540.0 578.7 614.1 639.9 588.2
Men's Toiletries 2,970.8 3,175.6 3,369.9 3,616.8 3,866.5 3,637.0
- Men's Bath and Shower 280.7 274.5 292.4 316.9 340.8 319.5
-- Premium Men's Bath - - - - - -
and Shower

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-- Mass Men's Bath and 280.7 274.5 292.4 316.9 340.8 319.5
Shower
- Men's Deodorants 509.1 620.9 701.6 788.7 847.7 802.9
-- Premium Men's - - - - - -
Deodorants
-- Mass Men's Deodorants 509.1 620.9 701.6 788.7 847.7 802.9
- Men's Hair Care 1,917.6 1,990.4 2,060.1 2,178.5 2,321.0 2,146.6
-- Premium Men's Hair - - - - - -
Care
-- Mass Men's Hair Care 1,917.6 1,990.4 2,060.1 2,178.5 2,321.0 2,146.6
- Men's Skin Care 263.4 289.8 315.8 332.8 357.0 368.0
-- Premium Men's Skin 6.0 6.6 7.2 8.0 9.2 9.7
Care
-- Mass Men's Skin Care 257.4 283.2 308.6 324.8 347.8 358.4
Men's Fragrances 673.8 748.4 820.8 898.4 778.7 728.2
- Premium Men's 454.9 509.5 560.4 617.6 531.5 500.0
Fragrances
- Mass Men's Fragrances 218.9 238.9 260.4 280.9 247.2 228.2
Men's Grooming 4,281.2 4,607.6 4,920.6 5,290.2 5,448.6 5,102.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Men’s Grooming by Category: % Value Growth 2016-2021

% current value growth

2020/21 2016-21 CAGR 2016/21 Total

Men's Shaving -8.2 3.0 15.8

- Men's Post-Shave -7.5 -9.7 -40.0
- Men's Pre-Shave -9.0 2.7 14.4
- Men's Razors and Blades -8.1 3.2 17.1
Men's Toiletries -5.9 4.1 22.4
- Men's Bath and Shower -6.3 2.6 13.8
-- Premium Men's Bath and Shower - - -
-- Mass Men's Bath and Shower -6.3 2.6 13.8
- Men's Deodorants -5.3 9.5 57.7
-- Premium Men's Deodorants - - -
-- Mass Men's Deodorants -5.3 9.5 57.7
- Men's Hair Care -7.5 2.3 11.9
-- Premium Men's Hair Care - - -
-- Mass Men's Hair Care -7.5 2.3 11.9
- Men's Skin Care 3.1 6.9 39.7
-- Premium Men's Skin Care 5.0 9.9 60.7
-- Mass Men's Skin Care 3.0 6.8 39.2
Men's Fragrances -6.5 1.6 8.1
- Premium Men's Fragrances -5.9 1.9 9.9
- Mass Men's Fragrances -7.7 0.8 4.2
Men's Grooming -6.4 3.6 19.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021

% retail value rsp

2018 2019 2020 2021

Disposables 48.8 48.8 48.7 48.7

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Systems 49.2 49.2 49.4 49.4

Systems - Razors 20.0 20.1 20.3 20.4
Systems - Refill Blades 29.2 29.1 29.1 29.0
Other Razors and Blades 2.0 2.0 1.9 1.9
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021

% retail value rsp

2018 2019 2020 2021

Facial Care 97.8 97.7 97.6 97.6

Body Care 2.2 2.3 2.4 2.5
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Men’s Grooming: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

International Consumer 21.4 20.8 20.1 21.3 20.9

Products Co Ltd
Unza Vietnam Co Ltd 14.2 13.7 14.2 15.4 15.4
Unilever Vietnam 15.0 14.7 14.4 14.5 14.3
International Co Ltd
Beiersdorf Vietnam Ltd Co 9.2 9.7 10.1 10.4 11.0
Oral-B (Vietnam) Ltd 7.9 8.3 8.5 8.7 8.8
Coty Beauty Vietnam Co 5.3 5.2 5.5 4.8 4.6
Ltd
Croma Pharma GmbH 2.4 2.4 2.3 2.3 2.3
Inter Parfums Asia 0.7 1.1 1.2 1.0 1.4
Pacific Pte Ltd
Saigon Cosmetics Corp 1.7 1.7 1.7 1.4 1.3
Dai Viet Huong Trading 1.8 1.5 1.3 1.2 1.1
Manufacturing Co Ltd
L'Oréal Vietnam Co Ltd 1.0 1.1 1.2 1.1 1.1
Shiseido Cosmetics 1.1 1.1 1.1 1.0 1.0
Vietnam Co Ltd
Estée Lauder Vietnam Co 0.9 1.0 1.1 0.8 0.9
Ltd
Dorco Co Ltd 0.9 0.9 0.8 0.8 0.8
Rohto-Mentholatum 0.7 0.7 0.6 0.6 0.7
Vietnam Co Ltd
Edgewell Personal Care 0.7 0.7 0.6 0.6 0.6
Brands LLC
Chanel SA 0.5 0.5 0.6 0.5 0.5
Mandom Vietnam Co Ltd 0.3 0.4 0.4 0.4 0.4
Oriflame Vietnam Ltd - - - 0.7 0.4
Kenzo Parfums SA 0.4 0.4 0.4 0.3 0.4
Euroitalia Srl 0.3 0.3 0.3 0.2 0.2
AmorePacific Vietnam JSC 0.0 0.1 0.1 0.2 0.2
Kao Vietnam Ltd 0.2 0.2 0.2 0.2 0.2
LG Vina Cosmetics Co Ltd 0.2 0.2 0.1 0.2 0.2

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Colgate-Palmolive 0.3 0.3 0.3 0.2 0.2

(Vietnam) Co Ltd
Givenchy SA, Parfums 0.2 0.2 0.2 0.2 0.2
Henkel Vietnam Co Ltd 0.3 0.1 0.0 0.0 0.0
Salvatore Ferragamo SpA 0.4 0.5 0.4 0.3 -
Thuong Xuan Cosmetic Co 1.0 1.1 1.2 - -
Ltd
Puig SL 0.1 0.1 - - -
Others 10.8 11.1 10.8 10.5 10.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Men’s Grooming: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

X-Men (Marico Ltd) International Consumer 20.8 20.1 21.3 20.9

Products Co Ltd
Romano (Wipro Ltd) Unza Vietnam Co Ltd 13.7 14.2 15.4 15.4
Clear Men (Unilever Unilever Vietnam 11.3 10.9 10.9 10.7
Group) International Co Ltd
Nivea Men Deodorant Beiersdorf Vietnam Ltd Co 6.2 6.6 6.8 7.0
(Beiersdorf AG)
Gillette (Procter & Oral-B (Vietnam) Ltd 6.5 6.7 6.9 6.9
Gamble Co, The)
Nivea Men Beiersdorf Vietnam Ltd Co 3.5 3.5 3.6 4.0
(Beiersdorf AG)
Axe (Unilever Group) Unilever Vietnam 2.3 2.5 2.5 2.6
International Co Ltd
Croma (STADA Croma Pharma GmbH 2.4 2.3 2.3 2.3
Arzneimittel AG)
Gillette Foamy Oral-B (Vietnam) Ltd 1.6 1.6 1.7 1.7
(Procter & Gamble
Co, The)
Ramus Dai Viet Huong Trading 1.5 1.3 1.2 1.1
Manufacturing Co Ltd
adidas classic Coty Beauty Vietnam Co 1.1 1.2 1.1 1.1
(Coty Inc) Ltd
Rexona Deodorant Unilever Vietnam 0.8 0.8 0.8 0.9
For Men (Unilever International Co Ltd
Group)
Davidoff (Coty Inc) Coty Beauty Vietnam Co Ltd 0.8 0.9 0.8 0.8
Oxy Men (Rohto Rohto-Mentholatum 0.7 0.6 0.6 0.7
Pharmaceutical Co Vietnam Co Ltd
Ltd)
DKNY (Estée Lauder Estée Lauder Vietnam Co 0.8 0.9 0.7 0.7
Cos Inc) Ltd
Giorgio Armani L'Oréal Vietnam Co Ltd 0.6 0.7 0.6 0.6
(L'Oréal Groupe)
Coach (Inter Inter Parfums Asia 0.6 0.7 0.6 0.6
Parfums Inc) Pacific Pte Ltd
Calvin Klein (Coty Coty Beauty Vietnam Co 0.9 1.0 0.8 0.6
Inc) Ltd
Chanel Chanel SA 0.5 0.6 0.5 0.5
Issey Miyake Shiseido Cosmetics 0.6 0.6 0.5 0.5
(Shiseido Co Ltd) Vietnam Co Ltd
Lacoste (Coty Inc) Coty Beauty Vietnam Co Ltd 0.6 0.6 0.5 0.5

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Burberry (Coty Inc) Coty Beauty Vietnam Co Ltd 0.5 0.6 0.5 0.5
Jean Paul Gaultier Shiseido Cosmetics 0.5 0.5 0.5 0.5
(Puig SL) Vietnam Co Ltd
Guess (Inter Inter Parfums Asia 0.4 0.5 0.4 0.4
Parfums Inc) Pacific Pte Ltd
TJ Dorco Co Ltd 0.5 0.5 0.4 0.4
Hugo Boss (Coty Inc) Coty Beauty Vietnam Co Ltd 0.5 0.5 0.4 0.4
Gatsby (Mandom Corp) Mandom Vietnam Co Ltd 0.4 0.4 0.4 0.4
Dorco Dorco Co Ltd 0.4 0.4 0.4 0.4
Kenzo (LVMH Moët Kenzo Parfums SA 0.4 0.4 0.3 0.4
Hennessy Louis
Vuitton SA)
Wilkinson Edgewell Personal Care 0.4 0.4 0.3 0.3
Brands LLC
Salvatore Ferragamo Salvatore Ferragamo SpA 0.5 0.4 0.3 -
Oriflame (Oriflame Thuong Xuan Cosmetic Co 0.9 1.0 - -
Cosmetics SA) Ltd
Others Others 16.8 16.2 15.7 16.0
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Gillette (Procter & Oral-B (Vietnam) Ltd 54.4 56.4 57.4 58.7
Gamble Co, The)
Croma (STADA Croma Pharma GmbH 20.2 20.2 20.0 19.6
Arzneimittel AG)
TJ Dorco Co Ltd 4.0 3.9 3.8 3.7
Dorco Twin Dorco Co Ltd 3.4 3.2 3.2 3.2
Wilkinson Edgewell Personal Care 3.4 3.3 3.0 2.9
Brands LLC
Wilkinson Energizer Holdings Inc - - - -
Bic Société Bic SA - - - -
Others Others 14.6 13.0 12.7 11.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Men’s Grooming by Category: Value 2021-2026

VND billion
2021 2022 2023 2024 2025 2026

Men's Shaving 737.1 761.3 783.0 807.6 835.6 866.4

- Men's Post-Shave 5.2 5.3 5.5 5.7 5.8 5.9
- Men's Pre-Shave 143.7 153.5 157.7 163.0 170.0 177.9
- Men's Razors and Blades 588.2 602.5 619.9 638.9 659.8 682.6
Men's Toiletries 3,637.0 3,757.3 3,913.7 4,015.8 4,111.1 4,197.7
- Men's Bath and Shower 319.5 321.3 330.6 341.7 354.2 367.8
-- Premium Men's Bath - - - - - -
and Shower
-- Mass Men's Bath and 319.5 321.3 330.6 341.7 354.2 367.8
Shower

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- Men's Deodorants 802.9 822.3 854.0 890.8 932.0 976.8

-- Premium Men's - - - - - -
Deodorants
-- Mass Men's Deodorants 802.9 822.3 854.0 890.8 932.0 976.8
- Men's Hair Care 2,146.6 2,240.1 2,347.9 2,392.7 2,427.3 2,450.7
-- Premium Men's Hair - - - - - -
Care
-- Mass Men's Hair Care 2,146.6 2,240.1 2,347.9 2,392.7 2,427.3 2,450.7
- Men's Skin Care 368.0 373.6 381.3 390.6 397.6 402.4
-- Premium Men's Skin 9.7 10.0 10.7 11.2 11.6 12.0
Care
-- Mass Men's Skin Care 358.4 363.6 370.6 379.4 386.0 390.5
Men's Fragrances 728.2 796.7 898.9 994.3 1,069.0 1,137.9
- Premium Men's 500.0 548.0 616.6 686.7 743.4 800.2
Fragrances
- Mass Men's Fragrances 228.2 248.7 282.3 307.6 325.6 337.7
Men's Grooming 5,102.3 5,315.3 5,595.6 5,817.7 6,015.7 6,202.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026

% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total

Men's Shaving 3.3 3.3 17.5

- Men's Post-Shave 1.5 2.5 13.1
- Men's Pre-Shave 6.8 4.4 23.8
- Men's Razors and Blades 2.4 3.0 16.0
Men's Toiletries 3.3 2.9 15.4
- Men's Bath and Shower 0.6 2.9 15.1
-- Premium Men's Bath and Shower - - -
-- Mass Men's Bath and Shower 0.6 2.9 15.1
- Men's Deodorants 2.4 4.0 21.7
-- Premium Men's Deodorants - - -
-- Mass Men's Deodorants 2.4 4.0 21.7
- Men's Hair Care 4.4 2.7 14.2
-- Premium Men's Hair Care - - -
-- Mass Men's Hair Care 4.4 2.7 14.2
- Men's Skin Care 1.5 1.8 9.3
-- Premium Men's Skin Care 3.4 4.3 23.6
-- Mass Men's Skin Care 1.5 1.7 9.0
Men's Fragrances 9.4 9.3 56.3
- Premium Men's Fragrances 9.6 9.9 60.0
- Mass Men's Fragrances 9.0 8.2 48.0
Men's Grooming 4.2 4.0 21.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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