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Men's Grooming Behaviour - Indian Consumer Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men's Grooming Behaviour market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Communicate convenience and simplicity for metro men and aspiration for upcoming tier cities
  • Opportunity for more 'male-targeted' products based on Indian men's appearance-related concerns
  • Adopt a unique marketing-mix strategy to address an evolving and inconsistent men's grooming market

What you need to know

Men under spotlight

As per a 2018 report by ASSOCHAM, the male grooming industry is currently at INR 168 billion in India. It is expected to touch INR 350 billion in the next three years, growing at a compound annual growth rate (CAGR) of about 45%. It is estimated about 40-45% of total salon business comes from men's treatment.

Start-ups, product innovations fuel the category

Online start-ups like Beardo, Ustraa, the Bombay Shaving Company, and others are firing up the category with product innovations. They are disrupting and challenging the FMCG players by going the online route, beyond basic grooming products and expanding into skincare, beard care, and such.

The shift: Cool to sport beard/moustache

Focus action and attention on grooming men's facial hair. Brands, especially start-ups, are making the beard/moustache a new fashion statement. Movie actors and athletes like Siddarth Malhotra, Shahid Kapur, Virat Kohli, and others are also influencing and shaping up the trend.

Expert analysis from a specialist in the field

Written by Minu Srivastava, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Men's grooming has always been about basic grooming products such as deodorants and shaving/depilatories. However, with quite a large number of start-ups disrupting the market with product innovations such as beard wash, beard oil, beard wax, styling, and grooming products specially designed for men, India is set for an evolution of men's grooming. Minu Srivastava
Consumer Research Analyst

What you get

What's included

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Table of contents

  1. executive summary

    • Key Trends

      • Key drivers
      • [Graph] India: New product launches with 'male' claim, by categories, 2015-17
      • Global trends and how they are playing out in India
    • Consumer insights

      • Appearance, concerns, and benefits sought
      • [Graph] India: Mean time spent in minutes on appearance, by tier, April 2018
      • Attitude and behaviour towards grooming
      • [Graph] India: Agreement with select statements about appearance, May 2018
      • [Graph] India: Agreement with grooming behaviour, May 2018
      • [Graph] India: Amount of time spent compared to last year, May 2018
    • market application

      • Local innovators
      • Global innovators
    • Appendix

      • MINTEL Indian consumer - OTHER REPORTS AVAILABLE