The male grooming category review made by Chu Minh Thong & Tran Bich Ngoc

1. A review on
Men’s grooming market
Done by Tran Bich Ngoc & Chu Minh Thong
Source: Kanta Worldwide Panel, Statista.com, Euromonitor

2. Status

3. Global
52%48%
ARE LOOKS AND APPEARANCE IMPORTANT TO
MEN?
Important Not important
• 39% “Important” answers are from
teenagers (15-17 year old)
• 2 key user groups: Use for hygiene and
Use for improving appearance.

4. Global
17.3 18.3 19.3 20.3
21.4
22.6
23.9
25.2
26.6
2012 2013 2014 2015 2016 2017 2018 2019 2020
Size of the global market male grooming from
2012 to 2020
• Global male grooming is
estimated: grow nearly 1,3
billion every year from
2015-2020.

5. Asia
• 4 out of 5 men care about their
looks
• Top 5 grooming items:
1. Blades/Razors (92%)
2. Shampoo (91%)
3. Bar soap (72%)
4. Skincare (70%)
5. Shower gel (55%)
84
64
0
10
20
30
40
50
60
70
80
90
To feel better about themselves "Because women like it"
Drivers

6. Vietnam
In 2013, the men’s grooming market grown 9%, almost twice
the grow rate of the cosmetic market in general.

7. VietnamMost products are branded
Other

8. Consumer profile

9. Vietnamese men
“Caring about look is embarrassing and un-manly”
Only 8% actually use face wash
Age: from 15 to 35
60% feel the need of using men’s grooming products

10. “Caring about look is
un-manly”

11. Retailer profile

12. 45% customers buy online
- General store
- Provision store
- Ma & Pa
- Cosmetics shop
- Salons
- Supermarket
- Hypermarket
- Minimarket
- Private store
- Online shop
MT
GT
Channels

13. Supermarkets’ sales grow each year
Most supermarkets have display racks exclusive for men’s products.
 Body care, body lotion products are sold mostly online.
 45% customers buy online.

14. Competitor profile

15. On
category
Hair care
Shower
Skin
Deodorant
Shaving
Facials
Imported
Products
Off
category
Female
Products
Unisex

16. Recommendation

17.  Although Vietnamese men haven’t had the habit of
taking care of their skin but this is changing rapidly.
 Many competitors in range of basic products but very
few of them are brand exclusively for men.
 Very potential market, we recommend companies to:
1. Found a new brand which is exclusively for men
2. Extend a brand that has appropriate features for the extension

18. Thank you for your
attention!