KIT: Personal grooming products for men

Strategic tools for the practising manager

The market for personal grooming products for men in India is estimated at Rs 2,950 crore in 2011. The segment includes shaving products, deodorants, skin care, hair care, bath and shower products, and perfumes.

Shaving products is the largest category accounting for 55 per cent of the market. Deodorants is the second largest category.

Traditionally, brands have largely focused on shaving while targeting men with personal grooming products. Other categories like skin care, bath and shower, and hair care have received increased attention only in the last five to seven years. Since many of these categories are in a nascent stage, brands also have to invest significantly in developing or tapping the men-specific segment and educating on why and how to use a product.

With many new brands and products being launched in this space, accompanied by high decibel media campaigns, the non-shaving products category is expected to grow rapidly at 20-25 per cent annually over the next few years.